ANNOUNCEMENTS
Addressing the environmental impacts of agriculture is a key factor towards reducing the human intervention on the food production chain in India. This research establishes a systematic approach for conducting a comparative life cycle assessment (LCA) of three distinct wheat flour (atta) production systems in India, utilizing Environmental, Social, and Governance (ESG) criteria within a cradle-to-grave analytical framework.
The study addresses a critical gap in sustainability research within India's wheat flour industry by examining large-scale industrial production Aashirvaad Atta (by ITC), Local Chakki Atta (traditional stone milling systems), and Shri Krishna Flour Mill (a Medium-Range Regional Branded Alternative).
The research framework encompasses agricultural production through end-of-life disposal, incorporating primary data collection from stakeholders across the value chain to quantify environmental impacts, assess social dimensions including labour practices and community welfare, and evaluate governance aspects including corporate transparency and ethical sourcing practices. The result will also discuss how integrating ESG (Environmental, Social, Governance) interventions and environmentally friendly practices into wheat flour production systems offers significant economic benefits in India’s growing market, which is projected to reach INR 25,000 Crores by 2033. Accordingly, we will conclude how aligning sustainability with market strategy, brands can unlock revenue growth, enhance competitiveness, and build long-term consumer loyalty.
Key words: Brand building & Sustainability | ESG Integration in business practice | Wheat Flour Industry | Brand Differentiation | Sustained Profits.
