Wednesday (May 8) saw <keyword id="19918812" type="General" weightage="100" keywordseo="Uttarakhand" source="keywords">Uttarakhand</keyword> experience its first significant rain spell of the year. Reports of cloudbursts surfaced from <keyword id="19897131" type="General" weightage="20" keywordseo="almora" source="keywords">Almora</keyword> and Bageshwar, while <keyword id="20081267" type="General" weightage="20" keywordseo="uttarkashi" source="keywords">Uttarkashi</keyword> witnessed hailstorms. Despite causing minor damage and inconvenience, the rain provided a silver lining for the state's forests. The intense showers reportedly led to road blockages, water entering homes and crop damage in various areas, with farmers in Pithoragarh seeking compensation for hailstorm-related losses. However, the rainfall proved beneficial for forested areas in the Kumaon region, particularly Almora district, where it helped extinguish <keyword id="20471926" type="General" weightage="20" keywordseo="forest-fires" source="keywords">forest fires</keyword>. Forest fires are a common occurrence during Uttarakhand's summers, exacerbated by the presence of highly flammable pine trees covering vast expanses of the region. Since November last year, the state has reported 398 forest fires, which killed at least five people and damaged over a thousand hectares of forest cover. In response to the persistent issue, the <keyword id="19895345" type="General" weightage="20" keywordseo="Supreme-Court" source="keywords" meta.keywordsubtype="org" meta.entityname="Supreme Court" meta.hostid="261" meta.entityid="Supreme Court">Supreme Court</keyword> has urged the <keyword id="19934072" type="General" weightage="20" keywordseo="Uttarakhand-government" source="keywords" meta.keywordsubtype="org" meta.entityname="Uttarakhand government" meta.hostid="261" meta.entityid="Uttarakhand government">Uttarakhand government</keyword> to implement robust preventive measures. <cmsannotation type="cmsannotation" annotationid="Relying on rain god not enough, SC warns Uttarakhand govt" comment="subhead" text="Relying on rain god not enough, SC warns Uttarakhand govt">Relying on rain god not enough, SC warns Uttarakhand govt</cmsannotation> During a recent hearing on the matter on Wednesday, the Supreme Court told the state that cloud seeding or "depending on rain god" is not the answer to the raging forest fires issue in Uttarakhand. Instead, it urged the authorities to take preventive measures to tackle the problem. Deputy Advocate General of Uttarakhand Jatinder Kumar Sethi apprised the apex court about the efforts taken by the state to control forest fires thus far. He said that 0.1 per cent of the wildlife cover in the state was on fire, highlighting that all incidents were man-made. A total of 350 criminal cases have been lodged, with 62 suspects identified and criminal cases filed, he added. However, the lawyers that filed the application for impleadment in the matter raised concerns about the government's preparedness and allocation of resources, with reports suggesting inefficiencies in fire management. The court has posted the matter for further hearing on May 15 to delve deeper into the matter and address the concerns raised.

Intense rains quench Uttarakhand’s wildfire frenzy; Supreme Court tells state govt. to stop relying on rain god

Thick smoke from an intense <keyword id="20187121" type="General" weightage="20" keywordseo="forest-fire" source="keywords">forest fire</keyword> engulfed Srinagar in <keyword id="19918812" type="General" weightage="20" keywordseo="Uttarakhand" source="keywords" meta.keywordsubtype="org" meta.entityname="Uttarakhand" meta.hostid="261" meta.entityid="Uttarakhand">Uttarakhand</keyword>'s Pauri Garhwal district, causing significant delays in <keyword id="21557216" type="General" weightage="20" keywordseo="aerial-firefighting" source="keywords">aerial firefighting</keyword> operations by the Indian Air Force (<keyword id="19900590" type="General" weightage="20" keywordseo="IAF" source="keywords">IAF</keyword>). The IAF's MI-17 helicopters, which were scheduled to begin water-dropping operations at 6:30 am, remained grounded until visibility improved. Vinay Shankar Pandey, Commissioner of Garhwal, told that the dense smoke caused by the forest fire hindered the helicopter's ability to take off. He indicated that the Indian Air Force's <keyword id="21557217" type="General" weightage="20" keywordseo="firefighting-efforts" source="keywords">firefighting efforts</keyword> would commence shortly after the visibility increases. "Air operation could not start since this morning due to the smoke of forest fire, he said that the Air Force's fire extinguishing operation is likely to start in the next one hour," Pandey said. Despite the delayed start, the IAF successfully launched its firefighting efforts after conditions allowed. A post on X at 7:27 am by the Indian Air Force announced that its MI-17 V5 helicopters had begun Bambi Bucket operations in the Pauri Garhwal sector. "In response to the raging forest fires at Pauri Garhwal sector in Uttrakhand, IAF provided the much-needed relief by undertaking Bambi Bucket ops by its Mi17 V5 helicopters. Over 4500 litres of water was used to douse the fires in close coordination with the Uttarakhand government. The swift action by #IAF enabled the fire fighting crew on the ground to penetrate and douse fires in a more efficient manner," the tweet read. Due to the ongoing forest fires, Wing Commander Vivek Kumar noted that the helicopter's ability to take off from GVK helipad Srinagar was hampered by poor visibility. Another attempt to launch the firefighting operation was scheduled for around noon. "Another attempt will be made to take off around 12:00 pm," Kumar said. These aerial firefighting efforts by the IAF, in close coordination with the Uttarakhand government, are part of the ongoing battle against forest fires that have been raging in the region, disrupting normal life and posing significant environmental risks. Earlier, in the forest fire over the Pauri Garhwal region of Uttarakhand, a 65-year-old woman died in the field while trying to douse the fire on Monday. According to the officials, the Pauri Police in Uttarakhand have brought the fire in the forests under control. The Air Force took the lead in extinguishing the fire in different parts of Pauri district. The Air Force helicopters sprayed water on the fire in the Doob Srikot forests. Pauri police stated, "So far, there are 6 small active fire spots. A major fire was controlled after around 8 days and 12 hours. Two FIRs have been registered against 35 unidentified persons in connection with the fire incidents and a total of 8-9 people have been arrested." The police have assured that strict action will be taken against those who damage forest resources. The state's Chief Secretary, Radha Raturi, announced on Monday a series of measures aimed at controlling the spread of the flames and mitigating further damage. "Incidents of forest fire have increased," said Raturi, acknowledging the alarming rise in fire incidents across the state. Raturi revealed that the Indian Air Force (IAF) has been called in to aid firefighting efforts, and plans are underway to implement a pilot cloud seeding project to induce rainfall in the affected regions. She also mentioned that the government is planning a pilot project to implement this technology in Uttarakhand, starting with the Pauri district. Meanwhile, to prevent further incidents, the state government has banned the burning of agricultural residues and waste in urban areas. 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Uttarakhand forest fire: Poor visibility hampers IAF's firefighting efforts

Last week, visitors to Uttarakhand’s <keyword id="20923317" type="General" weightage="100" keywordseo="Om-Parvat" source="keywords">Om Parvat</keyword> were met with an unprecedented sight — the revered peak, known for its perpetual snow cover forming the sacred "Om" symbol, was completely devoid of snow for the first time in recorded history. This alarming phenomenon has sparked concerns among locals, tourists, and environmental experts alike. Experts have attributed the <keyword id="22948698" type="General" weightage="20" keywordseo="snow-disappearance" source="keywords">snow disappearance</keyword> to a combination of factors, including scanty rainfall and irregular snowfall in the upper <keyword id="20128077" type="General" weightage="20" keywordseo="Himalayan-region" source="keywords">Himalayan region</keyword> over the past five years, escalating vehicular pollution, and the broader impacts of <keyword id="19942740" type="General" weightage="20" keywordseo="global-warming" source="keywords">global warming</keyword>. The cumulative effect of these environmental stressors has led to a dramatic change in Om Parvat’s snow cover, which melted completely this year, a stark departure from its usual 95-99% snow retention rate. <h2>Implications on Uttarakhand’s tourism and ecology</h2>Local officials expressed concerns that the absence of snow could negatively impact tourism, which is a vital part of the region’s economy. Hordes of pilgrims visit the Om Parvat due to the the profound significance of the “Om” symbol, to meditate and bask in the spiritual vibrations of the mystical place. Om Parvat, situated at an altitude of approximately 14,000 feet in the Vyas Valley, is not only a popular tourist destination but also holds spiritual significance due to the natural "Om" formation on its snow-clad peak. The recent <keyword id="22950379" type="General" weightage="20" keywordseo="snowless-period" source="keywords">snowless period</keyword> left visitors and residents alike unsettled. Spiritual importance aise, the Adi Kailash and Om Parvat are also home to a diverse flora and fauna that contribute to the Himalayan biodiversity. Local communities living in the mountains’ surrounding regions are similarly reliant on the Om Parvat to preserve their age-old traditions and customs. These already fragile ecosystems are further endangered by the impacts of <keyword id="19907392" type="General" weightage="20" keywordseo="climate-change" source="keywords">climate change</keyword>. <h2>The return of snow</h2>Dhan Singh Bisht, who has served at the base camp of Adi Kailash yatra in Dharchula for over two decades, noted that this is the first time in his tenure that he witnessed Om Parvat completely devoid of snow, NDTV reported. The viral photos of the snowless peak even caught district administration officials off guard. However, they could heave a collective sigh of relief after fresh snowfall on Monday night. Momentarily alleviating fears about the hill’s future, forecasts indicate that wet conditions are expected to continue over <keyword id="20396441" type="General" weightage="20" keywordseo="pithoragarh" source="keywords">Pithoragarh</keyword> — where Om Parvat is situated. <h2>Cause for concern </h2>The loss of snow on Om Parvat can be interpreted as a momentary warning. Environmental experts like Sunil Nautiyal, Director of GB Pant National Institute of Himalayan Environment, have underscored the need to address the root causes of this issue. Rising temperatures in the Himalayan region, fueled by increased vehicular emissions and global warming, are contributing to the rapid melting of snow. Nautiyal also highlighted the damaging effects of rampant forest fires, which release carbon that further harms these sensitive ecological zones. The surge in tourist footfall following Prime Minister Narendra Modi’s visit to Jolingkong last October is also being scrutinised as a possible contributor to the environmental changes observed in the region. The disappearance and subsequent return of snow to Om Parvat serve as a stark reminder of the delicate balance between human activity and environmental sustainability in the Himalayan region. As experts and locals continue to monitor the situation, the hope remains that proactive measures can prevent a repeat of this year’s alarming snowless period. <div type="Article" hostid="261" msid="110460525" title="Kalpa unveiled: Everything you need to know about this beautiful village" mstype="2" mssubtype="0"></div>

Snow has returned to the Om Parvat in Uttarakhand after completely disappearing from the peak for the first time

The Ministry of Environment, Forest and Climate Change is organising a Country-Led Initiative (CLI) event as part of the <keyword id="19261552" type="General" weightage="20" keywordseo="United-Nations-Forum-on-Forests" source="Orion">United Nations Forum on Forests</keyword> (UNFF) from October 26-28, 2023 at the Forest Research Institute (FRI), Dehradun, Uttarakhand. As per the Ministry of Environment, Forest and Climate Change, the United Nations Forum on Forests promotes the management, conservation, and sustainable development of all types of forests. India holds the distinction of being a founding member of UNFF. The <keyword id="107187" type="General" weightage="20" keywordseo="UN-General-Assembly" source="Orion">UN General Assembly</keyword> adopted the first-ever UN Strategic Plan for Forests for the period of 2017-2030. This Strategic Plan serves as a global framework for actions at all levels to achieve the sustainable management of all types of forests, including trees outside forests, and to combat deforestation and forest degradation. "The CLI's primary goal is to contribute to the discussions of UNFF regarding the implementation of Sustainable Forest Management and the UN Strategic Plan for Forests. It also aims to facilitate the sharing of best practices among UNFF Member States for the implementation of SFM and the UNSPF. The CLI will discuss on thematic areas involving forest fires and <keyword id="19261551" type="General" weightage="50" keywordseo="forest-certification" source="Orion">forest certification</keyword>. During this event, experts from UNFF member countries, the UN organizations, regional and sub-regional partners, as well as major groups, will deliberate on the thematic issues" the Ministry added Ministry further added that "The formal meeting will commence on 26th October 2023. The programme includes two days of deliberations and exchanges on guiding themes- forest fires and forest certification- and a one-day field trip. The deliberations on the thematic areas- forest fires and forest certification- will promote the sharing of good practices on these areas to support global actions in advancing the Global Forest Goals of the UN Strategic Plan for Forests (UNSPF)." The issue of forest certification has received growing global attention in recent years. The total forest area under certification has increased by 35% (or 120 million ha) since 2010. Between 2020 and 2021, the certified forest area increased by 27 million hectares. The developing countries continue to face several challenges with the certification process. This includes excessive costs of certification, audit and compliance issues, inaccessibility to forest owners in remote regions, and lack of capacity due to the complexity of various certification standards. The deliberations vis-a-vis forest certification will enrich the policy landscape in developing countries with regard to this issue area. The UN Forest Instrument has adopted several policy measures to encourage sustainable forest management through promoting and implementing voluntary instruments such as voluntary certification systems or other appropriate mechanisms in a transparent manner. However, some countries consider the measures and requirements for certification as creating trade challenges or market barriers for their forest products. On the other hand, some other countries consider forest certification as an effective means to ensure SFM and a tool for preventing forest degradation or deforestation. Another major concern is that most consumer markets recognize certification from a select few certifying bodies at the expense of other certification schemes. "This meeting will host discussions amongst the participating states on these issue areas. This will be attended by more than 80 delegates participating from over 40 countries and 20 international organizations, both in person and online. The meeting is expected to come out with implementable frameworks and recommendations for management of <keyword id="45847" type="General" weightage="80" keywordseo="forest-fire" source="Orion">forest fire</keyword> and forest certification leading towards Sustainable Forest Management, which will be considered for discussions at the 19th session of UNFF scheduled at UN Headquarters, New York in May 2024," Ministry said. (ANI)

India to host meeting of UN Forum to deliberate on forest fires and forest certification

<ul><li>At least 2 people have reportedly lost their lives due to wildfires in <keyword id="44522" type="CITY" weightage="20" keywordseo="Uttarakhand">Uttarakhand</keyword>, whereas one person was injured. </li><li>The wildfires have affected 71 hectares of forest land, risking the lives of hundreds of species living there. </li><li>According to the government, this may not be the worst year for wildfires as intermittent rains and high moisture levels have helped in preventing such instances. </li></ul>As many as 46 forest fires have been wreaking havoc in Uttarakhand for over four days —<a href="https://www.republicworld.com/india-news/accidents-and-disasters/uttarakhand-swamped-in-46-wildfires-over-51-hectares-of-forest-land-g.html"> incurring a loss of ₹1.32 lakhs. </a> The rising temperature and hot spells have pumped super hot winds all over North India — making it the <a href="https://timesofindia.indiatimes.com/india/north-india-globes-hottest-region-on-tuesday/articleshow/76019165.cms">warmest region around the world on May 26 </a>along with south-east Pakistan. A large number of species of animals living there struggled to survive. According to the forest department, a forest fire first broke out in <a href="https://www.aninews.in/news/national/general-news/forest-fire-breaks-out-in-uttarakhand20200523231550/">Srinagar district on May 23</a> and it is difficult to control the fires due to winds. The hilly state has 38,000 square kilometers of forest areas — which is <a href="https://www.newindianexpress.com/nation/2020/may/25/in-a-first-uttarakhand-releases-one-of-the-biggest-reports-on-plant-species-conservation-in-india-2147559.html">home to 1145 plant species ranging</a> from Brahma Kamal to the famous mythological Sanjivani Booti. <div type="twitter" handle="ANI" handlename="ANI" image="http://pbs.twimg.com/profile_images/1497864299/ani_mic_logo_normal.jpg" favoritecount="1480" retweetcount="442" status="Uttarakhand: Forest fire broke out in Srinagar of Pauri Garhwal district today. Forest officer Anita Kunwar says, &quot;… https://t.co/2v2YnC5ehI" createdat="1590251189000" id="1264231236089724928"></div> This comes at a time when there are 401 <a href="https://www.mohfw.gov.in/">confirmed cases of coronavirus</a>, of which 4 patients have died and 64 have recovered. Here are some devastating pictures from Uttarakhand wildfire: At least 2 people have <a href="https://www.scoopwhoop.com/news/in-pics-uttarakhand-region-forest-fires-2020/">reportedly</a> lost their lives due to wildfires in Uttarakhand, whereas one person was injured. <div type="twitter" handle="brightwims" handlename="waje" image="http://pbs.twimg.com/profile_images/1265026335199690759/LPfLji_j_normal.jpg" favoritecount="434" retweetcount="466" status="Uttarakhand is burning from 4 days ,it has been reported Uttarakhand has lost nearly 51.43 hectares of forest cover… https://t.co/GEVA3AuQ7t" createdat="1590487291000" id="1265221519933870082"></div> The wildfires have affected <a href="https://www.latestly.com/india/news/forest-fire-in-uttarakhand-leaves-71-hectares-of-land-destroyed-pib-says-wildfire-incidents-dropped-this-year-shares-graph-1780127.html">71 hectares of forest land</a>, risking the lives of hundreds of species living there. <div type="twitter" handle="FoundationUci" handlename="UCIFoundationOfficial" image="http://pbs.twimg.com/profile_images/1255213876058169345/PWUcxOAl_normal.jpg" favoritecount="306" retweetcount="277" status="Again, we aren't paying attention to #UttarakhandForestFire Around 5 hectares of forest is burnt in the last 2 da… https://t.co/b7VF66ozUT" createdat="1590466224000" id="1265133159277981697"></div> Kumaon region is <a href="https://timesofindia.indiatimes.com/city/dehradun/46-wildfires-recorded-in-state-till-date-51-43-hectare-forest-cover-gutted/articleshow/75925853.cms">the worst-hit area with 21 wildfires incident</a>s. Whereas, the Garhwal region reported 16 wildfires and the forest reserve witnessed nine instances. <div type="twitter" handle="musafir_1509" handlename="Pramit Maity" image="http://pbs.twimg.com/profile_images/1258870351364124672/yvWw_K7__normal.jpg" favoritecount="1" retweetcount="2" status="WHAT IS HAPPENING? Forest fire breaks out in Uttarakhand (Photo courtes: ANI) #wildfire #fireBREAKS… https://t.co/kYFAMrkIIP" createdat="1590353613000" id="1264660831452741632"></div> According to the government, this may not be the worst year for wildfires as intermittent rains and high moisture levels have helped in preventing such instances. "Forest fires have come down a lot this season. Partly due to less anthropogenic activity and partly due to rains," Press Information Bureau said in a tweet. <div type="twitter" handle="WeUttarPradesh" handlename="UttarPradesh.ORG News" image="http://pbs.twimg.com/profile_images/1095223546861756416/xPxVDkpq_normal.jpg" favoritecount="58" retweetcount="7" status="Bringing relief to the Forests of #Uttarakhand and the natural dousers of Forest Fires, rain showers in many distri… https://t.co/pcZPKa3iIH" createdat="1590559242000" id="1265523304724660226"></div> Although devastating, these wildfires take place every year due to rising temperatures. The state recorded 1,590 wildfire cases till May 25 last year. SEE ALSO:<a href="https://www.businessinsider.in/tech/enterprise/news/three-ways-tcs-infosys-and-other-it-giants-in-india-are-trying-to-cut-costs-but-its-not-going-to-increase-their-profitability/articleshow/76021884.cms">Three ways TCS, Infosys and other IT giants in India are trying to cut costs — but it’s not going to increase their profitability</a>

Devastating pictures from Uttarakhand forest fires over last four days⁠— forests burn as North India becomes the world’s warmest region

<ul><li>Scientists have observed “tremendous warmth in the Arctic” which will eventually reignite the fire. </li><li>Zombie fires, also known as holdover fires, are wildfires that keep burning under the ground even after flames on the surface die down. </li><li>A similar warning was issued by scientists in Alaska — a state which recorded 39 fires since 2005. </li></ul><keyword id="9303360" type="UNKNOWN" weightage="20" keywordseo="zombie-fire">Zombie fire</keyword>, which released 50 million tonnes of carbon dioxide after burning the <keyword id="59606" type="CITY" weightage="20" keywordseo="arctic">Arctic</keyword> region, are returning back to life from the dead. Scientists have observed “tremendous warmth in the Arctic” which will eventually reignite the fire. "We have seen satellite observations of active fires that hint that 'zombie' fires might have reignited," Mark Parrington, a senior scientist and wildfire expert at the European Union's Copernicus Atmospheric Monitoring Service <a href="https://www.afp.com/en/news/826/scientists-warn-zombie-fires-arctic-doc-1sd8h41">told AFP. </a> Zombie fires, also known as holdover fires, <a href="https://edition.cnn.com/2016/05/11/americas/wildfire-resurrections/index.html">are wildfires that keep burning under the ground even after flames on the surface die dow</a>n. These fires are hidden and can survive harsh winters or hot summers. <div type="twitter" handle="DrTELS" handlename="Dr Thomas Smith 🔥🌏" image="http://pbs.twimg.com/profile_images/1235952064246812672/9RwEukQs_normal.jpg" favoritecount="44" retweetcount="25" status="Are these 'zombie' fires? As the snow melted in Arctic Siberia last week, a number of fires have been detected by s… https://t.co/MBZbBYqA2o" createdat="1588776389000" id="1258045476731002882"></div> A normal person may not see what’s burning inside the ground and there’s a good chance that these fires may return when the weather is warmer and windier. <div type="image" title="greenland_fire_2017_earth_observatory_cover_crop_1024" msid="76060876" hostid="261" caption="&amp;lt;p&amp;gt;A wildfire observed in Greenland in 2017. &amp;lt;/p&amp;gt;"></div> Scientists are yet to confirm the hotspot but they’ve warned fires at areas which burned last year.These wildfires are particularly caused due to record high temperatures with low humanity and a dry spell. "We may see a cumulative effect of last year's fire season in the Arctic which will feed into the upcoming season, and could lead to large-scale and long-term fires across the same region once again," Parrington said. A similar warning was issued by scientists in Alaska — a state which recorded 39 fires since 2005. While most of these fires were small, about 7 of them were easily seen from space. "Fire managers noted increasing occurrences where fires survive the cold and wet boreal winter months by smouldering, and re-emerged in the subsequent spring," the Alaska Fire Science Consortium, grouping four universities and research institutes, reported in their Spring 2020 newsletter. SEE ALSO: <a href="https://www.businessinsider.in/india/news/uttarakhand-forest-fire-pictures-videos-and-visuals-as-north-india-temperatures-rise/articleshow/76025287.cms">Devastating pictures from Uttarakhand forest fires over last four days⁠— forests burn as North India becomes the world’s warmest region</a>

The Arctic is getting so hot again⁠— scientists expect zombie fires to return

<img class="gwt-Image" src="/photo/37511430.cms" /> The June 2013 disaster in <keyword id="44522" type="CITY" weightage="100" keywordseo="Uttarakhand">Uttarakhand</keyword> is unforgettable for the heavy loss of human life, as well as the economic and ecological damages it caused. However, the inadequate disaster management and delayed response from the government were even more ominous. 
 While heavy rain (more than 375% of normal rainfall) inundated Uttarakhand and the surrounding areas, it also led to the melting of the Chorabari Glacier and the <keyword id="30363" type="PERSON" weightage="100" keywordseo="Mandakini">Mandakini</keyword> burst its banks, resulting in the region’s worst-ever flooding in five decades. 
 
Government officials committed many errors that had a direct bearing on the tragedy: 
· Early weather warnings went unheeded. Otherwise, the loss of human life would have been lower. 
· Haphazard development with hotels near the waterways, extensive tunnelling for badly planned roads and more than 70 hydroelectric projects have created a serious environmental imbalance. 
· Private sources put it to over 5,000 deaths. As the flooding occurred during peak pilgrimage season, more than 70,000 pilgrims were stranded with little or no food for over three days. 
 
Total economic loss is estimated at Rs 20,000 crore. The damage to infrastructure such as roads, hydro projects and housing will be difficult to overcome. As tourism accounts for almost 30% of Uttarakhand’s GDP, road and other infrastructural damage means the state government has to ask tourists to stay away, leading to loss of economic activities. 
 
Disaster management While the <keyword id="107430" type="ORGANIZATION" weightage="100" keywordseo="National-Disaster-Management-Authority">National Disaster Management Authority</keyword> (NDMA) and the National Disaster Response Force (NDRF), along with the Indian Army and Indian Air Force, did their best, it was not enough. The NDMA and the NDRF have to be better equipped, especially in terms of communications, to properly manage quick relief work. The director general of the NDRF has been changed every year for the past nine years, causing a lack of continuity in this body. Moreover, we don’t have fully trained and fully equipped disaster management personnel. The locals are not trained either or opt to work with the authorities. Early and prompt action is vital for all disaster management and this requires active involvement of the locals. 
 
Local people should be made aware of the problems likely to occur and must be taught how to respond to those. Each region or locality should have a rescue shelter and a command network in place. In other words, public awareness of ecology and environmental issues is a must. The government has to work with the people to protect the environment. Also, weather warnings should be taken seriously and government officials should focus more on prevention in order to minimise such losses. 
 
A comprehensive Himalayan environment and ecology plan covering all the Indian states concerned should be drawn up and implemented. Experts even advocate an international policy in co-operation with other countries such as China, Nepal and Bhutan. 
 
Uttarakhand today is focusing on rebuilding its infrastructure and preventing further ecological damage. The state has already reconstructed a major part of its roads, bridges and communication infrastructure. However, this should top the priority list now as transport and communication are extremely vital to keep the economy going in this mountain state. 
 
Only last month, the government reopened the Char Dham Yatra for the pilgrims, which can revive the tourism-based economy to some extent, bringing in the badly needed tourist money to the state. The government has also been criticised for the slow pace in rebuilding houses and infrastructure, and thus generating employment. 
 
The state government has come under fire for the irregular disbursal of compensation – Rs 2 lakh for every affected family and Rs 3,000 per month for two years as rental compensation to each of the 3,320 families that lost their houses. An additional compensation of Rs 5 lakh for building a house on the land owned by a family did not help either. That is because the families that lost their homes in the floods found it difficult to prove land ownership as all their belongings had been washed away. In many cases, the land itself no longer exists and it is still unclear where the new dwellings can be built. Understandably, the government will have to reassess and speed up the relief and rehabilitation process for genuine sufferers. 
 
Additionally, the government is taking steps to ensure proper development of watershed areas, water supply and sanitation. Loans to the tune of $121.20 million for a decentralised watershed development project and $24 million for rural sanitation and water supply have been obtained from the World Bank. 
 
Employment issues 
Uttarakhand is now witnessing third highest level of unemployment across the country. The state has a largely rural economy and last year’s dislocation of the tourism industry and loss of homes have increased unemployment and forced many to migrate. 
 
The failure of industrialisation also contributes to unemployment in the state. The government has to first ensure that the rural areas have access to sufficient clean water, land and clean environment. It should also actively support local agriculture and other employment-generating activities. 
 
The government is currently working towards better forest management and planned hydroelectricity management. Two of the country’s major rivers, the Ganga and the Yamuna, originate in Uttarakhand and responsible handling of these river projects is not only crucial for the state but for the entire country. 
 
However, Uttarakhand is gradually overcoming the impact of the natural disaster that struck last year and rebuilding itself. But how fast it can be back on the prosperity track is the key question now.

Uttarakhand: Dealing With The Disaster Aftermath In The Abode Of Gods

Driving through Tehri district in Dev Bhoomi Uttarakhand this summer, the sight of smoke billowing from the pine forest dotted the cloud line. Locals informed that the blaze started in the first week of April and spread quickly due to high temperatures and strong winds, devouring local <keyword id="53219" type="General" weightage="20" keywordseo="biodiversity" source="Orion">biodiversity</keyword> and charring numerous birds and animals to death. In April 2022 alone, Uttarakhand recorded over <a href="https://indianexpress.com/article/explained/explained-why-are-forest-fires-in-the-hills-intensifying-this-summer-green-cover-uttarakhand-himachal-7920639/">1,500 incidents</a> of forest fires scorching over 2,891 hectares of forest land. A <a href="https://ipbes.net/events/ipbes-ipcc-co-sponsored-workshop-report-biodiversity-and-climate-change">report</a> by the Intergovernmental Science-Policy Platform on Biodiversity and <keyword id="18606" type="General" weightage="20" keywordseo="ecosystem" source="Orion">Ecosystem</keyword> Services (IPBES) and the Intergovernmental Panel on <keyword id="6361617" type="General" weightage="20" keywordseo="climate-change" source="Orion">Climate Change</keyword> (<keyword id="6941656" type="General" weightage="20" keywordseo="IPCC" source="Orion">IPCC</keyword>) demonstrates that biodiversity and climate are deeply connected. The recent <a href="https://www.ipcc.ch/report/ar6/wg2/resources/spm-headline-statements/">IPCC AR6</a> report also highlights that protecting and restoring nature is a critical strategy for addressing climate impacts, surging extremes, and biodiversity collapse. <cmsannotation type="cmsannotation" annotationid="Nature-based solutions" comment="subhead" text="Nature-based solutions">Nature-based solutions</cmsannotation> Nature-based solutions (<keyword id="116258" type="General" weightage="100" keywordseo="nbs" source="Orion">NbS</keyword>) find manifestations through several <a href="https://wotr.org/2022/02/23/what-is-ecosystem-based-adaptation-and-how-can-it-help-india-fight-climate-change/">ecosystem-based adaptations (EbA</a>) that enhance the capacity of local communities to safeguard local resources like water, soil, health, and livelihoods while enhancing biodiversity and ensuring societal wellbeing. In India, NbS are shaping up in small pockets across diverse ecosystems, from the forests to coasts to dry lands to the mountains. <a href="http://avanibioenergy.com/">Avani Bio Energy</a>, a social enterprise located in the remote Himalayan district of Pithoragarh in Uttarakhand, shines a spotlight on one such solution. Avani attempts to address major societal issues, including climate change, harnessing nature's power to boost natural ecosystems, biodiversity, and human well-being. The enterprise has generated clean energy from the destructive pine needles for local livelihoods, demonstrating the value of a local resource-centric place-based solution. Such approaches can skill the local community, create green jobs, empower women, revive lost native oaks, mitigate forest fires, and play a critical role in building up the degrading ecosystems. The <a href="http://www.baitaraniinitiative.org/">Baitarani Initiative</a> in Odisha is one such example that established a participatory and gender-focused, medicinal plant-based micro-enterprise integrated with regenerative and sustainable harvesting practices woven together with primary processing systems and forward market linkages. This has increased the forest cover and quality, improved livelihoods, and up skilled about 4000 households across six districts in Odisha. On a much smaller scale, a fair-trade certified coffee brand works with 650 smallholder farmers who grow ‘biodiversity-friendly coffee’ by inculcating practices like including shade trees and managing pest behaviour that builds soil health and biodiversity. The FPO (Farmer producing organisations) model and supply chain provide farmers with 56% prices higher than the prevailing market price. These examples show the value of NbS as defined by International Union for Conservation of Nature (IUCN) as “actions to protect, sustainably manage and restore natural and modified ecosystems in ways that address societal challenges effectively and adaptively, to provide both human well-being and biodiversity benefits”. The benefits include soil health, water security, income, improved pollination and other ecosystem services. <cmsannotation type="cmsannotation" annotationid="Need to scale-up NbS efforts" comment="subhead" text="Need to scale-up NbS efforts">Need to scale-up NbS efforts</cmsannotation> These efforts need to be scaled up and scaled out to meet the needs of <a href="https://www.fao.org/india/fao-in-india/india-at-a-glance/en/">98 million small and marginal farmers</a> in the country and address <a href="https://www.downtoearth.org.in/news/environment/land-degradation-in-india-hurts-farmers-and-forest-dwellers-the-most-78701">98.5 million hectares of degraded land</a> (2.5 times the size of Rajasthan). The Government of India, in many ways, is playing a lead role through NbS-aligned missions and programs such Green India Mission (GIM), National Afforestation Program, National Mission on Sustainable Agriculture, Submission on Agroforestry and National Bamboo Mission, but these need to be now taken up on the scale. For example, GIM aims to increase the area of forest and covers by 5 million hectares and improve the quality of the existing forest and its cover over the additional 5 million hectares of non-forest land; however, it is currently short by 30% of its target. Also, just about 8% of the land is under agroforestry which has the potential to increase biomass and develop carbon sinks. If implemented effectively, such solutions may even help India accelerate towards meeting its Nationally Determined Contributions (NDCs) under the forestry sector that aims to create an additional carbon sink of 2.5-3 billion tonnes of CO2 equivalent through additional forest and tree cover by 2030. <cmsannotation type="cmsannotation" annotationid="Solutions lie with land-based NbS" comment="subhead" text="Solutions lie with land-based NbS">Solutions lie with land-based NbS</cmsannotation> Along with meeting NDC forestry and tree cover targets, the NbS can help in achieving land-related goals of Bonn challenge of restoring 26 million hectares of degraded land, achieving land degradation neutrality (LDN) of United Nations Convention to Combat Desertification (UNCCD), preventing biodiversity collapse of its hotspots, and ensuring nature and ecosystem health amidst expanding RE targets are some of the areas where NbS can create immense impact. There is consensus that NbS are cost-effective and reliable. For instance, <a href="https://doi.org/10.1111/rec.12512">estimates</a> suggest that every dollar (INR 80) invested in forest landscape restoration generates $7-30 (INR 560-2400) in benefits, many of which flow to local communities. Additionally, NbS can help achieve <a href="https://www.pnas.org/doi/pdf/10.1073/pnas.1710465114">37% of globally pledged carbon emission reduction</a> by 2030. In a scenario with an increasing focus on carbon dioxide removal (CDR) technologies and their unforeseen downsides, NbS offers a strong case in policy and practice. However, investments in this area have been abysmally poor, receiving less than <a href="https://www.conservation.org/about/principles-for-investments-in-natural-climate-solutions">3% of global climate finance</a>. The UNEP’s <a>State of Finance for Nature report</a> (2021) highlighted that investments in NbS need to triple by 2030 and increase fourfold by 2050 from the current level of $133 billion per year. <cmsannotation type="cmsannotation" annotationid="So, what is needed for NbS to work in India?" comment="subhead" text="So, what is needed for NbS to work in India?">So, what is needed for NbS to work in India?</cmsannotation> A <a href="https://bit.ly/3AsTFFZ">report</a> from India Climate Collaborative points out critical social, institutional, technical, and financial gaps in scaling NbS. These include knowledge asymmetry, NbS taxonomy, effective NbS project design, demand side engagement, standards, and measurable metrics. Complete knowledge of specific NbS across climate zones is also unavailable. These gaps need to be filled up by the stakeholders of the NbS ecosystem. <ul><li>The private sector, especially FMCG groups whose business depends on nature and biodiversity, could make their supply chain more sustainable through green procurement, green transportation, and carbon management, building transparency through Indian Business and Biodiversity Initiative (IBBI) disclosure framework.</li><li>Financial institutions like banks, development financing institutions, microfinance institutions, etc., can play a leading role in NbS via their lending, embedding climate and nature-related risks into their decision-making, and providing innovative green or transition finance solutions.</li><li>Philanthropic resources in NbS are extremely critical considering the long gestation period of such projects — where public resources are limited, and private investors won’t (yet) go. Philanthropies could invest catalytically in areas aligned with public goods, such as research on NbS prototypes across ecosystems and climatic zones, new Nbs practices, technological/digital enablement. They could aim to support a ‘fit for purpose’ blended financing facility to match long-term project periods to strengthen the NbS arena. Philanthropic monies have the potential to ‘de-risk’ NbS investment proposition for private investors by providing the initial ‘first-loss’ concessional, patient catalytic capital to allow other private investors to engage and co-invest.</li><li>The Indian govt, as an ecosystem enabler, could accelerate the NbS opportunity by showing the convergence of NbS across sectors schemes and programs such as RE development, MNREGS, disaster management, job creation and green recovery. A centre of excellence for NbS that could serve as a ‘go-to’ centre for all players of the NbS arena could provide a fillip to scaling NbS.</li></ul>As India updates its NDC for upcoming CoP 27 at Egypt, tagged as <keyword id="198042" type="General" weightage="20" keywordseo="adaptation" source="Orion">adaptation</keyword> CoP, it is time for nature-based solutions (NbS) to be prioritised as part of India’s adaptation and <keyword id="740992" type="General" weightage="20" keywordseo="resilience" source="Orion">resilience</keyword> strategy. Going beyond the net zero targets post-CoP 26, thinking and action around NbS should consciously be undertaken to ensure resilience. To begin, accounting and disclosing overall nature and biodiversity dependence and impacts for achieving India’s non-fossil fuel capacity target by 2030 could be a starting point. The assessment will potentially invigorate the NbS arena actors to mainstream NbS in India’s climate trajectory anchored around net zero and nature positive, translating the vision of LiFE, i.e. Lifestyle For Environment - lifestyle that is in tune with nature. Dr Ajita Tiwari Padhi manages the Land Use program at India Climate Collaborative. Sunil Kumar Nandamudi is the former Head of Sustainable Banking, Natwest Group India. This column is part of an editorial collaboration of Business Insider with the <a href="https://indiaclimatecollaborative.org/">India Climate Collaborative</a>. It is part of a year-long (2022-23) campaign on the theme “Only One Earth: Sustaining People, Planet and Prosperity” by Business Insider India’s <a href="https://www.businessinsider.in/sustainability">Sustainability Insider</a>. Disclaimer: The opinions expressed by the author/interviewee do not necessarily reflect the views of Business Insider India. The article has been partly edited for length and clarity. <h4> </h4><h4>Recommended stories </h4> <div type="Article" hostid="261" msid="94248881" title="Sustainability forum: Shifting gears — ‘EV’aluating the road to sustainable mobility" mstype="2" mssubtype="0"><payload><![CDATA[seealso]]></payload></div> <div type="Article" hostid="261" msid="94098938" title="World EV Day: In conversation with actor, entrepreneur Gul Panag on India’s transition to electric mobility" mstype="2" mssubtype="0"><payload><![CDATA[seealso]]></payload></div>

OPINION: Time to scale-up nature-based solutions to forge a low-carbon and climate-resilient future for India

<ul><li><keyword id="4393078" type="PERSON" weightage="20" keywordseo="Ola-Electric">Ola Electric</keyword>, the unicorn subsidiary of ride-hailing giant <keyword id="6354720" type="UNKNOWN" weightage="20" keywordseo="ola">Ola</keyword>, has acquired Amsterdam-based <keyword id="9296511" type="UNKNOWN" weightage="20" keywordseo="EV-startup-Etergo">EV startup Etergo</keyword>.</li><li>Ola Electric will now work with the startup to bring their award-winning e-scooters to markets across the world. </li><li><keyword id="1543567" type="COMPANY" weightage="20" keywordseo="Bhavish-Aggarwal">Bhavish Aggarwal</keyword> Ola founder said that ‘two wheelers’ will take over the world. </li></ul>Ola Electric, the unicorn subsidiary of ride-hailing giant Ola, has acquired Amsterdam-based EV startup Etergo. And through the acquisition, Ola Electric will now work with the startup to bring their award-winning e-scooters to markets across the world. Ola Electric, the unicorn subsidiary of ride-hailing giant Ola, has acquired Amsterdam-based EV startup Etergo. However, the scooters will now be manufactured in India. And interestingly the cab aggregator startup Ola founder said that ‘two wheelers’ will take over the world. “The future of mobility is electric, and the post COVID world presents an opportunity for us to accelerate the adoption of electric mobility globally. Every year, almost twice the number of two-wheelers are sold across the world compared to cars. With electric, digitally connected capabilities, two-wheelers will further emerge as the most preferred urban mobility paradigm around the world and empower every consumer. We look forward to building the best global capabilities in engineering, design, and manufacturing for these products to be made here in India,” Bhavish Aggarwal, Founder &amp; Chairman, Ola Electric in a statement. Ola Electric is aiming at the over 100 million global two-wheeler market, including the over 20-million Indian two-wheeler market. In July 2019, Ola Electric became a unicorn after it raised $250 million from Softbank. It is also backed by Arun Sarin, former Vodafone Group CEO and also from the Chairman Emeritus of Tata Group, Ratan Tata. In March 2019, it raised ₹4 billion from Ola’s existing and early investors – Tiger Global and Matrix India. Ola Electric had also in November 2019 partnered with BSES Yamuna Power (BYPL) and BSES Rajdhani Power (BRPL) to set up charging stations in Delhi. BSES Rajdhani Power is a joint venture of Reliance Infrastructure and Delhi government. See Also: <a href="https://www.businessinsider.in/tech/enterprise/news/three-ways-tcs-infosys-and-other-it-giants-in-india-are-trying-to-cut-costs-but-its-not-going-to-increase-their-profitability/articleshow/76021884.cms">Three ways TCS, Infosys and other IT giants in India are trying to cut costs — but it’s not going to increase their profitability</a> <a href="https://www.businessinsider.in/india/news/uttarakhand-forest-fire-pictures-videos-and-visuals-as-north-india-temperatures-rise/articleshow/76025287.cms">Devastating pictures from Uttarakhand forest fires over last four days⁠— forests burn as North India becomes the world’s warmest region</a>

Ola Electric acquires Amsterdam-based EV startup Etergo – will now manufacture electric scooters in India

<ul><li>At least 10 Uttar Pradesh districts were on alert on May 26 after a large number of locusts were spotted in Mahoba and Jhansi districts. </li><li>The locusts are currently active in Rajasthan, Gujarat, Maharashtra, Uttar Pradesh and Madhya Pradesh. </li><li>So far, these <keyword id="8492128" type="UNKNOWN" weightage="20" keywordseo="Locust-attacks">locust attacks</keyword> have had a low impact on crops as farmers have already harvested Rabi crops. </li><li>However, if these attacks are not prevented the present volume of the swarms will grow exponentially and people will have to deal with up to 80 million locusts per square kilometre. </li></ul>From Rajasthan to Uttar Pradesh to Madhya Pradesh, swarms of locusts have attacked different urban and rural areas over the last few days. A locust is a large, mainly tropical grasshopper, with strong powers of flight and it migrates in vast swarms which cause extensive damage to vegetation. At least 10 districts in Uttar Pradesh were on alert on May 26 after a large number of locusts were spotted in Mahoba and Jhansi districts. Their visit came after already attacking crops in neighbouring states of Rajasthan and Madhya Pradesh. This swarm has come travelling through Iran, Pakistan, Rajasthan and Madhya Pradesh. And now, <a href="https://timesofindia.indiatimes.com/india/locust-swarms-headed-to-delhi-up-braces-for-2nd-attack/articleshow/76018573.cms">these locusts are headed to the national capital, New Delhi </a>— and could have a severe impact on its 22% of green cover. Several countries have <a href="https://twitter.com/ParveenKaswan/status/1265125736735666176">witnessed an increase in locust swarms </a>in the last two years. The primary reason behind this is Mekunu and Luban cyclonic storms which occurred in May and October 2018 in Oman and Yemen. Here are some pictures showing the movement of highly destructively locusts in Rajasthan and Uttar Pradesh : Amid coronavirus outbreak, India is struggling with the worst <keyword id="5950671" type="UNKNOWN" weightage="20" keywordseo="locust-attack">locust attack</keyword> in the last three decades. <div type="image" title="Parveen Kaswan22" msid="76032597" hostid="261" caption="&amp;lt;p&amp;gt;The movement of locusts. &amp;lt;/p&amp;gt;"></div> Around 50,000 hectares of croplands have been destroyed by the locusts and they are still out there — damaging whatever comes in their way. <div type="image" title="Parveen Kaswan" msid="76032650" hostid="261"></div> Desert Locusts are usually sited in western Rajasthan and Gujarat every year in small groups. <div type="image" title="Parveen Kaswan3. jpg" msid="76032677" hostid="261"></div> They don't attack animals or humans but can devastate crops and other areas of greenery. However, a small group of locusts is capable of eating food equivalent to 35,000 people. <div type="image" title="Locust BCCL" msid="76032689" hostid="261" caption="&amp;lt;p&amp;gt;Locusts attack in Jaipur&amp;lt;/p&amp;gt;"></div> They are known to eat leaves, flowers, bark, stems, fruit, seeds and crops including millet, rice, maize, sorghum, sugarcane, barley, cotton, fruit trees, date palm, vegetables, rangeland grasses, acacia, pines and banana. <div type="image" title="23C7247B-D424-43CB-8396-6A1E1E16900E" msid="76032701" hostid="261"></div> The locusts are currently active in Rajasthan, Gujarat, Maharashtra, Uttar Pradesh and Madhya Pradesh. <div type="image" title="Locust BCCL 2" msid="76032709" hostid="261"></div> Rajasthan is currently the worst-affected state, according to the Union Environment ministry. <div type="image" title="Locust BCCL 3" msid="76032719" hostid="261"></div> So far, these locust attacks have had a low impact on crops as farmers have already harvested Rabi crops. But the next cycle of Kharif crops could be at risk. <div type="image" title="Locust BCCL 4" msid="76032725" hostid="261"></div> If these attacks are not prevented the present volume of the swarms will grow exponentially and people will have to deal with <a href="https://timesofindia.indiatimes.com/india/locust-swarms-headed-to-delhi-up-braces-for-2nd-attack/articleshow/76018573.cms">up to 80 million locusts per square kilometre. </a> <div type="image" title="cbdd50b3c452f9dbb550b8598077e164" msid="76032727" hostid="261"></div> At some places in UP, farmers <a href="https://www.newindianexpress.com/nation/2020/may/26/10-up-districts-on-alert-after-locust-swarms-attack-crops-in-rajasthan-mp-2148229.html">have been advised to beat thalis</a> to drive these insects away. People have used a similar technique in Jaipur, Rajasthan too. <div type="image" title="Locust BCCL 1" msid="76032742" hostid="261" caption="&amp;lt;p&amp;gt;People beating thali in Jaipur, Rajasthan. &amp;lt;/p&amp;gt;"></div> In Vamsi's district, authorities were arranging sound systems in the fields where crops are vulnerable. <div type="image" title="Jhansi 2" msid="76032753" hostid="261" caption="&amp;lt;p&amp;gt;Locust attack in Jhansi&amp;lt;/p&amp;gt;"></div> Farmers have also been advised to <a href="https://www.ndtv.com/india-news/locust-attack-dj-on-up-field-plays-loud-music-to-fight-locusts-up-cop-tweets-video-2235898">play loud music</a> to drive the insects away and save crops like moong and vegetables. <div type="image" title="11a62317181e0fd62ef6b91b15a50d3d" msid="76032764" hostid="261"></div> In Rajasthan, the government <a href="https://www.livemint.com/industry/agriculture/now-drones-and-planes-to-fight-locust-menace-in-rajasthan-11590406443059.html">is using drones and planes</a> to fight the locust attack. <div type="image" title="7478639c5f2f193812c9e120026dbc55" msid="76032774" hostid="261"></div> These attacks can also turn profitable for people who catch them, according to Dr Srinivas Siddharth. Interestingly, <a href="https://timesofindia.indiatimes.com/india/locust-swarms-headed-to-delhi-up-braces-for-2nd-attack/articleshow/76018573.cms">locusts are rich in protein</a>, which is a healthy food option for birds and fish. <div type="image" title="Rajasthan" msid="76032793" hostid="261"></div> (With inputs from agencies) SEE ALSO:<a href="https://www.businessinsider.in/india/news/uttarakhand-forest-fire-pictures-videos-and-visuals-as-north-india-temperatures-rise/articleshow/76025287.cms">Devastating pictures from Uttarakhand forest fires over last four days⁠— forests burn as North India becomes the world’s warmest region</a>

Locust attacks may come to New Delhi — these 15 pictures show how they have already wreaked havoc in other parts of India

<ul><li>After the global pandemic, <keyword id="49089" type="General" weightage="20" keywordseo="sustainability" source="Orion">sustainability</keyword> and health seem to have become important factors for consumers.</li><li>According to Capgemini’s recent report, consumers engage more readily with brands and retailers that they perceive to be sustainable and genuinely committed to green practices.</li><li>The report found that 48% of consumers share an emotional connection with products or organizations that demonstrate eco-friendly qualities.</li><li>As we move forward this year and health concerns and sustainability continue influencing consumer decisions, we speak to brands, research and design agencies about how brands can integrate sustainability into their core values and move beyond mere lip-service.</li></ul>It might be a new year but the world continues to grapple with familiar challenges and threats: we are on the verge of entering the third wave of COVID-19, the country’s capital, New Delhi is currently facing alarmingly high levels of indoor air pollution and Uttarakhand's forest fires emitted nearly 0.2 megatonnes of carbon in the past one month, a record since 2003 (CAMS report). So 2022 will clearly be a busy year for brands as consumers get more serious about climate change and expect brands to increase their focus on living sustainably in harmony with nature. While businesses exist to make money, Manish Chowdhary, Co-CEO, Body Cupid Pvt Limited says that there are two ways to do that. He explained, “One is sustainable, by keeping other living and non-living things in mind. The other one is inspired by greed. So no matter how small a brand’s effort may be, it has to be aligned with sustainability if the brand wants to continue in the long run. Brands exist for consumers and it is important that we listen to what they want.” From driving workforce diversity to taking a stand on climate change, there’s a definite change that has taken place in consumer expectations. In the last few years, sustainability has become one of the biggest decision-making factors for consumers, and more so after the pandemic. They have realised that mother earth has suffered enough. In this digital world, consumers are demanding more transparency and are quick to call out greenwashing. They are expecting to see concrete actions. And as Chowdhary said, it has become imperative for brands to listen to what consumers want because they exist to serve consumers. Today’s consumers are not only pivoting towards more sustainable products but are also willing to pay a premium for them. Gen Z and Millennials lead all other age groups in this respect. When shopping for groceries, 72% of Gen Z and 66% of Millennials say they are willing to pay more for organic foods and in fact, did so the last time they were grocery shopping, compared to 56% of Boomers, found Capgemini. Its recent report said that 80% of consumers want to contribute to the fight to save the planet for future generations. And it is not just a phase. 70% of consumers agreed that post-pandemic, they will be more careful in terms of maintaining and protecting their personal health. Covid has only reminded us that there is a long way to go on sustainability. On how the pandemic has altered consumer behaviour, Lulu Raghavan, Managing Director, Landor and Fitch said, “The pandemic has fundamentally shifted consumer behaviour. An IBM study shows that 93% of consumers have changed their views on sustainability after the pandemic. This is totally understandable. The horrid virus which came out of nowhere has ravaged lives, ruined livelihoods. The only silver lining is that it has woken us up to the paramount importance of our own health and wellbeing and that of our Mother Earth. Sustainability is now a definitive transformative force that will upend existing industries and create new ones. If digital transformation was the buzzword in corporate boardrooms, ECG will take centre stage in the coming decade.” But what exactly is a sustainable brand? Ashwini Deshpande, Co-Founder and Director, Elephant Design defines it as, “A brand that values ethical sourcing and supply chains, is inclusive, and follows environment-friendly processes and materials while staying viable for its stakeholders is qualified to be labelled as a sustainable brand.” Kartik Johari, VP, Marketing &amp; Commerce, Nobel Hygiene believes that in the coming months, people will start to question what is sustainable and what is not along with how we can continue to reduce our carbon footprint across all aspects of our lives. He said, “Consumers at the end of it are people and they expect what is good. The ‘brand promise’ is essential to them. Now, alongside they are also making space for the environment due to excellent work by activists and journalists around the world. You will remember, for example, that riveting photo of a straw stuck in a turtle's nose. How many millions of turtles have we lost to this? Yet it took just that one photo to break through the global psyche. Now straws are the Number One environmental enemy. But this does not mean the onus should be entirely on people to choose better! Companies have to improve their offering. And that is correct for consumers to expect. Moreover, important to note, there are some 50 or 60 companies in the world, which are responsible for majority of emissions. Strong regulations on them can solve what collectively 500 million people may have to do. But who’s going to bell the cat? As Mr Musk rightly has been saying that, give the solar industry the same amount of subsidies, for a year, that you give to oil and gas, and see the amount of transformative change it brings! The onus cannot be on that one little end consumer and their war to save their environment.” During the pandemic, brands like WOW Skin Science, Diageo and Dettol launched eco-friendly packaging to test the waters, indicating that more brands in India have started reevaluating their packaging strategy to put the environment first. Big FMCG companies such as Marico, HUL, Nestle India, Future Consumer, Coca-Cola, Pepsi-co, Parle Agro also announced in 2020 that they will move to 100% recyclable packaging by 2025 helping towards a sustainable future. Joining the bandwagon, the Indian Government has also started its efforts towards reducing our country’s carbon footprint. Currently, India is the world’s third-largest emitter of carbon dioxide, after the US and China. According to an Assocham and PwC report, landfills are brimming with so much urban waste that by 2050, India is reportedly going to need a landfill that's the size of its capital, New Delhi. And consumers aren’t ignoring these horrifying numbers anymore. Elysha Young, Trends Manager, Mintel APAC said, "India’s Prime Minister has pledged it will reach net-zero carbon emissions by 2070, backed by aggressive 2030 targets. By laying the groundwork in the form of policies, India is signaling that it is open and willing to support innovation around sustainability, and indeed that carbon-emitting industries will no longer be tolerated. This presents an opportunity for global companies looking to tap into India's vast population but also issues a challenge to foreign and domestic companies to ensure they are cutting emissions throughout their value chain. It's in India's self-interest to stem global warming, with the nation of 1.3 billion people being one of the most vulnerable to the impacts of climate change. The nature of the short-term targets means that action will need to be taken immediately, which will see a strong focus on renewable energy sources like solar and wind power, as well as the batteries needed to store such energy. Companies would do well to look at the emissions within their own value chains and determine where cuts can be made. Communicating these to consumers will help them to make choices that align with the national strategy; the opportunity exists to ensure consumers feel like they're also doing their bit." In 2022, brands that snooze will definitely lose More and more consumers are becoming aware of their choices and realising that whether it is a worn-out piece of mask they decide to throw or a sanitary napkin or even as simple as a plain t-shirt, never really goes ‘away.’ It all ends up in a landfill. Human activities are clearly harming the global environment and brands have no choice but to migrate to sustainable solutions and work towards building a circular economy. So, in 2022, if brands don’t switch, they lose consumers, investors, and all stakeholders. Chowdhary said, “At the industry level, there is nothing without sustainability. The consumers of today are conscious and aware. They know the choices they are making. So if companies &amp; brands do not opt for sustainable practices, eventually the smart consumers are going to make a switch. We can only expect the awareness to grow and actions to increase, especially with the challenges that our planet is facing today.” Anjali Malthankar, National Strategy Director, Tonic Worldwide sees sustainability as one of the big topics in 2022 – right from fashion, green products, green living to electric vehicles, every category will be touched by sustainability filter. She said, “If the brands have already not made sustainability part of their commitment in any form yet, it’s high time they join the eco-wakening movement. Consumers are already looking for some form of reassurance or the other from brands in terms of conscious behaviour, as consumers are at different stages of adoption – it is a mix of curious, concerned, and advocates. At the very least, they are looking to not feel guilty about consuming the brand. Conscious living, mindful living, Green living, purposeful living are all the buzz words in communications today. For brands it is inevitable to have sustainability as a larger goal.” It is not just the environment and consumers who benefit from eco-friendly practices, businesses with low carbon footprints are more likely to have a better brand image and can easily woo consumers. Deep Bajaj, CEO &amp; Co-Founder, Sirona Hygiene said, “Companies are realizing that being conscious of their environmental impact can benefit them in every manner possible. Consumers desire sustainability owing to the ailing earth. Companies that work to become more environmentally responsible, not only contribute to a better future, but also establish a progressive brand image, happier employees, and a loyal client base. Consumers are real people who are affected by real environmental issues on a daily basis. They are aware that it is no longer limited to textbooks and that industrial activities have a direct impact on their daily lives. As a result, what goes into the making of a product and what goes inside it is extremely important to them. Other than environmental consciousness, they expect transparency from brands.” While brands in India have already started taking baby steps towards converting their business into a sustainable choice for consumers, we will get to witness more demonstrable actions in 2022. And those who fail to prioritise mother earth, will have to face consumers’ wrath. Deshpande said, “The emerging consumer base of millennials &amp; Gen Z is not a forgiving lot when it comes to ethics or ecology being compromised by a brand. But others are not quite as aware and may base their decision only on factors like price or convenience above sustainability. There is no choice. It is a survival mandate for a brand to become sustainable. Otherwise, we will see every resource being depleted in the next few decades.” Kantar BrandZ data shows that brands with weak purpose grow 70% but brands with strong purpose grow 175%. At the same time, India is still a price-sensitive country and consumers stick to the convenience of buying what you are used to. So, on how brands can move beyond mere lip-service and greenwashing this year, Raghvan suggested, “Use innovation to develop products developed against that purpose. Embrace design thinking across the board. Embed a new mindset deeply in the culture and transform from within. Communicate and evangelise with consumers." In 2022, experts are confident that brands will embrace sustainability that will benefit people, planet and profit.

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