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

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.