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Special Report

an eco-friendly debate: a paperless world? With hundreds and thousands of copies of annual reports being churned out every year by companies, the next hot topic of conversation is the issue of environmental impact. It’s a predicament that both corporates and agencies are well aware of and they tackle it appropriately. While the spokesperson for Cairn says, “Right from the concept to the paper, we try and make the process as environment friendly as possible.” The spokesperson from Atherstone feels the problem is a relative one and adds, “We do advocate the use of thinner paper, smaller dimensions, and keeping the report to an optimal number of pages as a measure of both economy and resource conservation. However, annual reports as a category consumes far less paper than, say, newspaper printing, and therefore, we feel the environmental impact of annual reports is overstated.” number talk It’s evident that the Annual Report is, at long last, coming into its own. Even as India basks in a newfound attention from the rest of the world, with capital market activity at its peak, the time has never been better for Indian corporates to use their Annual Reports as a tool to sell their company, as much as a print ad sells their product. Given that the world’s largest democracy must have a million companies out there, waiting to transform the stale banter they’ve been exchanging with their shareholders, the scope for the Annual Report industry is quite promising. This is an opportunity not just for design agencies that are now dedicating their talent towards producing world class reports, but also, and more importantly, for the domestic corporate world. No longer is the obligatory statutory document a one-sided spiel of numbers and facts but rather, a tête-à-tête between the company and its investors.  Perhaps Design Army — a Washington D.C.-based agency — sums it up best with the quip that they create ‘Annual Rapport’ — An outlook that is fast spreading in the Indian context as well. And before we know it, there’ll be no more whispers, mutterings and murmurings. The numbers will clear their throats and pitch unapologetically from the rooftops.  

the writer is a freelance advertising professional. write to her at or visit The guest editor is ceo, Atherstone Investor Communications Ltd (aicl) — a leading strategic communications consultancy from india. Arvind is a passionate advocate of corporate transparency through improved corporate reporting. he is available on

index Atherstone Unit No. 204, Kilfire House, 2nd Floor, Dalia Industrial Area, New Link Road, Andheri (W), Mumbai 400 053, India Phone: +91 22 6710 0691

Itu Chadhuri Design 139 Anupam Appts, M.B.Road, Saket, New Delhi 110068, India Phone: +91 11 2953 3239

Addison 20 Exchange Place 9th Floor New York NY 10005 USA Phone: +1 212 229 5000

Critt Graham Group 2970 Clairmont Rd., Ste 645, Atlanta, GA 30329 USA Phone: +1 404.320.1737

Black Sun Fulham Palace Bishop’s Avenue London SW6 6EA Phone: +44 20 7736 0011

Epigram 1008 Toa Payoh North #03-08 Singapore 318996 Phone: +65 6292 4456

Bruketa&Žinić Zavrtnica 17 10 000 Zagreb Croatia Phone: +385 1 6064 000 Curran & Connors 140 Adams Avenue Suite 20 C Hauppauge NY 11788-3618 USA Phone: +1 631 435 0400

VSA Partners Chicago 600 West Chicago Ave. Suite 250 Chicago, IL 60654 USA Phone: +1 312 427 6413 New York 106 7th Ave., 2nd Floor New York, NY 10011 USA Phone: +1 212 869 1188

Trisys Waterfront 16A Sarat Chatterjee Ave, Kolkata 700 029, India Phone: +91 33 2466 2657

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