There is no question that sustainability needs to happen and Indian brands looking to embark on their sustainability journey can leverage on four different dimensions.

Why it matters

Sustainability can be built into the brand journey through communication, new product development, manufacturing, and the sourcing of materials, but for a brand to be truly sustainable, it cannot focus on just one aspect.

Takeaways

• Brand purpose contributes to sustainability when it moves from opinion to encouraging social or other aspects of sustainability.
• A change in product can have social and economic impact by increasing quality of life and reducing the burden...