In September 2018, Naman Gupta founded Code Effort Private Limited in India. The company recycled cigarette butts into products like soft toys, home furnishings, textiles, and paper. Gupta built a nationwide supplier network using a subscription-based model, which ensured a year-long steady supply of the widely littered cigarette butts. While he made successful strides in addressing environmental and social issues around cigarette butts, he now faced economic challenges. Limited processing capacity and product lines led to inefficiencies in managing raw material inventories. To achieve sustainability, Gupta needed to expand his product portfolio and integrate a supply chain aligned with demand. Having solved supply-side challenges, could he now tackle demand-side issues to create a sustainable business?
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