Innovation has to solve real problems sustainably & equitably

In the latest edition of Marico Innovation Foundation’s (MIF) InnoWin series, Anish Malpani, founder of the circular-economy startup Without by Ashaya, shared insights on navigating innovation, failure, and impact in India’s sustainability sector.

Malpani, whose organization converts hard-to-recycle multi-layered plastic into products such as eyewear, signage, and bottles, said true disruption begins with solving “real problems, not the ones that look good in pitch decks.” He said innovation must be both economically viable and socially inclusive, noting that Without’s mission is rooted as much in recycling technology as in providing dignity and stable incomes for waste-pickers.

Reflecting on the challenges of deep-tech sustainability work, Malpani described failure as an integral part of progress. A failed experiment with 3D-printing filament, he said, eventually led the team to discover the material’s strength in injection moulding. “What keeps me going is the ‘why’,” he said, adding that improved incomes and first-time access to benefits like health insurance for waste-pickers serve as constant motivation.

MIF’s Scale-Up accelerator currently supports Without by Ashaya as part of its cohort of purpose-led ventures addressing India’s most pressing problems.

Speaking on creativity, Malpani said inspiration often arrives in unexpected places. “Playing sports forces you to be present — that’s when ideas sneak in,” he said, crediting football for some of his clearest thinking.

He emphasized that both collaboration and competition have a place in mission-driven entrepreneurship, “Compete on execution and collaborate on learning.”

On building a resilient team for a demanding field, Malpani highlighted work ethic, humility, and self-awareness as key traits. He added that the sustainability sector needs fewer founders and more practitioners who have spent time understanding ground realities. “Don’t rush into starting up. Work in a social enterprise first,” he advised Gen Z aspirants.

For entrepreneurs seeking to innovate, Malpani encouraged challenging conventional business wisdom. “Respect experience, but don’t let it cage you,” he said, noting that terrain-changing ideas often defy established rules.

On staying agile in fast-growing sectors such as climate tech and recycling, he stressed the need to stay close to emerging science and maintain control over the supply chain. “The moment you think you’ve figured it out, you’re probably already behind,” he said.

MIF also asked Malpani about his routines and reading habits. He is currently reading Becoming Jobs and David Deutsch’s The Beginning of Infinity, which he described as “dense but brilliant.” His mornings begin with a consistent routine of a chia shake, meditation, and coffee — “predictability in the chaos,” he says.