As the world grapples with the pressing need for sustainable practices, leading brands across various industries are taking significant steps towards sustainability. These efforts are not just about corporate social responsibility but are integral to their business models, impacting everything from product sourcing to consumer engagement. Here, we delve into the sustainability journeys of The Body Shop, Bisleri, and IKEA, featuring insights from Harmeet Singh, VP, Product, Marketing & Digital, The Body Shop South Asia; K. Ganesh, Director - Sustainability & Corporate Affairs, Bisleri; and Nikita Vaz, Country Sustainability Manager, IKEA India.

Integrating Sustainability into Every Aspect of Business

Sustainability is at the core of The Body Shop's ethos, a commitment that dates back to the brand's inception in 1976. Harmeet Singh emphasizes that the brand’s foundation is built on ethical and sustainable practices. The Body Shop's approach to sustainability involves working closely with Community Fair Trade (CFT) partners to ensure that ingredients are sourced sustainably and ethically. These partnerships empower marginalized communities by providing fair trade prices, significantly improving their economic conditions.

Similarly, sustainability is a fundamental aspect of Bisleri's operations, as highlighted by K. Ganesh. The company’s 'Greener Promise' initiative is a testament to its commitment to sustainability. Bisleri’s focus on a circular economy is evident in its 'Bottles for Change' program, launched in 2018. This program educates stakeholders, including educational institutions, housing societies, and corporations, about responsible plastic use and disposal. To date, the program has collected over 10,300 metric tons of plastic, preventing it from reaching landfills and promoting recycling.

“Our sustainability efforts extend to water management through the 'Nai Umedh' project, which began in 2001. The project involves restoring and repairing check dams and reservoirs, particularly in water-scarce regions like Maharashtra and Gujarat. As a result, Bisleri has become a water-positive company, giving back more water to the environment than it consumes. This initiative not only supports agricultural activities but also contributes to the overall well-being of the local communities,” said K. Ganesh.

For IKEA, sustainability is deeply embedded in its core values and business operations. According to Nikita Vaz, IKEA aims to become climate-positive by 2030 and achieve net-zero status by 2050. One of the brand's iconic contributions to sustainability is the concept of flat-pack furniture, which reduces shipping costs and carbon emissions. This innovation, introduced decades ago, continues to be a cornerstone of IKEA's sustainability strategy.

“In recent years, we have implemented several initiatives to enhance our sustainability efforts. We have transitioned to selling only LED bulbs and have set up rechargeable battery zones in all its stores. These measures significantly reduce energy consumption and electronic waste. Furthermore, we have made substantial progress in incorporating renewable and recycled materials into our products,” stated Nikita Vaz.

“Currently, 56 percent of the materials used across IKEA's product range are renewable, with an additional 17 percent being recycled,” she added.

Overcoming Challenges and Driving Economic Growth

Implementing sustainable practices is not without its challenges. For The Body Shop, educating consumers about sustainability and encouraging them to participate in recycling initiatives has been a significant hurdle. To address this, the company launched the RRR (Return, Recycle, Repeat) campaign in India in 2019. “This initiative encourages customers to return empty product packaging for recycling. By involving consumers in the recycling process, The Body Shop not only promotes sustainability but also fosters a sense of community responsibility,” asserted Harmeet Singh.

Bisleri, on the other hand, has faced challenges related to plastic waste management and water conservation. Through its 'Bottles for Change' and 'Nai Umedh' projects, the brand has successfully promoted a circular economy and water positivity.

IKEA faces challenges in implementing sustainable practices. Many consumers are unsure about how to lead a sustainable life or believe that sustainability comes with a higher cost. To address these misconceptions, IKEA has set up sustainable living shops within its stores, providing practical demonstrations on water conservation, energy reduction, and waste sorting. By showing that sustainable living can be both accessible and affordable, the brand aims to make sustainability a part of everyday life for its customers.

Technological Innovations Driving Sustainability

The Body Shop has also embraced technology to enhance its sustainability efforts. For instance, the company supports its CFT partners like Teddy Exports in Madurai, which uses solar panels to power its factories and educational facilities for the workers' children. This technological advancement has significantly improved the working and living conditions of the local community. “Additionally, we have provided waste pickers with e-tricycles, improving their efficiency and income. These initiatives highlight the brand's commitment to supporting communities through technological innovation and sustainable practices,” Harmeet highlighted.

Technological advancements in packaging have also played a crucial role in Bisleri's sustainability journey. The company has optimized its packaging by reducing the use of virgin plastics and incorporating recycled materials. By redesigning packaging and using more efficient machinery, the brand has reduced its plastic usage and energy consumption. “This approach not only minimizes environmental impact but also lowers manufacturing costs, demonstrating that sustainability and economic growth can go hand in hand,” noted Ganesh.

The Path Forward: A Collective Effort

The sustainability journeys of The Body Shop, Bisleri, and IKEA illustrate that sustainable practices are integral to their business models. These brands demonstrate that sustainability is not just a buzzword but a comprehensive strategy that encompasses ethical sourcing, circular economy models, and consumer education. By integrating sustainability into every aspect of their operations, these companies are setting a benchmark for others to follow.

The Body Shop's focus on ethical sourcing and consumer engagement, Bisleri's circular economy model and water management initiatives, and IKEA's comprehensive approach to sustainability all illustrate that sustainable practices are not only beneficial for the environment but also economically viable. These brands demonstrate that with the right strategies and a commitment to continuous improvement, it is possible to create a sustainable future.