How Akash Suluru Is Building India’s First Zero-Waste FMCG Platform

India’s FMCG industry wastes an estimated ₹50,000 crore worth of goods every year — products that are perfectly safe but nearing expiry. While most players in the surplus and liquidation space chase bulk clearance, a new entrant, MuriMura, is reimagining the sector with a zero-waste FMCG framework that fuses AI, education, and sustainability tracking.

Founded by Akash Suluru, a Carnegie Mellon University graduate in engineering and technology innovation management, MuriMura positions itself as India’s first circular FMCG marketplace — unifying both B2B and D2C demand while turning every transaction into measurable climate impact.

“Most players treat surplus simply as clearance,” says Suluru. “We wanted to design a circular framework that creates measurable value for suppliers, buyers, and the planet — all at once.”

While liquidation firms and surplus distributors typically focus on moving unsold stock quickly, MuriMura has identified six critical gaps in this approach — from a transactional mindset and lack of consumer education to limited AI use and fragmented data systems. “Current models end with a sale,” Suluru notes. “There’s no loop of accountability or effort to change consumer behaviour. That’s where we’re different.”

At its core, MuriMura integrates technology, education, and inclusivity to make surplus commerce a sustainable ecosystem. Its AI-powered marketplace dynamically matches surplus inventory with buyers, adjusting prices in real time based on expiry dates and local demand. Each transaction generates Green Savings Certificates, quantifying carbon emissions avoided and landfill waste prevented — effectively turning sustainability into a tangible consumer reward.

Beyond commerce, the company invests heavily in awareness and education through corporate workshops, university seminars, and public campaigns to challenge myths around near-expiry safety. “We realized that waste isn’t just a supply chain issue — it’s cultural,” Suluru explains. “Education builds trust, and trust drives adoption.”

Accessibility forms another cornerstone of MuriMura’s model. By enabling mobile-first and WhatsApp-based ordering, along with offline kiosks in semi-urban areas, it extends reach far beyond metro consumers. This inclusivity, paired with data-driven insights for suppliers and policymakers, creates a closed loop of efficiency and impact.

Industry observers see MuriMura as pioneering features unseen at scale in India’s FMCG surplus ecosystem — from Impact-as-a-Service for brands and gamified sustainability scoring to real-time APIs that help suppliers map and monetize waste.

By combining B2B and D2C operations, MuriMura is building network effects few competitors can replicate. Its data intelligence and transparency tools not only accelerate liquidation but also help companies embed ESG metrics directly into their operations.

“Surplus is not just a logistics problem; it’s a design and perception problem,” Suluru concludes. “We’re showing that circularity can be profitable, scalable, and socially responsible.”

As India’s FMCG market heads toward a projected $1.1 trillion by 2032, MuriMura’s model offers a hopeful blueprint — one where affordability, sustainability, and business growth can coexist in harmony.