An Eco-Friendly Alternative to Plastic Cutlery and Food Packaging: A Case of Ecoware in India

Preshita Neha Tudu and Vaibhav Mishra

Asian Journal of Management Cases, 2025, vol. 22, issue 1, 64-79

Abstract: The nonchalant nature of plastic cutlery, its long-life period, and its durability make it a favourite among users and businesses. However, these properties also make it lethal for the environment and are an eco-disaster. This case discusses an initiative taken by a social enterprise and manufacturing company Ecoware, founded by Rhea Singhal, a pharmacologist by profession. Born in Mumbai and bought up in Dubai and London, her eco-friendly, biodegradable cutlery is an alternative to non-biodegradable single-use plastic cutlery, which, when discarded, ends up in sewage, landfills, fields and water bodies posing a threat to the environment. Moreover, Ecoware cutlery is also an alternative to commercial cutlery, which is made of plastic, has chemical or pesticide residue, binder additives, fillers, wax lining, plastic lining or coatings, or PFA (per- and poly-fluoroalkyl substances), which is generally added to tableware and food packing to offer resistance to oil, grease and moisture. This Ecoware case examines the correlation between sustainability and marketing, with a particular emphasis on sustainability marketing. It delves into Ecoware’s marketing mix strategy and explores the obstacles the company has encountered regarding pricing, environmental awareness and the general lack of understanding regarding the detrimental effects of plastic cutlery.

Keywords: Marketing; sustainable development; sustainable marketing; biodegradable cutlery; eco-friendly (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sae:anjomc:v:22:y:2025:i:1:p:64-79

DOI: 10.1177/09728201231190189

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