‘Sell your old clothes, and we offer Rs 20 per kilo!’ An advertisement drew my attention. ‘It is attractive. In my house, I have 25 KGs, why can’t I earn some extra income of Rs 500? But I can’t carry the clothes to their recycling yard, how to dispose of them?…’ ‘Don’t worry, we will pick them from your home and deduct a flat Rs 50’. ‘That’s fine, yet I will get RS 450. Not a bad deal!’   The process flow is as follows: You can schedule a doorstep pickup or use their smart bins located in apartments. They offer cash payment (approximately ₹20 per kilogram) for usable clothes or allow for free donations. This cloth recycling and resale platform helps individuals dispose of old clothes responsibly. They sort and grade the items received. Wearable clothes are resold, while damaged items are either upcycled or recycled. Additionally, some clothes may be donated or downcycled into other materials. India generates between 7 and 8 million tonnes of textile waste annually. Some startups have introduced recycling initiatives aimed at reducing landfill waste by promoting reuse before recycling. While diverting even a few tonnes of clothes from landfills is a positive contribution to the environment, we do not oppose such initiatives. However, we condemn the exaggeration and misleading claims made by some startups to attract more capital. Recently, we noticed social media reels from certain renowned platforms highlighting innovative ecopreneurs. One particular reel featured an ecopreneur, presented as an extraordinary young individual, who supposedly used innovative technology to address rainwater clogging in a southern state. However, upon inquiring with locals, we discovered that there is no such project in existence. Further investigation revealed that these upcoming entrepreneurs await huge CSR funding or venture capital, and such reels would help them to get brownie points. Does it not amount to greenwashing? Waste is a significant issue that we are facing, and time is running out. Every urban centre is becoming overwhelmed with garbage. What we need now is a concerted effort to address this problem. There is nothing wrong with pursuing waste recycling as a commercial activity; in fact, it can generate employment. Running a business focused on waste management is not a bad thing. On the contrary, it can inspire more young people to engage in social entrepreneurship. We wholeheartedly encourage this trend and hope that more youth will embrace ecopreneurship. However, any attempts to exaggerate the actions taken will ultimately hinder our progress.