Asian countries which were later to industrialise and which, in many cases, still struggle with extreme poverty, are also the countries where re-using and recycling have least taken hold. The result of this is symbolised by a mountain of rubbish on the east side of New Delhi, which is growing at the rate of 10 metres per year due to the over 2,000 tonnes of rubbish added to it every day. To raise awareness of environmental issues, Menarini India has distributed jute shopping bags to its employees. What makes these grocery bags special is that each one is unique. Every employee painted a message on their bag before giving it to a colleague. A virtuous cycle which encourages respect for the environment.