Page 36 - CIJ March 2024 - Digital Edition

Cover Story

It is all about
‘greenwashing’

the mindset

Green products sales, especially in
the B2B space, has been a challenge.
The process of getting the customer

to understand about Green Cleaning,
initially could be long, “however, it may
seem a long process initially but once the
lead is nurtured and the client is satisfied with

the product, the orders come every month”, says Varsha C,
General Manager-Marketing and Consumer Business, Proklean
Technologies Pvt. Ltd

“ t is the mindset. The selecting products and reduce something like an acid where
moment you communicate consumer confusion on things the job is done instantly.”
that you are a green like the product being natural Where the traffic is high
product supplier, by ingredient-based or bio-based. and visible cleanliness takes
Idefault the myth is green While, mandatory importance, demos and samples
products do not perform as good regulations will play the role play a bigger role. In this case,
as the conventional chemicals. of enforcement, but for the awareness has to increase on
There is another set of people customer to be convinced, the ill-effects of using strong
who are forthcoming and are chemicals.
ready to take up green products it is important for them to “Globally water conservation,
based on its performance. But experience the product. Doing a not producing wastewater,
they are price conscious too,” live demo on the site where, for reducing plastic pollution,
says Varsha. example hard water stains are saving energy and reducing
removed, and then the customer
In the new era, there is is given samples to use for a carbon footprint are taken up on
awareness in terms of range of period; the results will be seen. a large scale. We, as consumers,
products and the ingredients The distinguishing factors do our bit as well.” But the
used and yet there is a lot of between a chemical and non- harm that strong chemicals can
greenwashing practices that chemical product will come to have on the environment, is yet
need to be streamlined. “In fact, fore. And, in time the customer to be taken up on a global scale.
with too many options in the acceptance is possible. “People who have tried our
market, it is difficult to judge products are continuing to use
which one is right. Further There are a set of customers Proklean. Even, if they have
the regulatory norms are not who look at cleaning solutions specific issues, be it in terms
well defined. For example, in that will keep their employees of dosage or application, we
food itself there are multiple safe. They want to make the provide continued services. We
certifications,” adds Varsha. change for good. In such cases, also go to the extent of putting
The move to make it is easier to give demos and specific issues before our
regulations mandatory is convince the customer. R&D team. It is important to
yet to come to force. This On the other hand, there are address their concerns and
will simplify the process of a set of customers “who want service them. CIJ

MARCH 2024•Clean India Journal
36 www.cleanindiajournal.com