Vinita Dugad embarked on her sustainable lifestyle journey at a young age when she recognized that the excessive and long-lasting impact of our consumption patterns is convenience driven. Through her observation of human behaviour in relation to the environment, she realized that societal pressures to conform are a major hurdle in making sustainable choices. She emphasizes that previous generations hold plenty of valuable solutions and innovation is not always necessary. As she noticed that many solutions being promoted prioritize profits, making them unaffordable for the majority, Vinita founded Ecomo, a startup dedicated to addressing this, while also raising awareness about greenwashing practices. She also has a keen interest in exploring how the hospitality and tourism sectors can step in to foster environmental responsibility.