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Green-O-Tech India™: Marching Ahead

CASE STUDY, ENTREPRENEURSHIP & STARTUPS
ET Cases, 9 Pages

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Green-O-Tech India™: Marching Ahead

 

The 3R mantra – Reduce, Reuse and Recycle crosses one’s mind when reflecting about refuse. Environmental changes have no doubt given an impetus to recycling industry, especially wastepaper recycling, in India. In India, on an annual basis, only one-fifth of the total wastepaper is recovered for further usage. This low level of recovery can be primarily attributed to the direct supply to packaging industry. Further, lack of proper segregation mechanism at source contaminates it and makes it unfit for use. On the other hand, the recovery percentage of wastepaper in the developed nations is in the range of half to two-third of the total wastepaper generated. The poor mechanism of recovery of wastepaper in India resulted into an import of recovered fibre to a scale of 60% from developed countries, just to meet the domestic requirements (Indian Paper Manufactures Association, 2009).

Green-O-Tech India: Idea, Survey and Inception

In 2009, Mr Prashant Rana (Rana), who worked with a business consultancy firm operating in the domain of eco-friendly practices, encountered a distinctive situation. He had come across many organizations, which were facing problems in handling wastepaper and other trash disposal issues. Despite great efforts, companies were unable to fulfil the Corporate Social Responsibilities in its true sense. Out of the numerous issues discussed with the clients, one of the notions that made an impact on Rana’s mind was of recycling. This triggered an idea and he started exploring the field of recycling waste..................

Teaching Note Preview

Green-O-Tech India™: Marching Ahead

 

Synopsis

This case study represents how a small entrepreneur Mr. Prashant Rana (Rana) entered the field of recycling wastepaper with his company Green-O-Tech India (Green-O-Tech). Under his leadership, a small team of employees introduced a new service model for wastepaper collection, recycling and selling recycled products to the client. The first service model introduced by Green-O-Tech was unsuccessful. Green-O-Tech modified its service model and reintroduced itself in the market. This time the unique service model clicked so well that within a span of 5 years Green-O-Tech was able to acquire the patronage of more than 150 top-rung clientele. Being a region specific company it faced problems in expansion. Presence of unorganized paper waste collection mechanism and lack of legal guidelines for the industry made the situation even worse. Factors such as regularity of supply, quality of input and coordination with third parties added complexity to the situation. The case study elaborates the dilemmas faced by Green-O-Tech and the way the Director and his managed the situation to not only survive the challenges but also to sustain.

Prerequisite Conceptual Understanding

This case study presupposes theoretical knowledge along with corporate implications on the following aspects:

  • • Entrepreneurship and its challenges
  • • Recycling industry
  • • CSR
  • • Environment protection and sustainability issues

 

Expected Learning Outcomes

  • • Understand how a sustainable entrepreneurship business model can be developed in recycling industry
  • • Understand and value challenges faced in the paper recycling industry
  • • Meeting client expectations and integrating their sustainability goals
  • • Strategies to raise awareness regarding environmental protection

 

Case Positioning and Setting

This case study establishes an example of collaboration and encourages students to identify factors that may contribute to successful entrepreneurial  alliance. This is examined from both a start-up perspective and a sustained-program perspective. This case study finds its way in classrooms of Regular and Executive Management Programs, Courses in Entrepreneurship, Environmental, and Sustainability Studies.

Assignment Questions

The case study seeks to deliberate on the following issues:

  • I. Do you think Green-O-Tech is ready to expand? Is it appropriate to go for franchisee model for expansion?
  • II. Do you think service model of Green-O-Tech for wastepaper can be replicated effectively for plastic, metal and wood recycling?
  • III. .........................

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Abstract

The case study has been written in the backdrop of developments happening in the waste recycling industry. Increased awareness of producers and consumers along with stringent laws has provided reasonable opportunities for entrepreneurs to enter into the field. Delhi-NCR being a center for several service and manufacturing companies has emerged as a major source of input for the waste recycling industry especially paper waste. In 2010, Green-O-Tech India started its operations, in Delhi-NCR.

Efficient technology and competent team work has positioned the firm as one of the pioneer organization in the region offering customized green solutions to its clients in the field of paper, plastic, wood and metal recycling. Presently, company has collaborated with more than 150 organizations across the region to accomplish their sustainability goals. Although, the company has a unique service model for its clients focussing on their profitability, further expansion is a daunting task. Presence of unorganized paper waste collectors and lack of legal guidelines for the industry has made the situation even worse. Factors such as regularity of supply, quality of input, coordination with third parties, etc., have added complexity to the situation. The case study elaborates the concerns as well as the approach adopted by the Director and the team of Green-O-Tech India to not only survive the challenges, but to sustain in the years to come.



Pedagogical Objectives

  • To discuss waste paper recycling, its disposal and impact on the global environment
  • To discuss the challenges faced by Green-O-Tech India to create awareness regarding waste paper management and recycling
  • To discuss the role of CSR in creating sustainable policies for the organization and environmental protection
  • To examine how the organization can build a sustainable model despite the infrastructural bottlenecks and hurdles

Case Positioning and Setting
This case study establishes an example of collaboration and encourages students to identify factors that may contribute to successful entrepreneurial alliance. This is examined from both a start-up perspective and a sustained-program perspective. This case study finds its way in classrooms of Regular and Executive Management Programs, Courses in Entrepreneurship, Environmental, and Sustainability Studies.


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