1. INTRODUCTION 1.

1 Green Environment:-

Green environment means making commitments to save energy and environment in as many ways as they can, reduce waste and to provide a healthier environment for us all. To provide green environment people have started using various alternative energies like electric cars, hydro power, solar power, wind power. Environment is being hampered because of the growth in the population; a large number of trees are cut for fuel, killing of animals for various purposes and to reclaim land for agricultural cultivation. And the major problem today the world is facing is global warming.

1.2 Global warming The term Global warming is a gradual rise in the earths temperature. Global warming has been an environmental issue that has plagued the entire globe for a few years now and researchers have said that the global warming will cause a complete change on the planet, with the same catastrophic effects as the ice age. Small effects can be seen already in the North and South Poles, where the ice bergs are beginning to melt. There is also evidence of the sea levels rising in certain areas. Global warming has been directly attributed to the hole in the ozone layer which is causing the heating up of the earths atmosphere from the sun. This is commonly referred to as the greenhouse effect. It is said that if the hole in the ozone layer continues to grow, global warming could accelerate quite dramatically. This is why many countries have come together and signed agreements to cut down on fuel emissions into the atmosphere and use various other forms of energy that are safe for the ozone layer. Other causes that are considered to be contributing factors to the increase in the temperatures of the atmosphere are volcano eruptions since the mid 20th century and solar variations. Global warming will have other effects on the world as we know it, and as one part of the climate changes, so other changes will occur. The average temperature of the earth has increased dramatically in the last decade or so, and as the temperatures get warmer, so the sea

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level will rise causing a difference in the amounts of precipitation that occur. This could mean that extreme weather conditions will develop like excessive storms with heavier rainfall and others. There is also expected to be slower summer stream flow, a difference in agricultural growth and harvest, as well as certain extinction of animal and plant species. Most of the major scientific institutions blame the greenhouse effect and the greenhouse gases for the increase in global warming. The main greenhouse gases are methane, carbon dioxide, and water vapor. While water vapor and methane are not present for very long in the earths atmosphere, carbon dioxide can remain in the atmosphere for many years and when combined with the water vapor can escalate the rate at which global warming takes place. What happens is that the carbon dioxide increases the potency of the short term water vapor that is evaporated, which in turn causes more warming, and the cycle continues. This is the feedback effect and the only way to stop global warming is to remove the carbon dioxide that is present in the atmosphere already and definitely not add more to it.

Some impacts from increasing temperatures are already happening.

Ice is melting worldwide, especially at the Earths poles. This includes mountain glaciers, ice sheets covering West Antarctica and Greenland, and Arctic sea ice.

Researcher Bill Fraser has tracked the decline of the Adlie penguins on Antarctica, where their numbers have fallen from 32,000 breeding pairs to 11,000 in 30 years.

Sea level rise became faster over the last century. Some butterflies, foxes, and alpine plants have moved farther north or to higher, cooler areas.

Precipitation (rain and snowfall) has increased across the globe, on average.

Other effects could happen later this century, if warming continues.

Sea levels are expected to rise between 7 and 23 inches (18 and 59 centimeters) by the end of the century, and continued melting at the poles could add between 4 and 8 inches (10 to 20 centimeters).

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Hurricanes and other storms are likely to become stronger. Species that depend on one another may become out of sync. For example, plants could bloom earlier than their pollinating insects become active.

Floods and droughts will become more common. Rainfall in Ethiopia, where droughts are already common, could decline by 10 percent over the next 50 years.

Less fresh water will be available. If the Quelccaya ice cap in Peru continues to melt at its current rate, it will be gone by 2100, leaving thousands of people who rely on it for drinking water and electricity without a source of either.

Some diseases will spread such as malaria carried by mosquitoes. Ecosystems will changesome species will move farther north or become more successful; others wont be able to move and could become extinct. Wildlife research scientist Martyn Obbard has found that since the mid-1980s, with less ice on which to live and fish for food, polar bears have gotten considerably skinnier. Polar bear biologist Ian Stirling has found a similar pattern in Hudson Bay. He fears that if sea ice disappears, the polar bears will as well.

The most familiar word in the corporate world today is green marketing and each and every body is trying to save the green planet, the earth. Thus the corporate and the big companies are trying to bring environmental friendly products to fight the problem with global warming.

1.3 The Kyoto Protocol The Kyoto Protocol (named after the place where the meeting took place in Japan); a global agreement about Climate Change was set up by the United Nations in 1997. This initiative was created to help reduce harmful polluting emissions and global warming. It contains goals for emission reductions that are legally binding for all the countries involved (37 industrialized countries and the European community) in the accord. The aim is to help prevent countries from causing global warming through preventable human activities. Other sources of Global Warming come from Mother Nature; however, damage of the climate caused by humans has more significant effects on the planet.

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The developed countries of the world like Canada & the UK have made strong commitments to help reduce amounts of emissions and have also set out a time line in which to do this by known as the target dates and set levels. Six greenhouse gases have been targeted to be reduced by five percent within the next few years. Three of those gases are carbon dioxide, methane, and nitrous oxide. If these countries are successful in tier goals, then it will definitely help reduce global warming. Some countries have been allowed to raise emission levels, unlike most countries that have agreed to reduce emissions. Some of these countries are Iceland, Norway, and Australia. Their current numbers are much lower than the anticipated acceptable levels and even though they can increase levels they can only do so to a certain level. There are also countries that have told that they can maintain the levels of emissions that they already produce. Some of these countries are Russia, and New Zealand. The goal of Kyoto is to decrease global warming and should be significantly noticed between the years 2008-2012. As we already know that this date is quickly approaching, it seems that this goal will be nearly impossibility to achieve for some countries like the United States. Under the Kyoto protocol, a country can receive credit by helping other countries out. For example, if a developed country sponsors emissions reducing programs in other developing countries, then they receive credit for this. This method demonstrates their commitment to the reduction of global warming. When every developed country joins in the struggle to reduce global warming, the earth will finally start to clearly show the benefits of everybody help. After all we all live on this beautiful planet and we all need to do our part to maintain it for generations to come, so that they can enjoy it too.

There is another new term which is soaring high in the industry is Green marketing. Green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.

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 The first wave of Green Marketing occurred in the 1980s. Corporate Social Responsibility (CSR) Reports started with the ice cream seller Ben & Jerry's where the financial report was supplemented by a greater view on the company's environmental impact.

In 1987 a document prepared by the World Commission on Environment and Development defined sustainable development as meeting "the needs of the present without compromising the ability of future generations to meet their own need", this became known as the Brundtland Report and was another step towards widespread thinking on sustainability in everyday activity.

1.4 Green Marketing

As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization's objective. So green marketing is inevitable.

In this contemporary world, an ecological issue such as global warming interests both the marketing practitioners as well as the consumers. The term green marketing simply denotes all the activities intended to generate as well as facilitate any exchange in order to satisfy human needs such that satisfying these needs happen with the most minimal input on the environment. Companies all across the globe have started differentiating their products and services by using go-green concern and have started utilizing ecological marketing approach as a mere competitive edge.

This green marketing approach is largely used as a gimmick by the gigantic corporate houses in order to make a difference in the consumers point of view when it comes to major market decisions. There is growing interest among the consumers all over the world regarding protection of environment. Worldwide evidence indicates people are concerned about the environment and are changing their behaviour. As a result of this, green marketing has emerged which speaks for growing market for sustainable and socially responsible products and services.

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1.5 Benefits of Green Marketing

Companies that develop new and improved products and services with environment inputs in mind give themselves access to new markets, increase their profit sustainability, and enjoy a competitive advantage over the companies which are not concerned for the environment.

Some of the advantages of green marketing are: It ensures sustained long term growth along with profitability. It saves money in the long run, though initially the cost is more. It helps the companies market their products and services keeping the environment aspects in mind. It helps in accessing the new markets and enjoying the competitive advantage. Most of the employees also feel proud and responsible to be working for an environmentally responsible company

Goals of Green Marketing Eliminate the concept of waste. Reinvent the concept of product. Make prices reflect actual and environmental costs. Make environmentalism profitable. Bringing out product modifications. Changing in production processes. Packaging changes. Modifying advertising

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Adoption of Green Marketing:-

There are basically five reasons for which a marketer should go for the adoption of green marketing. They are -

* Opportunities or competitive advantage * Corporate social responsibilities (CSR) * Government pressure * Competitive pressure * Cost or profit issues.

Challenges Ahead

* Green products require renewable and recyclable material, which is costly * Requires a technology, which requires huge investment in R & D * Water treatment technology, which is too costly * Majority of the people are not aware of green products and their uses * Majority of the consumers are not willing to pay a premium for green products

1.6 Companies going green Some of the major companies which have implemented green strategies include Bank of America, General Electric, Dupont and Home Depot. Ford, Nissan,Wall mart etc.

Today, Bank of America uses much less paper than it has traditionally used and the best part is that the customer base of the company has not reduced at all, rather it has increased. Moreover, they recycle paper internally and the best part is they offer employees a cash back offer to a certain limit if they buy hybrid vehicles.

On its part General Electric have started developing environmental friendly product, especially, solar panels and has successfully generated billions in revenue. The company was one of the worst polluters, but has today taken steps to clean up the areas in which their plants are located.

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Environmentalists over the last several years criticized Dupont due to their ways of not caring for the environment. However, due to government regulations and people's sustained pressure, the company has taken steps to drastically lower its emissions of polluting greenhouse gases. Moreover, it has appointed an eminent environmentalist as its advisor on its board and the best part is they have successfully reduced pollution by more than 50%.

Home depot is another company which has taken recent steps to implement green technology. They were the largest retailer of old-growth wood products in the world, but the people started objecting to what they were doing, cutting down trees to make their products.

Nisan is another company which has taken recent steps to implement green technology, it launches the new Nissan LEAF Fully Electric car in the UK is comparable to turning back time thirty years. Ford Company is pursuing multiple technologies and working with partners to find affordable solutions to create safer, more fuel efficient, quality product that customers desire and value.

Wal-Mart Stores Inc. has unveiled an environmental plan to boost energy efficiency, cut down on waste and reduce greenhouse gases tied to global warming as part of a wider effort to address issues where it has been pummelled by critics.

New Delhi, capital of India, was being polluted at a very fast pace until Supreme Court of India forced a change to alternative fuels. In 2002, a directive was issued to completely adopt CNG in all public transport systems to curb pollution

ITC is one company which has taken various steps to implement green environment. It got Carbon Positive' three years in a row (sequestering/storing twice the amount of CO2 than the Company emits). It has a record of creating three times more Rainwater Harvesting potential than ITC's net consumption ('Water Positive' six years in a row). It also had close to 100% solid waste recycling in past years. All Environment, Health and Safety Management

Systems in ITC conform to the best international standards.

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McDonald's

restaurant's

napkins,

bags

are

made

of

recycled

paper.

Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million pound/year.

Maruti, The Company has remained ahead of regulatory requirements in pursuit of environment protection and energy conservation at its manufacturing facilities, and in development of products that use fewer natural resources and are environment friendly. The Company has been promoting 3R since its inception. As a result the company has not only been able to recycle 100% of treated waste water but also reduced fresh water consumption. The company has implemented rain water harvesting to recharge the aquifers. Also, recyclable packing for bought out components is being actively promoted.

The company has been facilitating implementation of Environment Management System (EMS) at its suppliers' end. Regular training programs are conducted for all the suppliers on EMS. Surveys are conducted to assess the vendors who need more guidance. The systems and the environmental performance of suppliers are audited. The green co-efficient of this system is much better than the conventional system

HCL ecoSafe focuses on product lifecycle management to ensure that their products are right from when they are manufactured, bought by customers, recovered at their end-of-life and recycled after useful life are done in an environmentally responsible manner.

1.7 Environmental Friendly Technology

There are various other ways to reduce global warming and use environmental friendly technology. Environmental technology or green technology is the application of the environmental science and green chemistry to conserve the natural environment and

resources, and to curb the negative impacts of human involvement. Sustainable development is the core of environmental technologies.

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Recycling Recycling is a worldwide phenomenon, which is a basic application towards the concept of Green Technology. It shows and encourages people to reuse items that can be reusable. Items like saving cans of food or drinks, Paper etc. have been encouraged by the governing bodies around the world, to be recycled so that it can be used in the future for several other purposes. It can thus help protect the environment and cause less waste/pollution.

Water Purification The whole idea of having dirt/germ/pollution free water flowing throughout the environment. Many other phenomena lead from this concept of purification of water. Water pollution is the main enemy of this concept, and various campaigns and activists have been organized around the world to help purify water. Considering the amount of water usage that is under current consumptions, this Concept is of utter Importance. Air Purification Basic and common green plants can be grown indoors to keep air fresh because all plants remove CO2 and convert it into oxygen. Sewage treatment Sewage treatment is a concept that is really close to Water Purification. Sewage treatments are very important as it purifies water in levels of its pollution. The more the water is polluted, it's not used for anything, and the least polluted water is supplied to places where water is used affluently. It may lead to various other concepts of environmental protection, sustainability etc. Environmental remediation Environmental remediation is the removal of pollutants or contaminants for the general protection of the environment. This is accomplished by various chemical, biological, and bulk movement methods, in conjunction with environmental monitoring. Solid waste management Solid waste management is the purification, Consumption, Reuse, Disposal and Treatment of solid waste that is looked after by the government or the ruling bodies of a city/town.

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Renewable energy Renewable energy is energy that can be replenished easily. For years we have been using sources like wood, sun, water, etc. for means for producing energy. Energy that can be produced by natural objects like wood, sun, wind, etc. is considered to be renewable. Energy Conservation Energy conservation is the utilization of devices that require smaller amounts of energy in order to reduce the consumption of electricity. Reducing the use of electricity causes less fossil fuel to be burned to provide that electricity.

1.8 Government of India is also concerned in global warming and the industries responsible in it. The Central Pollution Control Board (CPCB) has identified 17 categories of highly polluting industries which may emit harmful gases. The categories of such industries include fertilizer, chlor-alkali, pesticide, pharmaceutical, petroleum oil refinery, integrated iron and steel plant and copper and zinc smelting unit and some of the harmful gases they emit are like sulphur dioxide, nitrogen dioxide, ozone, carbon monoxide and ammonia. These gases are obnoxious in nature and may be harmful on inhalation with prolonged exposure depending upon their ambient concentration. These gases are emanated from industrial, agricultural and other anthropogenic activities. Another such industry is paint industry which includes lots of harmful chemicals which can be harmful for the environment and its needed everywhere in todays world, starting from painting the home, offices, industries, machineries, wooden product, automobile etc. Paint is nothing but a mixture of four elements - solvents, binders, pigments and additives. Solvents give the paint a liquid flow while the binder binds it to the surface. Pigments impart colour and opacity to the paint and the additives give it special resistance properties. Some of the hazardous chemicals in paints which are prohibited as paint ingredients because they are capable of emitting toxins that adversely affect reproductive health. They also contain hazardous air pollutants considered as lung irritants and ozone depleting compounds

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except for titanium dioxide and carbon black, whose inclusions as paint ingredients should be kept at less than or equal to 1% of the products weight.

1.9 list of prohibited chemicals, absolutely banned from inclusion as paint or coating ingredient (1) Dichlorobenzene (2) Alkylohenol ethoxylates or APE (3) Formaldehyde and its donors (4) Pthalates, (5) Triphenyl tins (TPT) (6) Tributyl tins (TBT) (7) Lead (8) Mercury (9) Cadmium, (10) Hexavalent Chromium (11) Elemental Antimony and its compounds

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1.10 VOC gases When it comes to understanding the hazardous chemicals that are in paint, the focus always directed towards a collective set of chemicals called volatile organic compounds or VOCs. These substances are capable of emitting harmful gases into the atmosphere, which can cause serious ozone depletion. Volatile organic compounds are both man-made and naturally occurring compounds, emitting gases from both solid and liquids, capable of interacting with the other gaseous forms present in the Earths atmosphere. They have been proven capable of depleting the ozone layer since their interaction with ozone gases adversely affect the broken down oxygen atoms of ozone gas. Some of them have short or long term adverse health effects VOC gases that combine with the ozones oxygen prevent the oxygen atoms from participating in ozone formation. As a result of this process, the lower stratosphere is unable to keep up with the rapidity by which UV radiation breaks down the ozone gas. Thus, creating a gap or thinning of the lower stratospheres layer which we refer to as ozone depletion. (VOCs) are easily evaporated at room temperature. While most people can smell high levels of some VOCs, other VOCs have no odor. Odor does not indicate the level of risk from inhalation of this group of chemicals. There are thousands of different VOCs produced and used in our daily lives. Some common examples include:

Acetone Benzene Ethylene glycol Formaldehyde Methylene chloride Perchloroethylene Toluene Xylene 1,3-butadiene

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Source of VOC Many products we have in our homes release. Some examples of sources of VOCs are:
o o o o o o o

Building Materials Carpets and adhesives Composite wood products Paints Sealing caulks Solvents Varnishes Vinyl Floors

o o o o o o

Home and Personal Care Products Air fresheners Air cleaners that produce ozone Cleaning and disinfecting chemicals Cosmetics Fuel oil, gasoline Vehicle exhaust running a car in an attached garage

o o o o o o o o o

Behaviors Cooking Dry-cleaning Hobbies Newspapers Non-electric space heaters Photocopiers Smoking Stored paints and chemicals Wood burning stoves

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Health Effects The risk of health effects from inhaling any chemical depends on how much is in the air, how long and how often a person breathes it in. Scientists look at short-term (acute) exposures as hours to days or long-term (chronic) exposures as years to even lifetime. Breathing low levels of VOCs for long periods of time may increase some peoples risk of health problems. Several studies suggest that exposure to VOCs may make symptoms worse in people who have asthma or are particularly sensitive to chemicals. These are much different exposures than occupational exposures to VOCs. VOCs refer to a group of chemicals. Each chemical has its own toxicity and potential for causing different health effects. Common symptoms of exposure to VOCs include:

Short-Term (Acute) to high levels of VOCs

Eye, nose and throat irritation Headaches Nausea / Vomiting Dizziness Worsening of asthma symptoms

Long-Term (Chronic) to high levels of VOCs

Cancer Liver damage Kidney damage Central Nervous System damage

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What levels of VOCs is safe? The best health protection measure is to limit the exposure to products and materials that contain VOCs when possible. If anybody thinks that they are having health problems because of VOCs, reducing levels in home is recommended. If symptoms persist, consult with doctor to rule out other serious health conditions.

Why VOC a problem inside the building Although VOCs can be found in both outdoor and indoor settings, the levels of VOCs found indoors can be much higher than those found outdoors. This is because a house or building that doesnt have enough ventilation does not allow potential indoor pollutants to escape. Generally, the air outside naturally dilutes VOCs. Outside exposure to VOCs tends to be more common in urban settings from sources like bus or automobile exhaust.

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2. INDUSTRY PROFILE 2.1 Industry origin and growth:Paint factory in India dates back to the year 1902, when Shalimar Paints, Colour and Varnish Company (a Pinchin Johnson unit) was established at Calcutta. The growing industrialization, expansion of the railways and the introduction of electric power, a couple of years earlier had kept the business confidence soaring high. However, this growth in economy did not provide a ready and expanding market for the nascent paint industry. Imports from Britain continued to swarm the Indian market as raw materials were not easy to come by. The industry still consisting of one lone unit went through a rather prolonged period of infancy, till the World War II brought in dramatic market opportunities. With the stoppage of imports owing to war conditions, the domestic market at last became almost the exclusive reserve of the domestic industry. European manufacturers, hitherto exporting to India, readily saw the advantages of setting up manufacturing facilities here. The period between the wars thus saw the greatest ever influx of foreign paint companies into India- Goodlass Wall (1918), Elphant Oil Mills (1917) in Bombay, and British Paints, Jenson & Nicholson and Macfarlances in Calcutta. Macfarlanes was brought over by the Poddars and became a completely Indian company, while the other three: Shalimar Paints (Pinchin Johnson), British Paints and Jenson Nicholson continued as British operated units. While talking about the post independent development of the Paint industry in India, mention must be made of Asian Paints, a completely Indian unit which started on a very small scale, grew so big and so beyond recognition over the years that it is today not only the largest unit in India but way ahead of the second largest, Kansai (Goodlass) Nerolac Paints Ltd., formerly a unit of Goodlass Wall (UK). Besides Asian Paints, numerous factories, wholly Indian in ownership and with rare exceptions in technology was set up in Calcutta, Kanpur and Bombay. The British units, though a few in number, were technically strong and financially sound and, with the active support and patronage of the Government, controlled a vastly higher share of the market. The post independence period witnessed a steady growth in the paint industry. From a mere

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Rs.200 million turnover in 1950, the paint industry crossed the Rs.14000 million marks in 1990-91.

But even in this period, paints were considered a luxury item. Only people with high incomes were expected to decorate their houses with the use of paints. Paints, as a protective element, were totally unheard of during that time. The industrial segment, which was traditionally a low user of paints, vis--vis its counterparts in the decorative segment, too contributed to this notion. In line with this misconceived notion, the government drastically increased duties on paints in the early nineties with an aim to bolster exchequer revenues. The result was obvious. This inevitably brought about a downturn in the fortunes of the industry. The products, which are highly price elastic, saw a negative growth rate of 20 % in 1991-92. The next year was also not good, registering a growth of only 2%, bringing it back to the 1990-91 level, thus corroborating the fact that the industry needed lower excise levels to grow. The industrial slowdown during that period also did not help matters. In line with the liberalized policies and the realization that paints are not necessarily a luxury item, duties were progressively reduced from 1993-94. This squared growth as most companies passed on duty reductions. Further, the entry of world majors in the automobile and the white goods market in India since 1993 helped the market to expand. Demand for auto paints shot up suddenly. Form a modest 8% growth rate in 1993-94, paint demand touched 12% in 1995-96. Rapid industrialization and improvements in the infrastructure such as transport, energy and communication during the last decade gave a further fillip to the growth of the paint industry. Aided by Governments liberal policy of technology import, the automotive and consumer durable segments expanded phenomenally, with a flurry of foreign collaboration. Increased demand for decorative, protective and functional coatings was a natural fall out, which brought, in its stride, a host of indigenous developments as well as the injection of new technology.

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2.2. History:-

Paint is

any liquid,

liquefiable,

or mastic composition

which

after

application

to

a substrate in a thin layer is converted to an opaque solid film. One may also consider the digital mimicry thereof. It is most commonly used to protect color or provide texture to objects. Paint has been used by mankind since its origin. The evidence can be found in the cave paintings. The Chinese are considered to be the pioneers of manufacturing paints thousands of years ago. In modern times paint is made artificially and is used in many different ways. There are three basic things required to make paint. You need a Pigment to get the exact colour; you want Binder to hold the paint together and thinner so that it can be applied easily.

There are different types of paints available today. Till the 19th century the word paint was used to describe oil-bound types only. The paints bound with glue were called distemper. For farmhouses and cottages an alternative was found and was called lime wash or color wash.

Different things need different paints. The interior of the house is painted by different type of paint unlike the exterior of the house. Automobiles use different type of paint. The industrial paint is different than marine paint. Now colors are made by using different ingredients for specific surfaces.

For example enamel paint, when dries it becomes especially hard and usually has glossy finish. The term enamel paint today means hard surfaced paint and usually it is used in reference to paint floor coatings of a gloss finish or spray paints. It can be used for concrete, stairs, porches and patios. Fast dry enamel is ideal for refrigerators, counters and other industrial finishes. High-temp enamel may be used for engines, brakes and exhaust. Enamel is also used on wood to make it water resistant.

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2.3 Different types of paints

There are mainly two types of paints, water based and oil based paints. These paints are used for painting both interior and exterior of houses.

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Distemper This is perhaps the most economical type of painting available in the Indian market today. It can be classified as a "Whitewash" job. The major constituents of distemper are chalk, lime, water and some colouring agents if necessary. Distemper is water based paint. Emulsions This type of paint is also water based and provides a rich and Matt finish to interior walls. The differentiating factor of emulsion paints is its acrylic quality. Its composition imparts excellent durability to the painted surface and gives the walls a just painted look. It washable and most stains can be removed easily by wiping with a cloth dipped in a mild soap solution. Solvent based paints (Lustre/Enamel) Solvent based paints - Lustre paints, Enamel paints and oil paints all come under the category of solvent based paints. They cannot be pre-mixed with water. Oil based paints take a longer time to dry and often produce strong odours which are irritating and sometimes even toxic in nature. The advantage with these paints is that they really last long and produce rich and desiring effects on the wall. Functional paints Functional paints are not just decorative paints; they have specific functions like eliminating insects, bacteria, and fungus or dust mites. Functional paints have an in-built, safe and nontoxic mechanism to humans but fatal to insects, fungus, bacteria or Dust-mites.

2.4 Component of paints Pigment Pigment is granular solids incorporated into the paint to contribute color, toughness, texture or simply to reduce the cost of the paint. Alternatively, some paints contain dyes instead of or in combination with pigments. Pigments can be classified as either natural or synthetic types. Natural pigments include various clays, calcium carbonate, mica, silicas, and talcs. Synthetics would include

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engineered molecules, calcined clays, blanc fixe, precipitated calcium carbonate, and synthetic pyrogenic silicas. Hiding pigments, in making paint opaque, also protect the substrate from the harmful effects of ultraviolet light. Hiding pigments include titanium dioxide, phthalo blue, red iron oxide, and many others. Fillers are a special type of pigment that serve to thicken the film, support its structure and simply increase the volume of the paint. Not all paints include fillers. On the other hand some paints contain very large proportions of pigment/filler and binder. Some pigments are toxic, such as the lead pigments that are used in lead paint. Paint manufacturers began replacing white lead pigments with the less toxic substitute, titanium white (titanium dioxide). Binder The binder, commonly referred to as the vehicle, is the actual film forming component of paint. It is the component that must be present. The binder imparts adhesion, binds the pigments together, and strongly influences such properties as gloss potential, exterior durability, flexibility, and toughness. Binders include synthetic or natural resins such as alkyds, acrylics, vinyl-acrylics, vinyl acetate/ethylene (VAE), polyurethanes, polyesters, melamine resins, epoxy, or oils. Paints that dry by simple solvent evaporation and contain a solid binder dissolved in a solvent are known as lacquers. A solid film forms when the solvent evaporates. Solvent The main purposes of the solvent are to adjust the curing properties and viscosity of the paint. It is volatile and does not become part of the paint film. It also controls flow and application properties, and affects the stability of the paint while in liquid state. Its main function is as the carrier for the non volatile components. In order to spread heavier oils (i.e. linseed) as in oilbased interior house paint, thinner oil is required. These volatile substances impart their properties temporarilyonce the solvent has evaporated or disintegrated, the remaining paint is fixed to the surface. This component is optional: some paints have no diluents. Water is the main diluents for water-borne paints, even the co-solvent types. Additives Besides the three main categories of ingredients, paint can have a wide variety of miscellaneous additives, which are usually added in very small amounts and yet give a very

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significant effect on the product. Some examples include additives to modify surface tension, improve flow properties, improve the finished appearance, increase wet edge, improve pigment stability Additives normally do not significantly alter the percentages of individual components in a formulation

2.5 Major firms in industry:The Indian Paint Industry In India, Indian Paint industrys total market size is US$1400 million. The organized sector of the industry is 55%. The 45% unorganized sector has about 2500 units. The big players and their market share-value of the organized sector are

Asian Paints 37% Goodlass Nerolac 15.9% Berger Paints 13.8% ICI 11% Jenson & Nicholson 5.7% Shalimar 4% Others 12%

The market segment is divided into two sectors.

Architectural 70% Industrial 30%

The total volume of the market is 600,000 MT.

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2.6 MARKET SHARE

The overall organized sector market share is shown in the following graph. Asian Paints leads with a market share of 37 per cent; Goodlass Nerolac has 16 per cent while Berger Paints has 14 per cent share.

Others, 12% Shalimar, 4% Jenson and Nicholson, 5.7% Asian Paints, 37%

ICI, 11% Berger paints, 13.8%

Goodlass Nerolac, 15.9%

Source: Ibef.org

The leader in the high volume medium and mass segments of decorative paints, Asian Paints has been consolidating its market leadership over the last six years and now has the biggest slice of 37 per cent of the market for decorative paints in the organized sector. Trailing behind are Goodlass Nerolac and Berger Paints with market shares of 13 per cent and 11 per cent respectively. Other major players from the organized sector include Jenson & Nicholson with a low 6 per cent and ICI with 8 per cent. With the exception of Asian Paints, the market shares of most of the major players have been stagnating over the last few years. This was primarily due to extensive focus on urban markets and neglecting the high-potential semi urban and rural markets.

On the other hand, one of the earliest entrants to take a lead, Goodlass Nerolac dominates the market for industrial paints with an impressive share of 43 per cent of the market. Though other players trail behind Goodlass Nerolac by a wide margin, competition in industrial paints is increasing. While Asian Paints and Berger have a market share of 14 per cent each, ICIs share is lower at 8 per cent.

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I. ASIAN PAINTS:Asian Paints is India's largest paint company and the third largest paint company in Asia today, with a turnover of Rs 30.2 billion (around USD 680 million). The company has an enviable reputation in the corporate world for professionalism, fast track growth, and building shareholder equity. Asian Paints operates in 21 countries and has 29 paint manufacturing facilities in the world servicing consumers in over 65 countries. Asian Paints is a great marketing success in a branded consumer product business. The company succeeded where others failed in three areas: First, it understood the requirements of the Indian paints market better than the MNCs which did not bother to respond to local consumer needs. It was the first to introduce small pack sizes, a variety of shades and a wide range of paint types (enamels, distempers, emulsions) to suit different pockets. Thus, in the sixties, the company came out with plaster distemper, Tractor, to suit the needs of the mass market for a product that was much cheaper than costly emulsions but much better than the widely used whitewash and crude powder distempers. This opened up a huge market and today distemper accounts for 25% of the decorative market in volumes and 15% in value. And as recently as in 1992, the company introduced a synthetic distemper, branded Utsav, aimed at the same rural and low income urban markets. Secondly, in the highly competitive market emulsions segment, the company introduced as many as 151 shades in its Apcolite range when the competition was offering a maximum of 40 odd shades. The strategy paid off and Asian Paints today commands a 40% share in this segment. It set up an extensive national distribution network to tap demand in smaller towns. Today it has direct dealers in 3,200 towns and 10,000 stockists. Investments were also made in computer technology to ensure up-to-date information interface between the marketing and production sides of the business. And finally, the company has displayed considerable savvy in its advertising campaigns, dealer relations, point of sale publicity and product demonstrations to consolidate and expand markets. In fact, the company has played a pioneering role in expanding the Indian paints

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market by identifying high demand potential areas and then tapping them to maximum effect. II. KANSAI NEROLAC (GOODLASS NEROLAC):It was established in 1920 as Gahagan Paints and Varnish Co. Ltd. at Bombay. In 1930, three British companies merged to formulate Lead Industries Group Ltd. In 1933, Lead Industries Group Ltd. acquired entire share capital of Gahagan Paints in 1933 and thus, Goodlass Wall (India) Ltd. was born.

Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as Goodlass Wall Pvt. Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac Paints (Pvt.) Ltd. Also, it went public in the same year and established itself as Goodlass Nerolac Paints Ltd. It is among the oldest paint companies of the country and the undisputed market leader in industrial paints, with a 43% share of this segment. It is a dominant player in the auto paints market which accounts for around one-third of the industrial paints segment. Goodlass Nerolac paints strength comes from the higher end of the auto paints market - passenger cars and light commercial vehicles (LCVs) account for 60% of the companys auto paint sales. The rest comes from heavy trucks and two wheelers. In auto paints, the market share of Goodlass is now estimated to be around 50% with a 90% share in passenger cars, 60% in LCVs, 40% in two wheelers and heavy trucks. Right now, the company is the only significant producer of CED (cathodic electro-deposition) primer, with technical know-how from its Japanese promoters, Kansai Paints. Goodlass is the only company offering a complete automotive paint system comprising pre-treatment chemicals, primers, anti-rust coatings, intermediate and top coatings as well as auto refinishes. GNPL supplies 90% of the requirements of Maruti Udyog Ltd, which produces 300 cars a day. The company has a tie-up with Nihon Toshuku Tokyo of Japan for sophisticated coatings for automotive and industrial sectors. Having lost Daewoos Cielo contract to Asian Paints, GNPL is pursuing business opportunities with car majors planning to enter the country. It recently tied-up with Dupont, USA for supplying automotive paints to DuPonts clients in India.

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Goodlass Nerolac Paints Ltd. Changed its name to Kansai Nerolac Paints Ltd. in 2006. The present human asset consists of over 2000 professionals and a sales turnover of 1226 crores. It is the second largest coating company in India with a market share of over 20% and also the leader in powder coatings. III. BERGER PAINTS:Berger Paints is the culmination of over seven-decade process of evolution and growth that began in 1923. Its growth has been closely linked with the business and industrial development of modern India. The performance of this company is anchored today in a wide variety of Decorative and Industrial paints which continue to gain an increasing share of the highly competitive Indian paint market. Being an ISO 9001 company its quality products have attained instant and worldwide recognition, and continues to meet quality requirements that are demanded today even in the domestic market. The Country's third largest paint manufacturer, with its Headquarters in Calcutta, Berger controls a distribution network comprising of 66 stock points and approximately 10,000 dealers, spread across the country. BPIL has technical tie-ups with Herberts, a subsidiary of the German pharmaceutical major Hoechst for automotive paints, Tendor NV of Holland for powder coatings and Valspar Corporation, USA for heavy duty coatings. The company is particularly active in the powder coating segment and is a supplier to most OEMs in the white good segment. With its thrust shifting to industrial coatings, the company is expanding its powder coating capacity from 840 metric tons to 1,840 metric tons at its existing plant. Recently, it introduced Color Bank, a computerized mixer tinting machine in technical collaboration with Ital Tinto of Italy. Special software, Tintovision installed in the Color Bank gives the customers a choice of more than 5,000 shades and can even produce the colors offered by the companys competitors. Another achievement of Berger is the setting up of Berger Prolinks. Prolinks is Berger Paints' response to a market environment that is increasingly driven by technology and calibrated by expertise. Prolinks is aimed at placing the initiative in the hands of builders, architects and designers to enable them to directly source innovative products and services. The team is entrusted with maintaining a seamless

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interface between paint specifiers and Berger Paints. The objective is to provide specifiers with a complete basis for recommending products and processes - databases, technical services, color consultancy, site inspection, etc. Prolinks experts ensure specific solutions to specific problems, whether it is a particular shade that needs development, special climatic factors to be provided for, or application factors that have to be maintained. From know-how to legwork, the Prolinks team delivers total support.

IV. ICI INDIA:ICI India was the subsidiary of the $15bn British multinational company ICI Plc. Brunner Mond & Co., one of the four Companies that combined to form ICI in UK in 1926, opened a trading office to sell alkalis and dyes in Calcutta. In 1923, Brunner Mond & Co. (India) was incorporated and the company's name was subsequently changed to Imperial Chemical Industries (India) Ltd., in 1929.

ICI (India) is ranked fourth in the paint business, after Asian Paints, Goodlass Nerolac -17Paints and Berger Paints. Unlike the other paint companies, ICI (India) was a diversified unit and paint constituted 43% of its net sales. It identified paints as a thrust area and was aggressively moving to improve its position. The company invested $11 million in a new decorative paints plant near Bombay and constructed a $16.7 million plant for industrial paints near Chandigarh in North India. In order to increase its presence in the paints market, ICIs growth plan is to beef up its distribution network, widen the purview of specialty products, access newer technologies through joint ventures and of course, targeting the urban and semi-urban markets by introducing more products in the lower and middle segment of the paints market. In order to be amongst the top two players in the industry, the company is firming up plans to aggressively market its products in the country.

The Gliddens brand is being positioned in the middle segment to supplement Maxilite in the mass-segment and Dulux in the premium segment. In response to Jenson & Nicholsons

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Instacolor, ICI launched Color Solutions which can be used for both exteriors and interiors. This comprises a menu driven, user friendly touch color screen on a computer that helps consumers visualize as many as 6,000 shades on house structures resembling their homes.

V. JENSON AND NICHOLSON:Jenson & Nicholson, a leading paint company in the country today was established in the year 1922. It has a country wide presence with 33 branches and stock points across the country and manufacturing plants at Naihati (near Kolkata), Sikandrabad (near Delhi) and Panvel (near Mumbai). In 1955, it launched Indias first Plastic Emulsion paint, under the brand name of Robbialac. It ventured into the Powder coatings market in 1986, thus becoming the first company in the organized sector to offer this extremely environment friendly coating technology. Subsequently, it introduced Instacolor, in technical collaboration with M/s Tikkurilla OY of Finland. It is the first company in the country to introduce computerized dispensing system.Jenson and Nicholson launched the Standox brand of products in 1996 which offers over 45,000 colours to the Indian car owner. In the very next year, the company in order to cater to highly specialized Marine paints sector, entered into a 50:50 joint venture project with M/s Chugoku Marine paints of Japan. Chugoku is the second largest supplier of marine paints in the world with 30% market share. The new company also handles heavy duty coatings.

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2.7 SWOT analysis on Indian Paint Industry Strength: The major strength of paint industry is the strong brand image of the paint companies which act as a barrier to new entrants. There are very few players like Asian paints, Berger and Nerolac paints holding the major share of the paint market in India. As we know all these companies are very old players in the market, we can understand it is very difficult for a new player to enter the market and sustain in it. Strength can be the availability of good technological backup for manufacturing of high quality of paints and also minimizing the waste during the production time. All the companies are trying to come up with new paints which are eco friendly, cause no harm to the nature. But while manufacturing a portion of the waste also generate. Thus the companies also try to reduce the waste during production. Weakness: The major weakness of the paint industry is the scarcity of raw material available for the manufacturing of paint. The requirement of huge working capital for the industry is another weakness of the industry .Thus its not easy for the paint company to sustain in market with low sale and less profit. Opportunity: There is a huge opportunity in the growth of the business as there is a rise in disposable income of the common man. Thus people are afforded to spend more money to maintain their house by painting it. The government of India also provides incentive to the paint companies. Thus it can be huge opportunity for new entrants to enter the market and come up with various new kinds of paints which will be different from the existing companies Threat: The huge threat of the paint companies are the entry of the foreign companies as a sole player. The foreign companies can capture the share of the existing players in the market.

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2.8 Industry present & future trends: The Indian paint and coatings industry is riding high on the growth in the Indian automobile industry, new construction in the housing segment and improving infrastructure throughout the country. Thirty percent of the paint business is comprised of new construction projects. GDP growth projections of 6 to 6.5% in the current year mean a growth of 9 to 10 % in Indian paint business. The growth will be 12-13% in the industrial segment and eight to 9 percent for decorative paint. The Indian automobile industry has been performing remarkably well and will benefit the market leader in the segment, Goodlass Nerolac.

As for the future, the industry has predicted a CAGR of eight to nine percent for the next five years compared to last years growth levels of 27.4% for cars and 8.9% for two wheelers.

The Indian housing industry is likely to do well in the current year as well, recording a growth rate of 35% last year. As a result of the overall health of Indias economy, it is safe to predict a 9 to 10% growth rate for the Indian paint industry in the next five years.

Consumers can look forward to new product launches, some for application in special areas. Companies will be increasing the value added services available to customers by offering a variety of finishes through specialized and trained applicators. There will be more options like ranges of colors/finishes for wood applications through the tinting machines. Additionally, the trend towards water-based coatings is likely to set in both for industrial and decorative applications. While India has not yet embraced the DIY concept as cheap labor is still available, exclusive retail chain stores sponsored and run by Indian paint companies will become a reality.

The Indian paint industry has progressed well and moving ahead is likely to be influenced by several factors including new technologies, new innovative products, new associations, consolidation of industry and poor performers getting out of the market. Ultimately, in the years ahead there will be only four or five key players operating in the Indian paint market.

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2.8 Indian Environment friendly paints. Major Indian companies which came out with various environment friendly paints with low Voc gases and many paints with zero Voc gases. Some of the paints company and their Environment friendly paints are: Asian Paints Since a long time Asian paints is been the market leader in Indian paint industry. It has a huge customer base and it has always tried to keep up with the trust factor of the customer. It has a huge range of product for different customer segment. The decorative paints of Asian paints are guaranteed lead free product. It mentioned in the main website of Asian paints to gain the trust of the people. From 2008 all Asian paints product is lead, mercury, Arsenic and Chromium free. These few components are very harmful for nature as well as human. Asian Paints Limited ranks among the top ten decorative coatings companies across the globe. It operates across 22 countries in South Asia, South East Asia, South Pacific, Middle East and Caribbean regions, with manufacturing facilities in each of these countries. In fact, Asian Paints is the largest paint company in nine overseas markets. With a turnover of around USD 585 million, the company has an enviable name in the corporate world for professionalism, fast track growth, and building shareholder equity. In 2003, Asian Paints ranked among the leading 200 'Under a Billion Dollar Companies'. Established in 1942, today it has over 3600 employees and operates through its subsidiaries Berger International Limited, Apco Coatings and SCIB Chemicals. As a result of joint ventures with Pittsburgh Paints and Glass Industries (PPG) of USA, and its international subsidiaries, Asian Paints has been able to establish a pan global reach in terms of market and the required technology. The group takes up the environment issue from the perspective of waste minimization and conservation of resources. It makes a continued attempt to reuse, recycle and eliminate waste, which results in a diminished amount of waste being generated. It has also worked towards substantially reducing material losses over the last few years.

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What's more the company's four paint plants and two chemical plants in India have earned the ISO 14001 certification for environment management standards. The credibility of Asian Paints in environment management and safety standards has contributed to the image it enjoys in the corporate world. In 2002-03 it instituted its own safety standards across all plants in India based on the standards prescribed by the British Safety Council (BSC). In the same year, the four paint plants in India were merited a five-star rating by the BSC. BSC's most sought-after award called the "Sword of Honour", the pinnacle of achievement in safety across the world was bestowed upon three of the firm's plants in India- Bhandup, Ankleshwar and Patancheru. Furthermore, the company has undertaken various initiatives at all of its manufacturing facilities, so much so that the plant in Andhra Pradesh was conferred with the prestigious 'Golden Peacock award', the most coveted quality award in the country instituted by World Environment Foundation. Asian Paints' success at building synergy between business and environment has enabled it to follow the path of profit-making along with growth for sustainable development. It has been successful at driving eco-friendly initiatives using environment management systems and thereby diminishing the impact on the environment. Asian Paints' paint plants have achieved 'zero industrial discharge' capability by installing upgraded effluent treatment facilities and setting up reverse osmosis plants in accordance with appropriate recycling & reuse schemes. The company's emulsion manufacturing facility has also achieved 'zero waste' status. Asian Paints has been among the forerunners in adapting principles of 'Green Productivity'. The bulk storage facilities for monomers have been upgraded thereby reducing material losses as well as eliminating effluent generation. Innovations in filtration process technology have resulted in higher filtration rates and lower losses and, consequently lesser pollution. The company has also reduced waste by over 72 % after upgrading incinerating systems. The rest of the waste is re-used, such as incinerator ash, which is re-made into bricks that are used for internal construction.

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Central to Asian Paints 'green productivity' has been the use of natural gas or fuel instead of furnace oil or diesel. The move has considerably reduced sulphur dioxide emissions by 77%, besides improving fuel efficiency. The process of 'green productivity' is also seen in reverse osmosis where treated effluents are re-used in the cooling towers. This has reduced the company's fresh water consumption by 50 kilolitres per day. Also rainwater harvesting has resulted in around 14.5 million liters being stored in 2003-04 and used at the plants. The company has implemented water recycling, reuse and conservation measures in their plants, reducing average water consumption by 45% despite production volumes of waterbased products doubling in the last five years. Asian Paints has a visionary outlook and a commitment to operate its plants and facilities in a way that ensures continual improvement towards achieving a 'Clean Environment'. It is poised to "blossom" in an industry that is increasingly gearing up to face environmental issues Berger paints Berger was the pioneer in low odor paints with the Berger Breathe Easy', eco-friendly decorative paint; perfect for nurseries, asthma sufferers and commercial situations like motels that need to be occupied shortly after painting. Breathe Easy technology is now standard across the entire interior range of Berger Premium paints. The paint has no added lead, mercury and chromium with minimum aromatic content and acceptable levels of VOC (Volatile Organic Compound); this was a step to preserve the environment as a responsible corporate citizen. And they target the niche customer as there is an increase in market size of environment friendly paints. Since 1916, Berger paints have been manufactured in Australia to the highest standards of quality and reliability. Today, Berger Premium is available in 316 colors that draw inspiration from pastel and neutral colors to the contemporary shades of modern living. Innovative paint technology at its finest, Lewis Berger ColorBank is based on computerized paint technology.

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Formulated with the highest quality ingredients and superior eco-friendly UV resistant organic colorants, the shades are mixed in state-of-the-art computerized machines. Berger has pioneered a range of Green Products which include: Water-based Wall Coatings which conform to the Indian Green Building Council (IGBC) limits of permissible Volatile Organic Content (VOC). Breathe Easy, an emulsion with very Low VOC (8.4 gm/litre). The product, certified by the Singapore Green Labeling Scheme (SGLS), is particularly suitable for hotels and hospitals. It is completely odourless and leaves no lingering smell usually associated with freshly painted rooms. This means, rooms painted can be used within a couple of hours post painting as no airing-out time is required. Free of allergens and without carcinogens, it is one of the most eco-friendly wall coatings. Becker Acroma range of Water Borne Wood Coatings are innovative wood coatings from Berger, with very low VOC. The flexibility of the paint film makes it suitable for exterior applications. Berger water borne wood coatings are environment friendly and have low VOC which makes the entire procedure hygienic and environment friendly. Quite unlike typical wood finishes like Melamine and PU that contain isocyanide which is poisonous and makes the hardener non-eco friendly. Its effect on children and infants can be fatal. WeatherCoat Heat Insulating Paint contains heat reflective additives. These additives help reflect thermal rays and keep the building cool resulting in energy saved and reduced heating and cooling bills. In addition, the paint acts like an insulator for the wall providing long lasting protection against UV degradation and atmospheric pollution. WeatherCoat All Guard is the only Organo-Silicone based water repellent emulsion in Indian Market. It is known for its superior water repellence, exquisite finish and enhanced durability for exteriors. Innovative Designer Textures for Exquisite Exteriors are low VOC textures. The eco friendly textures are designed to take care of minor wall undulations and add to the aesthetics

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of the room. The designer textures include Marble finishes, Metallic finishes, Spatula finish, Rustic finish, Dholpur Stone finish, Bubble finishes, Spray finishes, Roller finishes besides others. Illusions are a unique product in its lifestyle portfolio which is designed to inspire its customers to paint their imagination. The ultimate in stylish and modern living, the interior wall paints enliven spaces with their fascinating patterns created with internationally designed tools and techniques. Illusions include designer wall finishes from Imagine, Metallica and Marble. Weather Coat exterior emulsion paint made of unique pigments and additives, can withstand extreme weather conditions. Furthermore, it has a unique feature called one way barrier which enables the wall to breathe out moisture. It also comes with the highest sheen from among its compatriots with Heat Resisting technology that keeps your house up to 5 degrees cooler. Nippon paints Nippon paints also introduced paints with almost zero VOC gases. They have moved towards water based paints also. The Nippon Paint Group has been meeting varied needs by proactively developing high-grade environmentally friendly products with near Zero VOC content, leveraging its reliable quality control system. Nippon Paint has developed highly functional products and systems that keep bacteria and paint odor at bay, reduce the number of coating processes and save energy and has also successfully developed water-based coatings for a variety of surfaces. The company has an impressive range of high end textures for exteriors and interiors which can last for more than 10 years

The Company also took initiative to create awareness about harm that can be caused when some of the heavy metals are used in the paints. Nippon introduced POWERTOP is an electro-deposition undercoating with low-VOC (Volatile Organic Compound) emissions. In November 1999, Nippon Paint launched its leadfree version of this environment-friendly coating under the brand name "POWERNIX." For intermediate and finish coatings as well, we were quick to develop and promote water-borne paints for overseas markets. These water-borne paints are now being promoted within Japan,

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contributing to a significant reduction in the use of organic solvents. For the metallic paints of finish coatings, our water-borne paints are highly acclaimed for their attractive appearance. Marketed in June 2001, the "Fineness Series" is an environment-friendly paint for building and construction applications. This series contains fewer amounts of harmful substances such as organic solvents and heavy metal, and features easy recyclability for reduced volume of waste. In February 2001, Nippon Paint introduced the "E-carry system" that recovers containers for paints from construction sites. This was soon followed by the launch of a general-use paint made from recycled PET plastic bottles and waste vegetable oil. We will continue to work hard on developing more environmentally sound products and technologies for various paint-related areas.

Dulux Paints ICI Paints (Dulux) has a Safety, Security, Environment and Health Policy and educates its customers and painters on these issues. Dulux Ecosense, a new line of eco friendly paints, has significantly less impact on the environment. It has 50% less embodied carbon, 50 % less embodied water, 40 % less waste and almost zero volatile organic compounds.

Dulux paints are not only proving eco friendly paints in India, but outside India like Australia, Singapore, Malaysia etc..

Nerolac paints Kansai Nerolac Paints Ltd has introduced new eco-friendly paint - "Nerolac Impressions Eco Clean". It is a low VOC (Volatile Organic Compounds) and is an odor less paint. It provides a distinctly rich and smooth finish with an optimum sheen look to the walls. It has excellent washability and superior stain resistance quality. Nerolac was a pioneer in creating awareness for Lead Free products in India. Keeping our promise of 'Painting a greener tomorrow', Nerolac is taking the next logical step and leading the industry in introducing low VOC paint. VOC in paints pollutes the indoor as well as

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outdoor air, water and soil and in turn has adverse effects on human health. Nerolac EcoClean with low VOC will help in preserving the indoor air quality and reduce the incidence of eye and respiratory irritation by exposure to VOC fumes. Nerolac has come up with this innovative paint which contains new-generation green additives, so they do not emit any odour during and after the painting process. Now home owners do not have to avoid their home during and after painting process. Painters too, who are most vulnerable to serious health hazards caused by prolonged exposure, they can now breathe a sigh of relief. Low VOC in paint will help in maintaining the air quality in home. The company is using top-notch technology to manufacture low VOC (Volatile Organic Compound), lead-free paints, which help enhance the in-home environment. The company has also appointed Bollywood superstar Shah Rukh Khan as brand ambassador for promoting its eco-friendly paints. They have produced a wide range of eco-friendly products using advanced technology and needed an ambassador who reflects this and who could help communicate the importance of eco-friendly paints to the customer. Shah Rukh Khan was the perfect choice for that. It recently opened a paint studio in Coimbatore and saw a trend among customers, who walk into it, asking about eco-friendly paints.. As buildings that are eco-friendly and green get popular so are such construction products paints, for instance. The options for consumers have moved beyond the realms of colour range and finish. Paints are now environment-friendly, odour free, fragrant and much more.

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2.10 Eco friendly paint outside India Earthborn environmentally friendly paint:

Earthborn is a range of eco paints and natural varnishes designed to provide a healthier and environmentally friendly alternative to conventional paints and varnishes. Whether you are looking for VOC free paint, organic paint and varnish, water based paint, water based varnish or high performance paints and varnishes then Earthborn Paints has a product in its portfolio of natural and eco friendly paints and varnishes. Whether you are looking for green paint, breathable paint, healthy paint, environmentally friendly paint, eco paint or natural paint without compromising the high performance you expect from a paint or varnish product, or an alternative to lime wash, lime paint or distemper then Earthborn has a product for you. Earthborn Paints is proud to have been awarded the prestigious Ecolabel Flower symbol. This accreditation is awarded to paints, varnishes, flooring products and oils and waxes that meet the strict environmental and performance criteria of the EU ecolabelling scheme.

Dulux paints Australia Environmental sustainability is a core element of the Dulux business philosophy. Dulux is committed to the ongoing research and development of innovative products that are more sensitive towards nature. This is evident in their proactive shift from solvent-based products to water-based alternatives, and the introduction of Australia's first low VOC paint in the early 1990's. A member of the Green Building Council of Australia, Dulux strives to strike a better environmental balance. From initiating sustainable business partnerships, through to products and even the actual clean-up stage, it is continually developing new ways to reduce the environmental impact of their products, without affecting their outstanding performance and the quality results that Australia's professional painters have expect from Dulux. Vantex T (Changing the world of painting formulation): Vantex-T has changing the world of paints and coatings by enabling environmentally friendly, low-odor, zero-VOC formulations.

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Vantex-T is making it possible for paints and coatings formulators discover new heights of product performance and cost-effectiveness, all the while helping to lower VOC levels and help all breath a little easier, With virtually no odor, eco-friendly Vantex-T is ideally suitedfor paints and coatings to be used in areas that need to be occupied immediately after painting. Benefits Vantex-T is a very low odor, zero VOC neutralizing alkanolamine optimized for use in high performance low/zero-VOC waterborne coatings. The evolution of the paint market is leading to lower odor and lower VOC coatings products. Vantex-T is ideally suited to help the formulator rapidly reach their low odor and low VOC goals. Vantex-T has very low vapor pressure and virtually no odor, and paints formulated with Vantex-T display excellent corrosion inhibition properties, freeze-thaw behavior, emulsion stability and shelf life. Both wet and dry paint films produced from paints containing Vantex-T display excellent water resistance, durability and overall performance. Vantex-T is a novel and innovative way to produce superior paints with low/zero odour with low/zero VOC Rendona paint: Rendona paints are prepared to exacting standards using top quality materials and traditional techniques. The flat finish and the strong depth of colour are achieved with modern lead-free formulations using a water base.

This results in their paint being environmentally friendly with low VOCs. (Volatile Organic Compounds are the chemicals and solvents that evaporate and add to atmospheric pollution). Although their colors verge on the contemporary, as they are created by the blending of natural raw pigments, they can be incorporated with historic or ethnic ranges successfully. That is because the key ingredients, the oxides, are the same and therefore mingle together. It is therefore possible to create different moods for different rooms throughout the home but uniting them, as nature does, with harmonizing colours.

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Green Shop Natural Paint The Green Shop offers the widest selection of natural and eco paints available in the UK and they have specialist knowledge built over 15 years sales to allow an easy transition into the world of natural, organic and eco paints. Painted earth PAINTED EARTH is established in 2002 and run as a home based business .They sell a large range of non-toxic eco friendly paints and wood finishes that have been carefully researched. Their range includes paints and finishes made from natural ingredients such as plant based paint, clay paint and natural wood oils and varnishes, through to high quality synthetic paints and wood finishes which are water-based, zero or low VOC, and non-toxic. The choice between a natural or low VOC acrylic paint is yours. Natural paints and finishes are on the whole more environmentally friendly than synthetic ones; whilst synthetic ones are generally more durable and a little cheaper. All products sold here are non-toxic and eco friendly and give good quality results when used as directed. The vision is to keep PAINTED EARTH small enough to give personal service but large enough to be sustainable and to continue developing their knowledge and experience of the different eco friendly paints and finishes available so that they can supply a range of products for both domestic and commercial use. They choose to stock only good quality products so that people will have an enjoyable and satisfying experience when using them.

Livos paints Livos Australia offers you Natural, Safe and Eco friendly alternatives from conventional polyurethane, synthetic & chemical applications. By using LIVOS products, consumer makes healthy choice for your home, family, and your environment. Livos Australia supplies a large range of plant based non-toxic products for various surfaces. The products are biologically degradable, sustainable and are harmless, even in direct contact with humans, animals and plants.

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3.Research Design

3.1 Statement of the problem:

People around the world are becoming more aware of the environmental stresses humans are placing on the planet. Newspapers, magazines, television, and other media feature wide coverage of environmental problems, whether they are local (e.g., depleted fisheries and air pollution) or global (e.g., ozone depletion and climate change). Many consumers now display concern about environmental deterioration. Increasingly often they ask how much impact a product will have on the environment during its lifespan or during its disposal. This is the major impetus for green products and green marketing. A closely related reason is the competitive advantage or sales potential that some corporations now see in green products.

Green Marketing is an attempt to characterize a product as being environmentally friendly. In general green products are made from recycled content and/or designed for reuse, recycling, or remanufacturing. They are usually non-toxic, energy efficient, and durable. However, green is a relative term and depends on the individual situation.

There are still many industries which uses many harmful chemicals in their products. One such industry is paint industry. Each and every house hold uses paint at least in 2 or 5 years to paint their houses but it contains many harmful chemical which is not good for the environment as well as the dwellers. There are many big giants in the industry like Asian paints, Burger paints, Dulux paints, Nerolac paints etc, coming with environment friendly paints which are not harmful in nature. So there is a need to study of the awaness the consumer towards the environment friendly paints and the perception in their mind towards paints.

3.2 Problem definition: To the study the awareness of consumers towards green environment with respect to the paint industry

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3.3 Objective: To measure the awareness of the consumers Find out the reason for the ignorance Recommend steps to improve awareness

3.4 Scope of the study The study is done in Bangalore and it involves the perception of people towards environment friendly paints. The major players in this segment include Asian paints, Burger paints, Dulux paints, Nerolac paints. 3.5 Research Methodology: The methodology of the project is both exploratory and descriptive as to find out the exact problem and try to answer all possible question arise in curse of research. Type of data: Primary and secondary Primary: Data is collected by a survey Secondary: Data is collected through the internet, magazines, news articles and company websites

Survey type: Sample survey

Sampling plan: Sample size 50 Procedure Non probability convenient sampling

Data collection tool: The research instrument used for the collection of data is a questionnaire

Technique of analysis: Excel is used for analysis purpose.

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3.6 Limitations The information collected may not be sufficient and reliable as Bangalore represents only a small portion of the total national market. The sample size includes 50 people and the data collected is not sufficient to portray the entire paint industry. The availability of time is limited; hence there could be a possibility of some data being overlooked. The primary data depends on the opinions of the respondents which may change over the period of time.

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4. Analysis of data: 1. Distribution of the respondents based on the frequency they paint their house. Duration Once in a year Once in 2 year Once in 5 year Responses 12 15 23 Percentage 24% 30% 46%

Table 4.1: Distribution of the respondents based on the frequency they paint their house. Interpretation: From the above table it can be analysed that only 24% of the respondents paint their home once a year, 30% paint their home once in 2 year and remaining and a major portion of population ie, 46% paint their home once in 5 year. Inference: Most of the people paint their house once in 5 years followed by once in 2 year and once in a year. This is because of the quality of painting that has improved a lot since its origin. The paint companies these days are coming up with paints that almost give a three to five year warranty.

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25 20 15 10 12 5 0 Once in a year Once in 2 year Once in 5 year 15

No. of respondents

23

Duration

Graph 4.1: Distribution of the respondents based on the frequency they paint their house.

2. Distribution of the respondents based on number of person take the responsibility of painting their house.

Options Family members Paint Contractor Myself

Responses 21 21 8

Percentage 42% 42% 16%

Table 4.2: Distribution of the respondents based on number of person take the responsibility of painting their house.

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Interpretation:

42% of the respondents responded that their family members and paint contractor take the responsibility of painting and only 16% of the respondents responded that they take the responsibility of painting themselves.

Inference: Most of the respondents allow their family members and paint contractors to take the responsibility of painting. This is because in India such decisions are taken mostly by elders and house wives in the family or by consulting the paint contractors, they are believed to have a better knowledge about paints. And more over giving the responsibility of painting to the paint contactor saves lot of time of family members.

25 20 15 10 5 0 Family Members Paint Contractor Myself 21 21

No. of Respondents

Options Graph 4.2: Distribution of the respondents based on number of person take the responsibility of painting their house.

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3. Distribution of respondents on the basis of preference on the paint companies

Company Asian paints

Responses 20

Percentage 40% 32% 18% 08% 02%

Goodlass Nerolac Paints 16 Berger paints Dulux Shalimar 9 4 1

Table 4.3: Distribution of respondents on the basis of preference on the paint companies Interpretation: Most of the respondents 40% prefer Asian Paints followed by 32% prefer Nerolac Paints, 18% prefer Berger, 08% prefer Dulux and only 02% prefer Shalimar paints Inference: Most of the people prefer Asian paints followed by Nerolac and Nerolac. This is due to the promotional and branding effects that the company enjoys. The association of celebrities, good advertisements, warranties and also the quality of paints has helped both these companies achieve success in the market. Asian paints, Nerolac and Berger seem to have successfully created the brand image and also Asian paints is the market leader of decorative paints segments following by Nerolac and Berger.

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40% 35%

No. of respondents

30% 25% 20% 15% 10% 5% 0% Asian paints Goodlass Nerolac Paints Berger paints Dulux 40% 32% 18% 8% 2% Shalimar

Brands Graph 4.3: Graph of respondents on the basis of preference on the paint companies

4. Distribution of respondents on the basis of awareness on harmful chemicals present in the paint

Options Yes No

Respondents 36 14

Percentage 72% 28%

Table 4.4: Distribution of respondents on the basis of preference on the paint companies

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Interpretation: 72% of the respondents believe that they are aware of the harmful chemicals present in the paints, followed by 28% who are not aware of the harmful chemicals present in the paints Inference: Most of the respondents believe that they are aware of some the harmful chemicals present in the paints. This is because the consumers have started being concern now days.

40 35

No. of Respondents

30 25 20 15 10 5 0 Yes No 14 36

Options

Graph 4.4: Distribution of respondents on the basis of preference on the paint companies

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5. Distribution of respondents on the basis of interest to know whether the paint has any harmful chemicals.

Options Yes No

Respondents 34 16

Percentage 68% 32%

Table 4.5: Distribution of respondents on the basis of interest to know whether the paint has any harmful chemicals

Interpretation: 68% of the respondents responded that they show interest to know whether the paint has any harmful chemicals while the rest 32% has no interests in knowing about the harmful chemicals present in the paints.

Inference: Most of the respondents show interest in knowing about the harmful chemicals present in the paints. This is because people now are more concerned about their health and the environment they live in but there is still a portion of the population who are not concerned about the environment and environment friendly products.

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35

No. of Respondents

30 25 20 15 10 5 0 Yes No 16 34

Options

Graph 4.5: Distribution of respondents on the basis of interest to know whether the paint has any harmful chemicals

6. Distribution of respondents on the basis of knowledge provided to them by company people or contractor before buying paints. Options Always Never Sometimes Respondents 04 36 10 Percentage 08% 72% 20%

Table4.6: Distribution of respondents on the basis of knowledge provided to them by company people or contractor before buying paints. Interpretation: Only 8% of the respondents responded that before buying paints, company people or contractor always make them aware of the components present in the paint, followed by 20% of the respondents who are sometimes made aware of the components and

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major population of the respondents 72% who are never made aware of the components present in the paints by the company people. Inference: Most of the respondents responded that they are never aware of the components present in the paint followed by a few respondents who are made aware and the rest who are sometimes been aware of the components by the company people. All the Indian paint companies are coming with environment friendly paints and they are trying spreading awareness to all conumers through advertisement, awareness program and also through agents from whom consumers buy paints. But the components with wich the paints are made are not being said.

Sometimes

20%

Always Never 72% Never

Sometimes Always 8%

0%

20%

40%

60%

80%

Graph 4.6: Distribution of respondents on the basis of knowledge provided to them by company people or contractor before buying paints.

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7. Distribution of respondents on the basis of awareness of the environment friendly paints.

Respondents Yes No 25 25

Percentage 50% 50%

Table 4.7: Distribution of respondents on the basis of awareness of the environment friendly paints. Interpretation: 50% of the respondents responded that they are aware of the environment friendly paints while the rest 50% responded that they are not aware of the environment friendly paints. Inference: Half of the respondents believe that they are aware of the environment friendly paints. This is a pretty good result. This is the result of the advertisement campaigns of the various companies that are running on eco friendly paints and all the companies have proper information on eco friendly paints on their official website. But on the other hand 50%of the respondents responses in negative it means not all consumers are not aware of and paint companies need to work out on their promotion more.

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25

No. of Respondents

20

15

25
10

25

0 Yes No

Options

Graph 4.7: Distribution of respondents on the basis of awareness of the environment friendly paints.

8. Distribution of respondents on the basis of promotion on green paints. Asian Paints: Criteria Satisfactory Average Good Very Good Excellent Frequency 07 06 05 19 13 Percentage 14% 12% 10% 38% 26%

Table 4.8 (a): Distribution of respondents on the basis of promotion on green paints.

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Inference: From the above table it can be analyzed that 38% of the respondents rated Asian Paints as very good followed by excellent with 26%.

Interpretation: This shows the dominance of Asian Paints in the market in terms of promoting its green paints. The company throughout the years has come up with banners and promotional activities and customer awareness program.

Asian Paints
Excellent

Very Good

Good

Average

Satisfactory 0 2 4 6 8 10 12 14 16 18 20

Graph 4.8 (a): Distribution of respondents on the basis of promotion on green paints.

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Bangalore

Berger: Criteria Satisfactory Average Good Very Good Excellent Frequency 02 04 21 13 10 Percentage 04% 08% 42% 26% 20%

Table 4.8 (b): Distribution of respondents on the basis of promotion on green paints.

Interference: From the above table it can be analyzed that 42% of the respondents rated Berger as good followed by very good with 26%.

Interpretation: This shows that Berger has done a better promotion of its green paints and has effectively showed its presence in the market of green paints.

Berger
Excellent Very Good Good Average Satisfactory 0 5 10 15 20 25

Graph 4.8 (b): Distribution of respondents on the basis of promotion on green paints.

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Nerolac: Criteria Satisfactory Average Good Very Good Excellent Frequency 05 04 11 12 18 Percentage 10% 08% 22% 24% 36%

Table 4.8 (c): Distribution of respondents on the basis of promotion on green paints.

Interference: From the above table it can be analyzed that 22% of the respondents rated Nerolac as good and 24% very good followed by excellent with 36%.

Interpretation: This shows that promotion of Nerolac is very good and respondent are aware of it, This is due the reason Shah Rukh Khan has been appointed as a brand ambassador of Nerolac paints to promote eco friendly odour less paints and many advertisement are being broadcasted by the company to increase awareness

Nerolac
Excellent Very Good Good Average Satisfactory 0% 5% 10% 15% 20% 25% 30% 35% 40%

Graph 4.8 (c): Distribution of respondents on the basis of promotion on green paints.

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Dulux: Criteria Satisfactory Average Good Very Good Excellent Frequency 25 09 10 04 02 Percentage 50% 18% 20% 08% 04%

Table 4.8 (d): Distribution of respondents on the basis of promotion on green paints.

Inference: From the above table it can be analyzed that very high percentage of respondents rated dulux satisfactory for promotion

Interpretation: This shows that Dulux is not promoting well for its eco friendly paints.

Dulux Excellent

Very Good

Good

Average

Satisfactory 0 5 10 15 20 25 30

Table 4.8 (d): Distribution of respondents on the basis of promotion on green paints.

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9. Distribution of respondents on the basis of any health problem faced after painting their house.

Respondents Yes No 08 42

Percentage 16% 84%

Table 4.9: Distribution of respondents on the basis of any health problem faced after painting their house.

Interpretation: 84% of the people responded that they have never faced any health problem after painting their house while the rest 16% of the people responded that they have faced health problem after painting their house.

Inference: Most of the people responded that they have never faced any health problem after painting their home. This is because people generally dont stay in the room immediately after painting them and is not aware of the health affects due to the chemicals in the paints. These chemicals enter the human body and gradually over years affect the respiratory organs.

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45 40

No. of Respondents

35 30 25 20 15 10 5 0 Yes Options No 8 42

Graph 4.9: Distribution of respondents on the basis of any health problem faced after painting their house.

10. Distribution of respondents on the basis of their preference for odourless paints. Respondents Yes No 42 08 Percentage 84% 16%

Table 4.10: Distribution of respondents on the basis of their preference for odourless paints.

Interpretation: 84% of the respondents prefer odour less paints while the rest 16% of the respondents does not prefer odour less paints.

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Inference: Most of the respondents prefer odour less paints. The pungent smell that comes from paint is really strong and takes more than a day to dry out. Thus customer wants odour less paints and they are less harmful in nature also. The smell in the paints indicates the presence of harmful gases in it.

45 40 No. of Respondents 35 30 25 20 15 10 5 0

Yes Options

No

Graph 4.10: Distribution of respondents on the basis of their preference for odourless paints.

11. Distribution of respondents on the basis of knowledge of people about Voc gases. Respondents Yes No 04 46 Percentage 08% 92%

Table 4.11: Distribution of respondents on the basis of knowledge of people about Voc gases.

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Inference: 92% of the respondents responded that they dont have knowledge about Voc gases while the rest 08% responded that they have little knowledge about Voc gases. Interpretation: Most of the respondent responded that they dont have knowledge about the Voc gases. This is because the respondents or the customers are many times not made aware of the harmful chemicals and gases present in the paints by company personnel. However most of the time the customers themselves are only interested in the colour and the durability of the paint.

50 45 No. of Respondents 40 35 30 25 20 15 10 5 0 4 46

Yes Options

No

Graph 4.11: Distribution of respondents on the basis of knowledge of people about Voc gases.

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12. Distribution of respondents on the basis of whether people would like to buy environment friendly paints. Options Yes No Response 31 19 Percentage 62% 38%

Table 4.12: Distribution of respondents on the basis of whether people would like to buy environment friendly paints. Interpretation: 62% of the respondents have high preference to buy environment friendly paints Inference: Most of the respondents have high preference to buy environment friendly paints as people are very concern about their health issues and also concerned to the environment they live in. They are interested to protect it and save it for future generation.

38%

Yes

62%

No

Graph 4.12: Distribution of respondents on the basis of whether people would like to buy environment friendly paints.

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5.1 Findings: a) The awareness of the customers about the environment friendly paint is pretty high as people are concern about the environment in recent times. Some of the Indian paint companies have proper mention of eco friendly and less voc contains paints in their websites and many companies run various television advertisements on these paints, some run awareness program to increase awareness of customer and thus the awareness is good in India. But on the other hand the components of paints are not being told to the customers. By informing the components the common man may not understand every component but that will help increase their concern about the chemicals which can be present in it. And the company personnel should start awareness about VOC gases along with eco friendly paints as it is very harmful in nature. b) There is a part of population who are ignorant about eco friendly paints and the presence of harmful chemicals in the paints. This may be due to not taking responsibility of painting of home and not having a proper search before going for painting. Also some are not interested to acquire knowledge about paint. And the major reason can be not watching entertainment channel in which all these advertisements are broadcasted.

5.2 Recommendations: The paint companies should run more and more awareness program where the general public should be made aware of the various chemicals present in the paints, along with the side effects of using non environment friendly paints. The general public should also be made aware of the various VOC gases, which are the main harmful gas in the paints and the effects inhaling this gas for a long time in high quantity.

Other than online advertising, advertisements in television and information in official website, company should also go for word of mouth communication. That will incur less expenditure on advertising and the message can go much effectively to the customers in a much effective way.

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The paint companies in India should focus more on the rural market as the disposable income of the people in the rural areas has increased significantly over the years. Also people assume that eco friendly paints are costly and cannot be afforded, where as most of the companies have their economic range of paints also eco friendly. Therefore the companies need to spread the awareness both about the benefits of these paints and the easily affordable rates that they are available at.

5.3 Conclusion

Green marketing should not neglect the economic aspect of marketing. Marketers need to understand the implications of green marketing. If we think customers are not concerned about environmental issues or will not pay a premium for products, we have to think again. We must find an opportunity to enhance product's performance and strengthen the customer's loyalty and command a higher price.

Green marketing is still in its infancy and a lot of research is to be done on green marketing to fully explore its potential. Think of a refrigerator for example. While we may have had to be convinced in the 1950s to buy a refrigerator, we would have wanted the great white box to look cool in the 1970s, but in today's uncertain world, we might ask ourselves about the impact of the chlorofluorocarbons (CFCs) that our refrigerator is emitting and demand a more environmentally friendly refrigerator. So, if today's successful marketing is about appealing to personal values and delivering consumer empowerment, then surely the time is right to inject sustainable development into the marketing mix to help address some of the gritty issues currently facing our planet. All the big corporate houses around the globe is concerned about green environment and producing eco friendly product which cause less harm or no harm to mother earth and try to make the planet more nice place to stay. The major responsibility is to aware each and every citizen in the world about these issues and help them to take step to a much greener world. The consumers are the end part of the chain. If the consumers dont take the action then nothing cant be changed. Spreading the awareness is the most important thing in the todays world when several organizations around the globe are trying to save the environment and the earth.

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6.Bibliography http://www.4ecotips.com/eco/article_show.php?aid=804&id=231 http://www.asianpaints.com/industrial/road_markings/health_safety.aspx http://www.hindu.com/pp/2008/06/01/stories/2008060150010100.htm http://www.dulux.com.au/environmental-policy http://www.dulux.in/interior_paints.jsp http://www.forumforthefuture.org/blog/dulux-ecosure http://en.wikipedia.org/wiki/Environmental_technology http://www.icipaints.com.my/EN/tradeprofessional/index.html http://buildaroo.com/news/article/dulux-to-release-new-eco-friendly-paint-cuts-water-carbonfootprint-in-half/ http://articles.economictimes.indiatimes.com/2010-09-07/news/27595915_1_eco-friendlybrand-ambassador-paint-manufacturers http://www.specialchem4coatings.com/news-trends/displaynews.aspx?id=13726 http://www.afaqs.com/news/story.html?sid=28493 http://latestbusinessupdates.com/why-green-marketing.html http://marketingpractice.blogspot.com/2011/04/nerolac-painting-greener-tomorrow.html http://sbinfocanada.about.com/od/marketing/g/greenmarketing.htm http://articles.economictimes.indiatimes.com/2010-09-07/news/27595915_1_eco-friendlybrand-ambassador-paint-manufacturers http://www.specialchem4coatings.com/news-trends/displaynews.aspx?id=13726 http://www.environmentgreen.com/ http://environment.nationalgeographic.com/environment/ http://www.mediabuyerplanner.com/entry/47941/consumers-reward-companies-that-usegreen-marketing/ http://remade.info/2011/02/26/companies-now-using-green-marketing-and-advertising/ http://www.designnews.com/article/CA6485773.html?industryid=43654 http://www.elimitaste.com/et_pkgdigest.pdf http://www.packagingdigest.com/articles/200410/2.php www.computerarts.co.uk/in_depth/features/how_to_go_green http://www.npr.org/templates/story/story.php?storyId=11954271 www.arborteas.com/green-packaging.html

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Questionnaire Name Occupation Gender-

1) How often you paint your house? Once a year Once in two year Twice a year

2) Are you the person who takes responsibility for painting? Yes No

3) Which company paint you prefer? Berger paints Asian paints Jenson & Nicholson paints Goodlass Nerolac Paints Shalimar paints ICI paints

4) Are you aware of the harmful chemicals present in the paints? Yes No

5) Do you show interest to know whether the paint has any harmful chemicals? Yes No

6) Before painting do company people make aware of the component present in the paint? Always sometimes Never

7) Are you aware of environment friendly paints? Yes No

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8) Rate the following brands on the basis of promotion on green paints. (1-Satisfactory, 2-Average, 3-Good, 4-Very Good, 5-Excellent) Asian Paints Satisfactory Average Good Very Good Excellent

Berger Satisfactory Average Good Very Good Excellent

Nerolac Satisfactory Average Good Very Good Excellent

Dulux Satisfactory Average Good Very Good Excellent

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Shalimar Satisfactory Average Good Very Good Excellent

9) Have you faced any health related problem after painting your home? Yes No

10) Do you prefer odour less paints Yes No

11) Do you know anything about VOC gases? Yes No

12) Would you like to buy environment friendly paints? Yes No

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