In March 2019, standing just a few hundred miles from the North Pole as part of the 2041 Foundation expedition, environmentalist and Entrepreneur Neelima Mishra stared out across a glacial expanse, and into the heart of a global crisis. Surrounded by the surreal beauty of the Arctic, she also encountered its ugly secret: plastic bottles, cigarette butts, abandoned fishing nets and bits of trash lodged in snowdrifts. When she returned to her home city of Bhubaneswar, Odisha, the lens through which she saw the world had changed. And so, later that year, Ceiba Green Solutions was born, rooted in a simple but powerful idea — to reduce the volume of waste going to landfills while empowering citizens to take charge of their own waste footprint. The journey, however, was anything but linear.

Please tell us about your journey?

It’s important to realise that while we clean our own homes, we often end up dirtying our larger home—the planet. That realisation truly hit me during an expedition I undertook in 2019 to the Arctic, as part of the 2041 Foundation. Even in those pristine polar regions, I saw plastic bottles, cigarette butts, fishing nets—waste that had travelled far and wide. The shock of seeing human neglect in such a remote part of the planet stayed with me.
When I returned to Odisha, I couldn’t unsee the daily waste and litter around me. That’s when I knew I had to be part of the solution, not just a silent witness. We founded Ceiba Green Solutions in Bhubaneswar later that year. Of course, the pandemic hit soon after, and our plans had to be rethought. But we adapted—conducting online workshops, trainings, and continuing what work we could on the ground.
In 2021, I pursued my Master’s in the UK with a thesis on waste management. On returning, I dived back into the startup full time, determined to take our mission forwardSeeing plastic in the Arctic changed everything for me. 

What is the focus of your organisation?

At Ceiba, our work revolves around four pillars—wet waste management, single-use plastic alternatives, waste-free events, and awareness-building. We provide composting services to bulk waste generators—like hotels, colleges, and government canteens—as well as individual households. Our belief is simple: if waste is segregated and composted at source, we drastically reduce what ends up in landfills. 
On the dry waste side, we built the Recycle Pay app, which lets people schedule waste pickups and receive payments for recyclable materials. It’s our way of creating a micro-incentive economy around segregation.
We also launched an e-commerce platform that curates plastic-free, biodegradable products from various vendors. Sustainability should be accessible—and we’re working to make it mainstream.
Additionally, we run educational outreach programs and workshops in schools, colleges, and communities. Though our plans for zero-waste events haven’t gained traction yet, we’re hopeful for future partnerships. 

What is your vision and expansion plan?

Our long-term vision is to significantly reduce landfill waste, lower GHG emissions, and make measurable progress toward the Sustainable Development Goals (SDGs). Instead of spreading ourselves thin across the country, we’re focused on deepening our impact in Odisha and Tier II cities across Eastern
India. And we’re happy to collaborate. Many organisations are doing excellent work and this is a time to work together, not just compete.

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

You don’t need to be an entrepreneur to fight climate change. You can be part of a local group, raise awareness in your neighborhood, or make sustainable lifestyle choices. That alone makes a difference.
If you do want to start a green venture, take time to understand your sector deeply. Get a good mentor and it should be someone who can challenge and guide you. Join incubator programs or networks that help refine your ideas and strategy. Passion is vital, but without a business model, it’s not sustainable.

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

Plenty. But one that stands out is this: passion alone won’t carry you through. You need to back it up with a viable business strategy. It’s easy to get caught
up in the idealism of the green movement, but the ground reality involves numbers, scale, and execution.
Also, staying honest in a space like this is vital. There’s a lot of greenwashing out there, and it erodes trust. If you’re working for the planet, your integrity must be non-negotiable, towards both the environment and the people you serve.

How has being a green entrepreneur impacted your personal values? 

Actually, it was the other way around. My personal values shaped the business. I’ve always loved the outdoors. That love became the anchor for Ceiba. Every
time we reach a new person, we grow that love. Every compost bin installed, every plastic-free product sold, every school session held and that is how we
expand our circle of impact.

Do you think the time for green businesses is here?

Without a doubt. We are already witnessing a tectonic shift in how we live and consume. I believe five areas will define the new green economy—how we manufacture, how we eat, how we travel, how we consume energy, and how we live.
But this transformation isn’t just the responsibility of green startups. Corporates, tech firms, and even local governments must integrate sustainability into their ecosystems. We need systemic change. And that’s where it all starts with you and me. With every choice we make. 

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.