Business India ×
 Climate Change

Start ups
Published on: June 26, 2020, 2:20 p.m.
Business with a purpose
  • Brainstorming on a new idea

By Business India Editorial

Businesses that are complex, driven by collaboration or powered by innovation need a strong bedrock of communications. Communications play a fundamental role in educating, informing, mobilising and connecting. This is especially the case in the climate and cleantech ecosystem, where organisations often address challenges that overlap with multiple sectors, industries and stakeholders, and work across business models.

Despite this clear need, many innovative and impactful climate businesses do not understand the criticality, or have the capabilities to create and execute on a robust communications strategy.

In comes ON PURPOSE, a creative communications consultancy focused solely on driving social change in India. Founded in 2017 by Girish Balachandran, ON PURPOSE considers communications as critical a part of the business tool-kit as the finance or marketing functions. It aims to facilitate a number of key business functions like opening doors, generating leads, cutting acquisition costs, aligning with partners, recruiting new talent, displaying expertise, building consumer trust, connecting with funders, and ultimately creating a market.

“India is drowning in a sea of undifferentiated start-ups. What India needs and what clients are willing to buy is - differentiated expertise. Not personality, not price, but expertise that allows them to do things differently, achieve a different level of scale and improves the lives of people around us,” says Girish Balachandran, the company's founder.

ON PURPOSE’s diverse team of PR professionals, ex-teachers, lawyers, journalists and development sector experts partner with clients to set and achieve communications goals. There is an emphasis on mapping shifts in attitude, behavior and action, a fundamental part of behavior economic principles. Since inception, the company has overseen communication campaigns in four key areas: climate action, public health, education and social welfare with an emphasis on gender equality.

Some of the issues they have worked on include – addressing childhood obesity in India, under-five vulnerability in Bihar, creating a more holistic approach to cancer care, championing entrepreneurs and innovators in climate action, promoting renewable energy as a lifestyle choice, sustainability, addressing gender discrimination and gender based violence, and making employers more attractive by showing their diversity and inclusion in practice.

ON PURPOSE works with clients across the business and development ecosystem - e.g. USAID, Bill & Melinda Gates Foundation, Shibulal Family Philanthropic Initiatives, World Wildlife Fund, Asian Development Bank and Central Square Foundation; India’s top 10 unicorn firms – Ola and ReNew Power; and established businesses like Hindustan Coca Cola Beverages and KPMG.

This includes delivering an integrated communications strategy to promote renewable energy as a lifestyle choice across seven states in India for the Ministry of New and Renewable Energy, through USAID. It has created a counter-narrative on rural electricity access by putting the customer at the heart of it, for Smart Power India, a Rockefeller Foundation subsidiary. And supported the launch of an Urban Mobility Lab with Rocky Mountain Institute and Micelio, to help develop a roadmap for clean energy transition in Karnataka.

ON PURPOSE is now in the process of ramping up execution capabilities to meet high volume demand. As they grow, Balachandran says his aim is to build an institution that displays extraordinary emphasis on robust research, analytics and visual communications capabilities, coupled with the ability to apply behavioural economics principles in practice.


Entrepreneursip

The Equator Prize recognises local and indigenous communities from around the world

Two Indian organisations win UNDP prize

Published on July 21, 2021, 2:55 p.m.

The Equator Prize recognises local and indigenous communities from around the world

Environment

In one of the country's largest ecological restorations, 2,500 acres of barren land will be converted into a natural habitat

Largest man-made forest to come up in Chhattisgarh

Published on July 21, 2021, 12:35 p.m.

In one of the country's largest ecological restorations, 2,500 acres of barren land will be converted into a natural habitat

Entrepreneursip

The fund will concentrate on four sectors: green buildings, energy storage, sustainable agriculture, and alternative energy

Veerappa Moily’s son to launch ClimateTech VC fund

Published on July 21, 2021, 12:09 p.m.

The fund will concentrate on four sectors: green buildings, energy storage, sustainable agriculture, and alternative energy

Environment

The dominant tree species in central Indian forests, Teak and Sal are expected to be sensitive to change in temperature than rainfall

One-fifth of forests at risk due to climate change: government

Published on July 21, 2021, 10:40 a.m.

The dominant tree species in central Indian forests, Teak and Sal are expected to be sensitive to change in temperature than rainfall

E-MAGAZINE

Healthcare

Goodyear India partners Americares India Foundation

Published on Feb. 2, 2021, 9:21 p.m.

The partnership will support COVID-19 healthcare facilities in Faridabad and Aurangabad

Environment

Tata Motors launches a 'Go Green' initiative

Published on Dec. 23, 2020, 10:34 a.m.

The company will plant a sapling for the sale of every new commercial vehicle

Women Empowerment

Tata Starbucks ties up with Educate Girls to empower women

Published on Dec. 2, 2020, 3:10 p.m.

The partnership aims to provide volunteering and educational support to those who have relocated to urban cities from villages

Environment

The public sector company is planting a tree for every retail customer visit during its TreeCheers campaign period