In India, the rise of greenwashing has been particularly noticeable as sustainability becomes a mainstream expectation. Brands often deploy sweeping green terms without scientific backing, or they emphasize minor eco-friendly elements while concealing polluting manufacturing processes. Some companies rely on unverified or self-created “green badges,” giving the appearance of certification without any rigorous assessment.
What Is Greenwashing and How Do Companies Practice It?
Greenwashing is when a company makes misleading or exaggerated environmental claims about a product, service, or corporate practice—implying it is more “green” or sustainable than it really is. It can involve vague language (“eco-friendly,” “green”), the use of green imagery, cherry-picking data, hiding negative impacts, or overstating minor improvements.
Many companies practice greenwashing in India through misleading advertising: using terms like “green” or “eco-friendly” in ads without backing them up with real proof. They often highlight only a small “green” part of a bigger, less sustainable business (e.g., a product has recycled packaging, but the manufacturing is highly polluting).
They may also falsely claim certifications or “green status” without credible third-party verification and avoid disclosing the full environmental footprint (raw materials, production, disposal) while making green claims.
How to Spot Greenwashing with the Help of Standards & Certifications
In India, companies have to follow standards and certifications for credible eco-labels (like Ecomark). The BIS (Bureau of Indian Standards) issues the Ecomark for products that meet eco-friendly criteria. Categories include soaps, textiles, electronics, paints, etc.
CCPA Guidelines (2024): The Central Consumer Protection Authority has issued the “Guidelines for Prevention and Regulation of Greenwashing,” which require companies to use clear and verifiable claims or third-party certifications.
SEBI Green Debt Guidelines: For green bonds and other sustainable financial instruments, SEBI has guidelines to ensure transparency.
Depending on the sector, there may be more certifications—for example, LEED standards, a globally recognized framework for building, designing, and operating high-performance green buildings.
These types of standards and certifications can guide consumers and create awareness. For transparency, genuine sustainable companies often publish sustainability or ESG reports with measurable goals and results, where they provide data, reports, life-cycle analysis, or links to studies. Under CCPA guidelines, companies should also disclose their method or proof.
Why No Stronger and Specific Rules for Eco-Products in India?
According to a study by the Advertising Standards Council of India (ASCI), 79% of green claims made by organizations in India are exaggerated or misleading.
Defining “environmentally friendly” is hard—different products have very different environmental footprints. Monitoring and enforcing green claims across millions of products is resource-intensive. That’s another reason why many ESG or sustainability reports are voluntary, not mandatory.
There is also a lack of uniform third-party certificate. There aren’t always strong, universally trusted eco-labels in every product category.
Educating Consumers Remains Vital
Empowering consumers to question claims and seek evidence is essential. A unified national eco-label could simplify choices and build trust. Digital tools—such as QR codes or traceability platforms—can also make environmental information accessible at the point of purchase.
Conclusion
Ultimately, collaboration between regulators, industry bodies, civil society, and researchers will be key to developing frameworks that ensure environmental claims are transparent and credible. Consumers should educate themselves about sustainable products, verify labels, read sustainability reports, and support transparent brands.
Disclaimer: Views of the author are personal and do not necessarily represent the website’s views.
Author of the above article Siddhesh Teredesai is the Founder and Head of Ecoproduct , a Mumbai-based company specializing in eco-friendly and sustainable products. With academic roots in the University of Mumbai and the Institute of Company Secretaries of India, he blends strong business acumen with a passion for sustainability. Under his leadership, ecoproduct has become a key member of the Corporate Gifting Association of India.