Environmental concerns, greenwashing, and India’s plastic waste management

India has implemented several policies aimed at addressing plastic waste.

By Nimit Aggarwal 

Environmental concerns, particularly plastic pollution and sustainability, have gained significant attention in India, especially among younger consumers. The increasing demand for eco-friendly products has encouraged companies to promote sustainability initiatives. However, not all businesses adopt genuinely environmentally friendly practices. Some engage in greenwashing — misleading consumers with exaggerated or false claims about their sustainability efforts. This tactic allows companies to capitalise on the sustainability movement without making meaningful contributions to reducing plastic waste.

India produces approximately 10.2 million tonnes of plastic waste each year. However, only 60% of this is recycled. The rest of the plastic waste is either burned or disposed of in landfills. Despite government initiatives to curb plastic pollution, false claims hinder real progress.

False Claims about Plastic Waste Reduction

Greenwashing is prevalent in the plastic waste management industry. It can take many forms, such as misleading product labels and exaggerated recycling statistics. Terms like ‘biodegradable’, ‘compostable’, or ‘degradable’ are often used without proper certification, leading consumers to believe their plastic waste decomposes naturally. In reality, many so-called ‘biodegradable’ materials require industrial conditions to decompose, which are not available in India’s waste disposal infrastructure.

Another common tactic is overstating recycling rates, which are not verifiable. Some companies promote partial sustainability measures, like reducing plastic packaging, while continuing harmful waste practices in other parts of their supply chain. These deceptive tactics create a false sense of progress and hinder genuine improvements in plastic waste management.

Greenwashing and India’s Sustainability Goals

India has implemented several policies aimed at addressing plastic waste, including the Extended Producer Responsibility (EPR), the Plastic Waste Management Rules 2022, and the Swachh Bharat Abhiyan. These initiatives are designed to create a sustainable circular economy through waste reduction, recycling, and producer accountability. However, greenwashing undermines these efforts by reducing corporate responsibility, misleading consumers, and discouraging investments in effective waste management.

False corporate claims of plastic waste reduction divert attention from critical issues. Companies focus on superficial marketing campaigns that create the illusion of being environmentally responsible rather than investing in sustainable production and recycling infrastructure. This misleading practice causes consumers to believe they are making environmentally friendly choices, reducing public pressure on companies to adopt real solutions.

India’s Plastic Waste Management Framework: Challenges and Gaps

A major issue is the absence of an auditing system to verify sustainability claims. Many businesses report compliance on paper without taking significant steps to manage plastic waste. Companies can exploit loopholes in the compliance tracking system to manipulate data, ensuring no environmental impact while meeting regulatory requirements.

Another challenge is the lack of consumer awareness. Consumers often trust sustainability claims without verifying their authenticity, making it easier for businesses to greenwash. Additionally, regulatory bodies lack the resources to enforce compliance effectively.

Impact on India’s Sustainability Goals

Businesses that mislead customers with false claims divert resources and attention away from effective waste management. Companies continue using conventional plastic production techniques instead of investing in sustainable packaging and recycling infrastructure.

Misinformation also plays a significant role. Consumers misled into believing they are making environmentally friendly choices are less likely to demand stricter regulations or corporate accountability. This lack of pressure allows companies to persist with unsustainable practices, facing no consequences.

Regulatory agencies struggle to enforce EPR due to the lack of transparency in reporting waste management. Without strict enforcement, companies manipulate data and produce misleading sustainability reports. Ineffective recycling leads to more plastic pollution, as waste that is falsely advertised as recyclable or biodegradable ends up in landfills and water bodies, causing severe environmental damage.

Technology-Driven Solutions to Combat Greenwashing in Plastic Waste Management

Technology can revolutionise plastic waste management by adding much-needed transparency, traceability, and accountability, combating greenwashing.

Blockchain-based systems are a promising solution. These platforms help trace plastic waste across the value chain — from collection to recycling and credit generation. Blockchain can time-stamp and geo-tag every transaction, creating tamper-proof records and allowing stakeholders, from regulatory bodies to consumers, to access real-time evidence of sustainability claims.

AI and machine learning tools are increasingly used to analyse patterns in waste management data, particularly for EPR compliance. These technologies can detect irregularities or inconsistencies in the data, such as missing geo-coordinates, inflated recycling volumes, or duplicate entries.

Digital compliance dashboards and automated reporting tools also help address enforcement gaps. For producers and brand owners participating in India’s EPR framework, automated platforms can track credit issuances, material recovery reports, and recycler certifications in real-time, improving transparency in sustainability disclosures and aiding compliance determination.

Technology can also assist consumers in making informed decisions by ensuring sustainability data is more accessible and verifiable. For instance, verified information on recycled content, material sources, and waste offsetting can be accessed through mobile apps and QR code-linked product labels. According to PwC’s 2024 Voice of the Consumer Survey, consumers are willing to pay an average premium of 9.7% for products that are sustainably produced or sourced, despite ongoing concerns around inflation and the rising cost of living.

Strengthening the EPR Framework to Prevent Greenwashing

Companies making false sustainability claims should face strict penalties. Third-party audits by independent bodies can verify compliance with plastic waste management regulations, ensuring transparency in corporate sustainability efforts. Transparency in the trading of EPR certificates is also crucial. All EPR certificate transactions should be publicly disclosed to prevent fraud.

Educating consumers on recognising genuine sustainability claims is key to reducing deceptive marketing. By raising awareness, consumers will demand true environmental responsibility from businesses.

Through the implementation of stricter audits, better data tracking, and consumer education, India can establish a more transparent and effective plastic waste management system. These steps will help the country meet its sustainability goals and combat the greenwashing that undermines progress.

(Nimit Aggarwal, Founder of EcoEx.) 

Views are personal, and do not represent the stand of this publication.