By Amit Mathur
With the world becoming increasingly conscious of environmental impact, sectors that have long relied on traditional production methods are urged to adopt more sustainable practices.
More importantly, it’s not just about doing good; it’s about marketing such efforts effectively to create a lasting impression among users, create increased awareness, meet regulatory demands, and even gain a competitive advantage. Although awareness of sustainability-related initiatives among India Inc. has heightened in recent times, there are still three major hurdles.
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Will Consumers Buy into Sustainability?
Many brands find it difficult to manage change—whether incorporating a sustainable product design tweak or a digital marketing campaign—fearing the unexpected consequences. What if the customer doesn’t buy into a sustainable product? While infusing sustainability into products is good for planet Earth, sustainable products may be expensive to manufacture. But there is good news.
Today’s consumers are more informed, and their expectations have evolved. Sustainability today is increasingly becoming a factor in their purchasing decisions. A recent Nielsen study revealed that 73% of consumers would change their consumption habits to reduce environmental impact. This sentiment is mirrored across industries, including wire manufacturing, electronics, etc where buyers—whether individual consumers or businesses—are keen to support brands that adopt green practices.
Real-world examples, like Apple’s pledge to become carbon neutral across its supply chain by 2030, or Dell’s use of recycled plastics in its products, show how sustainable initiatives can resonate with modern customers. In India, companies such as Tata Power is integrating eco-conscious strategies into its offerings, proving that sustainability can become a selling point.
For brands, embedding sustainability into their core communication strategies is essential. It’s important to present sustainability not only as a corporate responsibility but as a unique value proposition. Highlighting how eco-friendly wires, contribute to energy-efficient homes or renewable energy projects can resonate deeply with environmentally conscious consumers. The goal should be to build a narrative that demonstrates commitment, integrity, and action—traits that today’s buyers are actively seeking.
Will it Meet Regulatory Compliances?
Governments worldwide are increasingly pushing stringent environmental regulations, especially in industries with high energy consumption or material waste. Wire manufacturing, by nature, involves processes like metal extraction, refining, and coating—all of which contribute to significant environmental degradation if not managed responsibly. For manufacturers, regulatory compliance with sustainability norms is not just a legal obligation but a competitive necessity.
India, like the EU, is moving forward with regulations that push industries to become more sustainable. For example, the E-Waste (Management) Rules, amended in 2022, now mandate extended producer responsibility (EPR) for electronics manufacturers to ensure safe disposal of electronic waste. This is similar to the European Union’s RoHS (Restriction of Hazardous Substances) directive and the WEEE (Waste Electrical and Electronic Equipment) directive, which have significantly impacted the global electronics industry by enforcing strict guidelines around hazardous material usage.
For marketing leaders, anticipating such regulations and aligning sustainability messaging accordingly is crucial. It’s not just about compliance; it’s about leading the charge and positioning the brand as a forerunner of change. In Indiaconsumer durable companies are increasingly investing in 5 Star rated products like air conditioners, fans, LEDs as they are not only energy efficient but also environment friendly. Companies that proactively embrace and communicate their sustainable practices will be seen as industry leaders, while those who lag will face increased scrutiny.
What About Competition and Collaboration?
Sustainability in wire manufacturing isn’t just about reducing environmental harm; it’s also about innovation. The transition to green manufacturing presents an opportunity for companies to lead with innovative solutions—whether through the development of biodegradable wire coatings, wires made from recycled materials, or energy-efficient production techniques. These innovations can help shape the future of the industry and open new market opportunities. We at Finolex Cables run a major portion of our plant at Urse, Pune using susutainable solar energy – however we hardly highlight it in our communication. Going forward, we will start showcasing it with our target audiences.
Collaborative branding with other eco-conscious businesses, NGOs, or green technology startups can amplify the message of sustainability. Wire manufacturers can partner with electric vehicle companies, renewable energy providers, or sustainable architecture firms to co-market products that demonstrate a commitment to environmental stewardship.
A similar approach could be employed by wire manufacturers. By partnering with solar panel companies or electric vehicle producers, they could showcase how eco-friendly wiring solutions power green energy projects. This resonates with both B2B and B2C audiences, enhancing the sustainability narrative while creating new business opportunities.
Marketing sustainability is not just about positioning a company as environmentally friendly. It’s about aligning with the growing consumer demand for transparency, complying with evolving regulations, and leveraging innovation to lead the industry into a more sustainable future.
The author is President – Sales and Marketing, Finolex Cables. (Views expressed are the author’s own and not necessarily those of financialexpress.com)
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