Exploring challenges for sustainable development among circular start-ups in India

The purpose of this study is to understand the challenges of circular start-ups (CSUs) in driving an increase in value addition and application of science, technology and innovation in their industry to meet the sustainability requirements of the environment and developing circular business models (CBMs). Exploratory research design is adopted, and using in-depth interview techniques, the challenges were explored. Non-probability sampling techniques with a sample of 13 Indian start-up companies working toward sustainability development were approached. Interviews were conducted with founders, co-founders and executive employees of the start-ups. The technique of soft laddering and thematic analysis method was used to identify predominant variables. The study helped in identifying key challenges start-ups would experience during different stages of their lifecycle. These challenges varied in nature between the three groups under the study. Nonetheless it was noted that among other difficulties leading to their slow progress, challenges due to financial support, customer awareness, technological changes and operations are significantly impacting the CSUs.This study would help start-ups to identify key challenges and position themselves under a circular business model while adopting innovative sustainability solutions. The results in addition to start-ups also helps investors, employees and researchers.