Global warming and Climate Change are some the major threats the world is facing today. All industries and our daily living practices are, and will be, more and more guided by taking measures towards reducing the carbon footprints we leave on this planet.


The Kyoto Protocol defines legally binding targets, and timetables for cutting the green-house gas emissions of industrialized countries, that ratified this Protocol.


People's perceptions, worldwide are changing. We believe that sustainable developments and industries are almost inevitable for further growth in India.


Today, India has a significant role to play. In 2007, owner of the venture capital firm KPC&B, John Doerr said at Technology, Entertainment and Design conference, at California that, "Fighting climate change is the largest economic opportunity of this century." His company has invested 200 million US$, in the green technology start-ups. But this investment Guru is worried that three of the worlds largest polluters - the US, China and India - still do not see climate change as an economic opportunity.


More than 60% business leaders in India believe that India should lead the way in green initiatives but a lot more determination and action is needed.


Prime Minister Dr Manmohan Singh said, "......Our biggest single problem is, jobs for ordinary people. We need employment for the semi-skilled on a large scale, and it is not happening to anything like the degree we are witnessing in China. We need industries to provide jobs for people with fewer skills. Why is it not happening on the scale we would hope? (It is) because we are not as single-minded as China in pursuing our goals in a clean manner."


But let us face it. India operating in a global market, 2009 is going to be different from 2007 and 2008. With the Recession looming large even a trend as powerful as the greening of business will not survive a full-throttle recession unscathed. The downturn will slow the Green Wave, and until credit unfreezes, environmental investments, like all others, will remain on hold. For those companies just trying to survive, innovation and competitive advantage will take a back seat to cost cutting and sales incentives. The 2009 will likely focus on the old-school environmental strategy of eco-efficiency and cost savings.


But when the economy recovers, companies will rediscover the strategic importance of the other pillars of green value. In the meantime, the conditions for creating eco-advantage-many of the critical trends propelling the Green Wave-will grow stronger in 2009, no matter what the economic conditions. Some forces will still drive a fundamental shift in how business operates, even during a recession.


The smart companies will make wise investments in the downturn and prepare for the Green Wave to come back in full force. We may look back at the end of 2009 and observe that staying green during the recession saved many companies. So batten down the hatches, get lean, and prepare for the forces that will keep moving this year.


January is the month for New Years predictions and Future forecasts. Let us look at 5 things we can do to increase our market share in the global markets.


Surviving Price Fluctuations


Over the long haul, rising demand from India, China, and elsewhere will drive up the price of everything. This down-cycle is stemming from reduced demand, not more supply, a critical distinction. The world has no more accessible oil, copper, and other resources than it did six months ago. In fact, at lower prices, marginal production stops and supply drops. When demand comes roaring back, the supply won't be there (it's much harder ramp up production than it is to shut it down). At some point - and it's anybody's guess when - prices will rise very fast. So now is the time to get lean. But even if prices don't go up immediately, markets remain incredibly volatile, placing a real strain on business planning. With the ups and downs, reducing reliance on resources and developing a smart supply chain strategy are must-haves.