In circular economy, waste is a new material. The environmental policy focuses on reducing toxic waste that presently stands as a monumental problem in contaminating the earth, polluting the environment, aggravating health hazards, and leading to a major scarcity of valuable resources. While the government is already enacting circular economy principles, it is equally critical for consumers to adapt to circularity as a new lifestyle. Behaviour change of bulk consumers is key to reducing waste. For example, consumers must choose sustainable products over non-biodegradable products and prolong the use of products in a cycle for as long as possible. Karo Sambhav, a leading PRO in India, advocates for consumers to embrace recycling as a way of life.