Gandhian Economics: An Inspiration for Modern Green Marketing Practices

The study of 'Green' practices or environmentally friendly practices is not a new one in the Indian context. The foundation for this was laid from time immemorial in our Holy Scriptures which was further strengthened during the pre and post colonial era. The 'Gandhian way of life' was a reinforcement of inculcating 'Green' practices in our daily lives. The three R's of green marketing -Reduce, Reuse and Recycle had been a way of life then. However the advent of industrialization changed the story. As India moved from an agrarian economy into an industrial one, the country saw other new developments in terms of Globalization and Liberalization. The transition continues to a service economy. This transformation brought on the modernized way of life, comfortable and secure, but at the cost of increased demand on our natural resources. As a country, India progressed leaving the burden on its natural capital. With the growing societal awareness and concern on symptoms like global warming, polar ice melts, acid rain and others, UNO and other bodies have been moderately successful in intervening and mediating among the haves and have-not nations. Consequently, Indian industries are slowly moving towards adopting environmentally friendly practices by reducing the waste production and contributing their share back to Mother Earth.

This paper delves into the past by understanding the manner in which 'Green' concepts were practiced in society. It tries to connect the 'Green' industry practices of the modern day with the teachings of Gandhian and Schumacherian principles. This paper tries to connect the Gandhian economics to the modern day concept of Green Marketing.