A STUDY ON PRODUCT AWARENESS IN

EMERGE FOUNDATION

Simulated Consultancy Project Report

SUBMITTED BY -
MONUSHREE SHARMA
RAHUL BHATTACHARJEE
RAKTIMA PODDER
SANCHAITA GHOSH
VISHAL RAJPUT

COURSE – MBA INTEGRATED

SEMESTER – 5 TH
BATCH (2019 – 2024)

UNDER THE GUIDANCE OF

DR. HARPREET SINGH GREWAL

In partial fulfilment for the award of MBA Integrated

DOON BUSINESS SCHOOL
AFFILIATED TO UTTARAKHAND TECHNICAL UNIVERSITY,
DEHRADUN, UTTARAKHAND

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 STUDENT DECLARATION

We, MONUSHREE SHARMA,RAHUL BHATTACHARJEE,RAKTIMA PODDER,

SANCHAITA GHOSH,VISHAL RAJPUT hereby declare that the Project work titled “A
Study on Product Awareness in EMERGE Foundation” is the original work done by us and
submitted to Uttarakhand Technical University – Doon business school in partial fulfilment
of the requirements for the MBA Integrated, is a record of original work done by us under the
guidance of Dr. Harpreet Singh Grewal

On the very outset of this report, we would like to extend our sincere & heartfelt obligation
towards all the personages who have helped us in this endeavour. Without their active
guidance, help, cooperation & encouragement, we would not have made headway in the
project. We are extremely thankful and pay our gratitude to our faculty guide Dr. Harpreet
Singh Grewal and his valuable guidance and support on completion of this project presently.
We extend our gratitude to DOON BUSINESS SCHOOL, DEHRADUN for giving us this
opportunity. We also acknowledge with a deep sense of reverence, our gratitude towards our
parents and members of our family, who has always supported me morally as well as
economically. At last, but not least gratitude goes to all of our friends who directly or
indirectly helped us to complete this project report. Any omission in this brief
acknowledgement does not mean lack of our gratitude.

THANK YOU
MONUSHREE SHARMA
RAHUL BHATTACHARJEE
RAKTIMA PODDER
SANCHAITA GHOSH
VISHAL RAJPUT

ACKNOWLEGDEMENT

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 We would want to express our genuine and heartfelt gratitude to all
those who have assisted us in our endeavour right from the start of
this report. We would not have progressed in the project without their
active direction, assistance, cooperation, and encouragement.
We are grateful to our faculty advisor, Dr.Harpreet Singh Grewal, for
his invaluable direction and support in bringing this project to a
successful conclusion. We are grateful to DEHRADUN'S DOON
BUSINESS SCHOOL for providing us with this chance. We also
express our profound gratitude to our parents and other members of
our family, who have always been morally and financially supportive
of me.
Last but not least, we want to express our gratitude to all of our
friends who assisted us in completing this project report, whether
directly or indirectly.

TABLE OF CONTENT

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 Title
EXECUTIVE SUMMARY

COMPANY’S PROFILE

LITERATURE REVIEW

RESEARCH METHODOLOGY

DATA ANALYSIS

FINDING & SUGGETIONS

CONCLUSION

EXECUTIVE SUMMARY

We conducted this poll to have a better understanding of people's

knowledge and awareness of plantable stationary.

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Plantable stationary is a movement aimed at making the world a
greener and healthier place.
To promote this great goal, the Emerge foundation, a start-up, has
created a line of plantable products, thus offering a hand to this
project.

The Emerge foundation has produced plantable stationary as its

signature items, including plantable pens, plantable pencils, business
cards, notebooks, calendars, and sheets, with the goal of producing a
sustainable ecology.

We highlighted their weaknesses and how there is a lack of awareness

about the product among end users in the latter half of this study.

EMERGE FOUNDATION

Company’s Profile
Emerge is a social enterprise that produces plantable stationery such
as plantable pens, pencils, notepads, calendars, and so on, which grow
into plants once planted after consumption. The company also sells
organic food products that are sourced directly from farmers and
shipped all over the world. EMERGE is a start-up founded by Nupur
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 ates that operates on online platforms
and works with corporate enterprises,
schools, colleges, and others. In
terms of EMERGE HR Management,
EMERGE hires only youth between
the ages of 18 and 35, as well as
interns for a set period of time with
terms and conditions. EMERGE
believes that the youth have more
innovative ideas than the elderly,
which will contribute to the
evolution's growth and success.

VISION: EMERGE is "a small step from small farms." It causes

things to EMERGE EMERGE prefers to play small." EMERGE
purchases raw materials in small batches. Every pencil they make is
custom-made for a specific individual or organisation. Every person
who uses an EMERGE pencil is thus linked to a small farmer. It
doesn't get any smaller than that. Most importantly, acting small
means understanding where your seed is coming from. EMERGE
obtains organic seed directly from farmers, as well as from small-
scale families. EMERGE believes that by acting small and doing
small things, small changes can be
made that will make a big difference
one day.

MISSION: We would like to

introduce you to EMERGE, a
sustainable ecosystem that provides
socioeconomic benefit to rural
Indians while raising cultural and
environmental awareness among

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urban Indians through products
and services created by rural
Indians and rooted in rural
India.

EMERGE PRODUCTS:
EMERGE has developed
innovative products and services
such as plantable pencils. A pencil that develops into a plant. A plant
that is organic and is grown from organic seeds. plantable calendars,
plantable colouring books, rural travel, and farmer's markets are all
options.

Pencil: It is a reusable pencil that can be planted after use. It is a

pencil that grows into lovely flowers, herbs, or vegetables. There is no
waste produced by the product. Pencil is a never-ending source of
inspiration. Customers who use pencil benefit not only from writing
but also from going through the entire process of learning while
growing a plant. The company’s products give the consumer an
advantage by allowing them to connect with the producer, who is
located in rural India.

Paper: Paper that grows into a plantable product that leaves no waste
of EMERGE Paper can be used to properly serve and grow.

Calendar: EMERGE has developed a handmade calendar using seed

paper and ecological ink. After the specified year, can plant the
EMERGE Calendar in the soil, which grows into beautiful flowers,
herbs, or vegetables.

Pen: A pen that grows into a plant. It is a lean product. With the
EMERGE pen, you can give and grow good things and create an eco-
friendly environment.
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Notepad: EMERGE created a handmade notepad using seed paper
and ecological ink. After using Notepad, plant. EMERGE Notepad on
the ground and it will grow into beautiful flowers, herbs, or
vegetables.

USP - Their ecosystem is that the entire village produces products and
services. They buy seeds from farmers at Fair Trade and provide
training and know-how in organic farming as well as social
recognition. Women are employed in the assembly and packaging of
products, which has received financial benefits and social recognition.
Village children are taught as part of the Countryside Bongsel
Program at a workshop on Sustainable Living, the Digital Era, and
Progressive Skill Development.

Fair Trade: EMERGE purchases

cross-pollinated organic seeds from
Fair Trade farmers and sells them
directly in their products. It also
guarantees that our farmers will make
repeated purchases during the of the
year. Not only do they buy them, they upgrade them with better seeds
and new organic science and technology.

Organic Farming: EMERGE is actively working to spread the

culture and sustainability of organic farming to farmers. It also
connects to the right market to sell products. Employment: All
EMERGE products are assembled and packed by local women. We
source of all the paper used in our packaging, handmade by local
women. In this way, we can not only make them financially
independent, but also self-reliant.

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Awareness: We are aware of all the souls involved in the
development of the product you are using. All the packaging you see
was made by a rural lady you can contact at We are committed to
building and participating in a transparent ecosystem. EMERGE helps
improve women's living conditions, health and hygiene by conducting
workshops on the same topic.

Education: We offer workshops, programs and courses on

sustainability, rural development, health and hygiene, arts, and culture
through the best faculties for all EMERGE products you purchase.
The village school infrastructure is also expanding. We mention about
all the local schools where we are working on our products to add
value. Recognizing local schools helps them get out of the dark and
encourage active participation
from. Through our countryside
hookah program, we teach
children sustainability
habits. This is the basis for
creating an ecologically
sustainable model village, a
village that no one wants to leave
in. A village that meets all needs
and offers endless
possibilities.

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 PRODUCT AWARENESS

Product Awareness and its types - posted by John Spacey, December 01, 2017
https://simplicable.com/new/product-awareness

Product awareness is the degree of knowledge that customers have about a

product. The first step in up is developing the knowledge that the product exists.
Information about function, benefits, quality, price, usability may also be
important to a sale.
The following are common types of product awareness: -
1. Brand Awareness - Awareness of your brand or brand family. For example, a
new ice cream product sold under the brand n bar may benefit from brand
awareness despite being a new product.
2. Brand Image - How customers feel about your brand. For example, customers
who feel that your brand is reliable and luxurious.
3. Discovery The customer discovers that the product exists.
4. Observation The customer sees the product somewhere. This can include
communications such as advertising and physically viewing the product.
5. Information Gathering The customer researches the product. For example,
consumers in the 1970s who first heard about micro ask "what does it do?"
6. Trial The customer tries the product. This is an important moment of truth as
it is an opportunity to establish the customer with repeat purchases and positive
word of mouth.

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7. Top of Mind The customer names your brand first for your product category.
For example, the answer to the question brand of ice cream?
8. Notes Product awareness can be viewed as brand awareness at the product
level. For example, customers may brand make shoes but not aware they also
make cosmetics.

LITERATURE REVIEW

Author and Year Key findings Methodology

Sachin Bahule Sustainable Branding is the Telephonic interview

Rubiyeh Najafi New Normal for 21st century.
This approach is applied by a
2019 start up in Pune, Araatrika,
who are engaged in the
exploration of Eco-friendly
alternatives for our everyday
products with the vision of
Reuse, Refuse, Recycle and
Reduce.

T. Sabri Erdil The effect of firm Survey

sustainability on brand In depth interviews
2013 perception, which is key to
brand image in brand
management and
marketing.

Mahama Bralmha Brand awareness and customer purchase Questionnaire

intention through green marketing. Spss
2015

Shefali Rai The relevance of green business Theoretical and Exploratory

Sayali Jambhulkar practices in current scenario and how research
these practices are implemented by Data survey
2018 selected reputed companies in India and
what impact it has on their performance

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 and efficiency.

RESEARCH METHODOLOGY

RESEARCH PROBLEM: Zero product awareness can kill a business

before it even gets started. If no one knows you exist, no one will
come to you for your product or service. When we had a talk with the
organization’s concerned person, Product Awareness came out as the
biggest problem of EMERGE FOUNDATION. We came to know
that many people aren’t aware about plantable stationery. We believe
if people are aware about these kinds of products, they would surely
invest towards buying them as they are in a way helpful towards a
greener environment. Unawareness makes revenue generation
difficult. Therefore, this comes out to be the area of our concern.

PROBLEM FORMULATION: - Unawareness about the product

affects the business.

RESEARCH OBJECTIVE: To analyse the customer awareness about

plantable stationery products.

RESEARCH DESIGN AND DATA SOURCES:

1. Descriptive Research: Descriptive research helps us in
describing the state of affairs, as they exist. Here the methods of
research utilized for this purpose were:
a. Survey, done through questionnaire
2. DATA COLLECTION METHOD: -
a. Primary data: Questionnaire

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 b. Secondary data: Research Reports, literature and company
website.
DATA ANALYSIS & INTERPRETATION

1. Age

Age

5% 5% Below 16
16-18
19-21
30% 30%
22-26
26 and above

30%

2. Would prefer buying products that have zero waste and eco-
friendly?

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 Would prefer buying products that
have zero waste and eco friendly?

Yes
No
30%
Maybe

60%
10%

3. Given the choice, would you prefer Sustainable Eco-friendly

products instead branded mainstream products?

Given the choice, would you prefer

Sustainable Eco-friendly products
instead branded mainstream prod-
ucts?
Yes
No
Maybe

40% 40%

20%

4. Would like to learn more about plantable and eco-friendly

products?

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 Would like to learn more about
plantable and eco friendly products?

20% Yes
No

80%

5. What do you see while buying stationary?

What do you see while buying sta-

tionary?

Cost
5% Brand
Features
25%
45% Others

25%

6. Where to Buy Personalized Stationery?

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 Where to Buy Personalized Sta-
tionery?

37% 39% IN STORE

ONLINE STORE
EITHER IN STORE OR ONLINE

24%

7. Where is it possible given the situation of buying personalized

stationery online?

Where is it possible given the situa-

tion of buying personalized sta-
tionery online?

21% search engine

online directory
53% Offline source
26%

8. What is your main area of concern while purchasing

personalized stationery?

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 what is your main area of concern
while purchasing personalized sta-
tionery?
Affordability
Customization/Design
10% Durability
All of the above
39%
29%

22%

9. What do you dislike about purchasing personalized stationery?

what do you dislike about purchasing

personalized stationery?

Limited edittion
22% problem in customization
it depends on what I am
purchasing

56%
22%

10. What is the maximum amount I can pay for a single

personalized greeting card?

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 What is the maximum amount I can
pay for a single personalized greeting
card?
₹ 60.00
₹ 70.00
₹ 80.00
11%
₹ 90.00
14% 34% ₹ 100.00

21%
21%

11. Will you pay a greater price for a plantable pen if one of
superior quality is offered on the market?

Will you pay a greater price for a

plantable pen if one of superior qual-
ity is offered on the market?
Apsara
Camlin
Natraj
10%
Sab Chalta Hai
10%
40% ITC Classmate

20%

20%

12. Do you think that plantable stationery can overwhelm

mainstream stationery brands? In the next 5 years?

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 Do you think that plantable sta-
tionery can overwhelm mainstream
stationery brands? In the next 5
years?
yes
no
maybe
20%

50%
30%

FINDINGS & SUGGESTION

The survey was done in the people ranging 16-26 age group.

I. People prefer buying stationary from the store rather than online.

II. Affordability plays a huge role while purchasing stationary even in personalized
products.

III. Limitation of choice restricts people from opting personalization.

IV. People seems to be unsure whether in the upcoming 5 years plantable stationary can
overpower the normal stationary products.

V. People are interested in buying premium quality stationary products but they are
unsure of the fact whether they will pay a higher price to purchase them or not.

VI. ITC has the greatest presence in the stationary market.

VII. People are interested in buying and learning more about zero waste and eco-friendly
products.

SUGGESTIONS

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Increase its social media presence. Digital marketing plays a huge
role is today's era.

I. Lack of awareness could be rectified with marketing and

promotional techniques. Offers, discounts, personal selling,
sales promotion etc.

II. Collaborate with the UN SDG and promote sustainable use of

stationary. This would help EMERGE get more involved with
the other companies promoting sustainable businesses and green
marketing. It would increase EMERGE's presence in the
business world.

III. EMERGE is initially dealing with 4 varieties of seeds i.e.,

tomato, chilli, marigold and tulsi. All these seeds can be easily
available at home. Therefore, EMERGE could offer better
options that are unique and easy to grow to attract customer.
Like petunia, desert rose, kalanchoes, pansy etc.

IV. Consumers are ready to spend more on plantable stationary as to

support the environment but they are uncertain of the product
quality i.e., whether the plantable stationery will grow or not.
Therefore, EMERGE should have more clear and open
communications with the customer. They must be proactive
with feedback and reply measures.

V. EMERGE need to work on their pricing and cost strategy on

initial level. The product needs to be cost effective for business
target market because of new product entrance in market.

VI. Samples should be distributed among the target audience to

create a trusted and long-lasting relationship in the future.

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 CONCLUSION

People prefer mainstream products because they are well aware of them. ITC Classmate has
an overpowering presence in the Indian stationary market thus, market penetration for the
other brands is weak.
Emerge innovative plantable products are a new in the market which has scope to grow and
capture the market. Sustainable business and lifestyle are being more popular and adapted by
more and more people. People are more interested now a days into organic way of living.
Therefore, this proves to be a great opportunity for EMERGE to make it itself known in the
market. It needs to strengthen its marketing area and create more brand awareness to benefit
from the opportunity. This would help them to get profits and as well as promote sustainable
development in the society.

LIMITATIONS
I. Due to covid, the area of study was limited. Lockdown and covid restrictions
prevented us from in depth collaboration with the company.

II. Lack of relevant secondary information available.

III. Due to lack of time, the implementation of the findings and suggestions was not
possible.

IV. Scope is limited by the methods used.

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 BIBLOGRAPHY

https://1library.net/document/q7rvomny-sustainable-branding-study-araatrika-based-stationary-
products-manufacturing.html

https://www.sciencedirect.com/science/article/pii/S1877042813039232/pd

https://www.researchgate.net/publication/
282962639_Green_brand_awareness_and_customer_purchase_intention

https://www.academia.edu/37609006/
AN_ANALYTICAL_STUDY_OF_GREEN_BUSINESS_PRACTICES_IN_INDIA_WITH_SPECIFIC_REFERENCE_
TO_SELECTED_INDIAN_COMPANIES

https://www.prakati.in/changemakers/bluecat-paper/

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