Learning Objective

The present case study aims to develop the sustainable charcoal consumption criterion as strategic communication narrative for the company concerned. Mr. Alex, the head of the sustainability team of the company wants to identify the strategic issues related to role of charcoal in their industrial process. Some of the dilemma is related to determining the credible sourcing of charcoal, assessing the secondary business opportunities of local self employment thereby and the role of MY Inc. The case discusses the major business implications related to that. One of the major implications is using the charcoal procured from the sustainable source. To impose the standards of sustainability on the supplier, generally the industrial user makes the supplier code. In the case of the charcoal, it is procured from the both organized as well as unorganized sectors. Imposing restriction on the unorganized sector will required significant business process changes on behalf of industrial user. The case compares three alternatives of sustainable consumption viz. traditional, sustainable and natural gas based. The natural gas based option is clean but not renewal energy based and sustainable charcoal option may not be clean but is renewal energy based is another major dilemma of the case.