Riya Sharma, a mid-level manager at ITC’s Ecobyte division, is tasked with overseeing the rollout of compostable food-service packaging as part of the company’s sustainability agenda. While the initiative aligns with ITC’s long-term environmental commitments and consumer expectations for eco-friendly products, it creates immediate operational tensions. On one side, Riya must ensure compliance with sustainability goals by adopting compostable materials; on the other, she faces pressure from procurement and supply chain teams who warn that these materials are costlier, harder to source at scale, and may slow down production speed. The conflict places Riya in a dilemma: prioritize ecological responsibility and brand reputation, or safeguard operational efficiency and short-term profitability.
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