We are all consumers in this socially (+economically) constructed free market. In our discourse around sustainable living, we forget that consumers have immense power in leading the adoption of plastic free alternatives. Our demand dictates the supply and not the other way around – we can use this power to make the switch in our planet’s favour and help the invisible hand of economics (re)build our green future. Starting with home, kitchen and personal care, Aditya Ruia tells us how Beco is creating value for us that is better for the planet, minus the compromise.