FUTURE AFFABLE PRODUCTS: A BOON FOR NEW AGE START-UPS

This study is aimed to reveal that in this new age, the consumer is more environment conscious. Modern consumer prefers those products which are having less environmental harm or tend to protect the environment for future generations as well. This changed consumption pattern has made the opportunity for Indian start-ups to jump into the market with the future affable products or future friendly products. The new age start- ups discussed in this study were founded on or after the year 2010. These start-ups can also be termed as green start – ups. In this study, various Indian start-ups that are offering future affable products has been covered. These start-ups are working as eco advocates or eco warriors. KEYWORDS: Climate change, Entrepreneurship, Environment Degradation, Future affable products, Green start – ups.