LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT

Social Marketing: The Rising Issue of Global

Warming

A PROJECT STUDY SUBMITTED IN PARTIAL FULFILLMENT FOR

THE REQUIREMENT OF THE TWO YEAR (FULL-TIME) POST
GRADUATE DIPLOMA IN MANAGEMENT 2009-2011

Submitted by: Group 7

Kabir Wahi (61/09)

Eshani Nanda (73/09)

Apeksha Jain (93/09)

Pradip Rangholiya (107/09)

Vaibhav Sahu (113/09)

Kranti P. Singh (115/09)

 ACKNOWLEDGEMENT:

Carrying out a project like this can never be the outcome of the efforts of a single person; rather
it bears the imprints of a number of persons who directly or indirectly helped me in completing
this project. It gives me immense pleasure, to take the opportunity of expressing my sincere
gratitude towards colleagues, mentors and seniors whose sincere advice made my project period
educative & pleasant one.

We would like to express our heart-felt gratitude towards our Mentor Joyeeta Chatterjee, for
giving us the opportunity to work on this challenging project.

Our gratitude also extends to Miss Sunita Narain of Center of Science and Research; Mr V.K
Ramesh of A2Z Infraservices Ltd.; and Miss Prerna Sharma of Climate Connect who provided
us with valuable information about the work they do without which the project would have been
incomplete.

And last but not the least, our thanks to all our group members without whose cooperation and
hard work, producing this work would have been impossible.

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 TABLE OF CONTENTS

ACKNOWLEDGEMENT: ....................................................................................................................... 1

INTRODUCTION: GLOBAL WARMING ............................................................................................. 3

SOCIAL ENVIRONMENT MAPPING ............................................................................................... 7

SOCIAL MARKETING CAMPAIGNS................................................................................................... 12

Stop Global Warming ....................................................................................................................... 12
Green Peace International ............................................................................................................... 13
World Wide Fund for Nature-India ..............................................................................................16
Idea: Save Trees Campaign ..............................................................................................................18
Green Revolution: Global Warming Awareness Charitable Trust .................................................19
Vodafone: Go Green and Save Trees .............................................................................................. 20

ENVIRONMENTAL MANAGEMENT ORGANIZATIONS VISITED: ................................................. 21

Climate Connect ............................................................................................................................... 21
SembRamky Environmental Management Private Limited .......................................................... 22
A2Z Infra Services LimiteD ............................................................................................................. 24
Centre Of Science And Research .................................................................................................... 25

ENDNOTE ........................................................................................................................................... 32

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 INTRODUCTION: GLOBAL WARMING

"The Himalayan glaciers are receding, agricultural yields are stagnating, dry days have increased,
patterns of monsoon have become more unpredictable. India is increasingly seeing the effects of climate
change….

There is no tradeoff between environment sustainability and economic growth, in fact if the environment
is not protected the growth will not be sustainable….

India needs to respond to Climate Change… because it has huge dimensions for local development in
India…"

Jairam Ramesh, Minister of Environment & Forest, Government of India

Global warming is the increase in the average temperature of the Earth's near-surface air and oceans in
recent decades and its projected continuation.

The global average air temperature near the Earth's surface rose 0.74 ± 0.18 °C (1.33 ± 0.32 °F) during
the 100 years ending in 2005 The Intergovernmental Panel on Climate Change (IPCC) concludes
"most of the observed increase in globally averaged temperatures since the mid-20th century is very likely
due to the observed increase in anthropogenic greenhouse gas concentrations" via the greenhouse effect

Climate model projections summarized by the IPCC indicate that average global surface temperature
will likely rise a further 1.1 to 6.4 °C (2.0 to 11.5 °F) during the 21st century. The range of values
results from the use of differing scenarios of future greenhouse gas emissions as well as models with
differing climate sensitivity. Although most studies focus on the period up to 2100, warming and sea level
rise are expected to continue for more than a thousand years even if greenhouse gas levels are stabilized.
The delay in reaching equilibrium is a result of the large heat capacity of the oceans.

Increasing global temperature will cause sea level to rise, and is expected to increase the intensity of
extreme weather events and to change the amount and pattern of precipitation. Other effects of global
warming include changes in agricultural yields, trade routes, glacier retreat, species extinctions and
increases in the ranges of disease vectors.

Remaining scientific uncertainties include the amount of warming expected in the future, and how
warming and related changes will vary from region to region around the globe. Most national
governments have signed and ratified the Kyoto Protocol aimed at reducing greenhouse gas emissions,
but there is ongoing political and public debate worldwide regarding what, if any, action should be taken
to reduce or reverse future warming or to adapt to its expected consequences.

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Causes

The detailed causes of the recent warming remain an active field of research, but the scientific consensus
is that the increase in atmospheric greenhouse gases due to human activity caused most of the warming
observed since the start of the industrial era. This attribution is clearest for the most recent 50 years, for
which the most detailed data are available.

Effects

The predicted effects of global warming on the environment and for human life are numerous and
varied. Rising sea levels, glacier retreat, Arctic shrinkage, and altered patterns of agriculture are
cited as direct consequences, but predictions for secondary and regional effects include extreme weather
events, an expansion of tropical diseases, changes in the timing of seasonal patterns in ecosystems, and
drastic economic impact.

Most of the consequences of global warming would result from one of three physical changes: sea level
rise, higher local temperatures, and changes in rainfall patterns. Sea level is generally expected to rise 18
to 59 cm (7.1 to 23.2 inches) by the end of the century.

Climate Change: Most scientists now agree that human-induced global climate change poses a serious
threat to both society and the Earth's ecosystems. Climate change is one of the greatest environmental,
social and economic threats facing the planet. The warming of the climate system is unequivocal, as is
now evident from observations of increases in global average air and ocean temperatures, widespread
melting of snow and ice, and rising global mean sea level. The Earth's average surface temperature has
risen by 0.76° C since 1850. Most of the warming that has occurred over the last 50 years is very likely to
have been caused by human activities.

Human activities that contribute to climate change include in particular the burning of fossil fuels,
agriculture and land-use changes like deforestation. These cause emissions of carbon dioxide (CO2), the
main gas responsible for climate change, as well as of other 'greenhouse' gases. To bring climate change
to a halt, global greenhouse gas emissions must be reduced significantly.

Greenhouse system has recently come under heavy pressure. Since the Industrial Revolution, humankind
has been extracting and burning fossil fuels at increasing rates, releasing significant amounts of
greenhouse gases into the atmosphere. As concentrations of greenhouse gases have increased, so has the
strength of the greenhouse effect.

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Human Health: Throughout the world, the prevalence of some diseases and other threats to human
health depend largely on local climate. Extreme temperatures can lead directly to loss of life, while
climate-related disturbances in ecological systems, such as changes in the range of infective parasites, can
indirectly impact the incidence of serious infectious diseases. In addition, warm temperatures can increase
air and water pollution, which in turn harm human health.

Human health is strongly affected by social, political, economic, environmental and technological factors,
including urbanization, affluence, scientific developments, individual behavior and individual
vulnerability (e.g., genetic makeup, nutritional status, emotional well-being, age, gender and economic
status). The extent and nature of climate change impacts on human health vary by region, by relative
vulnerability of population groups, by the extent and duration of exposure to climate change itself and by
society‘s ability to adapt to or cope with the change.

Rising Sea Levels: Sea levels are rising worldwide and along much of the U.S. coast. Tide gauge
measurements and satellite altimetry suggest that sea level has risen worldwide approximately 4.8-8.8
inches (12-22 cm) during the last century (A significant amount of sea level rise has likely resulted from
the observed warming of the atmosphere and the oceans.

According to the Intergovernmental Panel on Climate Change the primary factors driving current sea
level rise include:

The expansion of ocean water caused by warmer ocean temperatures

Melting of mountain glaciers and small ice caps (to a lesser extent) melting of the Greenland Ice Sheet
and the Antarctic Ice Sheet

Other factors may also be responsible for part of the historic rise in sea level, including the pumping of
ground water for human use, impoundment in reservoirs, wetland drainage, deforestation, and the melting
of polar ice sheets in response to the warming that has occurred since the last ice age.

Is the rate of sea level rise accelerating?

The IPCC expresses high confidence that the rate of observed sea level rise increased from the mid 19th
to the mid 20th century. During the 20th century, sea level rose at an average rate of 4.8 to 8.8 inches
per century (1.2-2.2 mm/year).

Tide gauges show little or no acceleration during the 20th century.

Satellite measurements estimate that sea level has been rising at a rate of 9 to 15 inches per century (2.4-
3.8 mm/yr) since 1993, more than 50% faster than the rate that tide gauges estimate over the last
century. (IPCC, 2007)

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Agriculture: Climate change and agriculture are interrelated processes, both of which take place on a
global scale. Global warming is projected to have significant impacts on conditions affecting agriculture,
including temperature, precipitation and glacial run-off. These conditions determine the carrying capacity
of the biosphere to produce enough food for the human population and domesticated animals. Rising
carbon dioxide levels would also have effects, both detrimental and beneficial, on crop yields. The overall
effect of climate change on agriculture will depend on the balance of these effects. Assessment of the
effects of global climate changes on agriculture might help to properly anticipate and adapt farming to
maximize agricultural production.

At the same time, agriculture has been shown to produce significant effects on climate change, primarily
through the production and release of greenhouse gases such as carbon dioxide, methane, and nitrous
oxide, but also by altering the earth's land cover, which can change its ability to absorb or reflect heat and
light, thus contributing to radiative forcing. Land use change such as deforestation and desertification,
together with use of fossil fuels, are the major anthropogenic sources of carbon dioxide; agriculture itself
is the major contributor to increasing methane and nitrous oxide concentrations in earth's atmosphere.

Shortage in grain production: Crops such as these sunflowers can be affected by severe drought
conditions in Australia. Between 1996 and 2003, grain production has stabilized slightly over 1800
millions of tons. In 2000, 2001, 2002 and 2003, grain stocks have been dropping, resulting in a global
grain harvest that was short of consumption by 93 millions of tons in 2003.

The earth's average temperature has been rising since the late 1970s, with nine of the 10 warmest years on
record occurring since 1995. In 2002, India and the United States suffered sharp harvest reductions
because of record temperatures and drought. In 2003 Europe suffered very low rainfall throughout spring
and summer, and a record level of heat damaged most crops from the United Kingdom and France in the
Western Europe through Ukraine in the East. Bread prices have been rising in several countries in the
region.

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 SOCIAL ENVIRONMENT MAPPING

Effects of global warming on India:

The effects of global warming on the Indian subcontinent vary from the submergence of low-lying islands
and coastal lands to the melting of glaciers in the Indian Himalayas, threatening the volumetric flow
rate of many of the most important rivers of India and South Asia. In India, such effects are projected to
impact millions of lives. As a result of ongoing climate change, the climate of India has become
increasingly volatile over the past several decades; this trend is expected to continue.

Several effects of global warming, including steady sea level rise, increased cyclonic activity, and
changes in ambient temperature and precipitation patterns, have affected or are projected to affect India.
Ongoing sea level rises have submerged several low-lying islands in the Sundarbans, displacing
thousands of people. Temperature rises on the Tibetan Plateau, which are causing Himalayan glaciers to
retreat.

Environmental: Increased landslides and flooding are projected to have an impact upon states such as
Assam. Ecological disasters, such as a 1998 coral bleaching event that killed off more than 70%
of corals in the reef ecosystems off Lakshadweep and the Andamans, and was brought on by elevated
ocean temperatures tied to global warming, are also projected to become increasingly common.

The first among the countries to be affected by severe climate change is Bangladesh. Its sea level,
temperature and evaporation are increasing, and the changes in precipitation and cross boundary river
flows are already beginning to cause drainage congestion. There is a reduction in fresh water availability,
disturbance of morphologic processes and a higher intensity of flooding and other such disasters.
Bangladesh only contributes 0.1% of the world‘s emissions yet it has 2.4% of the world‘s population. In
contrast, the United States makes up about 5 percent of the world's population, yet they produce
approximately 25 percent of the pollution that causes global warming.

Economic: The Indira Gandhi Institute of Development Research has reported that, if the predictions
relating to global warming made by the Intergovernmental Panel on Climate Change come to fruition,
climate-related factors could cause India's GDP to decline by up to 9%; contributing to this would be
shifting growing seasons for major crops such as rice, production of which could fall by 40%. Around
seven million people are projected to be displaced due to, among other factors, submersion of parts of
Mumbai and Chennai, if global temperatures were to rise by a mere 2 °C (3.6 °F).

Villagers in India's North Easter state of Meghalaya are also concerned that rising sea levels will
submerge neighbouring low-lying Bangladesh, resulting in an influx of refugees into Meghalaya which
has few resources to handle such a situation.

If severe climate changes occur, Bangladesh will lose land along the coast line. This will be highly
damaging to Bangalies especially because nearly two-thirds of Bangladeshis are employed in the
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agriculture sector, with rice as the single-most-important product. The economy has grown 5-6% over the
past few years despite inefficient state-owned enterprises, delays in exploiting natural gas resources
insufficient power supplies, and slow implementation of economic reforms. However, Bangladesh
remains a poor, overpopulated, and inefficiently governed nation.[11] If no further steps are taken to
improve the current conditions global warming will affect the economy severely worsening the present
issues further.

Social: Climate Change in India will have a disproportionate impact on the more than 400 million that
make up India's poor (See Poverty in India). This is because so many depend on natural resources for
their food, shelter and income. More than 56% of people in India work in agriculture, while many others
earn their living in coastal areas.

Indian journalist, Praful Bidwai, argues that the Indian Government's climate policy does not address the
interests of the majority of these peoples for whom climate change will mean hunger, food insecurity, and
destruction of livelihoods but is instead focused on maximising Indian elite‘s freedom to consume by
maintaining high emissions-intensive GDP growth.

Thick haze and smoke along the Ganges River in northern India.

However, such shifts are not new: for example, earlier in the current Holocene epoch (4,800–6,300 years
ago), parts of what is now the Thar Desert were wet enough to support perennial lakes; researchers have
proposed that this was due to much higher winter precipitation, which coincided with stronger
monsoons. Similarly, Kashmir, which once had a warm subtropical climate, shifted to a substantially
colder temperate climate 2.6–3.7 mya; it was then repeatedly subjected to extended cold spells starting 1
million years ago.

Awareness: Tribal people in India's remote northeast plan to honour former U.S. Vice President Al
Gore with an award for promoting awareness on climate change that they say will have a devastating
impact on their homeland.

Meghalaya - meaning 'Abode of the Clouds' in Hindi - is home to the towns

of Cherrapunji and Mawsynram, which are credited with being the wettest places in the world due to their
high rainfall.

But scientists state that global climate change is causing these areas to experience an increasingly sparse
and erratic rainfall pattern and a lengthened dry season, affecting the livelihoods of thousands of villagers
who cultivate paddy and maize. Some areas are also facing water shortages.

People are becoming aware of ills of global warming. Taking initiative on their own people from
Sangamner, Maharashtra (near Shirdi) have started a campaign of planting trees known as Dandakaranya-
The Green Movement. It was started by visionary & ace freedomd fighter Late Shri Bhausaheb Thorat in
the year 2005. Till date, they have sowed more than 12 million seeds & half a million of plants.

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Steps taken by Indian Management Institutions:

If global warming is the new universal concern, then the Indian Institute of Management, Ahmedabad,
has already begun a drive to help develop cleantech business ventures.

Cleantech is the buzz word across the globe, which has caught the eyes of researchers as well as investors.
Foreseeing the need of the hour and this emerging trend, the Centre for Innovation, Incubation and
Entrepreneurship (CIIE) at IIM-A has launched a new programme to incubate clean technologies. It will
address issues like conservation of energy, efficiency of energy, water and air pollution and renewable
energies.

GenNext fuel and herbal pigments for clothes are examples of business ideas that are under incubation at
IIM-A and are now in the final stages of implementation.

Individual and political action on climate change

Around the world, there is an increased awareness of the importance of global warming (the current
climate change) as a factor in a range of issues. Many environmental, economic and social issues find
common ground in mitigation of global warming. Individual and political action on climate change can
take many forms, most of which have the ultimate goal of limiting and/or reducing the concentration of
greenhouse gases in the atmosphere.

Political action

Political action can change laws and regulations that relate to climate change, such as tax incentives,
greenhouse gas emissions limits or establishing a regulatory framework within which carbon trading
markets can operate. Political action can also gain media and public attention to climate change. Political
action from the community, however, is often challenged by interests within the fossil fuel industry.
Some climate change sceptic groups are independent of the fossil fuel industry, such as the Australian
Youth Climate Change Council (AYCCC).

There are many forms of political action on climate change including letter writing, direct lobbying, and
public shaming of politicians and media organizations. Political action campaigns require building a base
of support at local level.

Protest movements

A number of groups from around the world have come together to work on the issue of global warming.
Non-governmental organizations (NGOs) from diverse fields of work have united on this issue. A
coalition of 50 NGOs called Stop Climate Chaos launched in Britain (September 2005) to highlight the
issue of climate change.

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The Campaign against Climate Change was created to focus purely on the issue of climate change and to
pressure governments into action by building a protest movement of sufficient magnitude to effect
political change.

Critical Mass is an event typically held on the last Friday of every month in various cities around the
world wherein bicyclists and, less frequently, unicyclists, skateboarders, inline skaters, roller skaters and
other self-propelled commuters take to the streets en masse. While the ride was originally founded in San
Francisco with the idea of drawing attention to how unfriendly the city was to bicyclists, the leaderless
structure of Critical Mass makes it impossible to assign it any one specific goal. In fact, the purpose of
Critical Mass is not formalized beyond the direct action of meeting at a set location and time and traveling
as a group through city or town streets.

International political frameworks

Kyoto Protocol

The primary international policy framework currently in existence is the United Nations Framework
Convention on Climate Change (UNFCCC), specifically the Kyoto Protocol, which sets emissions limits
for many of the world's most economically developed nations.

The European Union Emissions Trading Scheme

Under Kyoto, countries with targets can elect to reach these targets in co-operation with other countries.
The European Union has decided to work as a unit to meet its emissions targets. The European climate
change program attempts to do this by utilising an emissions trading scheme known as the European
Union Greenhouse Gas Emission Trading Scheme. The principle of this scheme is quite simple: to make
their legally binding commitments under Kyoto, countries can either make these savings within their own
country, or they can buy these emissions reductions from other countries. These other countries would
still need to meet their Kyoto targets, but the use of a free market system ensures the reductions are made
for the least possible costs. Most reductions are made where these reductions are cheapest, and the excess
reductions can be sold on to other countries where such cuts would be less economically viable.

Individual action

 Making various personal choices can be an effective method of fighting climate change.
 A carbon diet is an effective way to understand the amount of impact on the environment and
how to make meaningful changes.
 A low carbon diet is a way of reducing impact by choosing food that causes much less pollution.
 Running is the least impactful mode of transportation, followed by the bicycle.
 Trees: Protecting forests and planting new trees contributes to the absorption of carbon dioxide
from the air. There are many opportunities to plant trees in the yard, along roads, in parks, and in

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 public gardens. In addition, some charities plant fast growing trees for as little as $US0.10 per
tree—to help people in tropical developing countries restore the productivity of their lands.
Conversely, clearing old-growth forests adds to the carbon in the atmosphere, so buying non-old-
growth paper is good for the climate as well as the forest.
 Labels: The Energy Star label can be seen on many household appliances, home electronics,
office equipment, heating and cooling equipment, windows, residential light fixtures, and other
products. Energy Star products use less energy.
 Travel: In the United States, perception towards climate change influenced people to change their
travel lifestyle. More than a third of Americans have changed their travel habits in 2008, versus
only 14% in 2007.
 Cars: Purchasing a vehicle which gets high gas mileage helps to reduce emissions of carbon
dioxide.
 The wind energy produced in Denmark, for example, provides about 20 percent of the country's
total electricity needs. These methods of energy production emit no greenhouse gases once they
are up and running. Many energy suppliers in various countries worldwide have options to
purchase part or pure "green energy."
 Carbon offsets: The principle of carbon offset is thus: one decides that they don't want to be
responsible for accelerating climate change, and they've already made efforts to reduce their
carbon dioxide emissions, so they decide to pay someone else to further reduce their net
emissions by planting trees or by taking up low-carbon technologies. Every unit of carbon that is
absorbed by trees or not emitted due to your funding of renewable energy deployment offsets the
emissions from their fossil fuel use. In many cases, funding of renewable energy, energy
efficiency, or tree planting particularly in developing nations can be a relatively cheap way of
making an individual "carbon neutral". Carbon offset providers some as inexpensive as US$0.11
per metric ton (US$0.10 per US ton) of carbon dioxide are referenced below under Lifestyle
Action.
 Using less animal products: The United Nations' Food and Agriculture Organization reports that
rearing livestock contributes more greenhouse gases than all fossil fuel burning combined. A
2006 study from the Department of Geophysical Sciences at the University of Chicago found the
difference between a vegan diet and red meat diet is equivalent to driving a sedan compared to a
sport utility vehicle.

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 SOCIAL MARKETING CAMPAIGNS

Social marketing campaigns aim to change the general perception of the masses and encourage them to do
something about the social cause in question.

Anyone will tell you that influencing someone‘s mind and getting them to act is not easy. To create
evangelists for your cause, you have to make sure that people identify with the cause to an extent where
they want to participate in promoting it.

The best social campaigns are those that spread its message globally across distance and time. Thoughtful
campaigns are those that hit the nerves at the right spot, propel parents to educate their children about the
cause, get schools to do similar campaigns, get corporations and even governments to back it up.

Following is one of the 5 most successful social marketing campaigns:

STOP GLOBAL WARMING

Last but not the least, global warming has been a unnerving phenomenon for a while. Even though it has
been scientifically proven and we see its effects in our everyday lives, some corporations, governments
and politicians still refuse to face the facts.

The Stop Global Warming Campaign has been raising awareness about the causes of global warming
through virtual marches and the support of well known celebrities such as Bon Jovi, Kobe Bryant, and
Leonardo DiCaprio etc. We even have stars like the Blue Man Group band together against global
warming in their tours.

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The campaign encourages us to live greener lives and do our part in saving the world by reducing our
carbon footprint. It also calls on industries and factories worldwide to stop destroying the land and
polluting our air and sea.

The cause of Global Warming Campaign has been helped through movies and documentaries such as The
Day After Tomorrow and The Inconvenient Truth, 11th Hour and the most recent HOME.

GREEN PEACE INTERNATIONAL

Green Peace International: An organization that spreads

awareness about climate change issues and raises concerns that
will make every individual to ponder over his/her contribution
towards the noble cause of saving the planet.

Greenpeace exists because this fragile Earth deserves a voice. It

needs solutions. It needs change. It needs action!

Greenpeace India
Greenpeace is a non-profit organization, with a presence in 40 countries across Europe, the Americas,
Asia and the Pacific. To maintain its independence, Greenpeace does not accept donations from
governments or corporations but relies on contributions from individual supporters and foundation grants.

As a part of its campaign to phase out inefficient lighting in India to fight climate change, Greenpeace
demonstrates in front of the Mysore Palace on Sunday, July 29th. The Mysore palace, which uses over
96,000 incandescent light bulbs for its illumination, can save Rs 41 Lakhs in electricity bills and a
significant amount of electricity and carbon dioxide by switching to compact fluroscent lamps.

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Greenpeace activists float a 66 feet life ring at the Gateway of India with a call to 'Ban the Bulb' and fight
climate change. Parts of Mumbai, are threatened with submergence if global temperature rise is not kept
below 2 degree centigrade. Phasing out the incandescent light bulb would lead to reductions in India's
carbon-di-oxide emissions by 55 million tonnes and also save upto 12000 MW of power annually.

Success Stories

Year 2010:

Changes in nuclear liability bill: After all the political drama the nuclear liability bill was finally passed
by both the houses the Moonsoon session of the Parliament. The revised bill enforces complete supplier
liability (which was one of the key demands made by Greenpeace India.) The bill does not provide for
demand of unlimited liability, but has increased the quick compensation from Rs 500 crores to 1500
crores. Apart from that there is a clause which allows the government to increase compensation
depending on the scale of the accident.

People power over nukes: Greenpeace started an online petition asking the Prime Minister to hold a
public consultation before passing the nuclear liability bill. Nearly two lakh people signed this petition
and the signatures were faxed to the Prime Minister‘s office till they blocked our lines. We presented 1.87
lakh signatures on the petition demanding public consultation to the Standing Committee looking at the
bill. Soon after, the Standing Committee published an advertisement announcing a wider consultation on
the nuclear liability bill.

E-waste gets noticed: On May 15, 2010, Minister for Environment and Forests announced that the
government will come up with new rules for the regulation of e-waste in the country. The genesis of these
new rules can be traced back to April 2008, when Greenpeace organised a meeting of major electronics
manufacturers in Bangalore. The objective of the dialogue was to set the ball rolling for a formal law
governing e-waste.

Year 2009:

Turtle mortality campaign: Greenpeace has been working in Orissa to ensure better enforcement of
marine fisheries regulations. Since 2006 there have been slow but steady improvements in Orissa in the
form of active marine patrolling to check illegal fishing, resulting in better enforcement of the State
Marine Fisheries Regulation Act.

Ban the bulb: Greenpeace India launched the Ban the Bulb campaign in 2006, calling for a phase out of
inefficient light bulbs by 2012. Over 250,000 people signed the Ban the Bulb petition demanding ordinary
incandescent bulbs be replaced with efficient ways of lighting. Many joined Green Peace in human
formations to take the message across, while others helped Greenpeace ‗raid‘ homes, shops, and hotels to
change bulbs. Three years of creative campaigning resulted in the announcement of the Bachat Lamp
Yojana by the Government.

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Fertilizer infected water in Punjab: In November 2009, Greenpeace released its scientific report on
contamination of the ground water in Punjab with nitrates from chemical fertilizers through a report
called ‗Chemical fertilizers in our water‘. This resulted in the State Human Rights Commission of Punjab
starting an enquiry into the issue and ordering the Government to clarify.

Greenpeace: Stopping Climate Change

Greenpeace India is campaigning for climate solutions that will help us develop without damaging the
planet. By starting an energy revolution that seizes the opportunity for low carbon and sustainable growth
while ensuring quality energy access to millions who are denied it currently, we can deliver on
development and protect our natural world for current and future generations.

Everyone knows that climate change is real and happening now. What many people don't know is that we
have the solutions in our hands. The world needs:

 An energy revolution that lets us quit coal in favor of renewable energy sources like biomass,
wind power and solar energy
 Protection for our forests, so they can continue to clean our atmosphere.
 Responsible IT companies who offer climate solutions, and advocate for good environmental
laws.

Defending Our Oceans:

The campaign for oceans is currently focused on three specific areas:

Coastal development: Coastal real estate is most prized for tourism, industries, aquaculture, nuclear and
thermal power plants or ports, all of which leave behind a devastated coastal environment. The Coastal
Regulation Zone (CRZ) Notification 1991 was meant to protect our coasts but has failed to do so.
Greenpeace is demanding that the notification be strengthened and implemented and industries and
infrastructure projects be kept away from eco-sensitive areas.

Overfishing: Increasingly, a wide range of marine ecologists and scientists think that the biggest single
threat to marine ecosystems today is overfishing. The appetite for fish is exceeding the ocean‘s ecological
limits with devastating impacts on marine ecosystems. Scientists are warning that overfishing could result
in profound changes in our oceans, perhaps changing them forever.

Marine reserves: Our oceans are in need of protection – from overfishing, pollution, mining and other
threats. Marine reserves are an important tool to protect and preserve areas of our oceans that are rich in
biodiversity, ecologically significant and vulnerable to destruction. These areas are closed to all extractive
uses, such as fishing, mining, oil exploration, waste dumping etc.

Stopping unsafe energy: India needs a lot of resources to meet its energy requirements. For this purpose
the government penned deals with foreign nuclear corporations to set up nuclear reactors in India. Nuclear
energy according to them is ―clean and benign‖, which is an answer to both India‘s energy security and
climate change.

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But in reality nuclear power could, on the industry‘s best estimates, make only a negligible contribution
to CO2 reduction even in case of unprecedented growth. The expert committee on an integrated energy
policy set up by the Planning Commission says that even if there is a twenty-fold increase in India‘s
nuclear capacity by 2031-32, the contribution of nuclear will at best be five-six percent.

The nuclear campaign in India began with the objective to change the Civil Liability for Nuclear Damage
bill. Instead of imposing strict liability on foreign nuclear corporations, the bill originally proposed a
ridiculously low cap of Rs 500 crore ($109 million). Greenpeace identified six important changes
required in the bill to make it more people centric.

WORLD WIDE FUND FOR NATURE-INDIA

WWF-India is one of the largest conservation organizations engaged in wildlife and nature conservation
in the country.

Established as a Charitable Trust on November 27, 1969, it has an experience of over four decades in the
field. From a modest beginning, the organization was propelled forward by the efforts of its founders and
associates who volunteered their time and energy to lend momentum to this movement.

A part of WWF International, the organization has made its presence felt through a sustained effort not
only towards nature and wildlife conservation, but sensitizing people by creating awareness through
capacity building and enviro-legal activism.

A challenging, constructive, science-based organization WWF addresses issues like the survival of
species and habitats, climate change and environmental education.

WWF-India aims to ensure the sustainability of the planet and the survival of the human race through a
constructive, target oriented approach. The main objectives of the program are:

 Generate better understanding of the impacts of Climate Change through vigorous campaigns and
advocacy.
 Develop a National Adaptation Framework for Ecological Security by 2009 and initiate pilot
projects in selected sites by 2012.
 Facilitate transition to a Low Carbon Economy by 2012 through working with key Government
agencies and Industry for promoting responsible use of energy and a carbon market that promotes
clean energy investment.
 Build Capacity of key stakeholders, and by 2010/11, create a National Network to engage in the
post-2012 policy framework.

16
Earth Hour Campaign by WWF

Earth Hour started in 2007 in Sydney, Australia when 2.2 million individuals and more than 2,000
businesses turned their lights off for one hour to take a stand against climate change. Only a year later and
Earth Hour had become a global sustainability movement with more than 50 million people across 35
countries participating. Global landmarks such as the Sydney Harbour Bridge, CN Tower in Toronto,
Golden Gate Bridge in San Francisco, and Rome‘s Colosseum, all stood in darkness, as symbols of hope
for a cause that grows more urgent by the hour.

In March 2009, hundreds of millions of people took part in the third Earth Hour. Over 4000 cities in 88
countries officially switched off to pledge their support for the planet, making Earth Hour 2009 the
world‘s largest global climate change initiative.

On Saturday 27 March, Earth Hour 2010 became the biggest Earth Hour ever. A record 128 countries and
territories joined the global display of climate action. Iconic buildings and landmarks from Asia Pacific to
Europe and Africa to the Americas switched off. People across the world from all walks of life turned off
their lights and came together in celebration and contemplation of the one thing we all have in common –
our planet.

Earth Hour 2011 will take place on Saturday 26 March at 8.30PM (local time). This Earth Hour we want
you to go beyond the hour, so after the lights go back on think about what else you can do to make a
difference. Together our actions add up.

Earth Hour is organized by WWF. With almost 5 million

supporters and a global network in over 100 countries, it‘s
one of the world's largest and most respected independent
conservation organizations. WWF‘s mission is to stop the
degradation of the Earth's natural environment and build a
future where people live in harmony with nature.

Earth Hour has done a lot to raise awareness of

sustainability issues. But there‘s more to it than switching
off lights for one hour once a year. It‘s all about giving
people a voice and working together to create a better future
for our planet

17
 IDEA: SAVE TREES CAMPAIGN

In early 201 Idea launched a campaign against deforestation. The new advertisement said ―use mobile,
instead of paper‖ to save trees and consequently environment. Bollywood actor Abhishek Bachchan
played the central character of Tree in the campaign.

The theme of the campaign revolves around the fact that thousands of tree are being cut every day for
manufacturing paper on which we write. Abhishek Bachchan posing as a tree gives an idea that if people
use mobiles instead of papers for everything like to book e-tickets, to read newspaper or to pay bills, and
so on a lot of trees can surely be saved and so the environment from deforestation.

So the idea is that telephones can save the nature. The commercial clearly disclose people that how to
save environment (trees) by using mobile phone. It surely is a great though promoting both the
technology and at the same time to
―save environment‖.

Every year around the world millions

of tones of trees get cut everyday to
produce paper and other material. In
India trees are mainly used for paper
producing, fuel as well as in
construction work. The new Use
Mobile Save Trees campaign shows
how to reduce paper uses by using
mobile phones. Mobile phone can be
use as a tool to reduce tree cut.
Campaign suggest, use your mobile
phone for read daily newspapers,
generate e-bills, make payments and transactions, issue e-tickets and boarding passes;
thereby saving tones of paper every day.

Speaking about the campaign, Mr. Pradeep Shrivastava, Chief Marketing Officer, IDEA Cellular said,
―Environment‘ as a subject touches all, but gets attention only at strategic forums. The common man gets
to contribute little towards the cause, due to lack of direction and ideas. Hence, IDEA Cellular has taken
up the responsibility of educating the 500 million mobile phone users in the country. If they start using
the mobile phone more judiciously, together we can make a significant contribution of saving paper, and
therefore, the green cover necessary for the health of the planet.‖

18
 GREEN REVOLUTION: GLOBAL WARMING AWARENESS CHARITABLE
TRUST

The group of young and socially concerned citizens have got together to begin the mission of saving
earth, saving Human life of generations ahead by contributing to reduce the global Warming.

GWACT‗s target is to check the Global Warming & educate every individual about the effects & causes
of Global Warming. With the several Activities, GWACT ensures that people, especially children must
aware about effects of Global Warming which gradually harming the Earth.

Core objectives:-

1. Educating school & colleges about the plantation and make it compulsory.

2. Planting at least two trees at every residential & commercial site. :- Need to have at least two
trees at every residential and commercial sites is order to make city green, GWACT ensures to
approach maximum individuals to help them aware about the benefits of the Green city.

3. Implementation of water harvesting system in every society. :-

4. Installing solar street light at all areas including remote areas. :- electricity is still a major problem
in our country, GWACT ensures to build solar street lights and also enabling such lights in
remote areas.

5. Educating schools, colleges, residential & commercial areas about solar & wind energy system. :-
Today we have all the resources to make them useable in our day-to-day life without challenging
the nature, GWACT educate individuals and students about the same.

6. Implementing solar power and wind energy system in remote areas.

7. Promoting Electric Vehicles for healthy & green environment.

8. Adopting National Park for re plantation.

9. Ensuring to install at least crematorium in each city.

10. Ensuring to make compulsory energy audit in all residential & commercial units

19
 VODAFONE: GO GREEN AND SAVE TREES

Vodafone Essar, one of India‘s leading cellular services provider has reached a new milestone with its
‗Go Green and Save Trees‘ initiative in Rajasthan. It has succeeded in saving over 60,000 paper pages by
promoting online bill access in a marathon drive and the aim is to bring it closer to a paperless
organization.

―Go Green and Save Tress‖ initiative encourages Vodafone postpaid customers to reduce the usage of
paper by opting for the online mobile bill. Vodafone Rajasthan launched the initiative in August 2008
with 589 customers and within 10 months more than 15,000 customers have joined Vodafone in its drive
to save paper.
Rajesh Dongre – Chief Operating Officer, Vodafone Essar Rajasthan said. ―We at Vodafone are delighted
with the customer response to this initiative. The credit goes to our postpaid customers who have
supported our initiative to reduce the Carbon Footprint‖

20
 ENVIRONMENTAL MANAGEMENT ORGANIZATIONS VISITED:

CLIMATE CONNECT

Climate Connect Limited, a company headquartered in UK with offices in Asia (New Delhi) provides
news, information and analysis to companies interested in clean technology, renewable energy, carbon
markets and climate change in general. Climate Connect is registered in England and Wales No.
07257827.

International and national policies, global and domestic markets, and technologies in the climate change
domain are rapidly evolving. Companies are faced with the challenge of capturing, understanding and
interpreting this fast moving information flow. Climate Connect help companies access, understand &
interpret relevant information to identify the opportunities and risks at the right time.

Some recent research works undertaken by the company:

 Renewable Energy Certificates (RECs)

RECs are a policy mechanism to promote renewable energy based power geenration in India.
Technologies such as wind, solar PV, solar thermal, biomass and hydro are eligible to earn RECs. Such
schemes exist successfully in several parts of the world such as Europe, USA and Australia.

In a milestone event in India‘s Renewable Energy history, the Renewable Energy Certificate (REC)
Mechanism was launched in Delhi on Thursday, 18th November 2010. The event was hosted by Power
Systems Operations Corporation (POSOCO), a newly-formed subsidiary of Central utility Power Grid
Corporation of India Ltd. Minister of Power, Mr. Sushil Kumar Shinde was the guest of honour whereas
Mr. Deepak Gupta (Secretary MNRE), Mr. Uma Shankar (Secretary MOP), Mr. Promod Deo Chairman
CERC and Mr. SK Chaturvedi (Chairman, PGCIL) were part of the distinguished panel presiding over the
launch of REC Mechanism.
On this occasion the website www.recregistryindia.in was launched and it was stated that majority of the
transaction in the REC mechanism will be facilitated by this web portal. The mechanism allows
renewable power producers to sell the green component of their electricity separately using RECs that
have a price in the open market.

Three REC related books were also released during the event:

1. CERC Regulations and Orders;

2. FOR regulations report and SERC Regulations and Orders and
3. Approved Procedures

21
 1. India Budget 2011: New Energy and Clean Tech Announcements

The company published a report highlighting the tax concessions and duty rebates offered by
government of India for development and production of cleaner and greener sources of energy. This
was an attempt to draw the attention of companies world over towards greener technology options.

2. India National Solar Mission

The Jawaharlal Nehru National Solar Mission aims to achieve 20,000MW of grid solar power and
2,000MW of off-grid solar applications. India has a power generation capacity of 164,508MW, of
which only 16,429MW is generated through renewable sources such as solar energy. The report
provides details of the solar projects that are to be implemented in the country.

SEMBRAMKY ENVIRONMENTAL MANAGEMENT PRIVATE LIMITED

Solid wastes are composed of non-biodegradable and non-compostable biodegradable wastes that are
capable of emitting greenhouse gases, toxic fumes, and particulate matters as they accumulate in open
landfills. These greenhouse gases, namely: carbon dioxide, methane and nitrous oxide, are capable of
trapping heat in the earth‘s atmosphere, thus leading to increase in the atmospheric temperature (Global
Warming). In addition, power generating plants, used by industries and consumers alike, contribute 98
percent to carbon dioxide emissions, 24 percent to methane emissions and 18 percent to nitrous oxide.

Thus, solid waste management as well as production and use of cleaner and renewable sources of
energy are strong initiatives towards curbing the effects of global warming.

SembRamky is one of the leading environmental management companies in India. It is a joint venture
between SembCorp Environmental Management (Singapore) and Ramky Group (India).
It is a leading integrated bio-medical waste management and treatment services provider.

Sembcorp Industries is a leading energy, water and marine group operating across six continents
worldwide. With facilities with 5,600 megawatts of gross power capacity and over six million cubic
metres of water per day in operation and under development, Sembcorp is a trusted provider of essential
energy and water solutions to both industrial and municipal customers. It is also a world leader in marine
and offshore engineering, as well as an established developer of integrated townships and industrial parks.

The Group has total assets of over S$10 billion and employs over 9,000 employees. Listed on the main
board of the Singapore Exchange, it is a component stock of the Straits Times Index and several MSCI
indices.

22
The RAMKY Group, founded in year 1994-95, is a specialist multidisciplinary organization with a
turnover of around Rs. 2500 cr. focused in the areas of Civil, Environmental & Waste Management
infrastructure with specific emphasis on 'Public Private Partnership' projects. The Group has a reckonable
presence in more than 55 locations in the Country in addition to branch offices at Saudi Arabia, UAE and
Singapore.

Services offered by the company:

 Municipal Waste Collection

 Construction & Demolition Waste Collection
 Industrial & Commercial Waste Collection
 Medical & Liquid Waste Collection
 Commercial Cleaning & Car Park Management
 Waste Paper Recycling & Confidential Document Destruction
 Industrial & Commercial Recycling

Biomedical waste (BMW) means any waste, which is generated during the diagnosis, treatment or
immunization of human beings or animals or in research activities pertaining thereto.

Process adopted for treating the medical wastes:

 Sorting – Incinerative and Non-incinerative

 Incinerative waste is converted to ash after treating with chemicals so as to prevent the emission
of toxic fumes
 Non-incinerative wastes are sterilized, shredded into smaller pieces and reused

Most medical waste is incinerated, a practice that is short-lived because of environmental considerations.
The burning of solid and regulated medical waste generated by health care centers creates many
problems. Medical waste incinerators emit toxic air pollutants and toxic ash residues that are the major
source of dioxins in the environment. The toxic ash residues sent to landfills for disposal have the
potential to leak into groundwater. Medical waste has been identified by US Environmental Agency as the
third largest known source of dioxin air emission and contributor of about 10% of mercury emissions to
the environment from human activities. The air emissions affect the local environment and may affect
communities hundreds
or thousands of miles away.

Public concerns about incinerator emissions, as well as the creation of federal regulations for medical
waste incinerators, are causing many health care facilities to rethink their choices in medical waste
treatment. As stated by Health Care Without Harm, an international coalition of 470 organizations in 52
countries, non-incineration treatment technologies are a growing and developing field. Some technologies
are still essentially prototypes, while others, such as autoclave technology, have been used for decades.

23
The BMW (Management and Handling) Rules, 2000 recommend autoclaving for disposables,
microbiological waste and sharps. Typical operating conditions for an autoclave are a temperature of at
least 121 degree celsius at a pressure of 105 kPa for a period of at least 60 min. The second option for the
temperature, etc., is that BMW can be sterilized at 132 degree celsius for 30-60 min. Anatomical and
pathological wastes, low-level radioactive waste, organic solvents, laboratory chemicals, and
chemotherapy waste should not be treated in an autoclave. In 2005, the California Department of Health
Services (CADHS) testing was one of the first indications that medical waste autoclaves could not
achieve efficacy performance claims as previously thought. Essentially, sharps container and suctions
canisters could not be treated properly using traditional operational parameters. The controlling
parameter, temperature is measured in the space between autoclave shell and BMW load. It is not a
measure of actual temperature within the waste load. In addition, the autoclave cycle had to use multiple
vacuum cycles to ensure that the steam could effectively penetrate the dense load of waste. Again,
traditional autoclave practice typically uses only one vacuum step. Static autoclaves, including those with
vacuum cycles, are particularly affected by this issue, and the waste will require some form of physical
pre-treatment (e.g. maceration) to enable effective treatment to take place. Waste is reduced by an
estimated 30% of its volume, enhanced, if accompanied by mechanical shredding. In a process combining
shredding, direct heated steam, and high pressure to achieve complete sterilization of infectious materials,
the contaminated waste is loaded into the top of the machine in which a heavy-duty shredder is mounted.
Once the machine is sealed, the waste, including the containers and other large resistant material, is
shredded and falls by gravity into the lower chamber. A minimal temperature of 121 degree celsius and a
pressure usually of 2-5 bar (200-500 kPa) should be maintained during the total contact time of 1-4 h.
Sterilized fragments are discharged from the bottom of the machine. The final treated waste is harmless
and safe to dispose of as ordinary municipal waste. In a recent study also, it has been suggested that
alternatives for waste treatment rather than incineration such as a locally made autoclave integrated with a
shredder should be evaluated and implemented. Such equipments are available commercially and are in
use for more than a decade worldwide.

A2Z INFRA SERVICES LIMITED

It is a 100% subsidiary of A2Z Maintenance and Engineering services limited. It has operations in
municipal solid waste management and renewable power generation. MSW predominantly includes
household waste (domestic waste) and sometimes with the addition of commercial wastes collected by a
municipality within a given area. Power generation is through renewable sources such as biomass,
bagasse, crop residue and waste processed and generated in the MSW projects.

Such projects are termed as waste-to-power projects. They are instrumental in producing clean energy and
maintaining green environment. Thus, instead of accumulating domestic wastes at landfill sites, which
over a period of time causes emission of harmful gases, they can be put to good use, i.e. power
generation.
24
The recycling process:

 Collected waste is recycled through various scientific processes for reuse

 Non-biodegradable wastes are converted into biomass and RDF (Refuse Derived Fuel) which
are further used for power generation
 The company is in the process of setting up of biomass based and RDF based power plants
 They also monitor the emissions from these power plants by using CFBC technology

CFBC technology - Circulating fluidized bed combustion boilers are used in biomass based power
projects where the biomass fuel can be directly fired inside the boiler. This model is based on an
advanced environmental friendly technology and results in emission of lesser atmospheric emissions as
compared to other technologies that are typically used in biomass based power projects.

CENTRE OF SCIENCE AND RESEARCH

In Delhi, there is only one NGO which works on environmental issues such as Global Warming – Center
of Science and Research. Their old website was http://old.cseindia.org/ which was mainly the blogging
work of its co-founder Miss Sunita Narain. The new website is www.cseindia.org

Their first stand was a publication on global warming in an unequal world. Their other very famous
publications are on the Cancun Committee.

They also have a proper publication by the name of CSE publications.

They are a part of govt. panel on climate change and are actively involved in CANCUN conference

About the organization:

Center of Science and Environment (CSE) is a public interest research

and advocacy organization based in New Delhi. CSE researches
into, lobbies for and communicates the urgency of development that is
both sustainable and equitable.

The challenge, we see, is two-pronged. On the one hand, millions live

within a biomass based subsistence economy, at the margins of
survival.

The environment is their only natural asset. But a degraded

environment means stress on land, water and forest resources for
25
survival. It means increasing destitution and poverty. Here, opportunity to bring about change is
enormous.

But it will need a commitment to reform – structural reform- in the way we do business with local
communities.

On the other hand, rapid industrialization is throwing up new problems: growing toxification and a costly
disease burden. The answers will be in reinventing the growth model of the Western world for ourselves,
so that we can leapfrog technology choices and find new ways of building wealth that will not cost us the
earth.
This is the challenge of the balance.

The aim is to raise these concerns, participate in seeking answers and – more importantly – in pushing for
answers and transforming these into policy and so practice. This is done through our research and by
communicating understanding through publications.
They call this knowledge-based activism. They hope we will make a difference.

Founders:

1. Anil Kumar Agarwal was the founder-director of the Centre for Science and Environment,
India‘s leading environmental NGO. Agarwal spent his lifetime advocating policies that involve
the people in natural resource management and learn from India‘s own traditions.

2. Sunita Narain has been with the Centre for Science and Environment (CSE) since 1982. She is
currently the director general of the Centre and the director of the Society for Environmental
Communications and publisher of the fortnightly magazine, Down To Earth.

26
Awards and Recognition

2008 – 2009
Jawaharlal Nehru prize for 'popularization of science'. The award is
instituted by the Indian Science Congress Association.

2005
Stockholm Water Prize for CSE for its work in promoting effective water
management along with improved human rights under the dynamic
leadership of Sunita Narain from the World Water Institute, Stockholm,
Sweden.

1988
UNEP Global 500 Forum Award. The award is a tribute to successes on
the front lines of global environmental action. It is granted to individuals
and organizations for outstanding achievements in the protection and
improvement of the environment.

27
The Centre’s efforts are built around five broad programs

Communication for Awareness

CSE‘s publications and informational products have been its strength and they have always combined
research and readability to get the message across.

CSE‘s tools for awareness rising are periodicals, publications, films/short spots, briefing papers,
exhibitions, posters and other products. CSE‘s informational products reach people in more diverse ways
such as features service, website and e-news bulletins.

The various books that CSE has published on the issue of Global Warning are:

Mobility crisis – Agenda for action 2010: CSE's latest book in its Right to Clean Air Campaign series.
We have more roads and flyovers than ever before to address our transportation worries. But our cities
continue to be gridlocked, with traffic at a virtual standstill as private vehicles hugely outnumber our
public transport options. It is time to set new terms of action, make our cities more walkable, review our
pollution and congestion control strategies…

Challenge of the New Balance: This book is based on a study of the six most energy/emissions-intensive
sectors of India, with the aim of determining India's low carbon growth options. The sectors covered are
power, steel, aluminum, cement, fertilizers and paper and pulp. Together, these six sectors account for an
estimated 61.5 per cent of the total greenhouse gas emissions in India (excluding emissions from
agriculture and waste)

Down to Earth: Down To Earth, published since 1992, comes to you with the support of Centre for
Science and Environment (CSE) and is a magazine, which reports the world of development, of science,
of technology, of industry and of people each fortnight...

Mileage: Environmental Rating of Indian Automobile Sector: In-depth Life Cycle Analysis of the
environmental performance of major players in the Indian automobile sector. Also analyses technological
issues, comparative analysis of best practices with global players and recommends future outlook.

Concrete Facts: The Life Cycle of the Indian Cement Industry: This is a compilation of facts on the
Indian Cement Industry. It assesses its environmental, economic and social aspects and benchmarks the
performance of 38 Indian cement plants with the global best practices.

All About Paper – Green Rating of Pulp & Paper Industry: A comprehensive Life Cycle Analysis
(LCA) approach for assessing the environmental performance of pulp and paper industry in various
phases of the life cycle ranging from raw material sourcing to pollution generation and control.

28
Films on Global Warming, Nature, and Energy & Environment: CSE presented11 topical Earth
Report Films that analyze a wide array of issues closely related to global warming and its impact on every
aspect of life. These DVDs cover issues like CO2, carbon-neutral biogas, dry toilets, and the impending
threat to fish stocks, pollution, energy and a lot more. They explain in simple terms how all these
happenings affect nature and the animal population, besides you and me.

Website: CSE website is an effective campaigning tool that allows campaigners to reach thousands
instantly. Every month, about 1,000 people fill in the online feedback forms for more information.

The Feature Service is also quite successful and CSE recently started an additional version in Hindi to
extend the reach to regional areas.

CSE has thus been reasonably successful in getting information out to people and it reflects the need for
this task of providing information to people to bring change.

Research and Advocacy

CSE‘s efforts are specifically designed to create awareness about problems and propose sustainable
solutions. Research at CSE often consists of in-depth learning about an environmental problem and then
finding answers in accordance with CSE‘s core values.

Right to clean air campaign: CSE has been working to improve air quality of the city of Delhi for the
past ten years and there have been measurable improvements. CSE‘s Right to Clean Air campaign has
addressed the issue of vehicular pollution from aspects of fuel quality, emission norms, vehicle
maintenance and fiscal and regulatory measures and transportation management to reduce pollution
levels.

Water management campaign: By adopting the slogan, ‗Make Water Everybody‘s Business‘, the
People‘s Water Management campaign promotes a new paradigm in water management – community-
based rainwater harvesting. Eight years of research yielded the influential publication, Dying Wisdom:
The Rise, fall and Potential of Traditional Water Harvesting Systems, a book that catalyzed senior
political leaders, judges, editors and other decision-makers into thinking about rainwater harvesting. At
the invitation of K R Narayanan, who was then the President of India, CSE set up a rainwater harvesting
structure at the Rashtrapati Bhawan (President‘s House) in 1998.

Sustainable industrialization: CSE started the green rating project to rate the environmental
performance of major industrial firms by developing the industrial rating methodology. Despite the initial
challenges of conceptualization, CSE was successful in improvising and developing an extremely robust
rating methodology under the Green Rating Project. The Green Rating project was thus launched in May
1997 by Dr. Manmohan Singh, the then finance minister of India. Pulp and paper industry was taken up
as a test case for development of a transparent and credible rating methodology followed by rating of
automobile, caustic chlorine and cement sectors.

29
Education and Training

There is a growing interest amongst professionals, public administrators, private sector executives NGO
professionals, students and others in environmental issues. With this in mind, CSE, has for some years,
been developing programs in the area on non-formal environmental education programs.

CSE‘s Environmental Education program takes environment issues into the classroom by organizing
practical workshops and talks about sustainability issues for school-students, youth and school teachers.
The unit also conducts the Ecological Footprint project, which consists of eco-tours, lectures, and poster
competitions that teach children about the ecological dimensions of their city.

Such programs help children understand the holistic unity between environment and sustainable
development.

This program is supported by the bimonthly Gobar Times, a Down to Earth supplement aimed at school
children.

The Environment education programs: CSE‘s non-formal education program for children began with
the publication of storybooks on the environment based on real-life stories. From these small beginnings,
CSE set up a formal unit to undertake activities addressing students and teachers consistently.

In 2005, CSE changed the way it undertook education programs in a way that the task of educating
students can be taken up by teachers. The program, called the Green Schools Program, is a rating
mechanism that enables teachers, students and the school management authorities to assess their own
environmental management practices within the school campus.

The Anil Agarwal Green College: The Anil Agarwal Green College (AAGC), an education and training
initiative of CSE, was established to communicate the science, complexity and politics of environment
across India, South Asia and the world. It seeks to build a constituency and cadre of knowledgeable,
skilled and committed environmentalists from students, decision-makers, field-level practitioners, civil
society groups, journalists, lawyers, and concerned citizens.

Titled Challenge of the Balance: Learning the practice of environmental management in India, it
offers international students a first-hand experience of the myriad challenges facing the developing world.
AAGC has conducted this program for four successive years. The coursework enables students to
understand and critically evaluate issues that lie at the interface of environment and development;
poverty; democracy, equity and justice; and culture. Challenge of the Balance, comprises classroom
lectures, field visits to rural India, project work and discussions.

Media resource center: The CSE Media Resource Centre (MRC) aims to facilitate a sustained and
interactive contact with the mass media fraternity in India and South Asia. It plans to build an informed
and vibrant community of writers on environmental issues by giving them access to information,
stimulating them about current issues on environment and development, and inspiring and encouraging
them to write in a more rigorous manner.

30
Knowledge Portal

The overall aim is to develop into an excellent resource center with information -- printed and visual -- on
sustainable development issues, which is possibly the best in India. For a knowledge-based organization
like CSE, information collection is the basic foundation for all its research and advocacy activities.

Open source platform for the people’s portal: The India Environment Portal has been developed
using Drupal, an open source content management system that allows users to easily publish, manage and
organize their content. The choice of an open source platform for the India Environment Portal reflects
the strong belief that information must be widely accessible and freely shared among a vibrant
community of information providers and seekers.

Tagged information for quick access: The key strength of the India Environment Portal is its use of a
unique and built thesaurus of environmental and geographic terms. Each topic is classified and sub-
classified and all information in the portal is manually tagged with a comprehensive thesaurus of more
than 8000 environmental terms. This makes the search for resources more accurate, relevant and
contextual.

On-going documentation & content management: The environmental resource center for CSE, one
of the best environmental documentation facilities in Asia is responsible updating the portal every day
with newspaper articles, features, magazine articles, books and documents.

Pollution Monitoring

CSE started its urban air quality program in 1996 to protect public health in Indian cities. The program
elicited tremendous response from the government, the public and the judiciary. In the past ten years,
CSE‘s program, supported by judicial action and the media, has successfully catalyzed significant
changes to lower air pollution levels in the city.

Some of the key developments include advancement of Euro II emissions standards for new vehicles in
2000, lowering of sulphur content in diesel and petrol to 500, lowering of benzene to 1 percent,
implementation of the largest ever CNG program for the public transportation systems, and phasing out of
the 15 year old commercial vehicles.

Simultaneously, certain important cross cutting measures including the inspection and maintenance
program for in-use vehicles, strengthening of air quality monitoring and checking of fuel adulteration
were brought to focus. These first generation reforms have made significant impact on the city‘s air.

It is currently working towards augmentation of public transport, multi-modal integration, fiscal strategies
and key levers like parking policy in cities to control the total number of vehicles. It is working closely
working with selected city governments to promote these measures. Its presence in the Environment
Pollution (Prevention and Control) Authority that is monitoring pollution control efforts in 8 cities of
India has also been an opportunity to address and shape of these policy strategies.
31
 ENDNOTE

The important point to note is that historically, big corporations all over the world have rarely
ever attempted to reduce their environmental footprint through modifications to their business
operations or supply chain at such a grand scale.

Often, environmental initiatives would come as a token gesture of goodwill through nonprofit
donations via their corporate foundation, company-wide recycling programs, gestures that have
value, but which barely rectify the actual damage created by the company’s business operations.

I think it is important that industry leaders take a big step forward in reducing their
environmental impact. Not only do they set an industry standard, because these companies are so
big their actions stand to go a long way.

Social Marketing is the need of the hour when it comes to such organizations such as Green Peace
who try to promote values that are not considered attractive by traditional businesses.

Social Marketing choose cause and places it at the center of all its marketing strategies and
activities .For instance ,the idea could be about getting people to cycle more and use vehicles less.
While the concept is noble, it needs to be marketed to the public and it has to bring about a
change in the behavior of the population, while making them realize a need for change. People
who take up social cause would have to chart their courses among 4 behavioral aspects:

1. Accept a new behavior.

2. Reject a potentially undesirable behavior

3. Modify a current behavior

5. Abandon an undesirable behavior

Social Marketing may be needed in such growing social threats as global warming or obesity,
where ideas need to be sold and behavior needs to be changed. A formal adherence to the
principles of social marketing will help organizations reach their social goals, discharge their
corporate responsibilities and build enormous goodwill in the eyes of the society that they
operate in.

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