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<ul class="summary-list"><li>Vladimir Putin has ordered the Russian army to increase its troop size by 180,000.</li><li>The increase would make Russia's army the second largest in the world, behind only China's.</li></ul>Russian President <a target="_blank" class="" href="https://www.businessinsider.com/putin-russia-plans-to-comprehensively-upgrade-its-navy-2024-6">Vladimir Putin</a> wants to grow his country's armed forces, but experts say his ambitions could come at the expense of Russia's economy.On Monday, Putin ordered the army to increase its troops by 180,000, per a decree published by the Kremlin.This will raise the overall number of Russian military personnel to 2.38 million people, with 1.5 million of them being active soldiers.The expansion, which will take effect in December, would give Russia the world's second-largest army, behind only China and ahead of the US and India, <a target="_blank" class="" href="https://www.reuters.com/world/europe/putin-orders-russian-army-grow-by-180000-soldiers-become-15-million-strong-2024-09-16/">per Reuters</a>, which cited data from the International Institute for Strategic Studies.This isn't the first time Putin has sought to expand the army since Russia invaded Ukraine in February 2022. The Russian leader ordered an increase of 137,000 troops in August 2022, followed by an increase of 170,000 in December 2023.Nick Reynolds, a land warfare research fellow at the Royal United Services Institute, said the increase is consistent with Russia's ongoing war planning.In February, Reynolds coauthored a <a target="_blank" class="" href="https://www.rusi.org/explore-our-research/publications/commentary/russian-military-objectives-and-capacity-ukraine-through-2024">commentary</a> that suggested that 2025 would be a make-or-break year for Russia. Russia believes it can sustain current troop and equipment losses through 2025, with the belief that "victory should be achieved by 2026," they wrote.That's not implausible if Ukraine's Western allies don't keep supporting it, they added. But after 2026, Russia will begin to run out of existing stocks of tanks and armored fighting vehicles and will have to rely on producing new ones.The gear coming off the production line "will still be substantial," Reynolds told BI in an interview on Wednesday. "Just significantly less than they are now."That raises the question of how Russia can resource its even bigger army when it is already stretched."Where are the resources going to come from? How is the recruitment going to work?" Reynolds said, adding: "There are still some serious questions about how they will be equipped."It's also hard to see how the current training pipeline could support the expansion, he said.The increase in the army comes at a perilous time for Russia, which has to balance its <a target="_blank" class="" href="https://www.businessinsider.com/russia-economy-ukraine-war-moscow-military-spending-inflation-worker-shortage-2024-2">military objectives in Ukraine</a> against the <a target="_blank" class="" href="https://www.businessinsider.com/russia-economy-growth-recession-labor-worker-shortage-inflation-sanctions-west-2024-9">toll the war is taking on its economy</a>.Russia has "adapted much better than predicted to some of the pressures it's been put under," Reynolds told BI. But despite this, he said, "inflation is through the roof. The cost of living is through the roof."Other experts BI spoke to said that while Putin might still be able to grow Russia's army, it may only add more strain to the <a target="_blank" class="" href="https://www.businessinsider.com/russia-lacks-workers-ukraine-war-labor-crisis-worker-shortage-2023-12">already-stretched Russian labor force</a>.Artem Kochev, an economist at the Vienna Institute for International Economic Studies, told BI that Russia's labor market would be less affected if military recruitment is done in a targeted fashion."Currently, new recruits can be split into two groups: indebted people with low socio-economic status, and prison convicts," Kochev said. "They either participate in the less productive branches of the economy or are not part of the labor market at all."Russia has recruited so many inmates that it has started to <a target="_blank" class="" href="https://www.businessinsider.com/russia-shutter-prisons-inmates-ukraine-war-2024-3">shut down some of its prisons</a>, with one local official telling lawmakers in March that some prisons had to be shuttered because of "a one-time large reduction in the number of convicts," per Russian newspaper Kommersant."As long as recruitment stays within those two groups, the impact on the labor market will be limited," Kochev said, but noted that, even then, enlisting new recruits would still pose a <a target="_blank" class="" href="https://www.businessinsider.com/russia-economy-defense-military-war-spending-drains-resources-other-sectors-2024-1">sizable fiscal burden</a>.In July, Russian media reported that new recruits in Moscow would <a target="_blank" class="" href="https://www.businessinsider.com/russia-military-troops-new-recruits-ukraine-bonus-high-death-rate-2024-7">receive a bonus of 1.9 million rubles, or about $22,000</a>, if they signed a contract with the Russian defense ministry.That package is <a target="_blank" class="" href="https://www.businessinsider.com/russia-sign-up-bonuses-reaching-on-par-with-us-military-2024-7">on par with the bonuses offered by the US military</a> to their recruits, which range from $20,000 to $50,000.And even if money weren't a problem, Russia would still find it difficult to achieve its recruitment goals without hobbling its own economy."Taking another 180,000 people out of the labor force would have a serious impact on the economy," said Benjamin Hilgenstock, a senior economist at the Kyiv School of Economics Institute.He added: "The labor market is already extremely tight with the unemployment rate dropping to 2.4% in June, which is basically full employment, and nominal wage growth now above 15% year-over-year."The hunger for more troops has seen Russia turn to an unlikely source — <a target="_blank" class="" href="https://www.businessinsider.com/russia-forcing-african-migrants-and-students-to-fight-in-ukraine-2024-6">African migrants and students</a>.In June, Bloomberg reported that Russian officials had threatened not to renew the visas of African migrant workers and students if they didn't join the Russian Armed Forces.Jeremy Morris, a global studies professor at Aarhus University, told BI that Russia's economic problems could overshadow its military challenges if left unattended."Authoritarian societies like Russia seem calm and controlled, but destabilization can happen quite abruptly," he said.

Putin is embarking on an aggressive hiring drive to rejuvenate Russia's army. But he can't sustain it, experts say.

<div type="image" title="Indians are getting fancy, and they don&amp;#39;t mind paying a little extra if it means quality and luxury. Most consumer brands are witnessing an uptick in their premium product segment" msid="115018213" hostid="261" caption="&amp;lt;p&amp;gt;Indians are getting fancy, and they don&amp;#39;t mind paying a little extra if it means quality and luxury. Most consumer brands are witnessing an uptick in their premium product segment&amp;lt;/p&amp;gt;"></div> It's time to move over from plain, vanilla budget basics! Indians are no longer looking for “best purchases and value buys under Rs 1,000”—at least not as much as before. <keyword id="19895063" type="General" weightage="20" keywordseo="india" source="keywords">India</keyword>'s getting fancy, and how! From gold-flaked chocolates to swanky SUVs that look like they’re wheeled straight out of a Bollywood blockbuster, Indian companies are rapidly jazzing up their product lines, even faster than you can say the word "premiumization." But what does this mean for Indian companies and consumers? What is this jazz about premiumization all about? Is it just urban India that’s riding this wave, or has rural India also joined the bandwagon? We decode for you. <h2>What's premium, really?</h2>Imagine you’re eating Pav Bhaji at a roadside thela. Later during the day, you decide to dine out at a fancy, upmarket cafe, only to find Pav Bhaji Fondue on the menu. Same same, but much more expensive—often 5 to 10 times higher—for a little more hygiene and some better ambience! Think of premium products as this fondue. They are a notch up your regular, daily-use products soaps or shampoos, and even cars, all packaged luxuriously, offering just about the right touch of quality. The main differentiator, though, would be the price range. <h2>Driving home premium wellness</h2>A recent report by Nielsen suggests that over 70% of urban Indians are okay with paying a premium for their products. And companies are cashing in on this sentiment like never before. This explains why 58% of new products launched so far this year have been in the premium+ segment, as opposed to just 38% of new launches in regular, traditional trade. Take cars, for instance. Indians are no longer vying for a good old <keyword id="19950117" type="General" weightage="20" keywordseo="maruti" source="keywords">Maruti</keyword> 800 or <keyword id="20400567" type="General" weightage="20" keywordseo="alto" source="keywords">Alto</keyword>, traditionally known for their healthy mileage, but are rather happy investing in more swanky features that come along with high-end cars. In October 2024, India’s largest car manufacturer, <keyword id="19909974" type="General" weightage="20" keywordseo="maruti-suzuki" source="keywords">Maruti Suzuki</keyword>, sold 65,948 units of its compact cars like Swift, WagonR, Dzire, and more. Compared to the year-ago period, which saw sales of 80,662 units, this was an 18% dip. But take a look at their SUV (sport utility vehicle) sales for the same period. Cars like Brezza, Ertiga, and Grand Vitara sold about 70,644 units, a 19% uptick from the sales made in October 2023, i.e. 59,147 units. Simply put, when it comes to cars, Indians are saying the bigger, the better! The same is true for India's second biggest automobile manufacturer, Hyundai. Its SUV lineup made up a staggering 68.2% of the firm's total sales made for October 2024. What's more, SUV demand remained largely consistent across urban and rural markets. <h2>Consumers are inching up</h2>FMCG (fast-moving consumer goods) are also riding the premiumization wave, with Indians prioritizing their health and wellness and not bothered about dishing out a few extra bucks for the same! You’ll find no dearth of words like organic, vegan, gluten-free, and sugar-free, peppered generously over every product you’ll see today, be it soaps, juices, or more. No wonder then, sales from premium segments in 2024 make up around 27% of all FMCG sales and even contribute a massive 42% to the sector’s value growth in India. Nielsen report further adds that luxury brands that position themselves at twice the price of their category’s average are even witnessing stellar growth. In fact, for most FMCG brands like Tata Consumer Products, <keyword id="20002610" type="General" weightage="20" keywordseo="hindustan-unilever" source="keywords">Hindustan Unilever</keyword> (HUL), Dabur, and Nestle, it is this premium segment that is growing much faster than their regular ones. And it's not just about daily-use products; Indians are also taking their celebrations a step over. Spirits manufacturer <keyword id="20125704" type="General" weightage="20" keywordseo="radico-khaitan" source="keywords">Radico Khaitan</keyword> highlighted that for the first half of 2024, their prestige &amp; above segment made for 88.4% of its net sales value. In the same period, the regular popular segment accounted for just 9.1% of their net sales. From Hindustan Unilever, which saw its premium products grow 30% over the last quarter, to <keyword id="20521971" type="General" weightage="20" keywordseo="kingfisher" source="keywords">Kingfisher</keyword> beer's parent company, <keyword id="20124009" type="General" weightage="20" keywordseo="united-breweries" source="keywords">United Breweries</keyword>, whose premium product sales volume jumped by 27% during the quarter as opposed to just a 5% rise in overall volumes, everyone is seemingly taking their lifestyle a notch above. Per the Nielsen report, in 2024, a typical global consumer spends about $13.7k per year. This is set to grow by around 2.4% to $14k as early as next year. Even a report by Goldman Sachs also highlighted a similar trend, noting that India’s affluent class, or those earning over $10,000 (Rs 8,42,694.97), is set to reach 100 million in the next 3 years. And where will this consumer spend? On premium products! <h2>Online shopping shifts from mass to class</h2>Amazon’s Great Indian Shopping Festival, which was live between September 27 and October 29 this year, saw 140 crore customers, more than 85% of whom came from non-metro Indian cities. On the site, there was a 400% spike in sales in premium sales across categories like watches, fragrances, handbags, jewelry, and more. Rival <keyword id="19896939" type="General" weightage="20" keywordseo="flipkart" source="keywords">Flipkart</keyword> noted a similar trend, recording 1.8x growth in premium beauty and personal care products during the first half of this year. <h2>Dialing in premiumness</h2>The Indian smartphone ecosystem has always been dominated by basic phones, or those entry- and mid-range phones that are priced between Rs 10,000 and Rs 6,000. But that has changed in recent times, with premium smartphones (i.e., those priced over Rs 60,000) registering 20%+ growth in 2024. During the first quarter of this year, sales of mass phones (priced between Rs 10,000 and 20,000) reached 44%, compared to 51% in the year-ago period. But it's all sunny and shiny in the mid-premium (priced between Rs 40,000 and Rs 60,000) and super-premium segments (priced above Rs 60,000). Sales growth has burgeoned by as much as 27% and 86% in these categories, respectively. As India continues its march toward becoming the world's third-largest economy by 2027, the premium party is just getting started. Industry experts predict that premium segments will grow faster than you can say "sustainable organic handcrafted artisanal batch of coffee." So the next time you see someone dropping serious rupees on a fancy bottle of black water that also somehow plays music and tracks their hydration (yes, that's a thing), remember: This is just the trailer. Picture abhi baaki hai, mere dost! Do you have a topic in mind you'd want a simpler explanation for, or insights or experiences to share on personal finance and more? Contact us at businessinsider@timesinternet.in.

Simply Put: From Dal to Dolce—India is loving its luxury life

<ul><li><keyword id="19969515" type="General" weightage="100" keywordseo="Dell" source="keywords">Dell</keyword> has launched a new laptop in India</li><li>The Dell <keyword id="22431124" type="General" weightage="20" keywordseo="XPS-13" source="keywords">XPS 13</keyword> is already availalable</li><li>Price starts from Rs 1,81,990</li></ul> Dell has introduced the latest addition to its XPS series, the XPS 13, in India, featuring Intel’s next-generation Core Ultra Series 2 processors. The new model comes with a dedicated <keyword id="20946573" type="General" weightage="20" keywordseo="Neural-Processing-Unit" source="keywords">Neural Processing Unit</keyword> (NPU) and AI-optimized features, making it a powerful choice for professionals and content creators. Talking about the launch, Raj Kumar Rishi, Vice President and Managing Director, Consumer and Small Business, Dell Technologies, India, said, “The new XPS 13 featuring the new Intel’s Core™ Ultra Series Processors Series 2 processors bring exceptional AI experiences to the hands of consumers, content creators and business professionals to enhance productivity whether in the office or on-the-go. Dell Technologies continues to be at the forefront of PC innovation with laptops that deliver the next level of breakthrough AI experiences and we’re confident of delivering powerful, multi-engine AI solutions that prioritize power efficiency and core performance, all while maintaining seamless compatibility.” Atul Mehta, Senior Director and General Manager, India Consumer Channel, Dell Technologies, added, “We recognize the growing demand for advanced computing solutions and are committed to meeting that need. The introduction of our Intel’s Core™ Ultra Series Processors Series 2 devices is a step in our journey to empower customers. By making AI-powered solutions more accessible, we are not only reinforcing our commitment to innovation but also driving Dell’s growth in India.” <h2>Dell XPS 13 launched: Price and availability </h2> The new Dell XPS 13 is priced starting at Rs 1,81,990 and is available across select Dell Exclusive Stores (DES), large-format retailers, and multi-brand outlets from today. Customers can also purchase the laptop online on Dell.com from October 18, 2024. The price range reflects the premium features and AI-enhanced capabilities the device offers, targeting professionals who need high-performance machines for both work and creative tasks. <h2>Dell XPS 13 launched: Top features and specs </h2> One of the standout features of the new Dell XPS 13 is its inclusion of a Neural Processing Unit (NPU) capable of handling up to 48 trillion operations per second (TOPS), allowing for advanced AI functionalities like image and text generation and faster photo or video processing. The device is powered by Intel’s Core Ultra Series 2 processors and boasts Intel Arc Graphics for improved AI-accelerated content creation, making it ideal for video editing and graphic design tasks. The XPS 13’s 13.4-inch InfinityEdge display is the first to feature tandem OLED technology, claiming to offer enhanced brightness and reduced power consumption. This, combined with Dolby Vision and Eyesafe technology, ensures a vivid visual experience while protecting users from eye strain. The laptop’s battery life is another significant advantage, with up to 26 hours of usage on an FHD+ display promised. Weighing just 1.2 kg and 14.8mm thick, Dell calls it the thinnest and most portable XPS model yet, making it highly travel-friendly. Dell has also focused on sustainability, designing the XPS 13 with 20% recycled materials and using energy-efficient components, making it EPEAT Gold and ENERGY STAR certified. The packaging is fully recyclable, further reflecting the brand’s commitment to reducing its environmental footprint. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/black-myth-wukong-performance-review-here-is-how-the-game-runs-on-alienware-x16-r2-with-nvidia-rtx-4090/articleshow/113575747.cms" data-type="tilCustomLink" target="_blank">Black Myth: WuKong performance review — Here is how the game runs on Alienware X16 R2 with Nvidia RTX 4090</a> <a href="https://www.businessinsider.in/tech/news/asus-vivobook-s15-2024-review-sleek-design-power-packed-battery-performance-best-for-light-office-use/articleshow/113314224.cms" data-type="tilCustomLink" target="_blank">Asus Vivobook S15 (2024) review: Sleek design, power-packed battery performance, best for light, office use</a>

Dell launches the new XPS 13 laptop with AI-powered features in India, price starts from ₹1,81,990

<ul><li>In the last few years, we have seen many brands become more environment-friendly. There has been an increasing focus on sustainability. </li><li>Globally, brands like Diageo, Unilever Limited have started reevaluating their packaging to put the environment first. </li><li>However, so far, even limited-edition packaging from big brands this Diwali is all either plastic-based or made for one-time-use. </li><li>We speak to experts to find out if brands are making sustainability a priority in their business plans, infrastructure gap that India needs to fill in to become sustainable and when can we expect to see big Indian brands becoming 100% environment-friendly.</li></ul>For Fast Moving Consumer Goods (FMCG) companies and beauty brands, packaging is the final point of contact with customers. Having an unforgettable packaging design and <keyword id="10254633" type="UNKNOWN" weightage="20" keywordseo="eco-friendly-packaging">eco-friendly packaging</keyword> in today’s environment can help in communicating a disruptive image and stand out in the cluttered, competitive shelves. In the last few years, we have seen many brands become more environment-friendly and increase their focus on sustainability. Due to the lockdown and increased in-home consumption, consumers became more environmentally-conscious as they saw a higher than normal packaging in their own home trash that cannot be reused or recycled. Consumers, especially Millennials and GenZ, want companies to take sustainability and greater purpose more seriously and take action towards the betterment of our country. They are even willing to shell out more money or switch to a smaller brand. According to Capgemini’s latest research study on sustainability and changing consumer behaviour, 79% of consumers are changing their purchase preferences based on social responsibility, inclusiveness, or environmental impact. 53% of consumers and 57% in the 18-24 age group have switched to lesser known brands because they were sustainable. More than half of the consumers (52%) say that they share an emotional connection with products or organisations that they perceive as sustainable. Moreover, COVID-19 has increased consumer awareness and commitment to buying sustainably: 67% of consumers said that they will be more cautious about the scarcity of natural resources due to the COVID-19 crisis, and 65% said that they will be more mindful about the impact of their overall consumption in the “new normal”. This reinforces the need for big companies to increase their commitments towards responsible business practices and migrate to sustainable solutions to contribute to a circular economy. As a result, during the pandemic, brands like Diageo and Dettol launched limited edition eco-friendly packaging to test the waters indicating that more brands in India have started reevaluating their packaging strategy to put the environment first. HUL also brought Unilever’s ‘Love Beauty and Planet’ range of skincare products to India after observing an increasing demand for <keyword id="6955069" type="UNKNOWN" weightage="20" keywordseo="Sustainable-products">sustainable products</keyword>. According to media reports, companies such as Marico, Bacardi, ASICS, HUL, Nestle India, Future Consumer, Coca-Cola, Pepsi-co, Parle Agro will move to 100% recyclable packaging by 2025 helping towards a sustainable future. On the other hand, Diwali is also that time of the year when brands pour in extra money to launch limited-edition festive packaging. From Kurkure to Mondelez, all packaging from big companies is either plastic-based or one-time-use this year. So we reached out to experts to find out if companies are investing in launching eco-friendly packaging on a larger scale, what are some of the hurdles that are stopping brands from launching permanent eco-friendly packaging today and when can we expect to see India a plastic-free country. Infrastructure aid Talking about resources the country needs to inch closer towards circular economy, Arnab Ray, Creative Director, Landor said, “I think resources can be created if the mindset is there. Our thinking for plastic-free/recyclable products is normally limited to a small range of products, sometimes boutique and not something associated with mass brands. India is a large country, so it also means the Government playing a large role along with corporates. According to reports, FMCG companies are aiming to go for 100% recyclable plastic packaging by 2025 in accordance to the Government’s initiatives on plastic waste management. Also, in my view, change in perspective and innovation can be answers to creating more resources on a large scale basis. One of the largest sources of plastic waste, Polyethylene terephthalate (PET) bottles used for beverage products, are being re-purposed to make apparels, footwear, and furniture by many companies. Intelligent use of recyclable material can ensure a more sustained effort towards creating products that are good for the planet.” Radha Ghai, Creative Director &amp; Senior Partner, Alok Nanda &amp; Company, said that India has enough resources for small-scale production but not for large-scale yet. She said, “We do have the resources and lots of new materials, which are environment friendly, that are being explored but not at a large scale level yet. Plastic free/recyclable solutions are being explored at smaller scale levels especially in cities where people are becoming more aware of being sensitive to the environment and are willing to pay extra for these solutions. We have the technology to produce recyclable packaging, but again not at a large-scale level yet, as in India we don’t have the infrastructure to produce for large-scale products. Cost of materials and technology is expensive unlike China, which has been the biggest market till now. The government has to support the manufacturers big time to create these solutions.” Ashwini Deshpande, Co-founder and Director, Elephant Design pointed out that we need to take a holistic view here and look at the entire packaging process. Deshpande said, “Going plastic-free is a significant and high-impact step, but we must look at all the emerging concerns like packaging materials, printing inks, distribution logistics, consumption, and recycling. Each of these decisions impacts the planet. Going plastic-free is not the end of responsibility. Nor is believing the packaging will be recycled if we put a logo on it. Sustainability is a mindset. Any change needs to start with the intent that can then convert to policy. So, this is not about having enough resources or appropriate technology. The question is whether companies selling products in plastic packaging in India (whether MNCs or Indian) have enough genuineness to move towards replacing existing practices, processes &amp; materials with sustainable ones.” Speaking about how change will only come if clients change their mindset, Deshpande added, “If there is a strong intent, they will be able to spend resources on research, innovation, and integration to meet the objectives. If replacing materials seems like a long shot, smaller measures like reducing packaging sizes to appropriate dimensions, reducing number of inks or area of ink coverage to reduce negative impact can also prove effective first steps. Recovering solvents from ink usage, greener fuels for transporting goods, incentivizing consumers for recycling would be some of the other ways to become more sustainable.” Becoming a part of usual packaging process Designers are constantly in search of materials that provide long-term hygiene efficacy, materials or processes that do least harm to the ecology. The topic of sustainability has also become a part of boardroom conversations between agency and client. “Interestingly, this subject is becoming a large part of the many conversations we have with our existing and prospective clients. From a leading Art and Stationery brand to big FMCG clients to even our clients in the Alcohol industry, environment-friendly packaging is definitely a topic of discussion, and we constantly see opportunities collaboratively with our client partners to see where discussions can turn to reality. Globally, Landor &amp; Fitch have launched a joint initiative called The Good Squad, which is a collaborative effort of all the offices in the area of sustainability, where we research, share knowledge and also map out future prospects for all categories over and above our sharp focus on FMCG. So, in my view, the topic is no longer in the back burner but very much need of the hour. The pandemic did put the subject to the background a bit but also made us realise how important protecting the earth and its environment is for a better and more sustainable future,” said Ray. Deshpande, on the other hand, shared with us that conversation on eco-friendly packaging is still not a priority. She said, “Conversations about environment-friendly materials are increasing. Most MNCs also have sustainability experts involved in the packaging design process. But honestly, it is far from becoming a priority. Marketers, designers, print converters, logistics partners, retailers, consumers, and recycling agencies must come together to form the policy and develop practices to reach the common goals. It is a challenge now because all these stakeholders are not on the same platform yet. But I see that as the only way forward.” While clients do consider environmental-friendly options, they are still not willing to loosen their purse strings. Ghai said, “When we do get packaging briefs and when we start giving packaging solutions eco-friendly options are appreciated for sure. The environmental concern is there for sure but costs become a big hurdle for clients to produce materials that are eco friendly. Hence, limited edition products do get launched for a small set of audience, but for a larger scale demand the clients are forced to continue with more cost effective options.” Can India become a 100% eco-friendly country anytime soon? According to Bain &amp; Company, 65% of global consumers are ready to shell out more for brands which use sustainable products and nine in every ten customers are also ready to switch to eco-friendly brands if price and quality were equal. While consumers are willing to shell out more money for eco-friendly products, the audience is still very small and sustainable market is still at its nascent stage in India. Speaking about some of the hurdles that are stopping India from becoming eco-friendly at a larger scale, Ghai said, “Unfortunately, there’s still a large audience that doesn’t really pay much attention to these issues. Sensitivity to the environment is there but still not very active in their head. General perception is that if it is plastic free it will not be durable or if it's organic it must be expensive. Also, other products are readily available at shops nearby or at a supermarket, so ease of picking up takes preference over specially going to a shop or to look out for eco friendly products online. Though a few brands are moving towards recyclable materials that are still not 100% eco friendly, it is going to take time.” Ray thinks it is challenging but possible. He said, “India is a large country, hence the sheer volume of products can make moving to a 100% environment-friendly market a daunting task, but not really an impossible one. Unilever, globally has reduced one-third of its packaging waste. If the government and the big companies work hand-in-glove to mobilise and fast-track the initiative, then change is certainly possible. Consumers are becoming more and more aware of the problem and are switching to eco-friendly alternatives. But again, these numbers are small, so it becomes imperative for the large companies along with the government, to raise awareness and help sustainable living become more achievable and a reality.” Deshpande opines it is a far-fetched idea but right support from the government and brands can make it happen. “While 100% is too idealistic, it will happen sooner than we all imagine if the government proactively makes it mandatory. On their own, very few Indian brands would take the steps. Also, why should the consumers bear the costs alone? The onus is also on the corporates. They cannot hope to maintain their bottom-line and recover the entire expense of saving the planet out of their consumers,” said she.

How ready is India to launch permanent eco-friendly packaging and become a plastic free country?

<ul><li><keyword id="10591" type="General" weightage="20" keywordseo="samsung" source="Orion">Samsung</keyword> today held its Unbox &amp; Discover event.</li><li>The brand launched a new line-up of Neo QLED TVs.</li><li>The Smart TVs start at a price of ₹1,41,990 and go all the way upto ₹15,74,000</li></ul>Taking forward the legacy of the Samsung Neo QLED smart TV line-up, the brand introduced 4K and 8K Neo QLED TVs in India. The premium smart TV range is available in sizes starting at 50-inches and going up to 98-inches. The brand has focused on better connectivity, advanced personalization, improved gaming experience, and sustainability. Price &amp; Availability The Neo QLED 8K TV comes in four variants with the available sizes 98-inch, 85-inch, 75-inch, and 65-inch. The QN700-C 65-inch variant is offered at a price of ₹3,14,990. The Neo QLED 4K TV has three variants- 85-inch, 75-inch, 65-inch, 55-inch, and 50-inch screen sizes. The QN85C (65-inch,55-inch) models will be available at a starting price of ₹1,41,990. Samsung also announced that consumers buying Neo QLED TVs until May 25, 2023, can get a free Samsung Soundbar HW-Q990 worth INR 99,990 with select Neo QLED 8K TVs and Samsung Soundbar HW-Q800 worth INR 44,990 with Neo QLED 4K TVs. Samsung Neo QLED TVs The Samsung Neo QLED TVs feature Samsung’s Quantum Matrix Technology that powers up to 33 million pixels and delivers a billion colors. The TVs feature Samsung’s Neural Quantum Processor, which supports the Quantum Mini LED-lit TV with 14-bit processing and AI upscaling. This enables Shape Adaptive Light Control and Real Depth Enhancer Pro for a three-dimensional experience. Both Neo QLED 8K &amp; 4K TVs are validated by Pantone, certifying accurate expression of 2,030 Pantone colors and 110 skin tone shades. The Neo QLED TVs come equipped with Q Symphony 3.0, allowing TV and soundbar speakers to operate simultaneously for a surround effect. Plus, the viewing experience is complemented by immersive sound with the world’s first wireless Dolby Atmos and Object Tracking Sound Pro with action-tracking sound from all corners of the TV. Adaptive Sound Pro optimizes sound considering the characteristics of both the room and the audio content. Besides the visual experience, the Neo QLED TV range also has some new features. Gaming Samsung’s Neo QLED 8K TVs come with the Motion Xcelerator Turbo Pro for high-speed gaming. There is also Game Motion Plus for eliminating motion blur and providing a 144Hz refresh rate. Then there is Virtual AimPoint and Super Ultrawide GameView. With Super Ultrawide GameView, the TV can deliver content in ratios of 16:9, 21:9, and 32:9. There is also a Game Bar. Finally, a Mini Map Zoom lets players see their game's mini-map at a glance on any display. Sustainability According to the manufacturer, the new Neo QLED TVs incorporate several components derived from repurposed secondary batteries, discarded fishing nets, and waste metals. The company also asserts that it has significantly reduced ink usage on its packaging, up to 90%, and that consumers can now reuse the packaging material as furniture in their homes. Moreover, the brand has introduced an AI Energy mode through its SmartThings app, which can reduce energy consumption by 20%. This is achieved by automatically adjusting the TV's brightness according to the ambient light, resulting in more efficient power utilization. Smart Connectivity The new lineup has a built-in IoT Hub with Calm Onboarding feature and IoT-enabled sensors to control lights or sound. The calm onboarding technology lets you connect Samsung or third-party devices smoothly to the TV. The Neo QLED TVs also feature Smart Hub, which provides a single hub for Entertainment, Gaming, and Ambient options. You can also access Samsung TV Plus, the company’s free ad-supported TV and video-on-demand service that offers 100 channels in India. The new Samsung Knox Vault hardware chip encrypts all information from connected devices and is certified by CC EAL 6+ certification. In addition to Samsung’s virtual assistant- Bixby, Neo QLED TVs also come with Alexa built-in. Finally, Multi-View lets users view content from four different sources simultaneously. A new SlimFit cam also allows users to connect the Neo QLED TV for video calls. See also- <a href="https://www.businessinsider.in/business/news/shopify-lays-off-20-of-its-workforce-sells-logistics-biz/articleshow/100003562.cms" data-type="tilCustomLink">Shopify lays off 20% of its workforce, sells logistics biz</a> <a href="https://www.businessinsider.in/business/auto/news/tvs-motors-q4-net-profit-jumps-49-on-year-to-410-crore/articleshow/99991586.cms" data-type="tilCustomLink">TVS Motor’s Q4 net profit jumps 49% on year to ₹410 crore</a> <a href="https://denmark.timesinternet.in/cms/businessinsider.in/science/research/news/ai-systems-signals-found-to-mirror-how-brain-interprets-speech/articleshow/99958399.cms" data-type="tilCustomLink">AI systems' signals found to mirror how brain interprets speech</a><a href="https://www.businessinsider.in/business/auto/news/tvs-motors-q4-net-profit-jumps-49-on-year-to-410-crore/articleshow/99991586.cms" data-type="tilCustomLink"></a><a href="https://www.businessinsider.in/business/news/shopify-lays-off-20-of-its-workforce-sells-logistics-biz/articleshow/100003562.cms" data-type="tilCustomLink"></a> <a class="Name" href="https://www.businessinsider.in/author_articles_all.cms?query=%22IANS%22&amp;author=IANS&amp;page=1"></a>

Samsung introduces new Neo QLED TVs in India with dedicated features for better connectivity, gaming, and sustainability

<ul><li>Based on ‘Deep Listening’ methodology, <keyword id="3671421" type="General" weightage="20" keywordseo="tonic-worldwide" source="Orion">Tonic Worldwide</keyword>’s insights division GIPSI, has arrived at unique and actionable insights.</li><li>The pandemic has led to the creator economy phenomenon, with an increase in conversations around product as well as store reviews by a massive 1447%.</li></ul>We're always consuming, wish-listing and adding items to multiple carts, across multiple E-commerce portals, consciously or unconsciously, especially due to pandemic induced behaviour. GIPSI, Tonic Worldwide's HI+AI (Human Intelligence + Artificial Intelligence) division applied its ‘Deep Listening’ methodology, triangulated with a survey (100 respondents) and 20 SME interviews to arrive at unique insights. The data sources are multiple for ‘Deep Listening’ Method – it goes beyond digital conversations and maps the data with interests and searches, coupled with unique HI perspectives giving actionable insights. All data compare January 2021 to July 2021, as well as to 2020 Data wherever applicable. Key Findings of the GIPSI Report: The Pandemic Effect is the key trigger for increased E-commerce adoption, with the majority of respondents shopping online tried at least 2 new E-commerce shopping sites/ apps in the past year. <ul><li>Rise in the Types of E-commerce: Social commerce, Conversation Commerce, Homegrown Small Commerce, Delivery commerce, Video commerce, Sustainable commerce, Thrift commerce, Gift commerce, Creator commerce....the list is endless! Implication: The digital audience of India today is approximately 620+ million which consists of Fans, Friends, Followers, subscribers, passive surfers, who are all likely to be consumers!</li></ul><ul><li>The Rise of ‘Apps’ in E-commerce: Currently, there are 1103 most used E-Commerce apps in India and shopping apps have today captured the mobile home screens and they have made it to the Top 4 categories in the list of Most Used Mobile Apps in India, in 2021. Implication: Fight for the home screens has begun. Are you ready?</li><li>Rise of surfing in E-commerce: Every month approximately 620K searches take place for Social commerce, increasing month-on-month. With the average Indian today spending about 2.25 hours on social media everyday, commerce has become content now! Implication: Only presence is not enough! Your E-commerce content needs to be thumb-stopping.</li></ul><ul><li>Rise of "Search" in E-commerce: About 54% of product searches takes place on Amazon, with respondents attributing to the same, rather than using a search engine. Implication: How discoverable is your brand? Use Search behaviour to decode consumers’ intent and interest.</li></ul><ul><li>Rise of “Experience” in E-commerce: Today, From chatbots, Live videos, conversation commerce to AR features, the options are plenty. Inclination towards conversational commerce is on the rise, with 79% increase in industry-led conversations on decoding conversational commerce, and the technologies involved. Further, top conversational AI platforms see steady growth. Implication: "Experience" can be your post-pandemic advantage. Invest in experiences now.</li></ul><ul><li>Rise of “Entertainment” in E-commerce: E-commerce destinations are now competing with Social Media networks and OTTs, with customers spending more and more time on these shopping destinations. Soon, this experience will replicate malls - with the option to watch movies, shop and order food, all in an 'E-comm mall'! Implication: E-commerce is not just a medium. It’s now a Destination for Entertainment.</li></ul><ul><li>The Rise of shopping on ‘Visual and Video platforms’ in E-commerce”: Visual platforms are seeing a whopping surge across all the platforms. Preference for ‘Instagram shopping’ rules the roost, followed by Facebook, Youtube and Pinterest. There’s also a strong inclination towards Pinterest shopping, with 799% growth. Implication: Make visual platforms your shop’s new address.</li></ul><ul><li>The Rise of ‘Reviews’ in E-commerce: Led by the “creator economy” phenomenon, E-commerce reviews are also determined by Social Media Creators’ reviews and recommendations which can make or break brands on digital. There has been a 1447 % increase in conversations, with a 3X positive sentiment and further 25K conversations specifically on reviews and recommendations on E-commerce destinations. Implication: Brands, what’s your Review Quotient (RQ)?</li></ul><ul><li>The Rise of "Small Commerce" &gt;&gt; "Delivery Commerce" : The boom of Small commerce has seen an immense growth with creators, home businesses and local stores which have moreover taken their consumer experience completely online, with 155%+ increase in adopting Whatsapp catalogues and 46%+ increase in Shopify app downloads.. This thriving space has seen over 1.5 million searches on topics related to build/ set up E-commerce websites, free tools and related queries. Further, there has been a growth of 73%+ in monthly active users of popular hyperlocal delivery players from the beginning of 2021 - to now. Implication: Brands, time to re-check who your competition is. Don't forget to include the new-shops-in-town</li></ul><ul><li>The Rise of ‘<keyword id="1479775" type="General" weightage="20" keywordseo="eco-activism" source="Orion">Eco-activism</keyword>’ in E-commerce: Witnessing a 50%+ surge in conversations around the topic and specifically 833K conversations on eco-friendly and <keyword id="6660763" type="General" weightage="20" keywordseo="sustainable-packaging" source="Orion">sustainable packaging</keyword>, this <keyword id="12201157" type="General" weightage="20" keywordseo="conscious-shopping" source="Orion">conscious shopping</keyword> behaviour is now on the rise. Implication: Products, persona and packaging with an eco-filter is a must</li></ul>Anjali Malthankar, National Strategy Director, Tonic Worldwide said, “Who knew that the biggest barrier ‘contactless shopping’ will become the biggest trigger for the rise and rise of E-commerce! With abundant data, there is no looking back on the reasons to adopt commerce on digital. Trends are available to all but brands which identify undercurrents will have an advantage. Our GIPSI report is for anyone who is riding, considering or fearing the rise and rise of E-commerce”. Commenting on the report, <keyword id="5909082" type="General" weightage="20" keywordseo="unmisha-bhatt" source="Orion">Unmisha Bhatt</keyword>, Chief Strategy Officer and Director – India &amp; MENA region Tonic Worldwide, said "At Tonic Worldwide, we enable our clients to meet their business objectives with better insights. That is why we exist! In the last year and a half, E-commerce and digitization has been a game changer for multiple companies of all sizes. In an effort to accelerate their business, GIPSI's ecommerce insights report focuses on ways and means to see higher growth by adopting best practices. By making this report accessible to other brands and businesses beyond tonic, we look forward to contributing to the larger growth story for marketers" GIPSI was launched in 2018 and is being headed and driven by Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide and Anjali Malthankar, National Strategy Director, Tonic Worldwide.

Conscious shopping behaviour is now on the rise as eco-activismwitnesses a 50%+ surge in conversations; 833K conversations happenaround sustainable packaging: Gipsi report

New Delhi [India], August 4 (ANI): India's <keyword id="21307504" type="General" weightage="100" keywordseo="outbound-tourism" source="keywords">outbound tourism</keyword> market is expected to reach USD 18817.72 million (USD 18.81 billion) in 2024 and grow at a <keyword id="20256055" type="General" weightage="20" keywordseo="CAGR" source="keywords">CAGR</keyword> of 11.4 per cent in the decade between 2024 and 2034 to reach approximately USD 55388.41 million (USD 55.38 billion), highlighted a FICCI-Nangia knowledge paper. The paper titled '<keyword id="22661864" type="General" weightage="20" keywordseo="Navigating-Horizons" source="Orion">Navigating Horizons</keyword>: <keyword id="22661865" type="General" weightage="20" keywordseo="The-Rise-and-Future-of-Indian-Outbound-Tourism" source="Orion">The Rise and Future of Indian Outbound Tourism</keyword>', released during the '3rd Outbound Tourism Summit' here in the FICCI office earlier this week, asserted that few emerging markets and opportunities for outbound <keyword id="19916662" type="General" weightage="20" keywordseo="travel" source="keywords">travel</keyword> include various Southeast Asian, Middle Eastern, African and Eastern European countries. India's online travel market, which consists of sales of travel services through online channels, is expected to grow at a CAGR of 10.5 per cent between 2024-29, from USD 17.24 billion to USD 28.40 billion. International travel has thus been eased by the steady growth in affordable technology, states the paper. It further states that the government administration and the tourism industry stakeholders in India may undertake various strategic interventions to promote the outbound tourism market. These include bilateral engagement; improved connectivity; support to travel industry stakeholders; marketing of international destinations; curated packages; and hospitality partnerships, among others. Speaking at the launch of the report, Mary M Mutuku, Deputy High Commissioner of Kenya to India said that Kenya is not only committed to deepen the relations between India and Kenya but also promoting Kenya as a preferred tourist destination. "Currently, the India market is among the top 5 Kenya's key sources of tourists, and this has the potential to grow even further," she said in her brief address. To attract more <keyword id="110519" type="General" weightage="20" keywordseo="Indian-tourists" source="Orion">Indian tourists</keyword> to Kenya, Mutuku stated that Kenya has put in place the necessary infrastructure to ease travel in the country. "With an increase in the number of flights between the two countries along with the opening of the Nairobi Expressway, tourists will have more convenience traveling in Kenya. A new cruise terminal at Mombasa port is a major boost to cruise tourism. The berth targets to enhance passenger handling capacity as well as allow for an increased volume of cruise ships arrival at the port," she added. Seitenov Darkhan, Deputy Ambassador, Embassy of Kazakhstan to India had said, "We have huge potential for mutual and beneficial cooperation in the tourism sector. There has been significant growth in the number of tourists coming to Kazakhstan from India which is also due to offering 14 days visa-free regime for Indian tourists along with an increase in a number of direct flights." While highlighting the investment potential for Indian industry, Darkhan further said that in order to meet the needs of Indian tourists in Kazakhstan, it would be advisable to consider building a network of Indian hotels and restaurants in the major cities in Kazakhstan. "We invite major Indian investors to participate in implementing these initiatives in our country," he added. Geshan Dissanayake, Minister Commercial, High Commission of Sri Lanka in India said, "The strong shared heritage between India and Lanka forms the bedrock of our bilateral relationship. India alone stands out as a key source market for Sri Lanka. The integration of the Indian UPI payment system with 'LankaPay' has made simplified payment options for Indian tourists visiting Sri Lanka," he added. Dissanayake further stated that to fully realize the potential of outbound tourism there is a need to focus on marketing and promotion of various offerings by Sri Lanka; infrastructure development; promoting sustainable tourism and further streamlining the visa process. Working together, we can unlock the potential of outbound tourism between India and Sri Lanka," he added. Jyotsna Suri, Past President, of FICCI and CMD, The Lalit Suri Hospitality Group stated that any country has to have healthy inbound and outbound tourism. "<keyword id="644076" type="General" weightage="20" keywordseo="Indian-tourism" source="Orion">Indian tourism</keyword> has witnessed a major growth in the last few years and while we are at the threshold of massive growth, we must be cognizant of sustainability as well," she added. Ankush Nijhawan, Chairman, of FICCI Outbound Tourism Committee and Co-Founder, TBO.com and MD, of Nijhawan Group said that the global travel and tourism industry is expected to reach USD 2.6 trillion by 2027, growing at a CAGR of 8.2 per cent. "Traveler preferences are becoming increasingly diverse, and demand tailor-made travel services. Demographic boost, government support, increased connectivity, and niche segment growth are powering India's outbound travel boom," he added. Representatives from the Embassy of Madagascar to India, the Embassy of Georgia to India, the Malaysia Tourism Promotion Board, Singapore Tourism Board also shared their perspectives during the session.

Indian outbound tourism to reach USD 18817.72 million, grow at over 11% CAGR through 2034: FICCI-Nangia report

<ul class="summary-list"><li>Amazon delivery packages from North America were found in illegal dump sites and mills in India.</li><li>Plastic waste ends up in dump sites that emit vile odors and can pollute the air, <a href="https://www.bloomberg.com/features/2022-india-plastic-recycling-pollution/">Bloomberg</a> reports.</li></ul>Amazon consumers in the US and Canada may think that their Amazon delivery packaging will find a second life once they recycle it. But <a href="https://www.bloomberg.com/features/2022-india-plastic-recycling-pollution/" target="_blank" rel="noopener">a Bloomberg investigation</a> found that many of these plastic shipping envelopes, alongside other consumer packaging, are now ubiquitous at six illegal dump sites in the remote town of Muzaffarnagar, India — thousands of miles away from where they were discarded.It's not necessarily the fault of Amazon: Many consumers wrongly assume that packages labeled recyclable or featuring the three-arrow recycle logo are safe for recycling everywhere, but the majority of American recyclers can't process soft plastics, Bloomberg reported.As a result, plastic, like the Amazon envelopes, often gets mixed into the paper waste that is shipped to countries with lax enforcement of disposal rules, which is how the plastic can end up polluting someone's backyard on the other side of the world, per Bloomberg. Laurie Smyla, a former recycling coordinator with a degree in environmental science who is based in Sloatsburg, New York, recycled a plastic Amazon envelope that made its way to a three-acre plastic dump site in India just a few hundred feet away from the home of Bobinder Kumar and his family, Bloomberg found. "I feel betrayed as a consumer," Smyla told Bloomberg. "That recycling symbol — it's all a marketing feel-good message and very deceptive. It should not be harming other people in other parts of the world."Kumar said that the site is flooded with Amazon's blue-and-white shipping envelopes and that the packaging emits a vile odor."We can't escape the smell of the trash, even in our home," Kumar told Bloomberg. "It's very terrible to live close to the site, but what can we do?"Amazon delivery packaging was also found mixed in with materials processed at sugar cane and paper mills in Muzaffarnagar, according to Bloomberg. Burning plastic, like the packaging, releases toxic chemicals like mercury and dioxins into the atmosphere, which can cause harm to humans, agriculture, and animals.Residents of Muzaffarnagar told Bloomberg that they know when plastic is burnt while they are asleep because they wake up to find sheets of ash covering their terraces and crops. Muzaffarnagar's chief medical officer said that air pollution and the burning of plastic are linked to a 30% uptick in respiratory problems such as asthma and bronchitis among the town's residents, Bloomberg reported. Often times, waste is transferred from wealthy countries to less wealthy ones with the help of brokers who charge a fee to throw away trash or buy the trash at a cheap rate to sell across borders, Bloomberg reported. These brokers have alleged links to criminal gangs and fraudsters.Bloomberg's findings come three years after the Indian government lifted its ban on importing plastic waste due to the country's waste shortage, <a href="https://www.indiatimes.com/explainers/news/government-allows-import-of-plastic-waste-565972.html" target="_blank" rel="noopener">the India Times reported.</a>The findings pose a challenge to <a href="https://affiliate.insider.com?amazonTrackingID=biauto-60624-20&amp;postID=63ab09363864673035143f6e&amp;site=bi&amp;u=https%3A%2F%2Fsustainability.aboutamazon.com%2Fenvironment%2Fpackaging" target="_blank" rel="noopener">Amazon's sustainability commitments</a> to increase the recyclability of its delivery packages and to reduce its waste. Last year, the company generated 709 million pounds of plastic packaging waste, according to a <a href="https://oceana.org/press-releases/report-amazons-plastic-packaging-waste-jumped-18-to-709-million-pounds-in-2021/" target="_blank" rel="noopener noreferrer">report by international environmental group Oceana,</a> and it used 97,222 metric tons of single-use plastic across Amazon-owned and operated global fulfillment centers, the company said.In 2021, <a href="https://www.businessinsider.com/amazon-return-program-cut-wasted-destroyed-inventory-from-unsold-products-2021-8">Amazon announced programs</a> to sell returned items as "used" and for vendors to sell their overstocked inventory in bulk as part of its pledge to prevent millions of its products from entering the landfill.While Amazon didn't respond to Insider's request for comment on its packaging being found in Muzaffarnagar, a company spokesperson told Insider in a statement that it "is committed to minimizing waste and helping our customers recycle their packaging.""Since 2015, we have invested in materials, processes, and technologies that have reduced per-shipment packaging weight by 38% and eliminated over 1.5 million tons of packaging material," the spokesperson said.The spokesperson also referred Insider to <a href="https://affiliate.insider.com?amazonTrackingID=biauto-60624-20&amp;postID=63ab09363864673035143f6e&amp;site=bi&amp;u=https%3A%2F%2Fwww.amazon.com%2Famsc%3Fref_%3Dnavm_em__amsc_hamburger_0_1_1_55" target="_blank" rel="noopener">Amazon Second Chance</a>, a guide for customers to understand how to recycle their Amazon packaging. <a href="https://www.bloomberg.com/features/2022-india-plastic-recycling-pollution/">Here is the full report from Bloomberg.</a>

Amazon's plastic packaging was reportedly found thousands of miles away at illegal dump sites in 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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