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Increase in consumerism within Indians is leading to increase in per capital generation of waste.
As per Shekdar, (1999). Municipal solid waste management the Indian perspective, the amount
to per capital waste generation is going to increase at the rate of 1%-1.33% year on year.
Waste can be reduced significantly by 3-R approach-Reduce, Reuse and Recycle. Our business
model is focused on the Reuse, creating a circular economy (Cradle to Cradle). We will collect the
waste generated from different sources and with the aid of artisans, transform them into
decorative items for residential and commercial spaces.
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Figure 1 Circular Economy Cycle

Customers To construct a perfect circular economy, we will collect waste generated by

customers, process and transform it into beautiful interior products and sell them.
Waste Collection Agents We will depend upon Kabadi Walas to collect suitable waste from
households and have a personalized collection facility for big commercial setups e.g. Factories,
Artesian & Craftsmen At our cellular facility, we will have a team of designers, artisans,
craftsmen and fabricators to process and transform the waste into something sellable.
Retailing We will sell products through popular e-Commerce sites like Amazon and Flipkart,
craftmelas and exhibitions, factory outlets.

Since designing and innovation is the core function, The Company will have a lattice-style
organization with no explicit hierarchy. The idea is to have reduced bureaucracy and create
environment of innovation. This will help in free flotation of ideas across the organization.
Besides Lattice-Style organization, we will establish micro-sized factories across India Sub-

Continent to collect process and sell as much waste as possible. The micro-sized factories will
also help establish culture of helping, supporting and nourishing one another.

Value Proposition
With our business model we will offer value to various stakeholders involved in the circular chain
of reusing the waste. The customers who act both as suppliers and buyers will get the maximum
value. By becoming the element of this circular chain the will get a hassle free waste
management solution and an opportunity to buy decorative and useful products for their homes,
offices which have lesser environmental impact.

Figure 2 Product example-Leg rest made from Tire and old jute rope

Next to the customers in the cycle are the collection agents. As mentioned above, for household
or domestic waste, company will reinforce and enhance the existing collection system of rag
pickers, kabaddi walas, etc. this will give then new opportunities to earn more and along with this
company will work in uplifting their status in society from just rag pickers to environmental
protectors. A dedicated waste collection system for business/ factory waste will create new job
opportunities for the public. Next will be the artisans and craftsmen who will get an open culture
to design and innovate out of the box products. This will help them to earn better and improve
the lifestyle.
Municipal corporation & Pollution Department will also gain a lot from this as their problem to
deal with waste will be reduces. The company will collaborate with these govt. agencies to deal
will business to focus on reduction of waste and adoption of frugal methodologies.

To involve everyone into the circular economy for healthy, nourishing and sustainable future

To encourage community to reuse waste at individual level`

Core Value
We have three core values, Sustainability being the founding value. As a company, we want to
invest our time, effort and money in sustainable and scalable projects which bring better return
to the company & society with a positive environmental impact.



Figure 3 Company values

Next, we foucs on being creative right from creating value to delivering value. The value cycle
should have minimum fresh resource consumption and maximum waste consumption. Last we
focus on being supportive, collaborating with local pryavaran socities, rotary clubs in reducing
waste across city.

External Environment Analysis

To understand the external environment, we will take the aid of PESTEL analysis.
Political Indian govt. is equally concerned about the increasing waste and has an incentive plan
in the annual budget for entrepreneurs setting up business in the domain of waste management.

Economic With the increasing net disposable income, urbanization and companies deep
penetration into rural India, all sum up to increase in consumerism ultimately leading to more
waste generation. Moreover most of the companies focus on the first half of the supply chain
(Raw material to consumer) and less attention is paid to the second half (Consumer to waste
disposal), hence a lot of opportunity is in this area.
Society Public understands the importance of the sustainability and effective waste
management but the challenge lies in making it happen. Despite regular awareness campaigns,
Indians are accustomed to litter and the solution lies in power of habit. A complete behavior
transformation is to be there, which is a huge challenge for our company.
The easy availability of both skilled and unskilled workforce will be a
Technological Indian market, there is an easy availability of modern technologies like 3-D
printing, Laser Cutting, etc which can be used for processing waste to build innovative products.
Environment India being the home of 1.3 billion humans has also become a dumping ground.
There is an easy availability of waste for processing and transformation into finished goods.
Legal In setting up micro-sized factories, the company has to obtain clearances and licenses for
various local government bodies like pollution board, electricity board, etc.