This sounds so odd: A new booming market that has little to no government legislation on green policies, at least relative to the giant technology economies in the US or EMEA. Well recent research we have done show that this BtB market leads the perceptive way in adopting green technology products. You might even ask why this is important if you do not live in India or handle marketing there. We have just finished wave I of the BtB GreenFactor research. Wave II will be finished in September and the answer to the above is quite simple, almost stark. Green is here to stay for all of us. We can handle it in our marketing or choose to ignore it, but the data from India that ends up showing a propensity to adopt green and even the open expectation of paying a premium indicates that there is the chance to get genuine upside for a brand (self-sustaining green marketing).