GREEN MANAGEMENT AND ENVIRONMENTAL

SUSTAINABILITY : A CASE STUDY OF ITC HOTEL

*Prof Rekha Lakshman **Prof Ramya Manjunath

INTRODUCTION OBJECTIVES OF THE STUDY:

The challenges related to environment and 1. To understand the concern of ITC towards
ecosystem especially due to climate changes are environment protection
complex, long term and inter related, especially
2. To u n d e r s t a n d v a r i o u s m e a s u r e s
in terms of impact on water and availability of
undertaken by ITC towards environment
other natural resources. The world is responsible
protection and sustainability
for this and also has the responsibility of
protecting the ecosystem with the various SCOPE OF THE STUDY:
programmes and measures related to
environment consciousness and environmental The scope of the study is limited to ITC Hotels
sustainability. Various institutions including and its environment consciousness.
corporates have come forward to contribute LIMITATIONS:
towards this cause. Environment consciousness
is nothing but adapting practices, measures and Research has been carried out by using
programmes along with producing products and secondary data. It would have been more
services which are environmental friendly and substantiated if primary data would have been
non- hazardous to the ecology. Environmental collected using questionnaire or through
sustainability is maintenance of the practices observation.
already adopted to protect environment from Findings:-
various hazards.
The race for unabridged economic growth has
Many Indian hotels are already working for the left our planet seriously depleted of
cause. They have adopted various measures environmental resources. The world’s
towards water conservation, efficient discharge ecological footprints suggest that the
of waste, rain water harvesting and so on. This consumption of natural resources every year
study has been undertaken to understand how will be far more than the earth’s capacity to
hotel industry in India are discharging their regenerate with increasing population. People
responsibilities towards the same, taking ITC will have access to limited resources which
hotels as case study. will be far less than what was available in 1950.
The blame game is of absolutely no use. Each

*Prof. Rekha Lakshman **Prof. Ramya Manjunath

Associate Professor Associate Professor
Sri Sai College For Women Sri Sai College For Women
Bangalore Bangalore

Adarsh Journal of Management Research (ISSN 0974-7028) - Vol. : 8 Issue : 1 March 2015 64
one on this planet is responsible for global 4. Impact on agriculture:-
warming and the disaster caused to planet earth, Though many people rely on rain-fed
in one way or the other. agriculture, it is highly vulnerable to
It is high time that each one realise this and changes in climate variability, seasonal
work for the mitigation of catastrophic disaster shifts and precipitation patterns.
caused to planet earth. An attempt has been
N AT U R A L C A U S E S O F C L I M AT E
made in this paper to bring out the fact that how
CHANGE:
companies all over the world is environment
conscious and what strategies they have adopted The changes in volcanic activity and changes in
and sustained towards the same. solar reduction are episodic and have relatively
short term effects on climate but the changes in
Many companies like Sony, ITC, Taj group have
solar radiance have contributed to climate trends
not only adopted the best green practices but
over the past century but since the Industrial
also create the consciousness among the
revolution, the effect of additions of Greenhouse
employees, suppliers, consumers and other
gases to the atmosphere has been about ten
stakeholders.
times that of change in the sun’s output.
IMPACT OF CLIMATE CHANGE :
H U M A N C A U S E S O F C L I M AT E
1. Impact on the water system:- CHANGE:
Climate change has major and According to the Met office, Hadley Centre,
unpredictable effects on the world’s water UK, “It has been demonstrated beyond
system, including an increase in floods reasonable doubt that the climate is changing
and droughts. due to man-madeGreenhouse gases. We are
2. Impact on forests:- already committed to future substantial change
over the next 30 years and changes are likely to
Due to deforestation by mankind, there is
accelerate over the rest of the 21st century.
a release of huge carbon dioxide to the
environment and other harmful 4% of carbon emissions come from industrial
greenhouse gases to the atmosphere. In processes
fact, it is reported that deforestation is so
7% come from agriculture –for example,
deep that it is dangerous than the emission
methane emissions from livestock and manure,
of every car or truck or plane on the
and nitrous oxide emissions for chemical
planet.
fertilisers.
3. Impact on food security:-
About 40% of carbon emissions are the result of
Due to climate change there isa significant decisions directly by individuals. The biggest
risk of crop failure, loss of livestock and source ofemissions is likely to be
local food security. The climatic changes
sometimes also negatively affect • Energy use in the home ( the main use is
agricultural practices. Indirectly, it also heating)
affects human health and livelihood, • Driving a car
people’s purchasing power, food markets • Air travel
and food security at household levels.

Adarsh Journal of Management Research (ISSN 0974-7028) - Vol. : 8 Issue : 1 March 2015 65
Agricultural activities carried on by humans Practices:-
have been contributing to climate changes, 1. Rationalising the use of raw materials
primarily through the production and release of including water and energy.
greenhouse gases such as carbon dioxide,
methane and nitrous oxide. Even agricultural 2. Reducing the volume of wastes and
activities alter the earth’s land cover, which can improving waste management.
change its ability to absorb or reflect heat and 3. Adopting a more ecological purchasing
light. policy and improving logistics.
The greenhouse effect is a natural mechanism 4. Improving the quality of the hotel’s
that retains the heat emitted from the earth’s internal environment.
surface. The greenhouse effect is caused by a
5. Making the staff aware of the importance
range of different gases in the earth’s
of environmental issues.
atmosphere. Because of the greenhouse effect,
the earth is becoming warmer. Due to this, there Environmental consciousness and
is occurrence of heat waves and violent sustainability practices of ITC:-
downpours. Oceans have risen and the ice at the Introduction of ITC:-
world’s poles and the mountains had begun to
melt. ITC was established on 24thAugust 1910, with
itsheadquarters in Kolkata, West Bengal. ITC
Environmental consciousness of ITC group of hotels is launched in 1975. The group
With the growth in tourism industry in India, is of the India’s most valuable corporations with
there is a considerable development of the sustained performance in creating and enduring
Hotel industry in India. Hotel guests are more value for the nation. Inspired by the vision to
conscious of environmental problems and have sub serve larger goals, ITC has progressively
started to prefer environmental products in their worked towards creating long term
accommodation choice. In this direction, ITC shareholder’s value, along with the enhancement
hotel is striving hard for the cause without of societal and environmental capital.
cutting on client’s comforts through the ITC Hotels with its credo of “Responsible
application of the best available practices and Luxury” stands apart not only for its exquisite
technological innovations. signature properties, cuisine and service
Objectives of environmental consciousness excellence but also being the Greenest Luxury
practices of ITC Hotel chain in the world with all ITC’s
1. To integrate the environment as one premiumluxury hotels being LEED [leadership
component of day to day management. in energy and environmental design] platinum
certified. In line with this philosophy, ITC
2. To identify significant and priority
Hotels integrate world-class green practices with
measures for enabling their implemen-
contemporary design elements to deliver the
tation and ensuring sustainability over
best of luxury in the greenest possible manner.
time.
ITC firmly believes that the future
3. To promote rational and eco-efficient use competitiveness of organisation will depend on
of resources their ability to adopt effective strategies or a low

Adarsh Journal of Management Research (ISSN 0974-7028) - Vol. : 8 Issue : 1 March 2015 66
carbon path. ITC has responded to the ITC has implemented several CDM projects
challenges emerging from the threat of climate under the Kyoto protocol and has ensured
change by aligning its corporate strategy with carbon- dioxide sequestration through large
the National Action Plan on Climate Change scale social and farm forestry initiatives.
[NAPCC]. ITC’s Initiative:-
ITC Hotels business maintained its position as ITC has adopted the following strategies for
one of the fastest growing hospitality chains in climate change mitigation-
India, with more than 100 properties in over 70
locations. It operates under 4 distinct brands- 1. Identify and evaluate climate change risks
for each business.
“ITC Hotels for Luxury”, “Welcome Hotels “in
2. Reduce the environmental impact of
the five star segments, “Fortune“in the mid-
processes, produce and service and work
market to upscale segment and “Welcome
towards creating apositive environmental
Heritage “inthe heritage luxury segment.
footprints.
ITC’s Hotel business, with its world class 3. Adopt a low- carbon growth path through
properties globally benchmarked levels of reduction in specific energy consumption
service excellence and customer centricity is and enhancing the use of renewable
well positioned to sustain its leadership status energy sources.
and emerge as the largest hotel chain in the
country over the next 5 years. ITC Hotels was 4. Reduce specific water consumption and
recognised as the most respected company in the augment rain water harvesting activities
hospitality category by the Business World both on site and off site at watershed
Magazine. catchment areas.
5. Wo r k t o w a r d s m i n i m i s i n g w a s t e
“LEED” Platinum Rating by US Green
generation, reuse and recycling and using
Building Council-existing building category
external post- consumer waste as raw
hotels are ITC Maurya, ITC Windsor, ITC
material in those units.
Maurya, ITC Grand Center, ITC Mughal, ITC
Sonar, ITC Kakatiya and ITC Rajputana. ITC The adoption of those strategies has led to the
Hotels has been recognised and Leisure following outcomes-
Magazine US. ITC Grand Chola is ranked ITC has expanded its renewable energy portfolio
among the top 50 hotels of the world in the Hot with 38% of its energy consumption being met
List 2013 and has also the 5 star rating. from renewable sources
ITC has been carrying out green initiatives ITC ‘s strategy of Waste Management:-
mainly to reduce Green House Gas Emission
Often considered to be only an urban
through energy conservation, use of renewable
phenomenon, inadequate waste management
source of energy and identifying ways of
today threatens the quality of life throughout
mitigating the adverse effects of climate change
India. Heaps of unattended waste has become a
caused by global warming.
common sight in both urban and rural areas of
the country.

Adarsh Journal of Management Research (ISSN 0974-7028) - Vol. : 8 Issue : 1 March 2015 67
In alignment with ITC’s commitment to reduce repairing of GHG emission and removal. The
its environmental impact and create a positive 2013-14 inventories has been verified by KPMG
ecological footprint, the hotel has adopted the at the “Reasonable Assurance Level”
following approaches on waste management:- 1. Water conservation:-
a] Reduction of waste:- Recognising the daunting challenges arising out
All ITC units are mandated to reduce specific of water stress, ITC has adopted the following
waste generation through construct, monitoring strategies that focus on the replenishment as
and improvement of efficiency in material well as conservation of this precious natural
utilisation. resource.
b] Segregation at source- a. Assessment of water stress at water
All ITC units are required to ensure that all stress at ITC units:-
wastes are segregated at source in accordance ITC has undertaken the evaluation of water
with company defined guidelines. This ensures availability/ stress through ‘India Water Tool”
maximum reuse and recycling of waste. which will further help in the assessment of
c] Effluent Discharge:- water related issues at the site.

ITC is committed to achieve zero effluent b. Water conservation:-

discharge through treating and recycling of Conducting water audit, benchmarking and
waste water and harvesting of rain water on its implementation of best practices to achieve the
properties. This not only reduces fresh water lowest possible specific fresh water intake.
intake but also maintains groundwater recharge. c. Zero effluent discharge:-
Thus the issue of waste management has Treating effluent so as to ensure that discharge
assumed critical significance for the country quality is better than statutory requirements and
today. Rapid urbanisation, increasing progressing towards recycling/reusing of all
population, higher consumption levels and treated effluents.
inadequate infrastructure are imposing a severe
stress on the ecology. A large amount of waste d. Rain water harvesting:-
segregated end up in landfills. Apart from the Enhancing our water positive footprint through
increasing pressure on natural resources, the rain water harvesting, both within our units and
issue of burgeoning waste also contributes to across different watershed areas.
soil and ground water contamination and
e. Water stewardship:-
Greenhouse gas [GHG] emissions, leading to
serious concerns of public health, sanitation as Work has been initiated on a pilot basis at the
well as large scale environmental degradation. ITC units to work towards meeting the water
ITC has computed its Green House gas security need of all stakeholders at the local
inventory, including GHG emissions and GHG water shed level
removals in accordance with ISO 14064:2006, 2. Towards 100 % recycling:-
which are the latest international standard
specifying principles and requirements at the Each category of waste is individually addressed
organisational level for quantification and and tackled to ensure that it can be reused where

Adarsh Journal of Management Research (ISSN 0974-7028) - Vol. : 8 Issue : 1 March 2015 68
ever possible, and if not, recycled. This ensures successfully. Initially there was resistanceabout
that almost no waste from the business lands up transforming to more eco-friendly practices due
in municipal or private lands. to budget approvals and increased capital cost.
3. Creating a positive environmental But understanding the seriousness of the issue
footprints:- and long term return on investment, made ITC
adopt green management practices and
Focussed attention on identifying and tracking sustaining the same. In fact, some green
of all waste streams as well as their initiatives do not require a high capital cost
characteristics and quantification have helped to requirement. It is true that capital expenses will
ensure the recycling of 99.99% of the total be relatively higher, but there will be a reduction
waste generated in all ITC business units. E.g.:- in operational cost on monthly basis. There will
ITC Green Centre at Gurgaon, ITC Maurya, ITC be also intangible benefits like conservation of
Grand Centre, ITC Windsor ITC Gardenia and the environment, motivated employees that
so on. experience pride at work, enhanced customer
ITC WOW Initiative:- loyalty, stronger relationships with communities
and regulatory bodies and a trusted brand image.
It is a recycling initiative that works towards
spreading awareness about recycling and If all of us come together for this noble cause,
encouraging people to segregate and dispose time is not far when the earth becomes the best
waste responsibly. It is an internationally placeto livewithout any pollution and adverse
recognised initiative by Bureau of International climatic conditions.
Recycling. [ International trade federation SUGGESTIONS :
representing the world’s recycling industry,
promoting recycling across the globe.] 1. It is always advisable to identify and
review the impact any business operations
ITC Green Centre:- have on the environment..
ITC Green Centre in Gurgoan, the headquarters 2. It is better to involve all employees in all
of ITC’s hotel business is the physical the green practices .
expression of its commitment to sustainability-
ecological, social and economical. This 3. Consult and take the advice of External
building is one of the largest green buildings Certification Agencies who have
with space of 17, 000 sq.ft. The ITC Green specialised knowledge and experience in
Centre which was earlier declared as the largest sustainability.
LEED Platinum Rated office space in the world REFERENCES :
in 2004 was certified in 2012 as the world’s
www.itchotels.in
highest rated green building with platinum
certification by US Green Building Council. www.eai.in

CONCLUSION : sblf.sustainabilityoutlook.in

Over the past few years ITC has become www.itcportal.com

environmental conscious and sensitive towards
the climate change and global warming. It has
adopted and sustained green practices

Adarsh Journal of Management Research (ISSN 0974-7028) - Vol. : 8 Issue : 1 March 2015 69