Mumbai is a city of relentless energy; but that same energy has also led to a mounting crisis. With thousands of metric tons of waste generated every single day and landfill sites bursting at their seams, the city’s waste narrative is no longer just an environmental concern; it’s a ticking time bomb. As civic systems shift responsibility to citizens and institutions, the challenge is no longer just about disposal, but about rethinking how we live, consume, and discard.
Amidst this pressing reality, Mana Shah took a bold turn in her journey; from scaling a multimillion-rupee enterprise to diving headfirst into the world of sustainable waste management. Her venture, Green Practices, didn’t emerge as a response to market demand; it was born from urgency, shaped by purpose, and powered by a vision to make city living more accountable. What sets Green Practices apart isn’t just its circular model or its clients across industries, but its belief that sustainability is not a trend; it’s an everyday responsibility.
In our recent conversation with Ms. Mana Shah, Founder of Green Practices, we explored the story behind this shift and the woman determined to make Mumbai rethink its waste. Through her work, Mana isn’t just transforming waste; she’s shifting perspectives. With solutions that blend practicality with purpose, she’s helping corporates, institutions, and residential communities see waste not as an end, but as a beginning. In doing so, she has sparked a quiet but growing movement; one where environmental responsibility is built into the systems we use, the products we consume, and the choices we make.
Here are some excerpts from our conversation with her.
Q&A
Q. Your journey from leading a ₹200 crore business to founding Green Practices was sparked by watching An Inconvenient Truth. What about the film resonated so deeply with you, and how did it shape your approach to sustainability?
A. Watching ‘An Inconvenient Truth’ was a turning point in my life. It was the first time I truly understood the gravity of climate change as a reality that would deeply impact future generations. What struck me the most was how the film emphasized the world’s collective inaction despite overwhelming evidence. It made it painfully clear that if we continued with ‘business as usual,’ we’d be leaving behind a world our children would struggle to live in.
As a mother of two, that realization was deeply unsettling. The documentary spoke about the tipping points, beyond which there is no turning back, and it made me question my own role in the bigger picture. I’ve always been someone who, when confronted with a problem, looks for ways to fix it. That instinct, combined with my growing concern, led me to step away from a business I had successfully led and dedicate myself to understanding sustainability in a way that was actionable. Green Practices was born out of the belief that change is possible if we start taking responsibility today.
Q. Waste is often seen as an unavoidable consequence of urban life. How do you challenge this perception and convince both corporations and citizens to see waste as an opportunity rather than a burden
A. Waste isn’t just an unavoidable consequence of urban life, it’s a shared responsibility. The real issue isn’t waste itself, but how we choose to handle it.
Improper disposal has led to an environmental crisis, yet almost all waste can be recycled or repurposed. So the real question is: Why aren’t we doing it?
We only have one planet, and we’re running out of time to treat it as an afterthought. It often surprises me how many people don’t see the urgency of this issue. That’s why, whenever I engage with corporations, communities, or even my own clients, I start by laying out the bigger picture. I begin with climate change, how it’s impacting the world, then narrow it down to India, and finally, to Mumbai, where we are among the biggest contributors to pollution. The key is to show that this isn’t some abstract global problem, but one that is happening in our own backyard.
And the best part? The solution isn’t complicated. Simple, everyday actions like proper waste segregation, recycling, and responsible consumption can make a massive difference. Once people see how small, conscious choices can lead to a significant impact, they start viewing waste not as a burden, but as an opportunity to be part of the solution.
Q. Beyond the logistics of waste management, you're also reshaping mindsets. What are the biggest psychological barriers you've encountered when trying to change people's perceptions of waste, and what innovative strategies have you used to overcome them?
A. One of the biggest psychological barriers I’ve encountered is the mindset of “If BMC picks up waste for free, why should I pay for it?” There’s also a tendency to focus only on keeping one’s own home clean, without thinking about where that waste goes or how it affects the larger environment. Many people experience the effects of climate change firsthand in the form of rising temperatures, erratic weather, pollution-related health issues, and yet hesitate to make even small changes in their daily habits, such as paying a nominal fee for responsible waste disposal.
What people often don’t realize is that there is no “away” when it comes to waste. Everything we discard eventually comes back to us, whether it’s microplastics in our water, groundwater contamination, or the methane emissions from overflowing landfills. Waste mismanagement has long-term consequences, and we’re all paying the price in some way or another.
That said, I’ve also seen a positive shift in awareness. More people are becoming receptive to sustainable solutions, but what truly helps is providing viable and accessible alternatives. It’s not enough to just tell people what not to do, we also need to give them a better way forward.
That’s why, along with waste management, we have eco-friendly alternatives like organic Holi colours and Shadu Mati or paper-mâché Ganpati idols for Ganesh Chaturthi. When people see that sustainability doesn’t mean inconvenience, but rather a smarter way of living, they become more willing to embrace change. It’s all about making sustainability both practical and aspirational.
Q. With Mumbai producing 8,000 metric tons of waste daily, what are the biggest hurdles in scaling sustainable waste management solutions across the city?
A. Scaling sustainable waste management in Mumbai, where 8,000 metric tons of waste are generated daily, comes with significant challenges. Logistics is a major hurdle. Things like trucks filling up quickly, breakdowns disrupting schedules, and navigating congested urban areas adds complexity. Managing demand efficiently while ensuring smooth operations is an ongoing struggle.
Another key concern is the health and well-being of waste handlers. Continuous exposure to waste poses serious risks, and while we’re working on solutions like health insurance and medical coverage, improving working conditions remains a long-term goal.
Changing public perception is another challenge. Many hesitate to pay for responsible waste disposal, assuming it should be free, without realizing that sustainable waste management requires substantial investment in infrastructure, manpower, and operations.
To streamline the process, we’ve implemented GPRS tracking, real-time monitoring, cameras for supervision, detailed waste reports, and our flagship 365-day service. These measures improve efficiency and also build trust and transparency, making sustainable waste management a more viable reality.
Q. Achieving only 5% of waste going to landfills is remarkable. What were the key technological or process innovations that allowed Green Practices to reach this ambitious target, and what are the next steps to further reduce that percentage?
A. Rather than relying on groundbreaking innovations, our success in reducing landfill waste to just 5% comes from applying circular economy principles. The key was to recognize that almost everything can be repurposed, recycled, or redirected to industries that can use it.
For instance, we recycle wood, glass, steel, iron, and paper by collaborating with vendors who process them into raw materials for new products. Items like clothes and bedsheets, instead of being discarded, are cleaned and donated to those in need. One of the more challenging materials to manage is tires, as they are often burned, causing severe pollution. But we found an alternative where tires can be effectively repurposed in construction. The goal has always been to find a second life for everything, and we actively seek out innovative ways to do so.
When we started, 10% of waste ended up in landfills. Now we’ve cut that to 5%. But we believe there’s still room for improvement. What isn’t recyclable today may have a solution tomorrow. That’s why we continue to explore new alternatives, challenge traditional waste disposal methods, and push for industry collaborations that help us close the loop even further. The belief is simple: waste isn’t waste until we waste it.
Q. Green Practices collaborates with major brands like Reliance Smart, Colgate-Palmolive, and Zepto. How do you work with corporate partners to ensure their sustainability goals translate into real impact, and what key factors contribute to a successful, long-term partnership?
A. Corporate partners are increasingly committed to sustainability, with many setting zero waste goals to reduce their carbon footprint. At Green Practices, we help translate these ambitions into measurable impact. For example, with Reliance Retail, we manage an average of 77,000 tonnes of waste per month, directly contributing to their sustainability targets. This is a tangible, data-driven approach to fighting climate change, where even carbon footprint reductions can be quantified.
The key to our long-term partnerships lies in transparency and consistency. We provide detailed monthly reports that clearly outline the impact we’re making, ensuring accountability. Additionally, our 365-day, no-missed-service commitment is a major differentiator, addressing a common concern among corporates. By delivering reliable, trackable, and results-oriented waste management solutions, we help brands move beyond just sustainability pledges to real, lasting change.
Q. How is Green Practices leveraging technology to optimize waste collection, segregation, and recycling? What emerging technologies or trends do you believe will revolutionize urban waste management, and how are you preparing for these changes?
A. At Green Practices, technology plays a crucial role in optimizing waste collection, tracking, and accountability. We have developed a real-time tracking software that monitors our trucks, measures collected waste, and captures digital signatures via smartphones during collection. This data, along with photographic records of waste collected and unloaded at our processing units, is stored in our backend system, ensuring complete transparency and auditability.
Every kilogram of waste is accounted for, eliminating any vagueness in the process.
While waste collection is highly systemized, segregation still requires manual intervention. To enhance efficiency, we utilize industrial-grade high-power shredders for processing waste materials. Looking ahead, we are exploring advanced composting machinery to improve organic waste management. In the future, AI-powered waste segregation and automated material recovery facilities could revolutionize urban waste management. We are closely monitoring these advancements and continuously investing in technology-driven solutions to make waste processing smarter, faster, and more efficient.
Q. The compost generated is returned to clients at no cost, reinforcing circular economy principles. Can you share a specific, compelling story of how Green Practices has closed the loop, turning waste into a valuable resource that benefits both the environment and your clients?
A. One of the most rewarding aspects of Green Practices is seeing waste come full circle by turning what was once discarded into something valuable. We provide compost free of cost to almost all our clients, reinforcing the circular economy in a tangible way.
For instance, Reliance Retail and several housing societies in Mumbai use our compost to maintain their gardens, reducing dependency on chemical fertilizers while enriching green spaces. Beyond composting, we also repurpose paper waste for corporate clients like Pfizer and Tata Telecom. Instead of simply disposing of their used paper, we recycle it into high-quality diaries and notepads, which we then return to them for everyday office use.
When companies see their waste transformed into useful products, sustainability moves from being an abstract concept to an actionable, measurable practice that benefits both the environment and their operations.
Q. With the BMC shifting waste processing responsibility to bulk generators, what practical steps can housing societies and businesses take to build an efficient, decentralized waste management system
A. With the BMC shifting waste processing responsibility to bulk generators, housing societies and businesses now have an opportunity to take a more active role in sustainable waste management. There are two simple and practical approaches: on-site processing and off-site processing.
Some societies prefer to handle waste themselves, and solutions like Daily Dump's community composters make it easy to turn food waste into compost right at the society level. For instance, Richmond Society in Powai has been doing on-site processing successfully for over a decade, proving that with the right system in place, it’s both manageable and rewarding.
For those who may not have the space or bandwidth to manage composting on-site, there’s always the option to work with responsible waste management partners like Green Practices for Off-Site Processing. We take care of the entire process at a low cost and even return the compost, ensuring that nothing goes to waste.
At the end of the day, it’s about taking small, meaningful steps toward sustainability. Whether it’s managing waste on-site or collaborating with a waste partner, every effort counts in creating a cleaner, greener future for all of us.
Q. The waste management sector is traditionally male-dominated. What challenges did you face as a woman entrepreneur in this space, and what advice do you have for women aspiring to lead sustainability initiatives?
A. Stepping into the waste management sector as a woman entrepreneur came with its own set of challenges. In the beginning, it was difficult for people to take me seriously since many assumed I was doing this as a hobby or just as an extension of being a mother, rather than as a committed professional. Earning trust took time, but I stayed focused on my work. Over the years, through consistency and results, I’ve built credibility, and today, people recognize me as a leader in this space, someone they can rely on and look up to.
For women aspiring to lead sustainability initiatives, my advice is simple: if you believe deeply in the cause, don’t let doubt, your own or anyone else’s, hold you back. Passion and conviction are powerful, but what truly makes a difference is perseverance. Change begins when we refuse to give up.
Q. You've mentioned best practices for citizens. What are three simple, yet often overlooked, actions that individuals can take to make a significant difference in reducing waste, and how can they be encouraged to adopt these practices?
A. One of the simplest yet most impactful things individuals can do is segregate waste at the source. Separating wet, dry, food, and non-food waste ensures that recyclable materials don’t get contaminated, making further processing much easier. If segregation isn’t done at home, it becomes much harder, sometimes even impossible, to recycle waste later. It’s a small habit that requires almost no extra effort but has a huge impact on keeping waste out of landfills.
Another important step is being mindful before making a purchase. So much of the waste we generate comes from buying more than we need, whether it’s clothing, food, packaging, or household items. Simply taking a moment to ask, ‘Do I really need this?’ can prevent unnecessary waste before it even exists. The less we consume, the less we throw away.
Finally, one of the most overlooked yet crucial actions is to stay informed and genuinely care about the issue. Climate change is a crisis, yet many people continue to ignore it. Reading up on it, having conversations, and spreading awareness can create a ripple effect. Supporting people and organizations working toward sustainability makes a real difference, and holding our communities accountable, ensuring that family, friends, and workplaces take these issues seriously can drive collective change.
When enough people care, action follows.
Q. After years of leading Green Practices, how has your personal relationship with waste and sustainability changed? What is the most rewarding aspect of your work, and what keeps you motivated in the face of the ongoing challenges?
A. Before starting Green Practices, I didn’t lead a particularly sustainable life. Like many others, I wasn’t fully aware of how small, everyday choices contribute to the larger environmental crisis. But as I started reading and learning, I gradually made changes like carrying my own water bottle, avoiding single-use plastics, bringing my own shopping bags, simple habits that I’ve now followed for over 25 years. It’s these small, conscious decisions that make a real difference, and that’s what I want more people to realize. Sustainability doesn’t have to be overwhelming. It’s about doing what you can, within your capacity, and making mindful choices where possible.
The most rewarding part of my work is knowing that I’m genuinely making an impact. I’m not just talking about sustainability but I’m actively contributing to the solution. Working at the grassroots level, directly preventing waste from reaching landfills, gives me a deep sense of purpose. Every new contract means more waste being diverted, more materials being repurposed, and more steps toward a circular economy. That’s what keeps me motivated.
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