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With global waste measured in millions of tonnes, it is easy to question whether recycling your water bottle or daily paper can really have an impact. In India, a recent survey by TERI showed that almost half of people in the 35–44 age bracket were unwilling to segregate their waste at all. Too much effort, a lack of space for multiple bins and a lack of trust in local authorities to handle recyclables were quoted as reasons for resistance. The sheer amount of plastic and other waste along Indian road sides would be enough to put most people off the mammoth task of urban waste management. But for the past two decades social entrepreneur has been working to change a system which has the potential of improving health and environment in the country where one sixth of the world's population lives. .