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Biodegradable Plastics

Product Management – Presentation 2

Submitted to ExPGDM Group 2

Prof. Pinaki Dasgupta Alok Saha(06)

Vijaya Gopal(53)
Krishnendu Paitandy(16)
Vivek Pandey(57)
Plastics can be produced from starch
 Starch is a natural polymer produced by plants during
photosynthesis. Cereal plants and tubers contain starch in
large proportions.
 Starch can be processed directly into a bioplastic which is
soluble in water, articles made from starch will deform
when exposed to moisture thus limiting its use.
 This problem is overcome by modifying the starch
harvested from corn, wheat or potatoes into a different
polymer by having the microorganisms transform it into
lactic acid, a monomer.
 Lactic acid is chemically treated to cause the molecules of
lactic acid to link up into long chains or polymers, which
bond together to form a plastic called polylactide (PLA).
Product Introduction
◦ New semi-crystalline largely transparent
thermoplastic that is 100% biodegradable, breaks
down into carbon dioxide, water and biomass
under composting conditions and is recyclable.
◦ It has excellent mechanical properties including a
high tensile strength. The plastic has additional
green credentials as it is produced without
solvents or chlorine Etc.
◦ Its degradation rate is comparable to that of other
organic materials that are composted, and yet its
physical properties are similar to those of typical
polyolefins such as LDPE.
Bioplastic products
Packing material
Decomposition of Bioplastics
Composting the packaging with its contents

 Compost may be the key to maximizing the real environmental

benefit of biodegradable plastics.
 One of the big impediments to composting our organic waste is
that it is so mixed up with non-degradable plastic packaging that
it is uneconomic to separate them. Consequently, the entire
mixed waste stream ends up in landfill. Organic waste makes up
almost half the components of landfill.
 By ensuring that biodegradable plastics are used to package all
the organic produce, it is possible to set up large-scale
composting lines in which packaging and the material it contains
can be composted as one. The resulting compost could be
channeled into plant production, which in turn might be
redirected into growing the starch to produce more biodegradable
Consumption of Plastics in Packaging
and Consumer Products in India
Market segment
 Retailers involved in green practices.
 Fiber market.
◦ Bedding & Apparel
◦ Nonwoven Disposables
 Packaging Industry.
◦ Food(Processed & Fresh)
◦ Consumer and Industrial products
 Household products.
 Waste management.
 Disposables medical supplies
Target Market
 The most common market for bioplastics today is
packaging. Existing applications include

◦ Biodegradable plastic shopping bags.

◦ Packaging Industry.
Product Promotion

Involvement & partnership with NGO’s

Educating the part of industry which has
use for the product. Enhance their CSR
Influencing & educating the
stakeholders(Govt. agencies, NGO’s etc)
to bring in legislation banning use of
paper bags & extension of current
legislation to ban conventional polyethene
in all forms.

Distribution Channel Members
3.Clearly defined territory with no overlap.
4.5 days credit(PDC)
5.3% margin.
6.4 days inventory.
7.Strong infrastructure required.
8.Appoint Wholesellers in consultation with stockist.
1. Strong infrastructure & logistics.
2. Defined territory.
3. Strong understanding of the geography & retail trade.
4. Ability to identify able wholesellers.
5. 4% margin.
6. 4 days credit(PDC)
7. 4 days inventory.

23.Experinenced person with proven credentials.
24.Strong understanding of the geography.
25.Person with integrity.
26.3% margin with no credit.
27.Supply on demand.
Pricing of the product
 Reasonable price comparable with Paper bags.
 Request for Tax Exemption to benefit the end user.
 Request for subsidies for additives used.
 R&D support by the Govt/Industry to keep product
development cost low & focus on core competency.
Volume Small Retailer Big Retailer
0.5 Kg Rs 0.5 NA
1 Kg Rs 0.75 NA
5 Kg Rs 2.0 Rs 1.75
10 Kg Rs 3.5 Rs 3.0
20 Kg NA Rs 5.5
Target Market
 Mulch film from biodegradable plastics
 Mulch films are laid over the ground around crops, to
control weed growth and retain moisture. Normally,
farmers use polyethylene black plastic that is pulled up
after harvest and sent to a landfill (taking with it topsoil
humus ).
 Usage of the biodegradable mulch film have shown that, it
performs as good as polyethylene film but can be ploughed
into the ground after harvest.
 This form of disposal is easier, cheaper and enriches the
soil with carbon