New Delhi, March 3: ICI India, a subsidiary of ICI Plc of UK, will launch a major environment awareness campaign involving its major businesses--paints, polyurethanes and explosives. This would also help the company to build on its market share.
The programme will be utilised for the twin objectives of energy conservation and environment protection.
In decorative paints, the company will educate the customer at the retail end, through advertising that these paints are totally free from harmful substances such as lead, chromium and mercury. Decorative paints comprise around eighty per cent of the total paints market pegged at 400 million litres per annum, with ICI's share of around 17 per cent.
ICI India recently started the manufacture of polyurethanes which has widespread application in areas such as transportation, footwear, construction industry and electrical appliances.
The company would use the environment platform in terms of projecting and communicating its beneficial effects on energyconservation and oil spills in automotives and electrical appliances.
Worldwide, polyurethanes are used in neutralising the environmental damages of oil spills. This application is totally unknown in India. "As India becomes environmentally conscious, we feel that we will be able to grow the market for polyurethanes", official sources said. "The company has identified with environment on a long-term basis", company officials said.
The environment platform will be used to aggressively grow on the core international businesses including paints, polyurethanes and acrylics.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
