ITC PSPD, via the Startup India portal, is getting responses from startups towards challenges faced by the firm to discover sustainable and smart technology-based ways that can replace single-use plastics and automate the waste segregation method with smart technology-based solutions to enhance efficiency and pace. Vadiraj Kulkarni, the CEO of ITC PSPD, told the media that the disposal of plastic and non-biodegradable waste poses the biggest challenge in solid waste management in India. The issue is further worsened due to inadequate segregation of post-consumer waste at the source which results in a lot of waste ending up in landfills which are highly polluting. Kulkarni added that ITC believes that businesses, both big and small, with their massive managerial and innovative capacity, can together add considerably towards uncovering innovative and sustainable packaging and waste management ways resulting in transformative shifts in the society. This philosophy displays in the new ITC Sustainability Innovation Challenge’ which highlights their ongoing engagements with the start-up ecosystem via association with Invest India to crowdsource out-of-the box ideas for phasing out single-use plastics by 2022. The startups chosen will be given incentives at different stages of the programme. It comprises mentorship from experts, paid pilot opportunities, and help in testing and certification at the development stage. It would be given support to allow market development and capacity building via funding opportunities in the Early Market Play Stage. Also, startups at the late stage will get acquisition opportunities and could be assessed, on a case to case basis, for investment and procurement opportunities as well. The last date to submit proof of concept is 28 February this year. Image Source Also read: Centre working to resolve problem of single-use plastic