ICICI Bank has started to become an internationally watched brand, since it was featured in “The Fortune at the Bottom of the Pyramid” (a book by Prahald, available at Amazon.com or Kalahari.net). It is one of the largest banks in the world, by size of customer base and branches (nearly 90,000 of them!!).
Based in India, this bank has recently launched a “green” initiative, called GoGreen. If you sign up for email statements, they will plant a tree in lieu of the savings they make by not having to send you printed paper through the mail. This is a great example of a corporate using green issues to develop a competitive advantage. Its small, but it shows commitment to the planet, not just to shareholder wealth.

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