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The Times of India: ‘India developed the pillars of a circular economy – this approach preserves nature’


Jaideep Prabhu, Professor of Marketing at Cambridge Judge Business School, discusses circular economy in The Times of India. “Current industrial processes rely on a linear system where we take resources from nature to make things, sell, use and dump these. Such products end up in ecosystems in nonbiodegradable forms,” Jaideep says. “A circular economy moves away from this pattern – this system reduces the use of non-renewable resources, reuses products as far as possible and recycles or upcycles.”

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