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