From Waste to Value: Developing A Circular Economy-Based Business Model for Sustainable Food Packaging in India

The rapid proliferation of single-use plastics has intensified environmental degradation, particularly in emerging economies such as India. This study develops and evaluates SUSTRAIN, a circular economy-based startup model that converts agricultural waste into biodegradable food packaging solutions. The research adopts a qualitative exploratory approach, integrating existing literature with primary data obtained through stakeholder interviews, field observations, and startup interactions. The findings reveal a strong alignment between market demand and sustainability-driven innovation, particularly within urban food service ecosystems. Interview-based analysis highlights key challenges, including inconsistent supply, price sensitivity, and lack of standardized eco-packaging solutions, thereby validating the proposed business model. The study concludes that agro-waste valorization offers a viable pathway for sustainable entrepreneurship, addressing environmental concerns while generating economic value.