One way we honor our commitment to creating a more sustainable future is through impactful partnerships with organizations that are on the ground doing crucial work. rePurpose Global is one of our partners combatting the plastic waste crisis through the funding of plastic solutions globally.
Dwana Strat, Head of Purpose Initiatives at Innersense, traveled to India with rePurpose Global in October 2024 to see our planet’s plastic problem firsthand and witness how this group is making a difference. Dwana’s goal in meeting with rePurpose Global was to better understand the impact that brands have on plastic waste and to meet with like-minded brands to explore how to mitigate the situation. Because each small step counts, and we all play a necessary role in creating positive change. Here, Dwana shares her experience in India with rePurpose Global and some of her takeaways after viewing the plastic crisis—and the work it takes to solve it—up close.
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I recently had the privilege of traveling to India to take part in rePurpose Global’s Plastic Reality Project—a program that brings together sustainability and brand leaders to gain a deeper understanding of the plastic pollution crisis. Along with representatives from a dozen other brands, we met with members of rePurpose Global’s team and visited various waste hotspots to gain a better understanding of the impact of plastic waste across India.
As someone deeply invested in sustainability, both personally and professionally, I thought I had a solid grasp on the waste management challenges in the U.S. But witnessing firsthand the interconnectedness of the plastic pollution problem globally—particularly between the U.S. and overseas countries—was a powerful experience.
Understanding the Global Waste Problem
Did you know that the U.S. has a staggeringly low recycling rate of just 32% across all materials? Shockingly, 76% of recyclable materials are still thrown into the trash, as revealed in a January 2024 study by The Recycling Partnership. As a result, much of our waste ends up being exported to countries like India and China, where it becomes part of a larger, global plastic crisis.
At Innersense, we've always been committed to being part of the solution, especially as it pertains to plastic waste. In 2020, we transitioned our white bottles to 100% Post-Consumer Resin High-Density Polyethylene (rHDPE). This change helps reduce our reliance on virgin plastics while encouraging a more circular economy by generating demand for post-consumer materials. Additionally, Innersense products have been Certified Plastic Neutral since 2020 in partnership with rePurpose Global, meaning we measure our plastic use across the supply chain—from production and operations to shipping—and fund the recovery of an equivalent amount from the environment annually.
How rePurpose Global Creates Change
rePurpose Global is not a collection program, they’re a global platform seeking to end plastic pollution. They invest in local collection organizations and Material Recovery Facilities (MRFs) around the world, with a focus on ocean leakage hotspots, providing structure, training and best practices to create scalable solutions for collecting and processing plastic waste, all while supporting local communities. During my visit to India, I learned how their project Hara Kal, in Kerala, employs 90% women, providing safe, fair working conditions and, most importantly, economic empowerment to a typically underserved population.
Many of the images we’re served regarding plastic pollution depict its impact on wildlife or the environment but plastic pollution doesn’t just clog our rivers and oceans—it impacts entire communities. People lose access to clean water and food sources when waterways are choked with plastic. It’s a human crisis as much as an environmental one.
Day 0 – rePurpose Global’s Approach
My journey began in India, meeting fellow participants of the Plastic Reality Project and the rePurpose Global team. They explained rePurpose Global’s unique approach, which involves thoroughly assessing the current waste management systems before entering a region. They focus on "additionality"—targeting weak areas in the existing infrastructure. For example, in the areas we planned to visit, recycling rates for PET and other rigid plastics were as high as 90%. However, flexible plastics like Low-Density Polyethylene (LDPE) and Multi-Layer Packaging (MLPs)—think pouches and chip bags—are rarely recycled. These "low-value" plastics lack recycling infrastructure and end up wreaking havoc on the environment.
Day 1 – Establishing a Baseline
Our first full day in Dehradun took us to two state-run waste management sites which were overwhelmed with the sheer volume of waste. Dumping, unfortunately, is a common practice in areas with limited recovery and recycling infrastructure. Locals and businesses often find hidden spaces—forests or riversides—to dispose of their waste due to a lack of circular infrastructure. The sights, sounds and smells at these dump sites were overwhelming. Mountains of plastic, decaying under the stifling heat, mixed with food waste and hazardous materials, were left for informal waste workers to dig through in search of recyclables they could sell for a few rupees.
The experience was gut-wrenching. I watched men and boys risk their health, working without gloves or shoes, searching for plastic bottles among piles of dangerous waste. The scale of the problem felt insurmountable—how could we possibly make a difference?
Day 2 – Creating Additionality
The next day, we participated in a clean-up effort, though it was made clear that clean-ups alone won’t solve the plastic crisis. Real change requires a multi-faceted approach. Later, we visited Project Pavitra Parvat, operated in partnership with Waste Warriors, a local waste management organization, which was a stark contrast to the state-run dump sites. The facility was clean and organized, and the workers—many of whom were women—were provided with protective equipment (gloves, masks, hair nets and uniforms). It was heartening to see a model for how waste management facilities could operate with the proper resources and support.
Hearing the stories of the women working at the facility was inspiring. Many had transitioned from informal waste-picking jobs to formal employment, where they were treated with respect and equipped with proper safety gear. Better yet, many of them were so happy with the conditions that they had brought their husbands, friends or children to work at the facility as well. Their positive outlook, warmth, resilience and strength left a lasting impact on me.
Day 3 – A Mindfulness Walk in Nature
Midweek, we took a mindfulness walk in nature, which gave us time to reflect on our experiences so far. Listening to the heartfelt reflections of my fellow participants underscored the magnitude of the issue but also reminded me of our shared determination to drive meaningful change. We might not have all the answers, but together, we can create real, sustainable progress.
That afternoon, we traveled south to Kerala, a lush and culturally rich state located along the southwestern coast of India, bordered by the Arabian Sea. Known for its serene backwaters and vibrant traditions, Kerala presented a contrasting landscape to the bustling northern regions we had visited earlier. It was the ideal setting to witness one of rePurpose Global's impactful projects near the coastline, an area particularly vulnerable to plastic leakage into the ocean.
Day 4 – Hope in Kerala
Kerala held special significance for me, as it is home to one of the two rePurpose Global projects funded by Innersense. Located near the ocean, this project focuses on preventing plastic leakage into the sea. The Hara Kal project employs 90% women—a significant improvement in a region where the employment rate for women is just 21%. These jobs offer not only financial stability but also a sense of dignity and purpose.
We joined workers from the Hara Kal team as they went door to door collecting waste from homes. The households were grateful to see the workers and were well educated on how to separate their waste, making the process safer and more efficient for the workers. We then visited the project MRF, operated in partnership with GreenWorms, the local partner for this project, that processes 30,000 pounds of waste per day. The facility was impressive, something you’d typically see in a more developed country. As the household waste was delivered, workers at the beginning of the chain dumped the mixed materials onto conveyor belts which then moved through a line of workers, each trained to locate specific materials as they quickly moved along the belt, filling bags with same material waste for easy processing. From there the like-material was bailed and stored to go to their respective processing plants.
At the end of the work day, we had an opportunity to join the workers for a snack and some games including musical chairs and tug of war. It was incredible to see the joy and energy they had in what otherwise would feel like a bleak situation.
Before we departed, a lively group of workers invited us for one last dance. And so, together with these remarkable women, miles away from home, we shared a joyful, unforgettable moment. It was an emotional reminder of how even across different countries, religions, cultures and languages,we’re all connected by our humanity.
Moving Forward
While there’s no perfect solution to the plastic problem, organizations like rePurpose Global are paving the way for scalable, systemic change. As a personal care brand, we face certain limitations on the materials we can use, but that doesn’t mean we stop trying. Through our partnership with rePurpose Global, Innersense iswe’re committed to reducing our plastic footprint and supporting the communities most impacted by plastic pollution.
Together, with the support of our customers and retail partners, we can create a more sustainable future.