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..................
First Step: Service Model Launch, Uncertainty and Failure
The company initially proposed a unique five-stage model to its clients. The model stated that Green-OTech would collect all the wastepaper waste from the client-end free of cost, transport it to warehouse, process it for segregation and get it recycled at Pulping Hubs, develop stationary products with recycled paper and offer stationary like paper, pencil, diaries, etc., to the client at a nominal price. However, the potential clients rejected the proposed model of Green-O-Tech on several grounds. For companies dealing in diverse product categories, it made little sense in putting in extra effort to continuously manage wastepaper and purchase the stationary products in return...........
Service Model: Redefined and Protected
After some hiccups with the initial service model, Green-O-Tech reworked and came up with another model for its potential clients. It was named ‘Waste to Wealth’. The new model offered a six-tier solution to the wastepaper management. As per the model Green-O-Tech would collect all the wastepaper waste from the client-end free of cost, transport it to warehouse, process it for segregation and get it recycled at Pulping Hubs, develop stationary products with recycled paper, and offer stationary like paper, pencil, diaries, etc., to the client free of cost...........
Role of Green-O-Tech
Green-O-Tech acted as a link between end consumer and end producer. It operated as a service provider for wastepaper collection and hence eliminated all the other intermediaries. This role was quite new for the recycling industry. Green-O-Tech replaced the unorganized approach for collecting wastepaper with highly professional and organized approach.................
Wastepaper Utilisation: Customary vs Green-O-Tech Way
So far, companies adopted a very common method to get rid of its wastepaper, i.e., thrown in garbage or burnt. Many a times, it was sold directly to the scrap purchasers. Out of all paper purchased, 40% –50% of the wastepaper again sold to packaging industry, which after usage finally throw it into garbage. Around 10%–15% of the wastepaper was wiped out because of rain, misuse, or non-suitability for reuse..............
Twin Service Model: An Extension
Once the Corporate Recycling Services that dealt only in wastepaper recycling was accepted, Green-O-Tech launched an extension of its services under the banner Industrial Recycling Services. This service dealt with recycling of wastepaper, metal, plastic and wood...........
Hurdles @ Green-O-Tech
Not everything was smooth for Green-O-Tech. It encountered several hurdles in executing its unique service model. As Green-O-Tech operated majorly in Delhi-NCR, identification of a space for tree plantation posed as biggest problem. As per the policy decision, they had to ensure plantation in only those areas, which were the part of public domain such as schools, parks, roads, green belts, etc..............
Green-O-Tech’s Resistance to Hurdles
Green-O-Tech resisted various hurdles through an action plan. Every month, the company provided a detailed report to its clients. Major components of the report (Exhibit V) were - total wastepaper collected, categorized data of wastepaper, impact on environment, and trees planted as well as saved...........
The Road Ahead
Challenges faced by Green-O-Tech did not deter its conviction to march ahead. In future, Green-O-Tech plans to expand and adopt the franchisee model to address the geographical dispersion of clients through extending its reach to other parts of the country especially Rajasthan and Himachal Pradesh..........
Assignment Questions
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. ..............
Exhibits
Exhibit I: Eco-Friendly Products offered by Green-O-Tech India
Exhibit II : Green-O-Tech Service Model
Exhibit III: Glimpse of Green-O-Tech India Clientele
Exhibit IV: Glimpse of Green-O-Tech India Tree Plantation Drive
Exhibit V: Monthly Analysis of Total Wastepaper Collected