Please tell us about your journey?

It is important to realise — We clean our house to make the bigger house, the planet, unclean.

We are Ceiba Green Solutions, a waste management startup based in Bhubaneswar. We started in 2019 when I went on an expedition close to the North Pole, which was part of the 2041 Foundation. The expedition was based on raising awareness about climate change at the Polar regions . Here I witnessed lots of waste such as plastic bottles, cigarettes and fishing nets even in these higher regions. This had a tremendous impact on me and on return to Odisha, I became extremely sensitised to waste around me. That’s when I realised that if I wanted to do something about dealing with this waste, I had to be part of the solution. 

Then Covid struck and the intensity of operations could not be what we had planned. Also, since we were new, we were trying to navigate these waters. In the meanwhile, we kept the operations on the ground running through online workshops and training sessions. Then in 2021, I went to the UK to pursue a Masters, where my thesis was also on waste management. On my return, I completely focussed on the startup. 

What is the focus of your organisation?

The focus of Ceba is primarily wet waste management, single-use plastics organising, waste-free events and last but not least, raising awareness. Under wet waste management, we are focussing on providing composting services to bulk waste generators (such as hotels, restaurants, schools and colleges and even government institutions which generate canteen waste) as well as individual households. 

Yes, we put out the statistics on our website as we are planning to become more transparent as part of our initiative. Under the dry waste management, we launched the Recycle Pay app. We got a lot of traction because of it and acceptance in our base city Bhubaneswar. It’s an app where people can conveniently pick up a date, time and slot and request for waste pick up from their house and are also paid for the waste generated. This way, we are trying to incentivise people to micro-segregate their waste.

People not segregating their waste is actually life threatening, especially for the sanitary workers.

Under single-use plastic waste management, we have an e-commerce platform, where we have curated various products from various vendors — and all are single-use plastic-free. This is our way of providing alternatives and really helpful in people reducing their consumption for the same. 

Further, we are raising awareness through our work with many institutes, especially educational. 

As far as waste-free events go, we want to do much more but haven’t yet found the scope in Bhubaneswar. We look forward to work with event managers who conduct large scale events. 

What is your vision and expansion plan?

Our vision is to reduce the volume of waste that goes to the landfills and thus curb GHE emissions, we want to contribute to the Sustainable Development Goals (SDGs) and make more local impact as much as possible. We want to scale to other cities, especially Odisha and Eastern India.  We are mostly looking at Tier 11 cities. Instead of spreading out too much, we would prefer to make a deeper impact in fewer locations. There are other players and competitors in other cities who are working towards this waste issue. We all have to grow together and we look forward to collaborating with them.

What advise would you like to give to individuals wanting to start their green business?

Firstly, not everyone needs to become an entrepreneur if they want to take climate action. You can do it by being part of various groups who are concerned about climate change. You could even do your bit as an individual to fulfil your responsibility towards the environment by taking action.

But if you are looking forward to starting your venture, it’s a must to study and understand the sector in which you are working very closely. Finding a good mentor at the initial stages is also crucial. This is because you might have a good understanding of the technology, but maybe not of the business. Moreover, be a part of incubators and various eco systems that support channelising your energy.

Any lessons learnt during your journey that you would like to share with us?

I was very lucky to get guidance and support from my husband who is a first-generation entrepreneur. It’s most important to have a sound business model. You might be very passionate about something, but once you are running a business, it is indispensable that you make money for the business to be sustainable. Importantly, be honest with what you are doing. And since it is a green business, you have to be true to the environment and the citizens. You can’t ‘greenwash’.

How has being a green entrepreneur impacted your personal values? 

I think it’s been the vice versa in my case. My love for the outdoors has come into bringing this business to life. I want to reach more and more people because the more we spread, the more the environment will benefit. Finally, we all will live better lives.
Do you think the time for green businesses is here?

Yes. Green entrepreneurship is rising and I say that there are five basic areas which will see a boom – manufacturing, our eating habits (how we grow and ), how we travel, how we plug in (energy efficiency) and overall, how we live.

For businesses to positively impact the environment, they need to realise their bit. For example, if it is a mining company, they have to have a certain kind of environmental mandate. Even in the case of software companies, they need to realise their responsibilities in the form of maybe CSR.

People are becoming more aware and I always say that we may not need smart cities, but we definitely need smarter citizens. That’s how we can help smartly impact the environment. 

QUESTION — Can you please introduce yourself and your role in the green business? Tell us about your journey and your motivations.

I’m an engineer, specializing in electronics, software, and firmware. My primary focus is designing and coding embedded systems, those small control devices that are ubiquitous in our world. This interest stemmed from helping my grandfather, a TV repairman, in his shop as a child. His mentorship instilled in me the belief that technology was accessible to anyone willing to learn. Thus, I delved into books and self-learning, bypassing formal education initially.

Despite not attending college at first, I immersed myself in technology. I was captivated by early computers and machines, eventually working for companies that supplied components for these systems. My career progressed from technical sales to management roles, driven by my passion for technology. Even without a formal degree, I honed my skills through continuous learning and hands-on projects.

I eventually pursued education part-time, earning a two-year degree followed by a bachelor’s degree later in life. However, I consider myself largely self-taught, constantly seeking knowledge from experts and experimenting with new ideas. My journey underscores the importance of sharing knowledge and leveraging technology for societal benefit.

Driven by a desire to make a meaningful impact, I co-founded a company focused on designing beneficial solutions. This transition was prompted by a disconnect between my role as a director of engineering and my passion for hands-on projects. My friend and I shared this sentiment, leading us to start our venture.

Reflecting on my journey, I attribute my interest in exploring different cultures and environments to childhood experiences. Traveling, whether to remote beaches in Mexico or business trips abroad, has broadened my perspective and fueled my curiosity. I’ve always been drawn to unfamiliar places, eager to learn from diverse communities and experiences.

In summary, my career trajectory underscores the importance of curiosity, a desire to make a positive impact, and a willingness to embrace new challenges and environments. These qualities have shaped my journey as a technologist and social entrepreneur, guiding me towards endeavors that blend innovation with social responsibility.

QUESTION – What are some of the biggest lessons that have shaped you as a human?

Exploring unusual places offers insights that are often overlooked in urban settings. These environments can teach valuable lessons about longevity, health, and connection to nature. For instance, documentaries showcasing lifestyles in Puerto Rico and other South American regions highlight healthier living habits, resulting in a higher number of centenarians. These experiences provide a different perspective on happiness, health, family dynamics, and the concept of abundance. Overall, such perspectives enrich our understanding of humanity and shape us in profound ways.

QUESTION — What motivated you in the field of becoming a green entrepreneur? Were there any turning points or specific incidents?

Working alongside my friend Kurt Coleman at Microchip, a microcontroller manufacturer, I got involved in his side project called Light Up the World. It was an off-the-books endeavor, occupying our weekends and spare time. This experience was more fulfilling to me than any meeting, promotion, or stock grant could ever be. It sparked the realization that I could use my skills for meaningful community impact. Prior to this, I had volunteered in various capacities but hadn’t found a way to align my work skills with community needs.

Designing products for underserved communities opened my eyes to the challenges they face—unsafe water, polluted air, lack of electricity, and inadequate government services. Despite the sacrifices involved, the work was rewarding in itself. Collaborating with Kurt on projects like UV water purification was fulfilling, but I recognize that our success was part of a larger team effort. Our work has contributed to improving hygiene and lighting in villages, and other organizations have benefited from our expertise. It’s satisfying to see the ripple effect of our contributions, knowing that we’ve played a part in positive change.

QUESTION — Can you highlight some innovative or unique aspects of your sustainable business model?

Learning from failure is crucial in any endeavour. There are various pathways to success, but two common approaches are organic growth and immediate skill application. The former involves cultivating a seed over time, which is sustainable but less likely to succeed quickly. Conversely, the latter requires identifying and immediately utilizing a skill, which may yield quicker results but can be challenging to navigate.

People often enter this space from diverse backgrounds. Some start from grassroots efforts, like individuals in Guatemala developing water purification solutions over years. Others involve collaborating with locals to address specific needs, such as improving stove efficiency to reduce indoor air pollution.

Successful projects often prioritize tangible solutions over complex technologies. For example, in Guatemala, educating communities about water cleanliness proved more impactful than introducing UV purification systems. Similarly, addressing indoor air pollution involved showing villagers the immediate health risks and providing simple, effective stove designs.

Ultimately, the best projects focus on localized, sustainable solutions that address immediate needs without leaving behind complex technology or products.

QUESTION — What were the challenges you encountered and how did you overcome those?

Several challenges have left a lasting impact, notably the 2008 economic downturn. Our projects in various countries, like India, Mexico, and Uganda, faced setbacks as partners struggled with layoffs and budget cuts.

We pursued a model of partnering with established Western companies to expand into new markets. For example, we collaborated with BioLite to distribute clean-burning stoves in Africa and India. Similarly, we worked with companies like CamelBak and Cascade Design on water purifiers and electric chlorinators.

However, relying too heavily on these partnerships posed risks. While joining forces with larger companies offered resources, it also made us vulnerable to their decisions. Maintaining a degree of self-sufficiency is crucial to mitigate such risks.

Partnering with industry giants like Unilever can yield significant benefits, but it also carries the risk of dependence. Finding a balance between leveraging resources and maintaining autonomy is key to navigating such collaborations successfully.

QUESTION — How do you measure the environmental impact of your business? (Will be adding data to this once Dan provides it)

There are instances when quantifying impact is feasible, especially with commodities like solar home systems, where daily power generation can be measured. Similarly, interventions in areas like Guatemala, targeting stove usage or water handling, allow us to track indicators such as the reduction in dysentery cases or improved school attendance.

While these measurements provide indicators rather than definitive proof, sometimes you have to rely on intuition and observation. You can sense the positive changes, like increased happiness among people, even if it’s not quantifiable. Moreover, the infrastructure itself often yields benefits beyond the immediate outcomes, such as job creation and skill development.

By teaching individuals skills like water analysis or stove maintenance, you leave behind a legacy of technological empowerment, enriching their lives in ways that extend beyond the initial intervention.

QUESTION — How do you envision the future of sustainable entrepreneurship worldover?

Progress often takes unexpected paths. Sometimes it’s not about technological breakthroughs, but rather the acceptance of existing technology. For instance, solar panels and LEDs have been around for decades, but innovations like white LEDs have made significant differences. Moreover, new distribution networks and finance models, such as pay-as-you-go and micro-lending, have enabled previously non-existent business models.

Looking ahead, I’m particularly intrigued by the potential of artificial intelligence (AI). AI could revolutionize everyday life, serving as an assistant teacher, aiding those with disabilities, and providing invaluable support in various tasks. Despite often being associated with corporate exploitation, technology has immense potential for good, from agricultural advancements to personalized assistance.

While I’m not an expert in this field, I’m actively learning and exploring opportunities. Currently, I’m working for a company where I see the potential for integrating AI into their products. This role allows me to gain valuable skills while keeping an eye on my long-term goal of contributing to meaningful technological advancements.

Overall, I’m optimistic about the future and eager to continue my journey in this direction, balancing my current responsibilities with my aspirations for making a positive impact through technology.

QUESTION — So are there any lessons you’ve learned in this journey that you wish someone had shared with you earlier?

The allure of understanding how things function has led me to share this fascination with numerous individuals, fostering an appreciation for technology, electronics, firmware, and the intricate workings of the world around us. From the mysteries of the human brain to the complexities of ecosystems, there’s an endless array of captivating phenomena to explore.

Curiosity, in itself, is a rewarding pursuit. Whether delving into the intricacies of biology or immersing oneself in the art of music, the journey of discovery enriches our lives. While I understand the appeal of simple pleasures like video games, I advocate for embracing curiosity and actively seeking to expand our understanding of the world.

Being overzealous in my pursuit of inspiration, I believe in seizing each day to its fullest potential, embracing learning and fascination as integral parts of life’s journey.