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
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