September & October 2024

NEWSLETTER

THE EARTHY DISPATCH MONTHLY NEWSLETTER OF

X-TERRA
THE SUSTAINABILITY AND CIRCULARITY COMMITTEE

Tit Bits of the month

Sustainable tourism is a form of tourism that aims to
minimize negative impacts on the environment and

SUSTAINABLE
local culture, while maximizing the benefits for local
communities. It involves balancing the economic,

TOURISM
social, and environmental aspects of tourism and it is
also known as eco-tourism with the focus on
environmental conservation and education.

The Sustainable Development Goals (SDGs) are a set of

17 interconnected goals established by the United
Nations in 2015 as part of the 2030 Agenda for
Sustainable Development. They aim to address global
SUSTAINABLE
challenges related to poverty, inequality, climate DEVELOPMENT
GOALS
change, environmental degradation, peace, and justice.
The SDGs provide a framework for sustainable
economic, social, and environmental development to
create a better and more sustainable future for all.
 1

BUBBLING REVOLUTION: HOW AIR-

CAPTURED CO₂ IS FIZZING UP THE
FUTURE OF SUSTAINABLE BEVERAGES
By Sneha Srivastava (Core 2024-25)

THE BEVERAGE INDUSTRY AND SUSTAINABILITY

Climeworks, a Swiss company specializing in direct air capture (DAC) technology, has partnered with Coca-
Cola Hellenic Bottling Company (HBC) to launch Valser, the world's first CO2-neutral sparkling water. This
innovative collaboration addresses two significant challenges in the beverage industry: reducing carbon
emissions and securing a sustainable CO2 supply. Climeworks' DAC technology captures CO2 directly from the
atmosphere, which is then used in the production of Valser. This partnership sets a new standard for
sustainability in the beverage industry and demonstrates the potential of DAC technology to revolutionize
various industries facing carbon shortages.

INNOVATIVE TECHNOLOGY - DIRECT AIR CAPTURE

Direct Air Capture (DAC) is a technology that removes carbon dioxide (CO2) directly from the atmosphere. This
innovative approach offers a potential solution to mitigate climate change by reducing the concentration of
greenhouse gases in the air. DAC technology holds promise as a tool for climate change mitigation. Continued
research and development are focused on improving efficiency, reducing costs, and increasing the scale of
DAC operations. As the technology matures, it could play a crucial role in achieving net-zero emissions and a
sustainable future.

THE BEVERAGE INDUSTRY

AND THEIR GOALS OF
SUSTAINABILITY
The beverage industry, once a major contributor to
environmental issues, is now undergoing a significant
transformation towards sustainability. Driven by
increasing consumer awareness, regulatory pressures,
and a desire for long-term viability, many beverage
companies are adopting eco-friendly practices. By
embracing sustainable practices, the beverage industry
can not only reduce its environmental impact but also
enhance its brand reputation and attract eco-conscious
consumers. As the industry continues to evolve,
sustainability will remain a critical factor in ensuring its
long-term success.
 2

GREENWASHING CRACKDOWN: NEW

RULES FOR ENVIRONMENTAL
CLAIMS
By Ankita Priyadarshini (Shadow 2024-25)

CCPA INTRODUCES GREENWASHING GUIDELINES

The Central Consumer Protection Authority (CCPA) in India has introduced the "Guidelines for Prevention and
Regulation of Greenwashing or Misleading Environmental Claims, 2024." These guidelines aim to combat
greenwashing, a deceptive practice where companies exaggerate or falsely claim environmental benefits to
attract eco-conscious consumers. The move comes amid growing demand for sustainable products and seeks
to protect consumers from misleading claims while encouraging accountability in environmental marketing.
Businesses can no longer misuse terms like "eco-friendly" or "sustainable" without credible evidence.

ACCOUNTABILITY FOR
BUSINESSES
These guidelines signal a major shift toward
transparent marketing practices for businesses.
Companies are now required to substantiate their
environmental claims or face legal consequences.
Honest brands investing in genuine sustainability
will gain consumer trust and loyalty, while those
relying on misleading tactics risk reputational
harm. For consumers, this crackdown offers
empowerment by enabling them to make informed
decisions and support brands committed to a
greener, more sustainable future.

EXAMPLES OF
MISLEADING CLAIMS
A common instance of greenwashing is labeling
a product as "sustainable" without specifying the
reasons. For example, a hand wash advertised
as biodegradable must clarify whether this
applies to the soap, the bottle, or both. Vague
claims like these mislead consumers, harm trust,
and divert attention from genuinely sustainable
products. The new guidelines mandate that
businesses clearly define terms like "minimal
impact," use credible third-party certifications,
and disclose which aspects of a product are
sustainable.
 3

UN'S 'PACT FOR THE FUTURE'

PUSHES FOR FOSSIL-FREE WORLD BY
2030 IN HISTORIC CLIMATE ACCORD
By Paridhi Barnwal (Core 2024-25)

HINDUSTAN UNILEVER LIMITED'S TRANSITION AWAY

FROM FOSSIL FUELS
Hindustan Unilever Limited (HUL) is actively reducing its reliance on fossil fuels in India, aligning with the
UN's "Pact for the Future." Invests in renewable energy to replace fossil fuels in manufacturing processes,
increasing renewable energy usage to 67% across its operations. Aims for net-zero emissions by 2039,
focusing on phasing out fossil fuel use across operations and supply chains. Leads corporate efforts in India
to transition away from fossil fuels, meeting stricter regulations and consumer demand for sustainability.

UN PACT FOR GLOBAL CLIMATE

ACTION
The UN has adopted the "Pact for the Future," with a
strong emphasis on climate action. The pact calls for
countries to recommit to the Paris Agreement, aiming to
triple renewable energy capacity and double energy
efficiency by 2030. It also emphasizes the phase-out of
unabated coal power and accelerating the transition to net-
zero energy systems. This global initiative addresses the
slow progress in combating climate change and seeks
collective action to mitigate its devastating effects.

FOSSIL FUEL DEBATE AND

FUTURE COMMITMENTS
Despite the agreement's ambitious goals, a persistent “tug
of war” between fossil fuel-producing nations and
vulnerable countries remains. While the pact reaffirms the
need for a "just transition" away from fossil fuels, some
groups argue that decisive action on fossil fuel exploration
and expansion is still lacking. As attention shifts to COP29,
countries are expected to implement national commitments
aligning with the 1.5°C target. The success of this pact will
depend on whether concrete steps are taken to phase out
fossil fuels globally.
 4

DRIVING SUSTAINABLE ACTION:

BUSINESSES AT THE FOREFRONT OF
CLIMATE GOALS
By Aanisha Shaw (Shadow 2024-25)

GLOBAL LEADERS UNITE FOR SUSTAINABILITY

In October 2024, sustainability took center stage as businesses and global leaders amplified their commitment to
environmental responsibility. At the Hamburg Sustainability Conference (HSC), leaders from around the world
gathered to discuss ways to advance the United Nations Sustainable Development Goals (SDGs). The conference,
focused on carbon reduction, clean energy, and sustainable development, concluded with over 15 new agreements,
highlighting the crucial role of businesses in tackling global environmental challenges

TECH GIANTS LEAD GREEN INNOVATIONS

Tech giants like Microsoft exemplify this shift. By signing a 437.6 MW green energy agreement to source solar
power in Singapore from government-owned sites in India, Microsoft demonstrated how large corporations can
lead on sustainability. Additionally, Microsoft’s AI-powered cloud solutions are promoting sustainable farming,
proving how technology can support greener agricultural practices. These efforts reflect the broader trend of
businesses embedding environmental stewardship into their operations, from energy sourcing to product
innovation.

SUSTAINABILITY
DRIVES BUSINESS
TRANSFORMATION
As sustainability increasingly shapes corporate
strategy, companies gain more than just
environmental benefits; they enhance their brand
reputation and trust among eco-conscious
consumers. Green initiatives are now integral to
long-term strategy, rather than optional additions.
This transformation in priorities reveals a growing
acknowledgment across industries: sustainable
practices are not only profitable but also essential
for a thriving future. This momentum is likely to
inspire more businesses to embrace green
solutions, demonstrating that environmental
responsibility can be a powerful driver for both
growth and positive impact.
 5

AMAZON BACKS CLIMATE TECH

STARTUP PAEBBL TO DRIVE CARBON
CAPTURE INNOVATION
By Asirbachan Sutar (Shadow 2024-25)

AMAZON INVESTS IN CARBON CAPTURE TECHNOLOGY

In October 2024, Amazon announced a $25 million investment in Paebbl, a UK-based climate tech company focused
on carbon capture, signaling a major step in advancing carbon reduction technology. Paebbl’s breakthrough approach
captures carbon dioxide (CO₂) and permanently embeds it within construction materials, making it a promising
solution for high-emission industries like construction and manufacturing, which face challenges in reducing their
carbon footprints.

TRANSFORMING CO₂ INTO BUILDING MATERIALS

Paebbl’s technology is groundbreaking in that it transforms CO₂ into a stable component within building materials,
turning these materials into carbon sinks. This dual benefit—removing CO₂ from the atmosphere while creating
sustainable construction products—could have a significant impact on the global building and infrastructure sectors,
where demand for greener materials is growing. As governments and companies alike adopt net-zero targets,
integrating Paebbl’s carbon capture technology could enable meaningful reductions in global emissions.

CORPORATE INVESTMENTS DRIVE SUSTAINABILITY

Amazon’s investment in Paebbl reflects a growing trend among large corporations in the private sector
that are increasingly committing to sustainable technologies. This shift also points to a stronger emphasis
on carbon management solutions, as both European and global regulators push for aggressive climate
goals. Such investments highlight the private sector's expanding role in supporting scalable, effective
environmental solutions that align with broader climate commitments.