Belu (pronounced like the colour blue) uses deep-green marketing to sell its carbon-neutral water in biodegradable bottles made from corn.The website's .org domain reflects the underlying motive of putting profits toward a social goal--in this case, to provide clean drinking water to areas that need it.
More than 1,000 UK stores already carry Belu, despite intense competition from Nestle, Coca-Cola and other corporate giants that market bottled water as well.
In an interview with the Telegraph, Belu's founder says: 'We started the business with the view that we are going to use our profits for different purposes', meaning the development of clean-water sources for villages India and Africa. Can Belu's green marketing attract sufficient customers to build significant profits for its green causes?
