OCTOBER 19-20, 2012 - YMCA University of Science & Technology

Proceedings of the National Conference on
Trends and Advances in Mechanical Engineering,
YMCA University of Science & Technology, Faridabad, Haryana, Oct 19-20, 2012
and the manufacturing organizations. In this context the PPP (Public Private Partnership) model can make a
tremendous contribution to the cause of sustainability. The incorporation of advanced and innovative
manufacturing technologies can help in promoting sustainable growth. Energy saving and emission reduction
technologies can help in conserving our natural resources and thereby help in building a sustainable society. Use
of alternative materials, clean and energy efficient technologies, mass and batch production concepts, better
plant layout, use of CNC and machining centers, automated control and material handling systems, recycling and
reuse technologies, research and development etc. can go a long way in helping the cause of sustainability. The
MSA(2008) mentions that the new world of sustainable technologies and work practices is undoubtedly a
challenging and exciting emerging reality for the manufacturing industries and the role that they will play in
creating and shaping this world might be significant. This will require steadfast commitment and effective
strategies that embrace the full extent of sustainable possibilities. The sustainable development through
sustainable consumption and manufacturing practices will ensure a balanced and efficient use of natural
resources and prevent the undesirable degradation of the environment.
2.1.1 Economic Drivers for Sustainable Manufacturing:
As per Center for Integrated Manufacturing Studies (2009) companies and organizations that have adopted
sustainability practices have often reported improved profitability as a result of reduction in the use of energy,
water and the release of hazardous substances. It has mentioned the followings as the key drivers for engaging
sustainable manufacturing practices. These are:
• Customer demands among OEMs (Original Equipment Manufacturers), major retailers, distributors, and end
consumers
• Increased profit and competitive advantages for manufacturers
• Emerging international regulations
• CSR( Corporate Social Responsibility) activities
• Education
Many OEM’s such as Motorola and Texas Instruments are beginning programs that require their suppliers to
meet their prescribed sustainability metrics. In India companies like NTPC, Tata Steel, Tata BP, JSW Steel,
Suzlon, ACC, Coir Atlas, Orchid Ecotels, ITC and many more are already working to increase the
‘sustainability index’ of their factories.
2.2. Role of stakeholders in Sustainable Development
The stakeholders of Sustainable development are the consumers in the society, the government and the
manufacturing organizations. Environmental issues are gaining justifiable popularity among society, government
and industry due to negative environmental developments (Askiner Gungor and Surendra M. Gupta, 1999). A
coordinated and active participation by all stakeholders may lead them towards the path of sustainable
development. The concept of ‘sustainability’ can be marketed by propagating the fact that ALL the stakeholders
stand to benefit from it.
The consumers in the society are the end users who use the goods and finished products produced by
manufacturing firms. The role of the consumers and the society as a whole is therefore crucial for sustainable
development. With the rapid growth of information technology and the access of electronic media, consumers
are becoming more and more conscious of their environment and the problems associated with its degradation.
The demand for environmentally safe products by the consumers will force the manufacturers in designing and
manufacturing sustainable products. Consequently, the market demand for the sustainable products will give a
competitive edge to the manufacturers as compared to their “not so sustainable” competitors. This will act as a
catalyst for all manufacturers who will then willfully adopt sustainable practices.
The government can play a pro-active role in educating the consumers on the issues of sustainability and
environmental implications. The involvement and active participation of the media, NGO (Non Government
Organizations) and the educational institutions in this regard can be highly motivational. The education,
knowledge and awareness can help the consumers in distinguishing between sustainable and non-sustainable
products and practices. The government can frame various policies, regulations, standards and norms with regard
to environmental protection that are to be complied by the manufacturers. Legislation is seen to have had
negative effects on cost of production but positive effects on new product development and business
opportunities (Hartmut Kaebernick, et al. 2006).
To motivate the manufacturers in perceiving the importance of sustainable growth, the government may extend
various financial and non-financial incentives as the incorporation of sustainable practices generally involve high
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