India's recycling chain runs on paper logs, WhatsApp messages, and trust. Brands chase EPR compliance with numbers they cannot verify. We are building the open infrastructure that makes every gramme of recycled material auditable — from the household bin to the recycled-PET bottle handed back to the brand.
Tamper-evident chain-of-custody and DigiLocker-issued EPR certificates replace paperwork with proof — audit-ready for BRSR, CSRD, CBAM.
Pickups, mass-balance sorting, bale management, inventory, sales — replacing WhatsApp logs with realtime operational and financial KPIs.
ONDC integration breaks local-monopoly pricing. Verified low-carbon feedstock unlocks 5–15% premium realisation from brands chasing recycled-content targets.
Aadhaar-based onboarding brings informal kabadiwallahs into formal systems with payment trails — financial inclusion as a side-effect of recycling.
At the Maharashtra MRF, Ayra is closing the loop on coastal waste streams — converting marine-bound plastic into traceable rPET feedstock that feeds directly into FMCG and beverage supply chains. Every kilogram carries its origin story, from collection point to brand delivery.
End-to-end traceability extending past the MRF gate — through washing, decontamination, pelletising, and final dispatch. L*a*b colour values logged at every stage.
Weigh-bridge integration with RFID windshield tags. Cleaner, traceable feedstock from corporate campuses and tech parks — no contamination, no surprises.
Most software founders learn the recycling business after raising the round. We learned it across fifteen years of converters, brand approvals, and L*a*b colour values. The platform is the documentation of what we already knew.
"Mastered the science of near-virgin rPET. Now mastering the system that proves it."
Fifteen-plus years driving rPET adoption across India's FMCG and beverage value chain. Founder of Ayra Sustainable Living, consultant to Recircle and the Ammani Group, and former CEO of RLI — where specialty-chemicals market share was scaled from 10% to 50% over two years.
Has secured structured rPET approvals at twenty-plus FMCG leaders including HUL, ITC, Diageo, P&G, Marico, Reckitt, Britannia, and Godrej. Advised on the establishment of three Material Recovery Facilities for Al Mehtab Industries, including pioneering ocean-bound plastic recovery at the Maharashtra MRF. Domain depth across decontamination chemistry, IV/COOH optimisation, FDA/EU/BIS compliance, and brand-side approval playbooks that cut adoption cycle times by 10%.