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Dis

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Ta

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, Ra

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eza

, S

idd

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Jo

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Su

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Vel

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Inst

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Men

tor:

R. V

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A Green

Solution for

Sustainable

Water

Management

1

Table of Contents

I. Executive Summary

II. Background: Problem Statement

III. Solution Overview and Ideation

Theme

IV. Market Description

V. Operation

VI. Business Model

i) Value Proposition

ii) Marketing Strategy

iii) Marketing Operation

iv) Economic Assessment of growing

the Casuarina tree

v) Production Costs

vi) Break even analysis

vii) SWOT analysis

VII. Social Returns

VIII. Conclusion

2

Vellore – one of the oldest surviving

cities of South India in the state of

Tamil Nadu. Also, it is the abode to

acute water problems and heavy

metal contamination.

Vellore district consists of mainly

villages, which have agriculture as

the chief occupation. Dug wells and

tubewells are the major

irrigation source. Palar

River is the major

drainage source of the

district, but it remains

dry for most of the year.

The water problems

faced by the people

range from inadequate

water supply, highly

contaminated water,

water borne diseases,

low crop productivity and

resulting agricultural

shifts. The poisoned

water results from the

vast amount of polluting

industries involved in the

region, i.e. the tanneries,

drug & chemical industry

and other large

industries. It has been a

delusion since many years now that

the actual problem in Vellore

regarding Water has been its

scarcity. Common Effluent

Treatment Plants (CETPs) were set

up to treat tannery industry (forms

bulk of the Vellore industries)

wastewater. Stated in various

reports by the Ministry of

Environment and Forests has been

the fact CETPs are the solution

to the dumping of toxic

effluents by industries across

India. But to the people’s

chagrin, little have the CETPs

been able to achieve. It has

been claimed by several

farmers that the CETPs don’t

treat the effluents but dump it

into their farmlands. Also,

reports have been obtained

that CETPs let the highly

contaminated wastewater

directly into the Palar River.

According to our research

through around 8 villages in

the Vellore district, we found

that water scarcity is not as

much of a problem for the

common people, instead they

are worried by the fact that

the water they are provided

for drinking either by the

Government bodies (supplies) or by

the dug wells and even the River

Palar, is contaminated by extreme

levels of heavy metals.

A recent study

from a popular

online news

magazine’s

statement about

Vellore

“The city

famous for

its super

specialty

hospital is

now

acquiring a

newfound

status of a

toxic hot

spot as well”

Executive Summary

3

To address such problems as

mentioned above, a sustainable

water management plan is needed.

GROW provides the solution by

Generating contaminant free water,

Replenishing the groundwater

table, Obviating the root cause and

Wealth generation for the farmers.

GROW offers a suitable green

solution for the contamination

problem by developing tolerant

non edible crops, which take up the

heavy metals from the soil and

ground water beneath. Though

taking up some time to bring about

the effect, it is the most effective

method of eradicating water

contamination problem when

implemented.

We suggest this particular agrarian

technology because India is best

known for its agricultural efficiency.

Hence, to utilize the better part of it

is the most beneficial and

economical prospect of our plan.

As for our plan, it is not an easy task

concerning the broad amount of

technical knowledge and

unconventionality involved. Hence,

the structured model addresses the

various levels allowing for

implementation of pilot plans and

then the long term strategy. Both

the levels will be undergoing

through franchise model,

distribution, service expansion

phases and even the utilization of

the outcome for the best means.

We will be selling our plants at

suitable rates through the well-

established networks of NGOs,

Government bodies, association

with farmers and the industries.

Hence, we suggest a solution

involving plantlets which have never

been used for the purpose which we

are targeting. This clarifies the fact

that as such, we won’t be having a

direct competition from any

association or organization and

even other technologies as our

strategy is based on the eradication

of root cause and not just from the

profit perspective. We have devised

a well-developed pricing strategy

for the social good, thus putting less

pressure on the farmers, strata of

low-income families, i.e., our

indirect customers and side by side

expecting a good profit from a

business perspective.

Therefore, we believe the

sustainability of our plan, which in

the long run will not only benefit

our target city Vellore, but many

other cities in India and the world

which are netted by the shadows of

such problems.

4

THE SCENARIO OF THE TANNERIES

AND THE CETPs

Vellore is amongst those major

cities in India wherein, the tannery

business thrives at its best.

According to our research, around

400 tanneries throng the areas in

and out of the

Vellore district. Areas

like Ranipet,

Vaniyambadi,

Melvishram, SIPCOT,

Ambur are amongst

the prominent ones.

When we talked to

the people residing

around those

tanneries there, they

did complain

reluctantly about

how sometimes they

are forced to drink

the contaminated

water. And not only

the tanneries but

also if we talk about

the CETPs, even the

areas around them

are no less than

those of tanneries.

CETPs have always

been claimed to

purify the waste water out of the

tanneries by the Ministry of Forest

and Environment.

A slight sight during our visit to one

of the CETPs in Vellore revealed the

fact thatthe entire toxic

waste goes into a pit

inside the CETP

compound. There it is

sieved as it streams into a

septic tank. But at this

juncture the toxic sludge

leaks out and

contaminates the soil. The

toxic waste has degraded

the fertility of farm land.

Invariably only one in five

crop does well on an

average.

One of the farmers told “I told the officials of CETP that the inefficient handling of the toxic waste is the primary reason for the crop on my field drying up, but they just don’t care”

Background

The headlines from a

prominent Indian

newspaper “The

Hindu”:

Residents of

Arasamarapettai

in Vellore

Corporation have

complained that

sewage has

mixed with

drinking water

and they could

not use the

water being

supplied by the

Corporation in

the last 10 days.

5

THE GROUND WATER STORY

As our research advanced, we found

out that as these tanneries and

CETPs require lots of water for their

day-to-day processing, long term

water level fluctuations have been

observed in Vellore affecting the

Ground water recharge by the

natural processes.

The high pollution level of the Palar

is because the tanneries are

completely dependent on the river

for their fresh water used in the

production processes. The Ranipet

pumphouse is the place from where

the tanneries source the fresh

water. They are paid 30 lakhs per

year. They charge INR 50 for 1

tanker truck, that is, ten thousand

litres. Everyday hundreds of tankers

transport fresh water to the

tanneries and all the effluent is

directed back to the riverbed.

DUMPING THE WASTES IN LANDFILLS This is the solution suggested by the authorities for getting rid of the tannery wastes. But ultimately, the result is the same: contamination of ground water. Moreover, bioaccumulation is another hazardous result, which we are going to discuss in the next section.

BIOMAGNIFICATION: ACCUMULATION OF WASTES IN THE FOOD CHAIN

This is the process wherein the toxic heavy metals from the tannery wastes accumulate inside the living organisms when they feed on them. As according to a biological food chain, if the animals in the higher strata feed on those in the lower strata, the metals start accumulating at each strata leading to hazardous results which include epigastric pain, hemorrhagic diathesis, toxic nephritis, renal failure, intravascular haemolysis, circulatory collapse, liver damage, acute multisystem organ failure,

Element Detection Limits

Chromium 0.1-1ppb

Lead 1-10ppb

Nickel 0.1-1ppb

Copper 0.1-1ppb

Cadmium <0.1ppb

LIMITS OF HEAVY METAL

CONTAMINATION IN SOIL

AND IN WATER

6

coma, and even death, depending on the dose.

We have thus included some facts proving our research in the form of tables.

IDEATION THEME: A TINT OF

SOLUTION PHYTOREMEDIAITON

We suggest use of such inedible plants which are able to take up quantities of heavy metals from the soil and water and hence purify the same. We emphasize on the inedible crops because the edible crops will again lead to biomagnifications at the food chain level giving rise to the problem rather than the solution. Another important aspect of using Phytoremediation as the solution prospect is that it is a green solution which will be the most effective in the long run. Moreover, as will be explained in the later business models parts, it is an excellent source of revenue

generation if the ideation is implemented wisely. Uses of Casuarina include fencing material, wood industry(timber), paper industry, decorative items and use as a bio fertilizer after the post-harvest processing.

Cr Ni Zn Pb Cd

EC(2000)

Maximum

Permissible Limit

60 50 150 70 1

Range 197-523 63-220 200-372 47-117 0.02-0.32

Minimum 197.200 63.58 200.000 47.520 0.02

Maximum 523.200 220.76 372.300 117.300 0.32

Mean 351.500 129.10 277.700 83.100 0.108

SD 136.100 62.60 68.600 31.590 0.12

7

PLANT TISSUE CULTURE: THE

TECHNIQUE

Explant: a plant part (tissue) from Casuarina is taken.

The explant is cultured in suitable growth medium supplemented with suitable plant

growth regulators and Cr.

An undifferentiated mass of cells is obtained. Called as callus.

Callus cultured in suitable medium and growth regulators for plant regeneration. (Artificial

seed can also be made, if desired)

Tiny plantlets planted into greenhouse for few days to adapt to field conditions.

Hardened plantlets obtained. Sold to farmers. 2-3 yrs taken to achieve complete plant

growth.

RESEARCH RESULTS

Days Cr Ni Cd Pb

*0th 1.19 0.24 0.98 6.482

*30th 0.68 0.21 0.62 3.601

*60th 0.31 0.18 0.22 1.907

% Removal from soil

73.94 25 77.55 70.58

** Expected Uptake

5.353 0.365 4.623 27.83

*Heavy metal concentration in

the soil (conc. in mg/kg) from

pot culture studies

**Expected uptake capacity in

one year when similar amount

of metal taken on the 0th day

8

Considering Vellore’s economy,

GROW’s market will consist of the

farmers, the NGO’s and the

industries.

The industries will be the tanneries,

drug & chemical industries, and

other small scale industries.

Upcoming SEZ will also be a major

target. Due to the lime lighted

environmental concerns these days,

industries are willing to reduce their

carbon emissions and involve in

social causes (such as afforestation),

which will also help them gain

carbon credits in return. As Vellore

boasts of plethora of industries

(already mentioned before) and

ones having international market

such as BHEL (Bharat Heavy

Electricals Ltd), EID Parry (sanitary

ware product manufacturing

company) and TEL (Tamil Nadu

Explosives Limited), these may also

be GROW’s potential customers.

GROW

.

INDUSTRIES FARMERS

Market Description

9

PRODUCTION

The basic operation carried out by

GROW will be Plant Tissue Culture

operation. Setting up of the basic

infrastructure and greenhouse will

be the primary step for this.

Plantlets produced at the nodal

center will be provided to the

collaborated organizations and

farmers. Also, technical support will

be provided at @ share in the profit.

Quality Control will be maintained

so as to have uniform high quality

plantlets.

INVENTORY

An average amount of plantlets will

be maintained in the store. The

customers will have to place order

for the number of plantlets required

by them, GROW having a lead time

for ordering.

LOCATION - The location of GROW’s

nodal center must be easily

accessible by the stakeholders

involved. Convenient transportation

will ensure brisk business.

LEGAL ENVIRONMENT

The licensing and bonding

requirements along with the

requisite permits will be availed.

Insurance coverage and trademark

will also be worked upon.

Operation

10

The key activity and key

partners/customer segments are

already seen in Operation and

Market Description, respectively.

Other segments are discussed

below.

Media publicity has the ability to

reach masses the masses to a large

extent. The various means maybe:

Television

Radio

Internet – through the

various social awareness &

Electronic Media

Print Media

Word of Mouth

Business Model

Value Proposition

Marketing Strategy

11

agriculture centered

information sites. Also the

social networking groups and

promotional sites (Example :

YouTube, Google)

Newspaper , Magazines

Pamphlets

Word of Mouth publicity

&Street plays

GROW will provide the

plantlets to the farmers.

Collaboration with NGO’s,

Government bodies and

Industries will be made.

Farmers can buy the plantlets

directly from the GROW

nodal center or the

collaborating NGO’s. Detailed

statistical data will be used to

assure the farmers of the

success of GROW’s venture.

Such an economic assessment

will convince the farmers of

the profit in growing the

Casuarina tree

Marketing Operation

12

Sl. Non Recurring Costs

INR

1. Land 30,000

2. Infrastructure 90,000

Total 120,000

Sl. Non Recurring Costs INR

1. Land 30,000

2. Infrastructure 90,000

Total 120,000

Economic Assessment of

growing the Casuarina tree

Economic Assessment of

growing the Casuarina tree

Production Costs

13

Sl. Remuneration INR

1. Sell Value @ 1 INR per plantlet

72,000

2. *Technical support share (5% of profit)

52317.6

Total 124317.6

Considering 50% of the

customers seek technical

support

Considering above statistics at

around 1.9 years, BREAKEVEN

POINT will be achieved. After

attaining which, the profit of

almost 96 % can be expected. In

India, an investment of INR 40,000

is quite much for a farmer to invest.

So, the farmers may grow Casuarina

plant on a small portion of the field,

along with the crops previously

grown by him. MODEL CROP

COMBINATIONS for Casuarina are:

Casuarina + Maize / Sorghum

Casuarina + Vegetables

(Chillies / Tomatoes /

Pumpkin / Groundnut)

Casuarina + Mango

Casuarina + Coconut

Casuarina + Banana

Casuarina + Teak + Papaya

Casuarina + Drumstick +

Hybrid Tomato

Casuarina + Tamarind +

Drumstick

Casuarina + Teak + Eucalyptus

+ Guava

Casuarina + Coconut as line

planting

Sl. Recurring Costs INR

1. Media 6720

2. Consumable 2558.4

3. Power @ 500 INR per month 6000

4. Labor @ 4000 INR per month 48000

Total 63278.4

Break even analysis

SWOT Analysis

14

Strength

Innovative and socially appealing

option. Technical soundness will

help the plantlet production. No

oppression faced due to market

competition.

Weakness

Being beginners, starting the

venture and establishing the vital

contacts with the various

organizations (government, NGO’s)

and industries. With the guidance of

mentors and financial backing by

funding agencies, the business

venture will be executed.

Opportunities

The idea of Phytoremediation by

planting trees is still an unexplored

arena. The support of

environmental organizations and

collaborative endowment will

ensure our business venture’s hold.

Threats

Risks regarding acceptance of a new

idea by the populace. Attitudinal

shift & breakthroughs can be

brought about by widespread

publicity, and explaining the

environmental benefits & monetary

backing that the farmers can

generate.

CLEAN WATER

SOCIAL GOOD

REVENUE GENERATION

FOR THE POOR

BETTER HEALTH

BETTER QUALITY OF LIFE

Social Returns

15

Conclusion

GROW provides an easy as

well as feasible solution to a

critical problem being faced

by the populace of Vellore.

The affluent are able to buy

the privilege of clean water

but the multitudes that

belong to the economically

lower strata remain

unfortunate. This is a

problem not only plaguing

Vellore, but a number of

other industrialized locales

as well. GROW delivers

through Generation of clean

water, Replenishing of

water table, Obviating with

the root cause and Wealth

generation for the poor;

thus providing a complete

solution to the persisting

problems.