The Merits of Greenwashing: Social Stigma around Natural Construction in India

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In recent years, India has seen a resurgence of interest in natural building materials, a movement driven by escalating environmental concerns and a growing desire to revive traditional lifestyles. From the busy streets of Mumbai to the serene villages of Kerala, architects, builders, and communities are coming together to experiment with the potential of earth, bamboo, lime, and other organic materials in shaping contextually relevant structures that also embody India's contemporary ideals. The shift towards using natural materials and other vernacular resources reflects a movement towards sustainability and a deeper connection with nature.

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Traditionally, vernacular Indian construction practices were circular and highly in tune with the local climate and ecosystems. A desire to emulate Western countries drove these practices to near extinction, with occasional cases being witnessed in rural regions of the country. Cities cropped up bearing industrially constructed structures that could house the nation's burgeoning urban populations. As the pendulum swings back from this extreme shift in the built landscape, motivated by global green goals, a desire to return to their roots has invited a renaissance of natural construction in the country. 

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Cite: Ankitha Gattupalli. "The Merits of Greenwashing: Social Stigma around Natural Construction in India" 28 Feb 2024. ArchDaily. Accessed . <https://www.archdaily.com/1013861/the-merits-of-greenwashing-social-stigma-around-natural-construction-in-india> ISSN 0719-8884

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