Pushing sustainability in their Hotels while rising luxury aesthetics.

Maintain LEED(Leadership in Environment & Energy design) in ITC gardenia including its other eight luxury properties into platinum status to establish as sustainable luxury hotel chain.

First hotel in 1975 Chola sheraton(My Fortune) Total 100 hotels over 90 destinations by 2012 Strong un-organized companies in market like motels, guest houses etc.. Along with strong brands like Taj group, Oberoi group. Organized sector accounted 30% and 55% in that sector are five-star rated. Occupancy rate is 65% and expected to grow with increase in foreign and domestic tourism.

GDP Shot up from $293billion(1989) to $1377billion(2009). Middle class segment rose at 13% rate from 2001-2009 Increase in ultra rich houses from 62000 to 219000(projected) 2010-16 Luxury market increased 13% from2007-09 and expected to increase in demand for luxury products.

Energy and water management became difficult to hotels in the luxury segment. Inadequate power supply Increase in population lead to insufficient power supply is unable to cope with the demand in India. Reduction in fresh water levels because of high consumption.

Energy Used environmental friendly resources for their minimizing energy consumption. Ran several initiatives for less energy usage. Wind farms stored energy by putting them in a grid with a clear idea of energy units they consume and remaining units. Invested in 12.6% in energy generating projects in Tamilnadu. Wind mills in Maharastra and Andhra were connected to regional power grid. By 2011 30.9% of its energy usage is from renewable resources.

Water: Recycled water from wash basins and bath tubs. This is used for clean up tanks, Land scaping, and horticultural projects around each hotel community. This reduced fresh water intake. Involved in rainwater harvesting which showed positive status for 9 years.

Health for community: ITC maurya started OWC(organic waste convertor) to collect bio-degradable waste and convert in to high quality manure. ITC grand central introduced 3 OWC with bone shedder which converted bone wastage into useful manure. This initiative not only reduced wastes but also other costs like wastage dumping transport fuel cost, plastic bags cost to pack wastage.

Employee behavior is ensured by ITCs core principles. Employees were expected to deliver personalized service at each guest counter. Staff were educated about LEED and effort necessary to protect its value. Careful resource management.

This is done by introducing WelcomEnviron Model of responsible luxury in Gardenia. This was even appreciated by OBAMA as This building may not be regular stop on tourist map and no one would confuse it with Tajmahal. But it is a monument in its own right, It is monument to the future.

Their aim is not to compromise the luxury at their hotels but making their employees and associates eco-sensitized.

What gets measured gets focused, what gets focused gets improved, what gets improved gets recognized, what gets recognized gets institutionalized, this is the path (HASKAR)