Krystahl, the brand name of a JV of Sanshodhan and ICE&SDGs

BRAND “PLANET EARTH”

India is facing a grand challenge - The depletion of natural resources! There may be various reasons like - development race, race to become economic super-power, race to grow, etc etc. What I am presenting herewith, is an Innovative Strategy to Conserve Natural Resources.

Best brands sell among the high society! It may be the branded cloths, branded watch or car etc etc……The best brands are brought by high class society for various reasons — it may be to showcase their willingness to acquire and use the best, to showcase their power to purchase, to enhance their looks and sophistication or just because they have power to purchase..…

Among the upper middle class also the brand sells well. The reason behind buying the brands is quality and durability. Another reason may again be to showcase their power to purchase and to use the best.

Rest of the society below middle class or lower, there remains a good awareness about the brand because of the advertisement. As literacy levels increase, circulation of advertisements thru magazines, newspapers, hoardings increased; new TV channels reached every village, the awareness about the brands thru their advertisements, increased tremendously.

Good advertisement of any brand attract industrialist/ businessman to enquire if there is anything he can compete upon. Some businesses compete on price, others on quality. Branding and advertisement develop competitive markets.

Advertisement of brands motivate the commoners to buy the brand. Advertisement of any brand attract — the public to have a look at to buy it (to appreciate the value & aesthetics) OR to compete with brand owner (competition among businesses) OR to gift it (use in society) OR to acquire it (own the brand). This reveals the fact that Brand and Advertisement have a great value associated with it and has potential to make a mark in human brains.

The questions arises- Should this branding and advertisements be limited to businesses OR Governments can use ‘Branding’ as a marketing tool, to safeguard the valuable assets of the nation and society? 

Answer lies within - Finite resources that are valuable and need to be used judiciously, need to be conserved, used only when required and should be sold only at appropriate price tag can be branded and advertised for optimal use. For eg. Financial resources. Money has no value for/of its own but it has value for the society and business, therefore it is branded and marketed well by the banks. Banks advertise various schemes to save and invest judiciously. Invested / sustained financial resources accrue great benefits in short / long after long term.

Above case study is perfectly applicable to environmental components—If all finite, durable , stylish and high quality resources can be branded and advertised then why not natural resources? After all AIR, WATER, SOIL and SKY (weather baloon- 40km, troposphere) are also finite, seamlessly high quality of natural resource - water and air is required to survive, soil is required to grow food and sky and outer layer of atmosphere is required to keep balance on the planet, fire is required for various functions to continue in normal pace. These five elements are valuable, finite, needed by all - the business and society.

Any degradation in quality and quantity of natural resources may lead to disturbance of ecosystem, create imbalance in human life, can impact the economics of the society and have potential to shut down the businesses. Well known examples are - water shortages in Vidarbha region and Bundelkhand area etc.

Last important question — If these five elements are so precious and finite, then why its not used judiciously, not branded and marketed yet? This can be done by the owner of these resources. Vast land resources, Open water bodies; Industries who are given consent to operate by the Government and governance thru the regulations; all falls under Government’s preview.

Therefore, the Government may ordain the value to the natural resources — The Panachabhoota (air, water, soil, sky, fire). Commoners and businesses may have increased consciousness regarding the value of five elements, thru Branding & Advertisement of panachabhoota.

Currently, the natural resource conservation is preached! Preaching has no value and it also depends of willingness of listener. Whereas, Marketing thru the Branding and Advertisement attract the listener & viewers to have a look, creating desire among the viewers to own that resource and it develop the sense of value attached to that particular commodity. The example of the bottled water suits well to this situation - Company like Pepsi created a particular company Aquafina to sell water (economics) and made the people to buy it thru their advertisement and branding. But it was done by the company aiming profit, which any business do. This example proves 3 facts:

1. Environmental components if not managed properly, will deplete and scarcity will lead to market opportunity.
2. In market, the branded environmental component will sell and make profit whereas others who are not branded and advertised cannot be sold with high profits. Eg. many other small water companies exit in market.
3. People having power to purchase can buy the best brands.

This blog highlight on Value of 5 Natural Elements. Value, that need to be Branded, Advertised and Marketed among the businesses and commoners to understand its significance as raw material to run the business and to maintain the ecological system for existence of society. Value can be measured in the terms of aesthetics (clean water body etc), can be measured in terms of finite availability of resources OR the values can be realised thru the requirement of panachbhoota for very survival of mankind.

Copyright@Krystahl

DATE: 27/12/2022

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RE-CIRCULATE(TM) FOR CIRCULAR OFFICES

Why Your Office Shall Implement Circular Economy? 

Quite a valid question, that every office and building an ask. Krystahl introduced ‘Re-Circulate(TM)(R) Standard, for enabling the smooth implementation of circular economy in offices. ‘Re-Circulate(TM)(R) Certificate enables your office to showcase your ‘green eye’ to the world.

By introducing a circular approach and implementing the circular economy standard models in your office, you can:

• Save costs – by cutting expenditure on new resources
• Create new revenue opportunities – by turning waste materials into assets
• Improve staff wellbeing and satisfaction – by providing climate friendly products, and being environmentally responsible, 
• Enhance your business’ reputation – with customers and suppliers who are also committed to sustainability.

And of course, the wider social and environmental benefits – such as local job creation,  waste reduction, reducing pressure on land, eradicating plastic use, enhancing recycling  and more.  Each individual business / office making a small difference can lead to a change in the overall culture and reduce pressure on the planet.

Six practical ways to introduce circularity into your office are:

1) Aim for a ‘zero-to-landfill’ culture

If you challenge yourself and your staff to imagine nothing can go to landfill, you may not hit zero but you’ll come up with ways of diverting all sorts of waste – food, paper, plastic, equipment etc – to recycling or reuse. A great way to start is by conducting the ‘ Internal Waste Generation & Management Audit’ and the same can be organised by KRYSTAHL. 

2) Source ‘circular’ products

When procuring, seek out circular products products.

For eg. recycled paper & plastic products, compostable packaging, recycled ceiling tiles and remanufactured photocopiers (e.g. from Ricoh). There are some amazing, creative products out there if you look.

3) Remanufacture your office furniture

Office furniture is perfect for remanufacturing because it uses long life components such as steel bases which can be reused while the softer, less durable parts are replaced with new elements. Your office furniture can be remanufactured / repaired for reuse before its sent for recycling.

4) Bring plants into the office

Plant clean indoor air by absorbing VOCs as well as toxic ozone from photocopiers. They release phyto-chemicals that suppress mould spores and bacteria by as much as 50 to 60 per cent. Plants also regulate humidity, especially in winter when central heating sucks moisture from circulating air. 

5) Choose a renewable energy supplier: Reduce Your Carbon Footprint

Renewable energy has never been cheaper and thus the prospect of switching to a 100% renewable energy provider has never been greater. Unlike homes, businesses can’t switch energy suppliers at any moment. They need to wait until their fixed costs contracts expire. Make sure that you know when your contract period up and leave yourself plenty of time to save money and prevent your carbon emissions.

6) Appoint a ‘Circular Office’ Champion

Empowering your staff to think up and implement their own circular office ideas can improve their satisfaction and wellbeing – and can also provide significant cost savings for your business as they change their thinking about waste and spending habits. Try appointing someone to champion the concept of the circular office and lead the way.

7. Recognise Circular Champions

Awards and Recognition go long way.  Do not forget to recognise ‘Circular Champion’ every quarter.

As a matter of fact, most businesses can't change their systems overnight. Instead, offices can take smaller steps, starting with simple and minor changes; toward a green transition and achieving Circular Office certification. 

Krystahl's Re-Circulate (TM)(R) standard allows businesses/offices to adopt a progressive approach to implementing the circular economy. To begin with, Krystahl’s team visits the office (client), advise and handhold throughout the process i.e. for the implementation of the Circular Economy Standard- Re-circulate(TM)(R).

Connect on krystahl007@gmail.com / krystahl@krystahl.in . Visit us on www.krystahl.in 

Copyright@Krystahl

DATE: 26/12/2022

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