Apoorvshree Chaturvedi, Director of Global Operations and New Projects at UFlex Group discusses sustainable plastic packaging innovations, circular economy approaches, and industry strategies for environmental responsibility and waste reduction in an interview with Rajiv Tikoo of Sustainability Karma.
Chaturvedi traces UFlex’s sustainability journey to a pivotal moment in the mid-1990s, when the company’s leadership, during international travel, observes advanced machinery being used for plastic waste management. Even at a time when terms like “circular economy” are not yet part of the global discourse, the leadership foresees that rapid urbanisation in India will inevitably lead to a waste crisis. This early recognition shapes a long-term strategy that embeds recycling into the company’s core business model, rather than treating it as an add-on.
Challenging conventional wisdom, Chaturvedi argues that government regulation is not always the primary driver of change. He points to the United States, where the strong intent of brand owners to market sustainable products accelerates the adoption of recycled films at a much faster pace than in Europe. In contrast, he notes, a more heavy-handed regulatory approach in Europe often slows innovation. The comparison underscores his central argument: market forces and consumer demand can be more powerful catalysts for sustainability than regulation alone.
The conversation also highlights the complex realities of advancing sustainability in a country like India. Chaturvedi emphasises the critical role of industry in counselling the government on granular, practical aspects of policy design. Without such inputs, he warns, regulations risk becoming one-sided, failing to incentivise the entire value chain—from large manufacturers like UFlex to the vast and often informal network of waste collectors that forms the backbone of India’s recycling ecosystem.