Marketing Environmental Products and Services: towards a cleaner habitat

Environment is all pervading and its impact is felt not only in highly congested urban areas but also in the rural habitat. In the urban scenario, the problem of large-scale migration is having a profound effect on the existing infrastructure, which cannot handle normal quality of life for its citizens. Water and air pollution, unmanageable solid waste accumulation, sewage systems draining into rivers, industries spewing untreated effluents into water bodies, uncontrolled deforestation in an already depleted tree cover are causing a devastating effect on the environment. Carbon emissions at a large scale are effecting climate change. As regards the rural sector this has affected sustainable livelihoods, availability of basic amenities and essential services and prevented a clean and healthy living environment. With the above in view, Development Alternatives is promoting a range of environmental products and services in both rural and urban markets.

Products
Development Alternatives has developed a range of products for monitoring water and air quality. These products are productionised and marketed by TARA (Technology and Action for Rural Advancement). They are :

w JALTARA Water Monitoring Kit, found to be one of the best in comparison to other field testing kits. It can
   monitor 14 parameters including coliform bacteria. As per the needs of clients, customised kits have been
   manufactured for separate testing of fluoride, fluoride/nitrate, and iron. The facility is in an advanced stage of
   productionising the colorimeter to do away with the cumbersome and in accurate method of using comparison
   colour charts in a chemical process.
w PawanTARA the air monitoring kit has been developed for testing SPM, sulphur dioxide and oxides of nitrogen in
   ambient air. The device can work both by A.C. mains and nickel cadmium batteries. An improved version having
   a timer has also been productionised.
w Slow Sand Filtration System for drinking water for community needs is in the prototype stage of production. It is
   going to be field tested before mass production.

w Cleaner production technologies in the small scale sector
w Monitoring for carbon emissions in decentralised energy systems and building material production technologies
w Research facilitation and outreach activities on climate change
w Sodic land, ground water prospects mapping and formulating database on drinking water in an urban setting
w Community led environment action programs in towns and cities
w Monitoring of drinking water, air and soil samples
w Environmental impact assessments

Marketing Strategy
Marketing involves the manufacture of a high quality product of quality, competitive pricing, advertising and product promotion for securing a niche in the selected market, ready availability and continuous improvement. Production of water and air testing kits was meant mainly for providing a field testing device for use by children in the CLEAN Program. The kits have been approved by the Sri Ram Institute of Scientific Research, a renowned agency for its efficacy. In this evaluation these kits were considered the best although further improvements have continued to be incorporated.

The JalTARA was also introduced in the armed forces for their use in remote border areas where municipal water supply is non-existent and drinking water needs to be tested regularly. The robustness and reliability of the kits have made them very popular. As the network is expanding, NGOs working in the field of environment, water and pollution are demanding these products. Swajal projects sponsored by the Ministry of Environment for rural water and sanitation schemes are also utilizing the kits. UNICEF, as sponsors for projects for the various state Public Health Engineering Departments has found JalTARA an excellent water testing kit.

Our policy has been never to say NO to our customers. Kits have found a favourable response in neighbouring countries like Nepal, Bangladesh and Sri Lanka. So far the kits have found popular use with NGOs, scientific communities and schools. However they have a great potential in the industrial sector like production units, hotel industry, industrial townships and the small-scale production sector.

Existing laboratories neither have the time nor provision to cater to individual requirements and the cost of testing samples are prohibitive. Environmental products and services need to be within reach of individual and small - scale sector affordability. The value of these products and services both in economic terms as well as in terms of improvement of quality of life in real time must be apparent for their increased use. The various products marketed by TARA are an effective means for quick analysis of environmental parameters. The services provided are wide-ranging and provide inputs for action at various levels of environment mitigation. Our marketing strategy has been to bring out the best in our products keeping in view the clients’ requirements. q

Environment Systems Branch of Development Alternatives, working closely with other branches, provides effective and viable environment planning and management consultancy services to its clients. It also has a sustainable development-monitoring programme to promote widespread awareness and community action. To cater to a wide range of services and products the structure of the branch is based on thematic groups and supporting facilities. They are:

Thematic Groups
w Rural Environment Systems Group
w Industrial and Urban Environment Systems Group
w Global Environment Systems Group

Supporting Facilities
w Environment Monitoring Facility
w Geomatics Facility

The Environment Monitoring Facility has under its wings the Environment Action Network Programme and an Environment Monitoring Kits Programme

EVENTS

3rd ALL INDIA PEOPLE’S
TECHNOLOGY CONGRESS

9th to 11th February, 2001

at Science City, Calcutta
Organised by FOSET (Forum of Scientists, Engineers and Technologist)

Focus Areas:
Artisanal Technology
Energy
Shelter

Environmental and Health
Information Technology
Development Planning

Call for papers from:
Scientists, Technologists & People’s Science Activists.

For details contact:
Nilanjan Sen Gupta, Gen Sec, FOSET
15N, Lindsay Street, 5th Floor,
New CMC Building,
Calcutta – 700 087
Ph: 033 245 5675, Fax: 033 246 0521
Email: foset@vsnl.com

Short Term Course
on
Alternative Building Materials for Developing Countries

6th - 16th November, 2000

Organised by
Centre for Continuing Education
Indian Institute of Science
Bangalore - 566 012

Course contents
Introduction to Alternative Building Methods Stabilized mud blocks and
other alternatives Design and
construction of walls Alternative Cements and Plasters Concepts is roofing systems Ferrocement and Ferroconcrete roofs Composite roofs
Masonry vaults and bower

for details and registration contact:
Prof. K.S. Jagdish, Dept. of Civil Engineering
Indian Institute of Science
Bangalore - 560 012, India
Email: jagdish@civil.iisc.ernet.in

The author is Manager,
Environment Action Programme
Development Alternatives,
Email: katju@sdalt.ernet.in