Rethinking Sustainability for India: A World Environment Day Reflection 

On World Environment Day, India’s environmental crossroads have never been more visible. As one of the most climate-vulnerable nations and the third-largest global emitter, India is walking a tightrope between accelerated economic growth and deep ecological fragility. But this paradox also puts India in a powerful position—to lead the global energy transition on its own terms. 

With a target of net-zero emissions by 2070 and a renewable energy goal of 500 GW by 2030, India is demonstrating its intent. The country has nearly doubled its wind and solar capacity in just five years. Yet rising temperatures, erratic monsoons, and water scarcity continue to threaten lives and livelihoods, especially in rural and coastal belts. In a nation with just 4% of the world’s freshwater but 17% of its population, the stakes could not be higher. 

This urgency is not lost on Indian consumers. Bain & Company’s research reveals that 80% of Indian consumers are “very” or “extremely” concerned about sustainability—outpacing global averages. But sustainability in India looks and feels different. It is not driven by aspirational branding or premium product tags. It is rooted in culture, necessity, and increasingly, in resilience. 

“Plastic pollution, the focus of this year’s World Environment Day, is a pressing global challenge that calls for a fundamental rethink of how materials are produced, used, and discarded,” says Sooraj Balakrishnan, Associate Director & Head of Marketing, Acer India. At Acer, this urgency has shaped our approach to sustainability through initiatives like Earthion, where we are actively working to reduce plastic use by eliminating single use plastics in packaging and incorporating post-consumer recycled materials in products such as the Acer Vero series.  

Beyond product design, we are transitioning to fully recyclable, paper-based packaging and partnering across our supply chain to embed sustainable practices. These efforts are part of our commitment to minimizing environmental impact and moving towards 100% renewable energy by 2035. World Environment Day reminds us the responsibility to innovate thoughtfully and act decisively to create a more sustainable future.” 

What brands must now understand is that the Indian consumer is not disengaged—just differently engaged. While recycling rates may appear lower than in other nations, this isn’t due to apathy. It’s often due to lack of systemic infrastructure and clear information. In fact, Indian consumers show a stronger preference for recyclable and reusable packaging, particularly paper, compared to their global peers. Many repurpose packaging, not because it’s fashionable, but because it’s sensible. 

For sustainability to be effective in India, brands must contextualize it. The average Indian shopper is price-sensitive, health-focused, and value-conscious. Sustainable behaviors that intersect with these motivations—like reducing waste, using clean energy, or opting for non-toxic materials—will resonate more deeply. 

Amit Bajoria, Chief Financial Officer, Virtusa Corporation, underscores the importance of creating measurable impact. “”At Virtusa, engineering goes beyond technology; it’s about shaping a more sustainable world. This World Environment Day 2025, we reaffirm our commitment to Engineering with Purpose and our focus on ending plastic pollution. Through our Global Plastics Policy, we have taken meaningful steps to reduce plastic waste. These efforts are part of our broader sustainability agenda, which is centered on creating measurable environmental impact. Whether it’s restoring mangroves and forest ecosystems or helping communities thrive, we are dedicated to making a positive difference. Sustainability is embedded in the way we engineer solutions, and we remain devoted to driving significant impact for a better tomorrow. Let’s continue to work together towards a cleaner, greener, and more sustainable future.” 

And this is where Indian innovation can shine. Already, the government is taking proactive steps—from drafting carbon credit policies to mandating ESG disclosures from listed companies. Partnering with public initiatives, especially in areas like plastic waste management or carbon monitoring, can deliver outsized impact. Government-backed campaigns have already succeeded in shaping public behavior—now it’s time for businesses to match pace. 

Another untapped lever lies in channel partnerships. Retailers and brands can co-create experiences that make sustainable choices more visible, accessible, and affordable. Initiatives like packaging return programs, refill stations, or even discounts for eco-conscious purchases can make a meaningful difference, especially among India’s growing middle class. 

World Environment Day is not just a reminder of what’s at stake, but of what’s possible. India’s sustainability journey won’t mirror that of the West—and it shouldn’t. It must be rooted in India’s realities: dense urban clusters, agrarian economies, rich cultural traditions, and fast-moving digital adoption. 

This moment calls for tailored, data-led strategies—those that listen to the Indian consumer, respect the regional diversity, and embed sustainability not as a virtue signal, but as a core value in a concerted stand against climate change. It’s time we stop asking whether India can lead the sustainability movement—and start recognising that it already is, in ways the world is just beginning to understand.