Archive · 19 Jun 2025
Greenwashing: The Illusion of Sustainability in India
Greenwashing is when companies make their products or services seem more environmentally friendly than they really are.
This can happen by using vague words like 'eco-friendly' without providing real proof, or by only making a small part of a product sustainable.
In India, the Advertising Standards Council of India (ASCI) and Department of Consumer Affairs have released guidelines to stop this.
The guidelines want companies to be clear and specific about their green claims.
While many companies are worried about consumer backlash, a combination of strong rules, honest information, empowered consumers, and accountability is needed to ensure companies truly become green.
Greenwashing deceives consumers about a product or company's environmental benefits.
Companies use terms like 'eco-friendly' without providing verifiable details.
India's ASCI released greenwashing guidelines in January 2024.
The homecare sector accounted for 47% of greenwashing violations.
A robust framework involving clear regulation, transparency, consumer empowerment, and accountability is crucial to combat greenwashing.
- Who
- Consumers, companies, ASCI, Department of Consumer Affairs, and advertisers are the main parties involved.
- What
- Greenwashing is the practice of misleading consumers about environmental benefits of a product.
- When
- ASCI released greenwashing guidelines in January 2024 and the Department of Consumer Affairs released guidelines in October 2024.
- Where
- India, with global examples from the automotive and fast fashion sectors.
- Why
- To capitalize on eco-conscious consumers, enhance brand image, and attract investors.
Consumer Perspective
Corporate Perspective
Misleading Practices
Consumer Perspective
Consumers are often misled by companies falsely claiming to be environmentally friendly.
Corporate Perspective
Companies aim to improve their brand image and make profit.
- Author
- Manisha Kapoor, CEO & Secretary General, ASCI
- ASCI Guidelines Release Date
- January 2024
- Department of Consumer Affairs Guidelines Release Date
- October 2024
- Homecare Sector Violation Percentage
- 47%
- Advertisements Processed by ASCI
- 222 (Feb 15, 2024 to March 31, 2025)