Times Private Treaties Supports Sustainable Environment Friendly Development

Top Quote Times Private Treaties, the investment arm of BCCL has invested in companies that are driving growth on sustainable environment friendly business models which includes Lucifer Lights & Eco Reco. End Quote
  • (1888PressRelease) July 02, 2010 - Times Private Treaties has invested in companies that are driving growth on sustainable environment friendly business models. Times Private Treaties, the investment arm of BCCL has been among the early birds in India that has been investing in these sustainable environment friendly technology ventures, which includes Lucifer Lights & Eco Reco.

    Lucifer Lights is a Pune based start up that manufactures and exports LED lights. The company has been able to trundle out a flurry of products through constant market feedback and brand building exercise. Seventy new products in less than three years are unheard of in the lighting industry. Two factors that are working in Lucifer Lights' favor: primarily the unstoppable rising cost of power and the universal concern - be it a corporate or household - to trim the cost. Secondly, corporates are jumping onto the LED bandwagon and strong brand positioning created by Lucifer Lights is drawing their attention to the company.

    Eco Reco, another Times Private Treaties investee company, has a first-of-its-kind-in-India mobile shredding van which it deploys to clients' locations to ensure 100% secure data destruction from hard disks and other informational devices. The process involves on the spot eradication and destruction of data devices, with the help of mobile shredders. Eco Reco extends point to point service under one roof for collection, dismantling, remarketing, data security & destruction or safe disposal of hazardous waste.

    Only about 5% to 10% of the over 330,000 tonnes of e-waste generated in India gets processed in the organised sector. Kabadiwallas handle the rest in the informal sector but have the advantage of having a more door step presence and often a relationship with the clients. In their first year of operations, Eco Reco handled 1,300 tonnes of e-waste. That was 18% of their installed capacity of 7,200 tonnes. The biggest challenge was that the Concept of 'e-waste' was not very prominent in India.

    It was not merely a question of creating awareness of new service category but to establish a relatively new entity.

    The firm had limited resources & marketing spends and that's where the alliance with Times Private Treaties kicked in. Eco Reco needed high impact communication through advertising and direct, impactful engagement with the audiences in order to build brand saliency. The company now has more than 200 corporate clients across India.

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