The Asian countries, which attained industrialisation later and where in many cases people still live in extreme poverty, are also those where recycling and reuse are the least practised. One example of this is the waste mountain in the eastern zone of New Delhi, which is growing at the rate of ten metres per year due to the more than 2.000 tonnes of rubbish that swell it every day.

To raise awareness of sustainability, Menarini India has distributed reusable hessian shopping bags to its employees. The particular characteristic of these shopping bags is that each one is different: the employees have all painted their own bag with a message and donated them to other colleagues. A virtuous exchange to promote respect for the environment.