Catch Catch | Self Initiated

Innovative Solutions

Project Background

New Delhi generates over 10,000 tons of waste daily—much of it tied to convenience-driven urban lifestyles. Among the culprits is the booming food delivery ecosystem, which contributes heavily to single-use plastic waste and uncollected packaging debris.

Catch Catch was conceived as a design-led intervention that addresses this issue at its root: the systems that enable and normalize waste. Combining service design, business modeling, and brand storytelling, the project proposes a scalable system that’s better for the city and easy for people to adopt.

A circular design and behavior change campaign to reduce the environmental footprint of New Delhi’s food delivery systems. Catch Catch reimagines packaging, customer choices, and delivery incentives—aiming to disrupt the growth of urban garbage patches with a playful, systemic solution.

Objectives

  • To reimagine food delivery as a zero-waste system

  • To reduce single-use plastics and promote sustainable consumer behavior

  • To build a brand that makes waste reduction engaging, not guilt-inducing

Key Features Delivered

  • Reusable and biodegradable food delivery packaging systems

  • Customer incentives and loyalty features for sustainable ordering

  • Pilot service model tested with local restaurants and delivery partners

  • Playful campaign identity to drive awareness and urban engagement

  • Business model framing for long-term viability and local integration


Our Approach

Systems Mapping & Opportunity Framing

  • Analyzed the food delivery lifecycle: ordering, packaging, transport, disposal

  • Identified points of friction and potential intervention—especially around packaging decisions

  • Mapped user motivations to shift behavior from disposable to circular


Designing the Delivery System

  • Introduced reusable containers with collection loops and deposit-return models

  • Provided biodegradable packaging as a backup where reuse wasn’t viable

  • Developed incentives (discounts, loyalty points) for customers choosing sustainable options


Branding & Campaign Design

  • Created the Catch Catch brand as a fun, relatable entry point to a serious issue

  • Rolled out messaging across digital touchpoints and print materials

  • Used language and visuals that celebrated action—not shame—to build positive engagement


Results

  • Demonstrated a model for circular delivery that is locally adaptable and economically feasible

  • Sparked urban conversations about garbage patches, food systems, and everyday responsibility

  • Positioned Catch Catch as a replicable tool for municipalities, food aggregators, and citizen networks