The sustainability pioneers creating the virtuous circle

In the third and final blog post of the series, In-Between International’s Chairman Rebeka Bahadorani discusses her ideas for the future of sustainability and innovation with Proco. As a leader in creating a ‘virtuous circle’, Rebeka explains how companies need to evolve to more sustainable business practices.

The future of sustainability

What’s next for In-Between International?

“The past year challenged us all. It pushed us to think about our global development and its consequences. And not only about the ecosystem or environment, but also about our health. Everything is linked; we live in a virtuous circle and need to evolve accordingly. Sustainability is a mindset and our only way of working at In-Between International. Today, every innovation must be a sustainable one.

In 2020, the Solar Impulse Foundation listed In-Between International on its “1000 Efficient Solutions”, an immense honour and privilege. The foundation compiled the guide to bring awareness to eco-friendly innovations and products.

We believe in global awareness, in the engagement of our upcoming generation and business developers, and in initiatives such as Solar Impulse Foundation’s “1000 Efficient Solutions”. We are confident that our fibre CYNTHIA® is a game changer and in 5 to 10 years’ time, In-Between International will be one of the world’s leading successful actors of sustainability.”

A bright future

As for the future itself, it can only be bright. IBI’s project relies on an abundant, or even inexhaustible source of raw material that they are developing into a series of applications with tremendous growth potential worldwide. IBI not only has this growth plan developing in the pipeline, but also plans to expand geographically. Soon, they hope to have presences in Europe, NAM, and APAC.

Right now, Rebeka and her team are focusing primarily on the initiatives they’ve already implemented. However, they’re keeping an ear to the ground for news about the specific needs of various other countries, cities, and groups. “For instance, big cities in South East Asia, like Bangkok, not only face the water hyacinth problem, but also a trash problem. Ideas are already floating around about finding a way to collect the water hyacinth while segregating the trash!”

Innovation from environmental pioneers

Environmental concerns are only growing, with the climate crisis an ever-present, looming threat. IBI is one of many companies all over the world identifying localised problems and developing ingenious, innovative solutions to them. As a start-up, they have a clear focus on a specific market and specific application. However, in the future they anticipate cooperating with partners, leading them to new problems, new solutions, and ultimately a sustainable future.

For IBI, there is no sustainability without innovation – the two are inextricably linked. Since evolving the ecosystem to become more sustainable inherently requires thinking outside the box, innovation is woven into the fabric of the company.

A few more examples

  • Phool transforms floral waste from the Ganges into incense.
  • Running Tide is trialling an initiative where strings of kelp will absorb carbon via photosynthesis, before sinking to the bottom of the sea floor, effectively burying the carbon in the ocean.

Implementing the virtuous circle around the world

How should we drive sustainability? And who should pioneer this change?

“Global awareness and shifting behaviors towards sustainability are truly encouraging and inspiring, but simply not enough. We need more commitment from the leaders and CEOs of this world to look for not only sustainable solutions, but sustainable and profitable solutions. For instance, our natural fibre CYNTHIA® doesn’t require land that could better be used for food. It’s also preventing deforestation while healing the ecosystem and creating shared value projects with the communities. In our view, this is the next big thing: sustainability, profitability and shared value projects with communities.

Global awareness about sustainability is everywhere, in everybody’s mind and behaviours, which is off course absolutely fantastic. But while all corporations are looking to boost sustainability, the pressure on wood industry is increasing. Paper is the most used packaging material, but this could have a negative side effect on forestry conservation policies.

We need to focus on other alternative packaging solutions to preserve trees, as they are the lungs of our planet. Only this way will we create a virtuous circle – where everything has a purpose not only naturally, but also economically.”

Succeeding at IBI

According to Rebeka, at IBI, anyone can succeed as long as they share the passion and values as the rest of the team. But success at IBI doesn’t have to be solely a long-term goal. Rebeka says that they celebrate every little success as well as larger ones. “Restoring fauna, flora, and socio-economic life in a zone once devastated by the water hyacinth, while creating profitable and sustainable solutions, is our mean Key Performance Indicator for success. Every time we replicate this, we reach another level of success, and we don’t plan to stop there.” Despite the advent of COVID-19, and its undeniable effect on all of us, Rebeka believes that the world is shifting towards a more sustainable future.

This is the third and final article in our series about Rebeka Bahadorani and In-Between International and their sustainability efforts. Click here to read the first article, or here to read the second.

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