Ashoka Fellow
United States
Fellow Since 2004
Thimmakka's Resources for Environmental Education
This description of Ritu Primlani's work was prepared when Ritu Primlani was elected to the Ashoka Fellowship in 2004.
Restaurants consume more energy per square foot than any other retail industry and produce a prodigious quantity of recyclable waste. Ritu is pioneering a new “green-certified” way for restaurants to do business that targets first generation ethnic business entrepreneurs. Her key insight has been to replace the punitive approach for enforcing environmental compliance used by state agencies with a more positive incentive-based strategy.
The New Idea
The Problem
The Strategy
The Person

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