Squeezed between a woodworking unit and a grimy garage is a tiny billboard workshop in Bangalore that says: 'We Use Eco-Freindly [sic] Plastics'. Set in its surroundings, it's a somewhat incongruous place to find a green advertisement -- given that until recently 'eco-friendly' was a concept aimed at a more elitist market. If green has found a home in a hole-in-the-wall, it's a testament to the way it's being marketed.

The obvious irony hides another sign of our times: that passersby are so jaded with promises of green products that they ignore the contradiction in 'eco-friendly plastic'. In the hype around being green, people have learnt, almost anything, will fly.

But a little hyperbole isn't slowing down the green movement -- if anything it's whipping it on. When vendors started tom-tomming green IT about 18 months ago, Indian CIOs just nodded along. But, today, green conferences are standing room only. Enterprises --and not necessarily just those in the green vanguard -- are fast realizing that it makes business sense to endorse green IT solutions.

Still, precious few Indian enterprises have actually gotten their feet wet. Fifty-six percent of respondents to a CIO magazine survey on green IT, for example, say they don't monitor IT-related energy spending. Only 16 percent say they plan -- at some time -- to measure their carbon footprints.

In this sea of talk, Bangalore-based Wipro Technologies has adopted an approach to green like few others. It is making the environment a priority by positioning it as an enterprise-wide issue -- same tack that Wipro used some years ago to make quality its USP.

As one of the few successful examples of green IT in India, Wipro has important lessons to share. There are two prominent aspects to Wipro's green deployment. The first is that it is driven from the top. And second, IT is among the most important drivers of the enterprise-wide push -- a fact that could herald a shift in the way CIOs look at themselves.

The Green Brigade

If there's one thing that characterizes the Wipro approach to green, it's that Azim Premji, chairman and CEO, is making it his personal mission to drive the change. He's making the time and the effort to create the energy and structure needed to propel a green philosophy to every corner of the Rs 18,900-crore company. In his bid to create a greener Wipro, one of the richest Indians in the world has involved himself deeply in the mission. He was, for example, personally involved in forming a formal charter for ecological sustainability called Ecoeye, which was created eight months ago. Premji has been closely involved with Ecoeye from its inception and still scrutinizes its progress on a regular basis. He's also ensured that three of the six-member governance council report to him directly.