alking into the cosy office of Earthytude in Verla, one instantly catches a sense of professionalism and purpose.  Team Earthytude is mainly comprised of three individuals - the husband wife duo of Marlon and Geetanjali Lobo who are the founders and Celestin Mascarenhas who recently joined hands to streamline business processes and distribution. Their mission is to eradicate plastic from the environment by providing alternative solutions. 

Marlon Lobo - a chef, consultant and the official foodie of the online portal The Goan Foodie has had a vast experience in the culinary field and returned to Goa from a stint abroad in 2011 “to do something constructive for Goa.” Says Marlon,  “When I worked abroad, even in Europe, we used plastic extensively in the food business including the use of cling foil and containers. This issue stuck in my head. On my return, I found this plastic menace had consumed Goa. We researched on products and alternatives since we were very affected by it and thus started the journey of Earthytude.”  Adds Geetanjali, “We need to change our attitude to one of gratitude to our planet. We keep taking from it and need to be aware of how each one of us is contributing to its destruction.” 

Since its launch in April, Earthytude has introduced eco grade carry bags and garbage bags made from sugarcane bagasse and plant starch, recycled newspaper pencils instead of wooden pencils, paper straws instead of plastic straws, jute grow bags instead of plastic pots and waste wood toothbrushes with cornstarch bristles instead of plastic. They’ve also introduces edible cutlery and containers.  Explains Geetanjali, “Our intention is to upcycle organic wastes and by-products. These plant starch based bags are totally compostable in 180 days. Plant starched plastics which looks like white plastic can mislead you into thinking that it is plastic but it isn’t and all our products have this fact mentioned so that consumers are aware.” 

What is commendable is that all these products come certified with an ISO 17088 certification combined with certifications from the Central Pollution Board and CIPET (Central Institute of Plastic Engineering and Technology). With a tinge of sarcasm, Marlon adds, “The governing bodies would like to believe that there is no alternative but here we are, ready with these certified alternatives. We are happy to invest and collaborate with the government and take this to the last mile.” 

While institutional sales and the private sector have been encouraging, getting to the mass market, to every street vendor is a challenge. Celestin cautions, “The big challenge is that every state has its own rules. There is no standard policy  that applies across the country. For example, we can’t be assessed by the State level advisory for plastic since we cant be categorised as plastic. There is no special category that includes all green initiatives.” Marlon is quick to add, “Goa, given its size and composition of educated people could be the model state by executing the plastic ban with stringent measures and effecting a switch with ready alternatives. We need ministers and NGOs to work together to subsidise and standardise.” He further adds, “It is so difficult to perpetrate one idea across India but states like Telangana give us hope. Their state government is so supportive of the green industry and they have made massive strides in enforcing the ban and curbing plastic pollution.” 

Differentiating between plant based alternative bags to plastic and other ‘degradable’ bags, Geetanjali explains, “Degradable bags are commonly mistaken as biodegradable which isn’t true. These are petroleum-based plastic bags that breaks down into smaller pieces and is absorbed into groundwater. We can only imagine the amount of plastic we ingest without even knowing! This makes it important for us to create new ways of packaging to educate consumers and also to countercheck counterfeits. We are happy that supermarket chains like Delfinos, Magsons, Ajay’s and restaurants like Tao, Wok n Roll and Fat Panda have moved over to eco  carry bags as the first step.”

Earthytude launched their eco grade plastic bags, in association with Mapusa Municipality in April, when the plastic ban was imposed. Within a short span, they were awarded the Goa state brand leadership award in August 2018. As Geetanjali avers, “Green is the way to go. The future is either green or none at all. There isn’t much choice. A lot needs to be done soon and with the right political will. We are hopeful of a solution in phasing out plastic gradually and replacing it with the eco friendly alternatives.”

Setting their sights beyond India, Earthytude is looking at exporting to a global market namely Australia, New Zealand and the Middle East, given their cost competencies and manufacturing capability. Says Marlon, “It’s easier propagating this alternative in foreign countries since they have standard rules and the will to implement.”      

Clearly going green is the need of the hour and a sustainable business opportunity as well. Mother Earth is making it amply clear that we cannot take her for granted anymore. It’s time we collectively act in defusing a ticking time bomb.