Very excited to present my first guest at my new podcast SustainNOW.

Shameek is co-founder and CEO of TrusTrace, a product traceability and supply chain transparency platform. He has been associated with B2B Software and IT industry for more than 2 decades. The Mission Statement of TrusTrace is: "We bring transparency to producers who really want to know what they sell and for consumers who really care what they buy."

Shameek shares his inspiring journey from India to Sweden and how it led to the founding of TrusTrace. We also discuss how understanding the true cost of manufacturing, selling, buying, and disposing of materials is essential for driving sustainable practices throughout the supply chain. He outlines practical steps for consumers and businesses to embrace more responsible and sustainable practices, such as buying less, opting for recyclable or reusable products, and setting ambitious sustainability goals.

Join us as we dive deep into the importance of transparency in driving real change and uncover how technology is helping companies and consumers make better, more sustainable decisions. Shameek also shares key challenges he’s faced as a founder in the sustainability space, and offers valuable advice for others looking to create impactful businesses.