Greenwashing in Indian Brands :How Much is Real ?

Where climate change, sustainability, and ethical consumption are in the spotlight internationally, brands have quickly jumped on the “green” bandwagon. The Indian market is now full of brands marketing their goods as eco-friendly, whether that be packaging that is recyclable, or goods branded as carbon neutral. But when looking more deeply at these claims, we find that most of the eco-friendly claims made by brands are at best superficial, and at worst largely false. The trend toward “greenwashing” or misleading consumers with false or exaggerated environmental claims is increasing.

As more Indian consumers are turning toward being conscious consumers, it is crucial to differentiate between brands that are genuinely creating sustainable effects, and those that are purely cashing in on the green wave. So, how much of what Indian brands describe in the name of sustainability is real?

 Understanding Greenwashing

Many people are unaware that what they perceive to be green practices may actually be examples of green washing which means they are just marketing tactics used to depict the company as environmentally concerned while not according to sustainable practices. Greenwashing is a combination of the word green which can be defined as environmentalism and the word whitewashing which conveys covering up wrong doing and shows that this is an inherently deceptive practice to represent this type of branding.

Greenwashing is basically marketing a product or service as environmentally friendly but it needs to be based on true, reliable information and not just a claim. Greenwashing involves embellishment, deception, and even lies? The term was coined during the 1980s but it's more important now than it ever has been due to the sustainability movement of the 21st century.

Examples of Greenwashing;

1.) Unsubstantiated or vague claims: Examples are terms like "eco-friendly" and "natural" and if there are no certifications or no groups defined those terms.

2.) Hidden trade-off: A company may present a small(ish) environmentally friendly initiative, like conducting a recycling program, but doesn't account for their overall organizational practice that harms society/contributes to more environmental harm.

3.) Irrelevant claims: A company may claim their product is "CFC-free" when CFCs are banned by law.

4.) Misleading images: Using green color, leaves, and images of earth and nature in general to signify sustainability?

Greenwashing is Rising in Indian Markets

The consumer landscape in India is shifting as Millennials and Gen-Z consumers utilize their wallets to make decisions with climate consciousness. A 2023 Nielsen India survey, found that 72% of urban Indian shoppers will pay more for sustainably sourced products over alternatives. This behavior change in consumer engagement has led to an increase in campaigns centered around sustainability.

While many brands are genuinely choosing to become more green, too many are choosing to use sustainability as a marketing strategy so long as it is just a little green, or they approved the trendy concept without committing sustainability long-term. The Indian market is swimming in the vestiges of the need for sustainability; the buzz of green “organic,” “biodegradable,” “best living” “cruelty free,” “carbon neutral”, etc., without true and verifiable meaning anymore. 

Prominent Examples of Greenwashing in India

1. FMCG Companies and So-Called Sustainability

Some of the biggest Indian fast-moving consumer goods (FMCG) companies are rolling out "green" or "sustainable" versions of their products — herbal soaps, organic shampoos, and eco-friendly detergents. Notably, product ingredient labels still often contain synthetic chemicals, artificial preservatives, and excessive plastic packaging.

For example, one popular soap brand launched a campaign about their "natural" bar. It wasn't until consumers examined the ingredients that they discovered parabens and sulfates (two ingredients themselves and the methods that create them are harmful both to the skin and the environment).

    2.Textiles and the Fashion Sector

There are Indian fashion brands producing “sustainable fashion” lines (for example “organic cotton” or “recycled fabric”). Sustainability is not just about the raw materials, it is about the labor we are utilizing, and in addition it can be related to the water we are using, the chemicals in the dyes and the carbon footprint. In some instances, even if just a fraction of a company's line is "sustainable," the company is telling consumers that the entire label is sustainable.

   3.Claims of Plastics

There are a number of beverage and food companies that have touted recyclable or biodegradable packaging. The problem is, there is often no infrastructure to collect or recycle those materials, so the packaging may end up being the worst choice in practice. If even some of the time MLP (multi layered plastic) is used, it can be nearly impossible to segregate packaging and recycle for the intended benefit.

Urban vs Rural Greenwashing

Although greenwashing may be more notorious and more evident in urban, premium-branded environments, the ripple effects of greenwashing can reach into rural India. Some agricultural input brands, for example, have been caught falsely marketing chemical fertilizers as "bio-enhanced" or "eco-safe," resulting in improper fertilization and ecological harm.

Greenwashing can be attributed to poor oversight and less consumer education and digital excess in rural spaces, where misleading advertisements often go unchecked. Without some sort of government intervention, greenwashing becomes even more pernicious.

GLOBAL CONTEXT: IS INDIA ALONE?

Greenwashing is a worldwide problem; all around the world, from European fast fashion retailers to US corporate giants, there is no shortage of deceiving green marketing practices. In India, this issue is even more complicated due to:

- Not enough enforcement mechanisms.

- Less awareness for tier-2 and tier-3 consumers.

- Minimal mainstream media attention on business sustainability practices.

Nonetheless, India is headed in a progressive direction — 2024 draft guidelines are one of Asia's first direct policy responses to greenwashing, paving the way for even more regulatory measures.

Recommendations for Brands and Policymakers

1. Brands:

 Use third parties for verification of sustainability.

 Allocate money toward real eco-innovation, not green-washing.

 Train marketing personnel on the ethics of environmentalism.

 Ensure that environmental data are available publicly, and can be verified.

    2.Policymakers:

 Force certification for high-impact products.

 Increase the monetary and reputational penalties for false claims.

 Create a green claims tribunal to get grievances addressed quickly nationally.

 Develop sector specific green guidelines with industry bodies.

Green or Greenwashed?

In today's sustainability-driven market, brands in India are being practical to appear green. While some are taking real actions toward responsible business, many simply want to make it look like they're doing so to stay relevant or profitable.

The real question, however, is how we can differentiate between midsize cosmetic changes and actual reproductive sustainability. And for consumers, regulation, and businesses all, the way forward must be based on transparency, authenticity, and accountability.

Greenwashing may result in some short term profits, but long-term greenwashing can do greater damage than good because it harms trust, stunts progress and jeopardizes whatever cause it aims to advance. As India continues on its journey toward a sustainable future, it has time to ponder a moral question: Is it enough to look green or is it time to be green?

The fallacy of sustainability: consequences of greenwashing 

1. Loss of Trust

Greenwashing erodes brand trust and consumer confidence. When a greenwasher is unmasked, consumers may become suspicious of even the real thing, further decreasing the efficacy of any sustainable development efforts.

2. Environmental harm

Greenwashing prevents real change from happening. Greenwashing bolsters corporate image at the expense of real impact reduction. Pollution, plastic waste, and greenhouse gas emissions go unchecked.

3. Unfair Competition

Typically, brands pursuing real sustainability initiatives spend money on people, products, and places. Brands that greenwash, or mislead, can mimic that appeal without committing the money. This compromises the environment, and it is unfair competition.

4. Consumer Disillusionment

If these consumers feel duped after a green promise falls flat, it can foster apathy or even resistance if they had considered adopting some sustainable behavior. It has the potential to impact the larger environmental movement and stall advances."

Beyond Appearance: conclusion 

In a world with little time to waste on climate change, the price of greenwashing is now no longer merely reputational—it can be environmental, economic and moral too. For Indian brands, this is a critical moment. What shifts the paradigm is the opportunity to choose between performative sustainability — and genuine environmental responsibility.

As the level of awareness increases and the implementation of regulations becomes greater, the disparity between the company’s image and worth will be hard to obscure. Brands in the future will not belong to those that say they are green, they will belong to those that demonstrate sustainability.

In the end,green should not be a color of convenience—it needs to be a point of responsibility to the planet, to the people, and to the future.

BY-ANANYA AWASTHI