Analysis of green product strategies of Indian companies

Abstract

There is a need to conduct this study because green product strategies are not given enough brand promotion. There have been no success stories in wide-scale implementation of green technology, unlike the hybrid technologies. Various socio-government factors have contributed to this. Though the visibility of green products has increased dramatically in the last decade, the growth of green products has been modest in terms of volumes and market share. This in turn has not helped companies achieve economies of scale which would help reduce the price of the product. There has also not been enough support from various sources like governments, regulatory bodies and industry bodies. Following were the objectives of our study: 1) To critically evaluate the efficacy of the current green product strategy followed by Indian companies. 2) Identify the key reasons for success or failure of green products and also identify the key success factors in the industry for such products. 3) Identify some performance measures for quantifying a company’s green product strategy and measure its effectiveness / efficiency in the market space. 4) Evaluate the green product strategies in view of sustainable development.