The company has always been known for its strong sustainability focus. Going into details regarding some of the key sustainability initiatives of the company, Singh informs, "Sustainability has become a form of hygiene and at Birla Cellulose Grasim's global leadership position is embedded in our sustainable forestry, water management and production process management. This is well-recognised by both global and Indian brands and is a key factor in our growth story and the reason why brands and consumers are backing us. Consumers are demanding that companies and brands care beyond revenue and no longer perceive businesses purely as profit-driven entities."