An Eco-Friendly Alternative to Plastic Cutlery and Food Packaging: A Case of Ecoware in India

IF 0.1 Q4 MANAGEMENT Asian Journal of Management Cases Pub Date : 2023-08-25 DOI:10.1177/09728201231190189

Preshita Neha Tudu, Vaibhav Mishra

{"title":"An Eco-Friendly Alternative to Plastic Cutlery and Food Packaging: A Case of Ecoware in India","authors":"Preshita Neha Tudu, Vaibhav Mishra","doi":"10.1177/09728201231190189","DOIUrl":null,"url":null,"abstract":"The nonchalant nature of plastic cutlery, its long-life period, and its durability make it a favourite among users and businesses. However, these properties also make it lethal for the environment and are an eco-disaster. This case discusses an initiative taken by a social enterprise and manufacturing company Ecoware, founded by Rhea Singhal, a pharmacologist by profession. Born in Mumbai and bought up in Dubai and London, her eco-friendly, biodegradable cutlery is an alternative to non-biodegradable single-use plastic cutlery, which, when discarded, ends up in sewage, landfills, fields and water bodies posing a threat to the environment. Moreover, Ecoware cutlery is also an alternative to commercial cutlery, which is made of plastic, has chemical or pesticide residue, binder additives, fillers, wax lining, plastic lining or coatings, or PFA (per- and poly-fluoroalkyl substances), which is generally added to tableware and food packing to offer resistance to oil, grease and moisture. This Ecoware case examines the correlation between sustainability and marketing, with a particular emphasis on sustainability marketing. It delves into Ecoware’s marketing mix strategy and explores the obstacles the company has encountered regarding pricing, environmental awareness and the general lack of understanding regarding the detrimental effects of plastic cutlery.","PeriodicalId":41247,"journal":{"name":"Asian Journal of Management Cases","volume":" ","pages":""},"PeriodicalIF":0.1000,"publicationDate":"2023-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Management Cases","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09728201231190189","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"MANAGEMENT","Score":null,"Total":0}

引用次数: 0

Abstract

The nonchalant nature of plastic cutlery, its long-life period, and its durability make it a favourite among users and businesses. However, these properties also make it lethal for the environment and are an eco-disaster. This case discusses an initiative taken by a social enterprise and manufacturing company Ecoware, founded by Rhea Singhal, a pharmacologist by profession. Born in Mumbai and bought up in Dubai and London, her eco-friendly, biodegradable cutlery is an alternative to non-biodegradable single-use plastic cutlery, which, when discarded, ends up in sewage, landfills, fields and water bodies posing a threat to the environment. Moreover, Ecoware cutlery is also an alternative to commercial cutlery, which is made of plastic, has chemical or pesticide residue, binder additives, fillers, wax lining, plastic lining or coatings, or PFA (per- and poly-fluoroalkyl substances), which is generally added to tableware and food packing to offer resistance to oil, grease and moisture. This Ecoware case examines the correlation between sustainability and marketing, with a particular emphasis on sustainability marketing. It delves into Ecoware’s marketing mix strategy and explores the obstacles the company has encountered regarding pricing, environmental awareness and the general lack of understanding regarding the detrimental effects of plastic cutlery.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

塑料餐具和食品包装的环保替代品：以印度的生态餐具为例

塑料餐具的冷漠特性、长寿命和耐用性使其深受用户和企业的喜爱。然而，这些特性也使它对环境致命，是一场生态灾难。本案例讨论了社会企业和制造公司Ecoware的一项倡议，该公司由职业药理学家Rhea Singhal创立。她的餐具出生于孟买，后来在迪拜和伦敦购买。她的餐具是一种环保的、可生物降解的餐具，是不可生物降解的一次性塑料餐具的替代品。一次性塑料餐具被丢弃后，会流入污水、垃圾填埋场、田地和水体，对环境构成威胁。此外，Ecoware餐具也是商业餐具的替代品，商业餐具是由塑料制成的，有化学或农药残留，粘合剂添加剂，填料，蜡衬里，塑料衬里或涂层，或PFA(单氟烷基和多氟烷基物质)，通常添加到餐具和食品包装中，以提供耐油，油脂和防潮性。这个Ecoware案例考察了可持续性和营销之间的关系，特别强调了可持续性营销。它深入研究了Ecoware的营销组合策略，并探讨了该公司在定价、环保意识和普遍缺乏对塑料餐具有害影响的了解方面遇到的障碍。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

Asian Journal of Management Cases MANAGEMENT-

CiteScore

0.70

自引率

0.00%

发文量

期刊介绍： Asian Journal of Management Cases is a peer-reviewed journal that aims at providing high-quality teaching material to academics, consultants, and management developers, through cases on management practices in the socioeconomic context of developing Asian countries. The journal covers all administrative disciplines including accounting and finance, business ethics, production and operations management, entrepreneurship, human resource management, management information systems, marketing, organizational behaviour, strategic management, and managerial economics. Each issue of Asian Journal of Management Cases comprises four to five original case studies. Teaching cases should be accompanied with a Teaching Note (TN). Even though the TN will not be published, it is necessary for the review process and can be obtained by contacting the authors directly. Please refer to the online submission guidelines for details on writing a teaching note. AJMC does not publish pure research or applied research based on field studies (not case studies). The journal is published in March and September every year with thematically focused issues occasionally.