Transcript
SUSTAINABLE
SHO
PPING
BASKET
SUSTAINABLE
SHOPPING
BASKET
A lifestyle & shopping guide
CONTENTS
Foreword
DO WE HAVE A CHOICE AT ALL?
The Indian Bazaars
The Need for a Sustainable Shopping Guide
What is Sustainable Consumption?
Sustainable consumption can be pocket friendly!
A short note on sustainability, organic products
and the fair trade movement
DAILY SHOPPING
Plan your Shopping
Food
Textiles
Washing and Cleaning
Transport
Cosmetics
Toys
RARE PURCHASES
Appliances and Gadgets
Travel
MAJOR PURCHASES
Green Buildings
Vehicle
BUYING RESPONSIBLY AT FESTIVALS
EXPLORING THE 3RS
Closing the cycle of responsible consumption
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Foreword
“Most people in India are ready to opt for more
sustainable shopping choices provided they get
trustworthy information on the sustainability of products
and services. The Sustainable Shopping Guide provides
this information as far as it is available. Existing sources
of information like product labels and comparative tests
are presented in the Guide to assist private households
in making their every day shopping decisions in a
sustainable way. The Sustainable Shopping Guide is
also a Lifestyle Guide on how to avoid unnecessary
environmental degradation while keeping healthy and
saving money at the same time.
In the process of collecting relevant information it
became clear that there is still a substantial lack of
transparency regarding the environmental and social
quality of production processes in India. Many producers
certified for their environmental and social standards
mainly export their products and do not yet see a market
in India where such standards are relevant to consumers.
Others do sell their products in India but consumers are
not able to recognize them for lack of information. An
important challenge for sustainable development in
India is therefore to improve the availability of labeling
schemes and strengthen the existing approaches of
comparative testing to enable consumers to make the
right choice.
According to the Greendex Index 2010 Indian consumers
are the most sustainable in the world. If you take the
overall numbers this may be true. But if you look closer
you realize that the main reason for this is not that
most people voluntarily commit to a conscious and
sustainable lifestyle. Rather ¾ of the Indian population
are not yet able to become a part of the consumer
class although they would like to. Since nobody can
seriously ask the poor to remain poor for the sake of
sustainable development the concept of sustainable
consumption becomes increasingly important in India
as the consuming middle class is growing at great pace.
Our studies have shown that the level of awareness on
sustainable consumption patterns is very low especially
in rural areas.”
Mr. Stefan Helming
Country Director, GIZ in India
Dr. Dieter Mutz
Director GIZ-ASEM
GIZ-ASEM Project “Consumer Protection
and Sustainable Consumption in India”
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DO WE HAVE A CHOICE AT ALL?
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Indians have the advantage of a vast storehouse
of traditional knowledge and access to the world’s
best technologies and scientific knowledge. Mixing
and matching both for sustainable consumption is a
promising strategy. Regional and national good practices
can be consciously adapted to suit individual needs and
preferences, as is indeed already being done.
The idea is to maximize use of our traditional consumer
ways alongside modern trends in order to make
responsible shopping accessible and easy.
THE INDIAN BAZAARS
India’s markets or bazaars have largely been supportive
of sustainable consumer ways. Most old markets still
have buyers flocking to shops with their own bags
for goods. In fact, small town India continues to have
vendors and hawkers coming door-to-door selling
wares on foot, cart or cycles.
This mobile bazaar is not only more convenient and
extremely personalized, but it brilliantly reduces our
carbon footprint by omitting the need to travel (by car,
bike or other vehicles) to the market to buy.
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QUOTE
“Climate change is for real. We have just a small window
of opportunity and it is closing rather rapidly. There is
not a moment to lose.”
Dr. Rajendra Pachauri,
Chairman, Intergovernmental Panel on Climate Change
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THE IMPACT OF INDIVIDUAL CONSUMPTION ON
THE ENVIRONMENT
The efect individual consumption has on the climate
is substantial. Globally, consumer behavior impacts
greenhouse gas emissions (GHG) most of all. The food
we eat accounts for almost a third of our climate impact.
Household energy consumption produces another
fourth of worldwide GHG emissions. The transportation
sector for local (primarily cars) and international travel
(by plane) further produces a lion’s share of GHG from
consumers.
This is especially true in India, with the staggering
number of more than one billion consumers and a
financially solvent middle class of currently more than
250 million people, and rapidly rising. Every single
consumer has the potential to mitigate climate change
by changing his or her consumption behavior.
NEED FOR A SHOPPING GUIDE
Do Indian households really need a sustainable shopping
guide?
THE ANSWER IS: YES, THEY DO!
Questioning the need of a sustainable shopping guide
for India is a valid thing to do as most of the labels and
initiatives concerning sustainable shopping mentioned
in the guide have only to a small extent or not at all
been introduced to the Indian market. Yet it is also true
that it is only a matter of time until the concepts of
sustainable goods and services will become a serious
alternative. Soon questions like ‘Do I really need this
product? Or How much is enough?’ will pop into the
heads of shoppers when making their shopping list or
buying a new TV.
We find ourselves at the beginning of a change in
consumption behavior in India. It’s all about being
prepared and knowing which labels to watch out for
in the near future. Find out more about these under
the headings ‘In the pipeline’ throughout the guide.
The proposed ideas might be overwhelming at first,
so take your time considering what might apply to
your household. Congratulations on taking the first
step towards sustainable consumption by reading this
guide!
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GREENDEX 2010
The Greendex Survey 2010 initiated by the National
Geographic Society and the international polling
company GlobeScan states that India is the top-scoring
environmentally friendly consumer society. It was also
noted that India’s environmentally sustainable consumer
behaviour had increased the most between 2008 and
2010. Nevertheless, a large part of India’s population
manages with less than a few hundred Rupees per day
which leaves them no other choice but to consume less,
buy locally and travel by bike or on foot. This needs
to be taken into account when looking at India’s top-
scoring results in the Greendex Survey.
At the same time 40% of the Indians taking part in
the survey said that the issue of climate change is
exaggerated and that this kept them from taking eco-
friendly decisions. In comparison, all the other countries
in the survey only had 25% making this argument. This
perception might slow down and even stand in the way
of a long-term change towards sustainable lifestyles in
India.
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WHAT IS SUSTAINABLE CONSUMPTION?
Consumption is not a straightforward process. When
we buy a commodity we are also responsible for
the process it goes through to reach us. Under what
conditions was an item of clothing or a new computer
manufactured? Were workers paid fair wages? Were they
exposed to harmful substances during the production
process? Which products and which companies do
I want to support with my purchases? Do I buy food
in a supermarket, around the corner at a local vendor
or at a weekly outdoor market? How will the product
ultimately perish – will its destruction lead to polluting
the earth, water or air?
The price we pay for a product or service (like tourism)
often does not reflect these “hidden” costs. Yet they’re
very real.
The term “sustainable consumption” refers to selective
consumption based on awareness of the environmental,
social and economic aspects of consumption.
MYTH AND REALITY
Myth: Living sustainably is more expensive.
Reality: Contrary to popular perception, sustainable
consumption need not necessarily be more expensive.
In fact, it might actually just require the consumer to
take another look at some the more traditional Indian
ways of living which are also more cost-efective.
Myth: Price is the only factor that drives people away
from sustainable consumption.
Reality: The Greendex survey showed that costs
were not the most important reason keeping survey
participants from being more environmentally active. It
was rather the thought of companies making false claims
about their products’ environmental friendliness that
discouraged consumers from living more sustainably.
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There are four key tenets that help you buy
responsibly:
i) Avoid buying if you don’t really NEED it
ii) Each time you buy you MODIFY the
environment forever
iii) Find out ALTERNATIVES to goods you buy,
pick from among the best ethically and
environmentally
iv) Make positive changes to your BUYING
BEHAVIOUR, celebrate your good decisions!
The power to buy is yours!
As a consumer you have more power than you think,
as business enterprises react sensitively to declining
sales. Using alternatives to existing mainstream
consumer trends is a powerful choice each of us has
in India today. We have the option to buy goods that
are environmentally less harmful, ethically produced,
organic and respectful of our indigenous people and
traditions. This does not mean behaving like a consumer
“hermit” – it only means thinking a little bit about what
you buy.
SUSTAINABLE CONSUMPTION CAN BE POCKET
FRIENDLY!
Here’s how -
· Buy local and seasonal food products.
· When you purchase a product make a conscious
thought on the usefulness of the product.
· Instead of driving, walk or use a bicycle
· Sell or donate unwanted goods such as clothes
or books. Likewise, buying secondhand goods from
garage sales is a great way to buy new clothes and
save some money.
· Reduce meat consumption: Meat products
contribute heavily to our ecological footprint.
· Turn appliances of instead of leaving them on
standby and you can save up to 5 percent from your
electricity bill.
A SHORT NOTE ON SUSTAINABILITY, ORGANIC
PRODUCTS AND THE FAIR TRADE MOVEMENT
Unfortunately, a lot of concepts concerning alternative
methods of growing or trading products are being
confused with one another in the global public domain.
‘Organic’ and ‘fair trade’ are not the same. Likewise, the
term ‘sustainable’ is supposed to integrate the two but
mostly is too vague when applied to the production
process. At the same time the fair trade movement
needs to be diferentiated from the internationally
distinguished Fairtrade label provided by the Fairtrade
Labeling Organizations International (FLO-I).
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Fair trade goods
· Fair traoè prooucts arè cèrtinèo by onè oí thè sèvèral
certification agencies existing throughout the world.
Many of them do not operate in India at the moment,
but are gradually making their entry.
· Morè cèrtiíying agènciès want to movè írom
certifying ‘only’ the raw material like cotton e. g. to
certifying the full production process including every
single step involved in converting the raw material
into the usable, finished product.
· Fair traoè labèls íor íooostuí ano natural tèxtilès
do not give any information about the use of
chemical pesticides in production. However, fair
trade certification agencies have started to integrate
the reduction of chemical pesticides into their
standards and are moving towards environmentally
sustainable practices as well.
· Thè purposè oí promoting íair traoè is to improvè
the living and working conditions of economically
disadvantaged farmers and artisans.
India is home to a significant number of fair trade
certified producers. Most fair trade products made in
India are exported to markets in other countries where
the fair trade labeling is in place. The Fair Trade Forum
– India (FTF-I) is the Indian national network for Fair
Trade. It is working to develop a label that certifies fairly
produced foods and other products in India.
Organic goods
· /rè cèrtinèo by onè oí thè sèvèral cèrtincation
agencies existing throughout the world.
· Guarantèè thè absèncè oí chèmical pèsticioès or
alterations like genetic modification in the
production.
· Mostly, natural raw matèrials likè cotton arè cèrtinèo
as organic – this does not however state the
conditions in which the garment made out of the
cotton was manufactured.
· / lot oí organic prooucts comè írom lnoia but arè
exported to markets in other countries where the
organic labeling is fully in place.
Ecomark India
A label for environment-friendly products
Ecomark India is a government operated seal of approval
program for environmentally preferable consumer
products.
To increase consumer awareness, the Government
of India launched the eco-labelling scheme known as
`Ecomark’ in 1991 for easy identification of environment-
friendly products. The criteria follows a cradle-to-
grave approach, i.e. from raw material extraction, to
manufacturing, and to disposal. The Ecomark label is
awarded to consumer goods that meet the specified
environmental criteria and the quality requirements of
Indian Standards.
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Consumer magazines: Consumer Voice and
Insight
In India, three magazines are regularly published
by impartial and highly respected Consumer Rights
organizations. The organizations actually test the
products, sometimes to the point of destruction, and
give consumers a fair and impartial perspective of their
quality, performance durability, safety and – importantly
- their environmental impact. For instance, they will rate
diferent brands of, say, ceiling fans not only from the
quality and performance viewpoint, but also for their
energy consumption.
The magazines follow a strict code of conduct – they
do not accept advertising so that no-one can accuse
them of being biased for or against a product. They
depend on subscriptions and support from the Ministry
of Consumer Afairs. Subscribe to them and share your
experiences with them – you will be doing yourself and
other consumers a lot of good.
For subscription information visit:
www.consumer-voice.org
www.cercindia.org
www.whichrightchoice.com
QUOTE
“Today we have reached the point where consumption
and people’s desire to consume has grown out of
proportion”
Dr. Rajendra Pachauri,
Chairman, Intergovernmental Panel on Climate Change
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DAILY SHOPPING
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Actually, “daily” is probably not fully correct. We mean
purchases which are made on a regular, recurring basis,
such as vegetables, fruit or meat. Due to the regularity
of the shopping, daily items ofer the possibility to take
small but significant steps towards a more sustainable
lifestyle.
PLAN YOUR SHOPPING
· Makè a list. lt is hèlpíul to makè a list bèíorè you go
shopping so that you don’t end up buying things you
don’t really need and thereby produce extra waste.
· Do all your shopping locally. lí you shop locally -
preferably from shops and/or farms that make or
obtain their produce locally - you will cut down on
the need for transport and, therefore, harmful carbon
dioxide emissions.
· Consioèr transport options. lí you nèèo to usè
transport to go to the market, go for the least
damaging option.
· Makè singlè shopping trips. ln oroèr to cut èmissions
and save time it’s worth doing all of your shopping at
once.
· Shop togèthèr as a housèholo. lí you livè with a
family or in an apartment block, you can minimize
costs and carbon emissions by coordinating your
shopping. This will cut on fuel costs and the amount
of shopping you will need to do.
· lnvèst in a sturoy rècyclèo carrièr bag íor all your
shopping trips.
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“We share the earth not only with our fellow human
beings, but with all the other creatures.”
Dalai Lama
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A sustainable shopping bag should mainly
contain:
· hèalthy íooo
· organic prooucts
· sèasonal íruit ano vègètablès grown locally
· only small amounts oí mèat prooucts
· prooucts maoè locally
· íooo with minimal packaging
Every meal consumed takes energy to grow, process,
store, transport, sell, cook and discard. In India, food
and nutrition are woven into the cultural and religious
fabric of every region.
While the historical influence of five thousand years
of food culture holds sway over a large part of India,
urbanisation, and the popularity of quick-fix fast food
has created a situation of culinary and nutritional
confusion in several Indian minds and homes.
Buying fresh from the mandi
India is home to the mandi, the traditional vegetable
market which gets its supplies from the farm or direct
distributors while supermarkets may store food from
cold storage. Most often this is food that has been
stored and frozen for days and has a low nutrition
value. Also cold storage, transportation and import of
food items add to the carbon foot-print and emissions.
It is preferable to consider seasonal variations when
buying fruits and vegetables as they taste better when
consumed in season.
FOOD
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Use a pressure cooker to cook rice and dal
Activity
Cooking rice
- 2 cups
Cooking dal
– 1 cup
Pressure
cooker
Savings
LPG used in
a yr (kg)
69.99
69.99
26.92
43.07
Approx. 3 cyl-
inders
Annual CO
2
emissions (kg)
202.97
202.97
78.06
124.90
Annual cost
(Rs)
1702.2
1702.2
654.7
1047.5
Time
(hr)
0.42
0.67
0.42
Time
(min)
25
40
25
Total time
in a yr (hr)
395.42
395.42
152.08
* Data sourced from the study by UNDP-GEF’s low carbon toolkit
CASE STUDY:
DABBAWALLAHS
“Tifns” or “Dabba Food” as it is known in many urban
locations is a great stand by for urban homes. It is
home-made, fresh cooked food made by housewives,
looking out to make some money, while supplying food
to the neighbourhood – particularly to ofce-goers and
single working people. It is a good option when your
gas cylinder gives up or you can’t be home to cook a
hot meal. You can order complete meals at afordable
prices.
ATTA CHAKKI
Wheat and rice are an integral part of daily food
consumption in India and should therefore be of the
best quality. Traditionally, the atta chakki has had a firm
place in every Indian kitchen but nowadays has been
replaced with branded atta produced in industrialized
mills. However, it is questionable if refining, bleaching
and enriching the flour with chemicals ensures higher
nutritional quality. The production process involves high
temperatures that destroy many nutrients in the flour
which then have to be added back manually. The atta
chakki may be a little old fashioned but one does not
have to own one in order to experience the lovely smell
of freshly ground flour. Finding your local grinder will
contribute to living healthy and making a sustainable
shopping choice.
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INDIAN SPICES AND SEASONINGS
Spices in Indian food not only provide enhanced flavour
but are also used as preservatives, herbal remedies and
even cosmetics. However, artificial dyes, pesticides and
various toxins can contaminate them, but sustainable
options are available.
Here are just two examples:
Haldi: That bright yellow turmeric powder may have
lead chromate in it to give you that irresistible yellow
colour. If possible, grind the turmeric roots at home.
Chillies: That fiery red could be added Sudan dye, a
chemical possibly causing cancer. You could try home-
ground chilli powder as an alternative.
A safe option is to look for the “Agmark” symbol which
is certification from the government that the foodstuf
is pure and unadulterated.
INDIAN BEVERAGES
India is famous for its food but few people know that
it has an array of sustainable – and sustaining - drinks
that are both unique and refreshing, have no artificial
flavour, colour or toxic substances and are seasonal. Use
these rather than the bottled version. Even packaged
fruit juices are not as healthy an option as home-made
drinks.
1. Lassi
2. Panna
3. Coconut Milk
4. Jal Jeera
5. Fresh Juices
6. Nimbu Pani
CASE STUDY:
KITCHEN GARDENS
Kitchen gardens sound messy and more work but the
truth is that a kitchen garden gives back manifold.
Doing it smart is the key. Many vegetables can be grown
in pots and need just basics like sun and water. Regular
12 inch pots yield lovely tomatoes, chilies, bottle-gourds
etc. Smaller pots can hold herbs like coriander and
mint efortlessly. Having a kitchen garden is immensely
satisfying and provides greenery, fresh air and healthy
and pesticide free veggies all through the year.
NAVDANYA
Navdanya is a network of seed keepers and organic
producers spread across 16 states in India. The
network has helped set up 54 community seed banks
across the country, trained over 500,000 farmers in
sustainable agriculture and helped setup the largest
fair trade organic network in the country. It has created
awareness on the hazards of genetic engineering in the
face of globalization and climate change. Navdanya is
also a women centred movement for the protection of
biological and cultural diversity.
Yearly CO
2
emission of a non-vegetarian person is 6500
pounds, a vegetarian 5500 pounds as compared to a
vegan which is 4500 pounds.
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Food packaging: How much is too much?
Packaging food makes it safer and less vulnerable to
contamination. Unpackaged food can quickly become
dry, moldy or spoiled. When choosing between loose
and packaged staples, the branded varieties tend to be
cleaner. Also, the ingredient list and packaging dates give
you additional information on your food. On the other
hand, loose varieties allow you to examine the product
more closely. Try not to buy overly packaged foods.
Consider buying larger sizes, sharing these with friends
or neighbours if necessary, as single-portion sizes tend
to use more packaging. Store the groceries in airtight
containers, once you have opened the packaging.
IN THE PIPELINE:
Organic Food: The real taste of nature!
Organic crops use manure to provide nourishment to
the soil instead of chemical fertilizers produced by an
energy intensive process. Crop left-overs, livestock
dung and remains are made into manure which gives
back the soil what it took from it. This cyclic rotation
keeps the soil healthy and provides healthy food.
In India, only a very small percentage of organic food
is available at speciality stores and supermarkets. So
in the meantime you might see the label ‘organic in
conversion’ soon on vegetables or fruit.
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ORGANIC FARMING
Products labelled “Organic in conversion” come from
producers who have started embracing organic farming
recently. To be certified as fully organic, a farm needs
to be free of all chemical residues in its soil and the
process could take as long as 3-5 years. To support the
farmers in this difcult phase of transition, products are
sold with the indication “organic in conversion”.
GM CROPS
Genetically modified (GM) crops are those where the
DNA has been inter-changed in a laboratory with
another organism’s DNA. Eg. Bt brinjal, Bt cotton.
The long term scientific assessment of the potential and
risks of GM crops is not yet complete and there could
be health risks associated with genetically modified
foods. Till then, a more sensible approach is the one of
eco-friendly, organic farming. India had a long-standing
tradition of sustainable farming, conservation of
water, maintenance of soil fertility with minimal use of
chemicals. This was abandoned in favour of the “Green
Revolution” model of farming with intensive use of water,
chemical fertilizers and pesticides. We as consumers are
now in the position to demand a reversion to the older,
healthier and environment-friendly farming methods.
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Watch out for this organic food
label to come in 2010!
UTZ Certified is about transparency of origin and
traceability to the final (agricultural) product. It
ofers cofee, tea and cocoa certification programs
and manages traceability for RSPO (Roundtable on
Sustainable Palm Oil) certified palm oil. Its aim is to
achieve sustainable agricultural supply chains where
farmers adopt sustainable and healthy practices and
where consumers buy products which meet their
standard for social and environmental responsibility.
Cofees and teas which carry the UTZ CERTIFIED label
are expected to be available in India by the end of
2010.
An existing Indian label – take a look at this one
on your next trip to the supermarket!
The India Organic label is a government authority
which provides national standards for organic
products. Products with the India Organic label are
grown without the use of chemical fertilizers and
pesticides.
Certification Standards in India
The Participatory Guarantee Scheme is an organic
quality assurance system that is based on the Indian
National Standards for organic products. It does not,
however, rely on certification but is implemented and
controlled by the organic farmers’ and producers’
cooperatives.
Best practice example: Fairtrade label for food
in India
Internationally, the most widely recognized ethical
label is the FAIRTRADE Certification Mark. When a
consumer product bears the mark it ensures that the
product has been traded according to international
Fairtrade Standards. An increasing number and variety
of Fairtrade certified products are being sold on the
Indian market. For instance, a large variety of Fairtrade
Basmati rice from the Sunstar-Federation of Small
Farmers of Khaddar Area is sold on the Indian market.
An assortment of Fairtrade products like tea and cofee
is also brought to Indian consumers by international
brands like Clipper Teas.
AGMARK Certification is a standard controlled by
the Government of India to ensure quality and purity
of agricultural products. Certification of adulteration-
prone commodities such as rice, pulses, butter, ghee,
vegetable oils, ground spices, honey, wheat and atta is
most common. The quality of a product is determined
with reference to the size, variety, weight, colour,
moisture, fat content and other factors.
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Clothing in India varies widely and is closely related
to local culture, religion and climate. Part of our
personality is expressed by our clothing. Before we buy
a new article of clothing, we decide – consciously or
unconsciously – whether it matches our personal style
of dress and whether we really want to go along with
the latest fashion trend.
At first glance it is impossible to determine whether
our clothing materials are harmful to our health and
environment. Where the textiles were produced and
who sewed them and under what social conditions
the producers live and work often is often hard to
determine.
Consider the following aspects when you buy
clothing:
· Matèrials (è.g. organic cotton)
· Fair Traoè labèls
· Gooo workmanship ano ourability
Tailoring, a Sustainable Choice
One of the reasons why India remains a colourful
country is the variety in colour, fabric and design of its
garments. Having your garments made at a tailoring
shop provides employment and saves costs that
adhere to branded clothing, especially in marketing and
advertising. Tailoring is a great way to customize your
requirements and to maintain a personal style. Tailoring
is also afordable and supports skill enhancement in the
garment industry.
TEXTILES
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CASE STUDY: KHADI
Khadi or khaddar refers to varieties of hand spun and
hand woven fabric using hand spun yarn, made from
locally grown cotton, harvested by local labourers,
spun into yarn and woven into cloth. Khadi weaving
is labour-intensive. The precise technology involved
in its production varies from region to region, as do
the techniques used for its dyeing, embroidery or
printing. Khadi’s growing importance caused a full scale
reorganization of India’s textile industry as Mahatma
Gandhi decreed that to qualify as Khadi, cloth had
to be not only hand woven and locally produced but
also made from hand-spun yarn. Today, the central
government’s Khadi Gram stores retail Khadi couture
created by almost all known Indian designer labels.
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information did you know myth & reality case study quote
Fair trade certification by “Shop for Change”
A new initiative is the certification and labeling of fair
trade cotton used to manufacture clothes in India.
The NGO “Shop for Change” independently audits
and certifies farmers as well as artisans and works to
improve their livelihoods, train them on better and
greener growing practices, empower farmers and
women and ensure safe, healthy and non-discriminatory
workplaces.
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information did you know myth & reality case study quote
COTTON:
(A SMALL REMINDER)
Cotton is the most popular natural fiber in the world.
Nearly half of all clothing produced is made of cotton.
Yet the cultivation of cotton poses hazards to our health
and environment. Huge quantities of pesticides and
fertilizers are used in the process. In fact, eight times
more chemicals are used for cotton than for food crops.
These fertilizers and pesticides release toxic chemicals
in our waterways and ground water – harming marine
life and our health as it enters the food chain. Another
problem is the thousands of litres of water needed to
produce cotton. As a result, rivers and lakes are drying
out.
As consumers, we need to insist that the cotton cloth
we buy is made from organically grown cotton. By
asking the question repeatedly, the shopkeeper – and
the entire supply chain behind him – will become aware
of hanging consumer preferences, and organic cotton
will become increasingly available.
As observed by Mr. Jay Kumar
from the Fair-Trade forum.
“The Gandhian philosophy which envisioned self-
reliant villages through gram-swaraj has an amazing
similarity with the cause of the Fair Trade movement.
The principles of Gandhian gram swaraj respect the
needs of the marginalized just as human dignity was
the leading light of the Fair Trade movement from the
beginning. Another amazing similarity is the orientation
towards handmade products, which are capable of
directly serving people in distant villages.”
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IN THE PIPELINE:
A promising label to make an appearance in
India.
What is MADE-BY?
MADE-BY originated in the Netherlands and is an
independent consumer label for fashion companies who
continuously improve and are transparent about the
social, economic and ecological conditions throughout
the supply chain of their collections. The mission of
MADE-BY is to make sustainable fashion a common
practice. Since 2006 MADE-BY garments are identified
by a blue button near the care label. The blue button
indicates the quality of the manufacturing process. If
you see it, you will know that the brand produces its
collections in a people and environment-friendly way
MADE-BY also ofers an online Track&Trace system
which follows the trail of the clothes from producer to
the consumer. MADE-BY is working towards launching
a MADE-BY sustainability label in India, which will assist
brands in ensuring social, environmental and economic
sustainability and communicate the same to the Indian
consumer.
information did you know myth & reality case study quote
ANITA DONGRE
Anita Dongre, a leading Indian fashion designer, signed
up with Shop for Change and launched 21 designs
under the AND brand across 16 exclusive AND stores
and select Pantaloons, Central and Shoppers Stop
stores in India in April 2010. AND has so far bought 20
tons of Shop for Change certified cotton from farmers
of Chetana, an organisation of farmers.
The cotton was bought at a price that included a 15%
premium for Capacity Building and AND decided not to
pass on the increase in cost of cotton to the consumers
i.e. prices of garments were not increased. Anita has
now decided to use fair trade cotton for garments
throughout all her other brands.
Besides the Capacity Building Premium, the farmers
benefit in terms of an assured market by virtue of the
long term trading relationship that AND is committed
to (in compliance with Shop for Change standards) as
also the benefits of associating with a certified producer
organisation.
FABINDIA
Fabindia is a retail brand that supports craftsmen from
rural India. The products of fabindia are mainly sourced
from villages helping to provide and sustain rural
employment. Produced by over 40,000 artisans, the
products encourage good craftsmanship and the brand
claims to be natural and eco-friendly.
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Labels and standards for garments in India: Have
a look if these ‘fit’ you!
Craftsmark:
The Craftmark initiative is an efort by the All India
Artisans and Craftworkers Welfare Association
(AIACA) to help denote genuine Indian handicrafts,
develop sector-wide minimum standards and norms
for labeling a product as a handicrafts product, and
increase consumer awareness of distinct handicraft
traditions.
Handloom mark:
Handloom mark, a textiles committee under the
Ministry of Textiles, Government of India, promotes
handloom products in India and at the international
market, assuring customers about the genuineness of
the product origin and strengthening the network of
handloom producers.
Central Cottage Industries Emporium:
Central Cottage Industries Emporium, a Government
of India undertaking, aims at becoming a premier
organization in Developing, Promoting and Marketing
quality Indian Handloom and Handicraft products.
Associated organizations
Khadi Gramodyog Bhavan is an Indian government
supported organisation that works for a non-violent,
non-exploitative social order as envisaged by Mahatma
Gandhi. Towards attaining their objective of relieving
the rural people from their existing poverty, Khadi &
Village Industries sales are being stepped up steadily
to provide employment to the rural masses.
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Day to day human life involves almost incessant
washing and cleaning activities. Apart from large
amounts of water being wasted, toxic chemicals used in
the detergents and other washing material damage the
ecosystem and aquatic life. These chemicals settle in
the soil which is used by farmers for cultivation of fruits
and vegetables. They then easily find their way back
into our body and can lead to health damage.
However, there are ways to minimize this damage. People
who use washing, dishwashing and cleaning products
conservatively save energy and consume less water
and chemicals. This benefits both the environment and
leaves more money in their pockets. It also makes good
financial sense to reassess your washing and cleaning
habits and make appropriate changes:
· sèlèction ano oosagè oí washing, oishwashing ano
cleaning agents
· programmè ano tèmpèraturè sèttings on washing
machines
· application oí simplè housèholo tips
Laundry
Washing agents – how much is enough?
Instead of the large washing powder packages, try
using super-concentrated “compact“ versions wherever
available, that don’t contain filling agents such as
common salt and chalk. Also, try finding detergents in
refillable packages, if possible. Concentrated detergents
ofer a number of advantages: more economical dosage,
reduced water pollution, less required space, easier
transport and less packaging. Both types of washing
powder have the same cleaning power but because
they are produced in diferent concentrations, they
must be dosed diferently as well. The right amount of
washing powder depends on water hardness and the
degree of soiling.
WASHING AND
CLEANING
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information did you know myth & reality case study quote
THE SOAP NUT
Organic miracle detergent or outdated
tradition?
Soap nuts or soapberries, also referred to as Washing
Nuts or Ritha / Reetha (in Hindi), are the fruits of a
tree that grows in tropical and subtropical regions. In
India they have been used for washing and cleaning for
centuries. Their shells contain ‘saponins’, which have
the ability to clean and wash by producing a mild sud
similar to soap.
Fans of the soap nut argue that they are highly-
efective, gentle and leave the laundry fresh and clean
compared to other detergents. Their mildness keeps
colours bright, maintaining the fabric structure of the
clothes. While they are cheaper for the consumer and
biodegradable, comparative testing has found that their
washing performance is not convincing. White laundry
was found to be graying quickly and stains were not
being efectively removed. It was also found that they
were not fundamentally more ecological.
If you have tried the soap nut and are satisfied with its
washing results, there is no need to change to branded
detergents. But if you are using an ultra-compact,
phosphate-free detergent responsibly, you are doing
the environment no greater harm than necessary.
HOUSEHOLD TIPS
Low temperatures are sufcient for most laundry as
hotter temperatures consume more energy. Only for
baby nappies or when contagious diseases are present,
do you need higher temperatures.
It’s better not to use fabric softeners. They don’t make
laundry cleaner, but pollute water bodies.
In case of hand washing make sure your laundry is not
washed in natural water bodies as the detergents have
a direct negative impact on the ecosystem. Washing at
home increases the chance that the polluted water will
be treated on its way back to nature.
The best way to dry clothes is by using the sun’s energy.
Tumble dryers consume a high amount of energy, a
clothesline uses zero fossil fuels.
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SUSTAINABLE
COMMUTING
& TRANSPORT
Sustainable transport (or green transport) means
using more fuel-efcient, space-saving and healthier
alternatives. The term refers to any means of transport
with low impact on the environment, like low carbon
fuelled vehicles. Depending on the distance to be
covered, you have diferent choices.
Short distances – think about downgrading
· Travèl on íoot a íèw kilomètèrs instèao oí taking thè
car. It helps save money, gives you an opportunity to
exercise and explore the locality.
· Usè a bicyclè whèrèvèr possiblè. lt's a sustainablè
and healthy alternative.
· Takè a cyclè rickshaw. /part írom bèing
environmentally friendly, it is often the only means
for the poor to make a living.
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02
Carpool to work
Activity
1 car of
the road
on work-
ing days
Annual fuel
consumption
(l)
568.18
Emission
factor
(kg/l)
2.325
CO
2
emission
per year
(kg)
1321
Fuel cost
(Rs/l)
51.66
Annual cost
savings
(Rs)
29352
Km/
year
10000
Km/
day
40
Mileage
(km/l)
17.6
* Data sourced from the study by UNDP-GEF’s low carbon toolkit
Medium distances – consider sharing
· Travèl by public transport whènèvèr possiblè. Pusès,
metros or local trains use much less fuel per person
than cars and and spare you the stress of trafc
snarls.
· ln casè you oècioè to takè your own car, it works
better for the pocket and the environment to share
the trip. It will not only save money but also bring
down per capita carbon dioxide emission.
· Drivè sènsibly. /ggrèssivè oriving (spèèoing, rapio
acceleration and braking) wastes gasoline.
· Don't travèl in a írèèzèr! /ir conoitioning usès largè
amounts of fuel and adds to the carbon footprint of
commuting. If the AC is absolutely necessary, use it
only to achieve neutral temperatures (24-25
degrees). Lower temperatures use significantly more
energy.
The use of alternative fuels has been promoted in India
for energy security and emission reduction. Delhi and
Mumbai have more than 100,000 commercial vehicles
running on CNG fuel. India is planning to introduce
Biodiesel and Ethanol Gasoline blends in a phased
manner. These may not be as sustainable as originally
thought, since they divert land and water usage from
food and agriculture to transportation. The Indian auto
industry is working with the authorities to facilitate the
introduction of these alternative fuels. India has also set
up a task force for preparing the Hydrogen road map.
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The earliest records of cosmetic substances and their
application dates back to 2500 – 1550 B.C. There is
evidence of highly advanced ideas of self beautification
and a large array of cosmetic usage in ancient India.
Many of these practices were subtly interwoven with
the seasons and the normal rituals of life. Today, the
market for cosmetics and personal hygiene products
is booming. Skin creams, lotions, peeling creams,
fragrances, facial masks and hair conditioners promise
to make us look younger and more attractive and to
keep our skin smooth and healthy.
Cosmetic products perform a number of diferent
functions. We use them to clean, protect and groom our
skin, hair and teeth and to change how they look and
smell. Yet cosmetics have a downside as well. They can
cause skin irritation and some ingredients are harmful
for the user’s health and pollute the environment.
Think carefully about the purpose and the quantities
of cosmetics you use. When it comes to decorative
cosmetics such as lipstick, mascara and eye shadow,
less is often more.
COSMETICS
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02
What are your cosmetics made of?
Hidden information and threats
Roughly 8,000 natural and synthetic substances are
used in the production of cosmetics today. Some of
our everyday products include ingredients that are
allergenic and harmful for us and the environment.
Check labels to avoid the following chemicals in your
products before you pick up your favorite shampoo the
next time.
Triclosan
Often found in toothpaste, has been linked to hormone
disruption and the emergence of bacteria resistant
to antibiotics and antibacterial products. Along with
its negative health efects, triclosan also impacts the
environment, ending up in lakes, rivers and other water
sources, where it is toxic to aquatic life.
Synthetic Musks
Several studies suggest some of these compounds may
disrupt hormone systems or trigger skin sensitization
when exposed to UV light. Synthetic musks identified
in fragrances have been found in the cord blood of
newborn babies as well as in blood, breast milk and
body fat.
Formaldehyde
These chemicals help prevent bacteria from growing in
water-based products, but can be absorbed through
the skin and have been linked to both skin sensitivity
and cancer.
1,4-dioxane
Very few, if any, cosmetics or personal care products list
1,4-dioxane as an ingredient Environmental Working
Group’s analysis suggests that 97 percent of hair
relaxers, 57 percent of baby soaps and 22 percent of
all products in Skin Deep may be contaminated with
1,4-dioxane.
Hydroquinone
It’s one of the worst ingredients used in personal care
products and may disproportionately afect women of
color, who are more likely to be exposed to hydroquinone
if they use skin lightening products.
Lead and Other Heavy Metals
A number of metals, including lead, arsenic, mercury,
aluminum, zinc, chromium and iron are found in
cosmetics ranging from lipstick to whitening toothpaste,
eyeliner, nail color and more.
information did you know myth & reality case study quote
ANIMAL TESTING
A very important measure of going green is to make
sure all of your cosmetics or beauty products are not
tested on animals. Animal testing has been found to be
unnecessary for the production of beauty products and
is thus preventable cruelty against animals.
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India trivia
Homemade cosmetics, the old-fashioned beauty recipes
your granny used to make, are indeed all natural and
chemical free. Ancient Indian cosmetic materials were
made from plant products such as fruits, vegetable
oils, fats and herbal pastes. Recipes for hair and skin
products exist in each family, community or region. Most
Indian women have continued the use of traditional
beauty aides as they are fresh and less expensive and
only contain a few ingredients. Popular traditional
ingredients include Ritha, Shikakai, and Amla. As an
Indian consumer you also have the benefit of several
Ayurvedic remedies now available in the market.
Picking the right packaging
Be selective in your choice of packaging sizes. Buy
only those cosmetic products you are certain to use up
before they expire. The size of a packaging unit also
afects the amount of waste generated by consumers of
personal hygiene and grooming products. Several small
packages create more waste than a single large unit.
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02
Toys are an important part in every family’s life.
On birthdays and big holidays every toddler and
youngster gets very excited when opening their gift
boxes filled with toys. These get carried around and
often have to accompany the child everywhere it
goes. A product that is so close to your child has to
be chosen wisely. When buying children’s toys take an
extra moment to think about these points:
· Plastic or woooèn toys? Vhèn opting íor woooèn
toys make sure they are made of wood originating
from sustainable forests. With plastic ones, look for
the sign “PVC-free” or “phthalate-free”.
· Voooèn toys shoulo bè paintèo with non toxic paint,
preferably vegetable dyes
· Toys maoè out oí bamboo arè thè most sustainablè
choice, as it grows back in the course of a few years
only
· Vèrè thè toys prooucèo unoèr íair working
conditions? No child labour should be involved in
the production of the toys you want to give away as
a present.
· Toys arè supposèo to last. Robustnèss ano ourability
should be important criteria. Hand-crafted toys
by Indian artisans are becoming ever more popular
because of their improved quality, safety and original
design.
· Toys must bè írèè írom harmíul substancès - ií you
don’t like the smell of it, you better leave it in the
shop.
Down To Earth Magazine
‘Don’t Touch’ Issue Jan 31st 2010
www.downtoearth.org
Recycling toys
In addition, the pile of toys in everybody’s home keeps
getting higher and higher with no end in sight. If you
want to reduce this pile of perfectly fine but dust
collecting toys, imagine the smile on other children’s
faces on receiving your donated toys. Get your own
children involved in sorting out the toys they don’t
play with anymore and decide which good cause they
should go to together. This could be a child hospital or
the neighbourhood kindergarten. Toy swap parties can
be fun, too!
TOYS
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RARE PURCHASES
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03
APPLIANCES
AND GADGETS
In the twenty-first century, there is a growing realization
that the world’s energy resources will need to be
changed radically if they are to supply our energy needs
sustainably on a long-term basis.
The home may be the best place to think about when
making sustainable choices. At home, the biggest
impact we have on the environment is through our
use of energy and water. Many of the actions at your
home are small, simple everyday choices – such as
setting your computer to sleep mode, air-drying your
laundry, or installing compact fluorescent light bulbs.
When you add them all up, you realize you’re making a
real diference. Additionally, there are some long-term
decisions to keep in mind for when you want to upgrade
your appliances or move to a new home.
QUOTE
“Be the change you want to see in the world.”
Mahatma Gandhi
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Save energy with these few simple steps
· Shut oown è¢uipmènt propèrly. Disconnèct
equipment from the power source when it is not in
use.
· Kèèp rèírigèrators ano írèèzèrs out oí oirèct
sunlight, and allow at least 5 centimeters all around
(or as recommended by the manufacturer) to allow
heat to escape from the compressor and condensing
coil.
· Clèan your rèírigèrator's coils (back) ano air intakè
grill (below the doors) every 3 months.
· Don't lèt írèèzèrs builo up morè than 6 mm oí írost.
Defrost regularly to keep freezers working their best.
· /llow hot íooos to cool bèíorè putting thèm in thè
refrigerator.
· Usè kitchèn, bath, ano othèr vèntilating íans wisèly.
Turn fans of as soon as they have done the job.
· Plant trèès or shrubs to shaoè air-conoitioning units
but not to block the airflow. A unit operating in the
shade uses as much as 10% less electricity than the
same one operating in the sun.
· Turn oí thè TV whèn no onè is watching it. Thè
same goes for computers, radios and stereos - if no
one using it. Turn of all the appliances at the surge
protector/control strip.
· Vasting watèr wastès èlèctricity. Vhy? Pècausè thè
highest amount of electricity in most cities is spent
on supplying water and its purification!
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How to tame energy consumption at home
1. Buy durable products
Sustainable products should have a long service life. They
should be made to last, i.e. should be of good quality,
and they should not burden you with high maintenance
costs (e.g. energy consumption). Sustainable products
do not contain materials which pose hazards to the
environment, and they are produced under acceptable
social conditions. When it comes to rare purchases,
research – even though it may take time and efort –
usually pays of. Check with consumer report magazines
produced by Consumer Voice and CERC Insight.
2. Renewable energy
Use renewable energy devices such as solar water
heaters, solar cookers, solar lanterns, solar home
systems, and other devices. Conventional water heaters
use a lot of energy and pollute the environment. Solar
water heater systems can work in any climate and will
help save water heating costs by reducing the amount
of gas and electricity needed to heat water for bathing
and routine house hold jobs.
3. Buy energy conserving products
Adopt energy conservation devices, for example LEDs
(light-emitting diodes) or CFLs (compact fluorescent
lamps) instead of incandescent bulbs. Replace your
tube-light with the thin, energy-efcient ones and your
old tube light choke with an electronic ballast. Energy-
efcient electrical appliances such as fans, refrigerators,
air conditioners, coolers, room heaters and water pumps
among others will win you over in the long run.
4. Buy energy efcient products
Refrigerators and washing machines are loyal, long-
time household companions that save us a great deal of
work. No one wants to do without these useful helpers.
But it is important to keep an eye on how much energy
your appliances consume. By doing so, you help protect
the climate and save money as well.
With efect from January 2010, the Bureau of Energy
Efciency (BEE) has made it mandatory to label certain
products including air-conditioners according to their
star ratings. The ratings begin at 1 star and rise up
to 5 stars where the level of energy consumption is
the least. Prices tend to be higher for the appliances
with more stars but with those appliances the level
of energy consumption is lower and you will recover
the price diference within just a few years. Other star
ratings labeled appliances available in the markets
are refrigerators, tubular fluorescent lamps, induction
motors, pump sets, ceiling fans, LPG, electric geysers
and colour TVs.
information did you know myth & reality case study quote
MAJOR HOUSEHOLD
APPLIANCES
Reducing the energy consumption of major household
appliances is especially worthwhile. Washing machines,
ovens, dishwashers, dryers, refrigerators, freezers and
air-conditioning units consume over two-thirds of the
electricity required to run your household. Refrigerators
and freezers alone account for 29% of the total power
consumption.
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Buy BEE 5 star rated products
Refrigerators (Frost-free refrigerators)
Appliance
BEE 2 star
rated 235 lts
fridge
BEE 5 star
rated 240 lts
fridge
Savings
Electricity cost
(Rs/kWh)
Annual cost
(Rs)
Emission
factor (kg
CO
2
/kWh)
Annual electric-
ity consumption
(kWh)
Annual CO
2
emission (kg)
4
4
2824
1540
1284
0.82
0.82
706
385
578.92
315.70
263.22
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Air conditioners (1.5 tons split ACs)
Appliance
BEE 2 star
rated AC
BEE 5 star
rated AC
Savings
Wattage
(W)
Estimated
Daily Use
(hrs)
Annual
Electricity
Consumption
(kWh)
Emission
Factor (kg
CO
2
/kWh)
Annual CO
2
Emission
(kg)
Electricity
Cost
(Rs/ kWh)
Annual
Cost
(Rs)
1970
1650
6
6
2127.6
1782.0
0.82
0.82
1744.6
1461.2
283.4
4
4
8510.4
7128.0
1382.4
* Data sourced from the study by UNDP-GEF’s low carbon toolkit
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Understanding disposal
E-waste is old computers, TVs, refrigerators, radios –
basically any electrical appliance that has reached its
end-of-life. Improper recycling and disposal of e-waste
can result in dangerous health and environmental
hazards from toxic chemicals and persistent pollutants
such as lead, mercury, PVCs and softeners. Keep in
mind that electronic appliances that have outlived their
usefulness do not belong in the household dustbin.
The general rule to keep in mind is that the longer a
mobile phone or other electronic device is used, the
better. Don’t go along with every passing technology
trend. Consider the possibility of having your computer
repaired or upgraded or selling equipment you no
longer need via the internet. Pass on devices that are
still working to schools or charitable organisations.
In comparison to corporate users, individual household
consumers generate small quantities of e-waste every
year, but the total volume is huge given the sheer size of
the market. The NGO Toxics Link estimates that individual
households account for 22% of junk computers in India.
Currently, these are exchanged for new appliances, or
sold to door-to-door scrap collectors.
Formal e-waste recyclers are in an emerging stage, the
first ones being established in Bangalore. Currently,
the collection, dismantling and recovery are done
entirely by a well established network in the informal
sector. Even though the sector creates substantial
value, especially by collecting and repairing disused
equipment, some recovery processes employed are
extremely dangerous.
03
QUOTE
“There must be a reason why some people can aford to
live well. They must have worked for it. I only feel angry
when I see waste. When I see people throwing away
things that we could use.”
Mother Teresa
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TRAVEL
Although the Indian per capita emission of CO
2
is still
comparably low internationally with 1.2 metric tons per
year in 2009, due to the large population, the country
is already among the top 5 emitters worldwide. In
addition, CO
2
emissions in India are expected to grow
massively in the coming years. Transport, in addition
to industry and the energy sector is one of the major
contributors to these emissions. The number of car
registrations in India is increasing by more than one lakh
every month and flights on national carriers soared by
22 per cent in the first four months of 2010 compared
to the year before.
Historically, in India, it has been low-key religious
pilgrimages and trips to holy places rather than business
trips or vacations that constituted travel. With economic
growth and advancement in the sector of transportation,
the negative impact of travelling on ecosystems, health,
biodiversity and natural resources through transport
related emissions has become obvious. In order to deal
with this immediate problem, ways of ‘sustainable travel’
have to be found meaning possibilities of travelling that
are socially, economically and environmentally feasible
in today’s fast paced life.
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How to reduce your carbon foot print as a
traveler
1. Consider options
Holiday travel does have a downside as well - the
greenhouse gases that are emitted while traveling to
and from your destination. These gases are known to
accelerate climate change. Therefore, the environmental
impact of travel and the climate footprint we leave
behind depend primarily on the means of transportation
we choose. Long-distance air travel releases tremendous
amounts of CO
2
into the atmosphere. So why not
consider traveling by rail instead of driving or flying on
long-distance trips?
2. Fair and Sustainable Tourism Criteria
On the occasion of World Tourism Day in 2010, all of
India’s leading hotel chains and associations took a
pledge to support Fair and Sustainable Tourism. The
Indian Sustainable Tourism Criteria are based on the
Global Sustainable Tourism Criteria, developed by the
United Nations Environment Programme in collaboration
with the World Tourism Council and other international
tourism bodies.
The set of criteria for India encompasses all aspects
of sustainable tourism – starting from the way that
hotels are designed and built to the facilities available
at hotels and are mindful not only of the environment,
but of the heritage and traditions of local communities.
The criteria are applicable not merely to so-called “eco-
tourism” in jungles, hills and the sea-side; they are
equally applicable to hotels in highly urban areas.
It is expected that by 2011, the pledge taken by hotels
will be converted into a certification programme, similar
to the star ratings. Be sure to look out for hotels which
are thus certified – you’ll find them great places for a
vacation and you’ll help in preserving India’s great
heritage, culture and environment.
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Labels and standards for eco-tourism:
Travel Wisely, is one of India’s ecologically responsible
tour organizers.
The International Centre for Responsible Tourism
- India (ICRT India) is part of a growing network of
International Centres on Responsible Tourism. The
centres share a common objective, to work with the
private sector, government and local communities to
“take responsibility for achieving sustainable tourism,
and to create better places for people to live in and
for people to visit.” Established in 2006 as a not for
profit organisation based in Bangalore, India, ICRT India
provides policy advice, research and consultation on
developing Responsible Tourism in India.
information did you know myth & reality case study quote
EXEMPLARY TRADITION
Religious pilgrimages have taken place for hundreds
of years without causing any negative environmental,
cultural and social impacts associated with travel
nowadays. The actual pilgrimage distance is mostly
covered by foot, they are beneficial to local communities
as local resources are used for food and travel, people
carry their own baggage, killing animals or taking from
nature is taboo. Take this tradition as an example for
your own holiday – be it religious or not.
03
3. Research well and experience eco tourism
Ecological (eco) tourism seeks to minimize the negative
impact of tourism, provide financial means for ecological
and cultural conservation and empower local people.
Eco tourism in India is still at a very emerging stage, but
there are conscious eforts to save the fragile ecosystems
and heritage of indigenous people. A number of tour
operators and eco-destinations all over the country
ofer a more sustainable way of travelling and spending
your vacation. Accommodation is provided in tents,
tree-houses or lodges built from local and sustainable
materials. Eco-destinations use renewable energy
sources like solar energy and hydropower to run the
resort. They strive to reduce the water consumption and
pollution by harvesting rain water and minimizing the
use of chemicals. They ofer food prepared from local
fruits and vegetables. They consciously reduce waste,
for example by ofering filtered drinking water instead
of bottled water.
4. Be good to your destination
Make an efort to act responsibly toward the people
who live wherever you spend your holidays. Respect
the customs and moral standards that prevail in other
countries. Take care not to afect the bio-diversity and
heritage of your destination. Travel is more fun when
you immerse yourself in the culture of your host country.
And be sure to pay “fairly” for the services you receive.
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MAJOR PURCHASES
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04
As consumers we frequently have to make choices and
decisions which require huge financial investments and
at the same time have enormous environmental and
social implications. This definitely goes for the houses
we live in. Once one owns or rents a house one sets
about adjusting it to one’s needs and fancies. Most
of us are aware of the significance of ‘Vaastu’ in the
home environment, but since the issues of location
and direction are often not in one’s control, all one can
do is to make adjustments in the interiors. However,
urban housing has lots of potential for addressing
some important concerns. Vaastu or the green options
available these days basically have the same approach,
taking into consideration the basic comfort, quality and
ecologically workable choices in building, renovating or
maintaining a house.
IN THE PIPELINE: BUILDING GREEN
Green buildings increase efciency by using resources
like energy, water and materials conservatively, while
reducing building impacts on human health and
the environment during the building’s lifecycle. This
is possible through planned design, construction,
operation, maintenance and recycling resources.
Sometimes, but not always, it may cost a little more
to design and construct a green building. However, it is
also a proven fact that it costs less to operate a green
building that has tremendous environmental benefits
and provides a better place for the families living in it.
Consequently, the challenge of a green building is to
achieve all of its benefits at an afordable cost.
GREEN
BUILDINGS
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PAINTS & OTHER
HAZARDOUS LIQUIDS
Many paint products, paint removers and thinners as
well as adhesives contain solvents that are dangerous
to humans, animals and the environment. Purchase only
what you truly need and try to use one product for as
many projects as possible. Use water-based inks, paints,
adhesives and non-toxic glues.
FINANCING
GREEN BUILDINGS
Consumers can now get government support in form of
subsidies or loans for financing some aspects of building
or putting in environment friendly technologies into the
already constructed premises. Specific green housing
loans exist for customers who buy properties in green
projects which reduce carbon emissions and promote
renewable energy. The State Bank of India ofers home
loans to support environment friendly rated residential
projects by ofering concessions including reduced
margin and lower interest rates.
TERI and Fraunhofer Institute in Germany are jointly
developing an assessment tool for green residential
buildings. The National Housing Bank is likely to ofer
loans with privileged conditions for green residential
building projects in cooperation with the German KfW
Development Bank from 2011 onwards.
When it comes to building an eco-friendly home
or to completing a “green” remodeling project,
you should pay close attention to the following
aspects:
Building materials
In recent times, because of the large scale growth of
the construction industry, the exploitation of natural
resources has gone up significantly. We therefore need to
find suitable material that not only addresses the needs
of the construction industry but environmental concerns
as well. Using environment-friendly building materials
contributes towards a sustainable home. Environment-
friendly material is made from recycled material that
uses only renewable energy in its extraction, production
and transport, and can be reclaimed and recycled.
Going Green with Wood Alternatives
When searching for wood products to use for your
home, you should keep these things in mind.
Purchasing lumber that originates from sustainable
forests is important because sustainable forestry
focuses on maintaining the health and well-being of the
ecosystem. If you want to install hardwood floors, you
might want to consider purchasing flooring that was
made from recycled or reclaimed woods.
Bamboo
A popular option for those who are trying to build a
green home is to use bamboo as an alternative to
hardwood. Since bamboo grows by as much as one
foot every day, it can be harvested and then re-grown
quickly and easily.
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How to go sustainable
Double Glazed Windows
Double glazed windows with air gaps can act as good
insulation. The insulating air gap lowers the heat gain
of the building. It should be used for air-conditioned
spaces. The BEE (Bureau of Energy Efciency)
has recommended specifications for glazing in air-
conditioned spaces in the Energy Conservation Building
Code 2007. Most homes usually have single clear glass.
Double glazed windows, with sun control (coatings,
shading etc.), should preferably replace single glazed
windows to reduce energy used for air-conditioning.
Passive Heating
In cold climatic zones, heat flows away from buildings
through their external envelopes and due to air
exchange. In such regions, passive heating measures
are adopted to reduce the demand for conventional
heating. If your house faces south, construct sun-spaces
or the traditional courtyards that are an essential part
of Indian homes, adjacent to south-facing walls. A sun-
space can be constructed by using double glazing.
Landscaping
Landscaping provides a bufer against heat, sun, noise,
trafc, and airflow. Trees such as amaltas, champas
and similar varieties provide shade in the summer and
sunlight in the winter when their leaves fall. So planting
such trees to the west and south-west of a building is a
natural solar passive strategy. Evergreen trees provide
shade and wind control round the year. They are best
placed to the north and north-west of a building. Packed
gravel in parking lots and driveways instead of concrete
reduces rainwater run-of and replenishes ground water
resources.
information did you know myth & reality case study quote
EVAPORATIVE COOLING
When water stored in a water body evaporates into
the surrounding air, it lowers the temperature of the
surrounding. This phenomenon is known as evaporative
cooling. The presence of a water body such as a pond,
lake or sea near the building or even a fountain in the
courtyard can provide the cooling efect. Vaastu also
recommends the use of indoor and outdoor fountains
within built spaces.
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VEHICLES
Roof Treatment
Roofs are exposed to maximum solar radiation. So it
is important that the roof of your house is protected
to minimize the amount of sunrays. Some simple roof
treatments can be applied to existing homes in order to
reduce summer heat gain:
· Vhitè washing thè rooí bèíorè thè onsèt oí thè
summer.
· Spraying watèr on thè rooí. Sprinkling watèr at
regular intervals can reduce heat gain through the
roof.
· Using shining ano rènècting matèrial íor thè rooítop.
Broken white china tiles are an excellent and cheap
way of reflecting heat from the roof.
Labels and standards for greening your house
The Forest Stewardship Council (FSC) is the international
standard for forest products that are manufactured and
extracted in a sustainable method including timber, all
kinds of paper products or wooden products like coat
hangers. FSC prohibits the conversion of natural forests
and the use of highly hazardous pesticides. It strives
to respect the right of indigenous peoples around the
world and controls each certified operation at least
once a year.
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Most people today can hardly imagine life without a
car. Added to this is the lack of adequate infrastructure
and unattractive, over-crowded public transportation
options in many places. As a result it is quite difcult to
get along without a car in many parts of the country.
What is a good option?
An important aspect of climate-conscious driving is
the choice of the right car. Total CO
2
emissions from
passenger vehicles could be reduced by 40% by 2020
if everyone switched to more sustainable models. That
equates to a savings of 40 million tonnes of CO
2
every
year. Look for low fuel consumption when buying your
next car.
How to do it yourself and how to do it right
CO
2
emissions could be reduced by roughly 5 million
tonnes per year if people adopted economical, climate-
conscious driving habits. Reassess your own driving
style and use the slogan “drive with foresight” as your
guide. With the aid of a few simple tricks you can reduce
fuel consumption, drive more safely and save money at
the same time.
· Lèavè thè car at homè as oítèn as possiblè ano usè
other means of transportation.
· Taking a taxi írom timè to timè or using a rioè-
sharing service for longer trips is economical and
environmentally friendly.
· Pè gèntlè with your accèlèrator ano turn thè ènginè
of at stoplights- the norm is 15 seconds.
· Ouick gèar-shiíting ano oriving at low rpm in city
trafc saves fuel and protects both your engine and
the environment.
· Hauling luggagè ano othèr loaos in thè boot
increases fuel consumption.
Sustainability aspects to keep in mind while buying a
vehicle:
1. Always choose the vehicle with the better fuel
economy, even if this means you pay a bit more.
Apart from saving on fuel, you will also lessen the
yearly operation cost of your vehicle. Better fuel
economy translates to less natural resource use and
therefore less pollution and less CO
2
emissions.
2. If possible, choose vehicles with emission control
technology or low emission profiles. Emission control
technology reduces harmful gaseous pollutants from
the tail-pipe. It should be borne in mind that
emission control technology often needs clean fuel
of a certain standard to continue operating.
3. Whenever available, use clean fuels including
unleaded gasoline and low sulphur diesel.
information did you know myth & reality case study quote
TYRES
Many drivers are not aware that tyres play an important
role in fuel consumption. You should check your tyre
pressure regularly. When pressure is too low, roll-
resistance increases and fuel consumption rises
accordingly.
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BUYING RESPONSIBLY AT FESTIVALS
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Festivities
India, the land of cultures and festivals celebrates
many festivals and pujas. These lead to a large amount
of emission and waste. If planned properly it can be
done in a much more efcient manner than leaving a
dump of polystyrene throw-away utensils.
SAFE AND SMART AT FESTIVALS
What are my options?
· Plan in aovancè ano notè oown thè options. Last
minute purchases always make one pick up the easy
available option.
· Try to plan out thè occasion ano think oí sustainablè
choices like clay idols instead of plaster of paris idols.
· lnstèao oí using èlèctric lights, èxpèrièncè thè natural
light of earthen lamps or diyas.
· Traoitional íèstivals arè a gooo timè to givè
handmade presents or handicraft items.
· Try bèing crèativè with thè packaging oí your
presents wrapping them in cloth for example instead
of using too much plastic wrappings.
Diwali
Crackers made in most parts of India involve child labour.
Give your support by saying no to such products - or
buy less. How about planting tree to make up for your
carbon footprint caused by all those fire crackers?
Holi – playing the natural way
Scientific studies revealed that industrial colour powders
can be responsible for asthma, temporary blindness
and allergies afecting skin and eyes as they are toxic
to a great extent. So go organic! Buy organic holi colors
or make them at home with flowers and other organic
substances like beetroot, turmeric, sandalwood and
henna powder etc.
Durga Puja and Ganesh Chaturthi
In recent years eforts have been made to work against
the trend of commercializing puja idols. Instead of
making them even bigger, better and more colorful with
every year, a sustainable way of celebrating a Durga Puja
or Ganesh Puja is by immersing eco-friendly idols into
the water. It is the plaster of paris, plastic and cement
used for sculpturing the idols and the chemically laden
paints that are extremely dangerous for the water body
as well as our drinking water. Alternatively, idols made
out of unburnt clay and painted with vegetable-based
substances are biodegradable and will not harm the
natural balance of the rivers.
Best practice example: Kolkata
The government of West Bengal stands out by promoting
eco-friendly techniques and giving out non-toxic paints
to the local idol craftsmen, thereby investing in a clean
Durga Puja.
INDIAN SWEETS
One of the most prominent features of Indian culture
and hospitality are sweets. On all important festivals in
India, sweets continue to be the most favourite gift to
convey greetings.
The most prominent features of Indian sweets are the
absence of stabilizers, emulsifiers, chemical preservatives
and the like. Sweets are mostly homemade which
makes them more sustainable. When buying sweets,
avoid coloured sweets and those with ‘silver’ foil, as the
source might be unsafe.
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EXPLORING THE 3R’S
CLOSING THE CYCLE OF RESPONSIBLE CONSUMPTION
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WASTE
Waste has significant consequences, especially on health,
because waste becomes a concentrated storage area of
all that is undesirable. It can contain toxic compounds
and can produce greenhouse gases like methane and
other toxic gases like dioxins when burnt. Land dumps
leak the toxicity into surface and groundwater. Industrial
sewage water often used as irrigation water for urban
farming contaminates vegetables and other foods with
heavy metals.
Waste also has a social aspect. Not only those who
earn more generate more waste, also landfills are sited
on the cheapest land available, and so is the location
of recycling and waste treatment facilities. The poor
generate the least amount of waste but feel its impacts
the most, whether as people who live next to it or make
a living out of it. Studies have shown a high rate of
respiratory diseases and other health hazards related
to chemicals afecting especially those people who live
near waste dumping sites. Several hundred thousand
waste pickers live of the discards in our cities, often
because this is the only job they can find.
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QUOTE
“The greed of gain has no time or limit to its capaciousness.
Its one object is to produce and consume. It has pity
neither for beautiful nature nor for living human beings.
It is ruthlessly ready without a moment’s hesitation to
crush beauty and life out of them, molding them into
money. ”
Rabindranath Tagore
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REDUCE
What you can do to reduce your waste
· Puy in largè ¢uantitiès to rèoucè thè amount oí
packaging you bring home
· Puy only what you will usè. lí buying in bulk
packages, make reciprocal sharing arrangements
with neighbours, relatives and friends. It will save
money and reduce waste for everyone involved.
· Usè onlinè bill-paymènts ano combinè it with
paperless billing. This way time and paper is saved,
mailbox clutter is reduced and you save the cost of
mailing with each bill paid.
· /lso, think bèíorè you print. Dèspitè oí thè oigital
possibilities, modern households and ofces still
produce a lot of printed paper. Reduce your printing
or at least print on both sides of the paper.
· /voio bottlèo watèr. Not only is bottlèo watèr
wasteful (about 80% of these petroleum-derived
plastic bottles are landfills material), it is more
expensive than tap water and if you are concerned
about safety, install a filter. Cheap candle filters can
be very efective, unless you need to treat hard or
saline-water.
· Opt íor rèchargèablè battèriès instèao oí singlè usè
batteries. Rechargeable batteries can be recharged
a few hundred times and reduce the amount of
toxic waste. Once recommended for the trash,
regular batteries are increasingly being collected.
Not that they are actually recycled - often they are
simply put in a more expensive landfill. Therefore
avoid buying these.
· Usè your own rèusablè canvas bag or backpack
at the store and don’t accept plastic bags from the
shopkeeper. Also, ask delivery services for food not
to include plastic plates, cutlery and napkins.
The 3 R’s:
Reduce, Reuse, Recycle
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REUSE
Most of us pass on left-over food etc. to the families
who help around the house or we convert old clothes
into re-usable formats. Here are some more ideas on
how to reuse stuf that would otherwise be waste:
· Plastic bags can bè usèo various timès, ultimatèly as
trash bags
· Printing papèr ano ènvèlopès can bè usèo as scratch
paper
· Nèwspapèr ano caroboaro makè usèíul packing
material when moving house or to store items
· Clèan glass |ars írom |am or picklès to rèusè as
storage containers
· Makè nèw things out oí olo things, likè a canolè
holder from a glass bottle
· Donatè olo clothès, books ano magazinès.
RECYLE
Indian municipal solid waste contains 20% of recyclables
out of which 7-15% is actually recycled in the country.
To some extent most Indian households already recycle
part of their waste by collecting paper and selling it
to the kabari wallah who takes it further for recycling.
Plastic and glass bottles are reused in the form of refilling
and reselling the item, from which much of the trade
of faked products in India emerges. Informal e-waste
recycling is most harmful to workers and environment.
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information did you know myth & reality case study quote
Recyclable product symbol: This symbol shows the
simple Mobius loop used extensively all over the globe.
There are two variations of this symbol. The outline form
and the filled form. Both convey the same message that
the product can be recycled.
Recycled product symbol: These are marked on
products which are made of recycled materials. Not all
recycled products are made of 100% recycled materials.
A percentage inside the Mobius loop indicates the
percentage of recycled materials used in manufacturing
the product.
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DISCARD WISELY
· Papèr: Thè kèy to rècycling is collècting largè
quantities of clean, well-sorted, uncontaminated
and dry paper. Paper that can’t be recycled as
normal “mixed paper” includes food contaminated
paper, waxed paper, oil soaked paper, sanitary
products or tissues, thermal fax paper, stickers and
plastic laminated paper such as fast food wrappers,
juice boxes, and pet food bags. Paper with any sort
of contamination or plastic layers can’t be recycled.
· Sèt up a compost bin íor your íooo ano garoèn
waste. Composting vegetable trimmings, banana
peels, lawn clippings and the like will reduce what
goes to the landfill and provide organic fertilizer for
your garden.
· Glass, stèèl (or ¨tin¨) ano aluminum arè èasy to
recognize and recycle. Glass bottles must not be
mixed with other types of glass such as windows,
light bulbs, mirrors, glass tableware, Pyrex or auto
glass. Scrap aluminum is accepted in many places.
· lí you arè throwing away an olo rèírigèrator, hèat
pump or air conditioner be sure that the CFC’s
are drained out and recycled first. This can be done
with a refrigerant recovery system. Most of the older
refrigeration equipment contains freon, a chemical
know as a Chlorinated Fluorocarbon or “CFC”
in short. Each molecule of a CFC can destroy over
100,000 molecules of the earth’s protective ozone
coating. Before having your car’s air conditioner
serviced, ask what the shop does with the freon.
Never allow a leaking refrigeration system to be
recharged.
· Favor prooucts with a high rècyclèo contènt, èvèn ií
they cost a little more.
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REFERENCES
· Consumèr Voicè Magazinè www.consumèr-voicè.org
· Gèrman Council íor Sustainablè Dèvèlopmènt. Thè Sustainablè Shopping Paskèt - / guioè to bèttèr shopping.
3rd completely revised edition
· UNDP-GEF Low Carbon Liíèstylès - / trainèr's toolkit
· National Gèographic Grèènoèx 2C¹C
· Thè Purèau oí Enèrgy Eícièncy www.bèè-inoia.nic.in
· Toxics Link www.toxicslink.org
· Ministry oí Nèw ano Rènèwablè Enèrgy ano TERl. Enèrgy Eíciènt - Solar Homès/Puiloings (lníormation book
let) www.mnre.gov.in
· Sl/M Socièty oí lnoian /utomobilè Manuíacturèrs www.siaminoia.com/scripts/íuèlspècincations.aspx
· Thè Campaign íor Saíè Cosmètics www.saíècosmètics.org
· Enèrgy Managèr Training www.ènèrgymanagèrtraining.com
· E-Vastè Guioè www.è-wastè.in
· Global Sustainablè Tourism Critèria www.sustainablètourismcritèria.org
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ACKNOWLEDGEMENTS
Overall Supervision:
Patrick von Braunmühl
Conceptualization and Direction:
Vimlendu Jha
Research and Documentation:
Ishita Bains and Michelle Novak
Design:
Samira Gupta
Expert Comments and Improvements:
Mr. Rajan Gandhi – SAG
Mr. Ingo Schoenheit - imug
Research Support:
Consumer Voice
Karen Matzke
Dr. Poonam Pande
Produced in cooperation with
Written by
For further details and comments contact
Akshara Saini
GTZ-ASEM Project “Consumer Protection
and Sustainable Consumption in India”
12/2,Jamnagar House,
Shahjahan Road,
New Delhi-110011
Telefax: +91 11 23070857
www.asemindia.com
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