Brands talk sustainability but stumble at the course

Consumers are more vocal about environment-friendly packaging and products but in India, it is still a premium play for brands

The global signals on sustainability have been blinking red for a while, forcing brands to pay heed and rethink their approach towards manufacturing, marketing and packaging. Preservation of the environment is a conversation no one, especially companies, can afford to overlook. But in India, the talk around the environment, even among the global labels, is still to move beyond the marketing and promotional literature. Be it annual diaries and calendars printed on recycled paper or driving corporate social responsibility (CSR) funds into tree-planting drives, experts and product designers believe that the gap between promise and action is still a big