Led a product initiative to increase user adoption of sustainability features (e.g., no-cutlery toggle, eco-packaging) on Zomato.

Identified key blockers (habit-driven ordering, low feedback, default friction) through user interviews and competitor research.

Proposed GreenChoice, a solution integrating smart defaults, gamified eco-rewards (Z-Coins), and verified impact feedback.

Designed restaurant-side partner opt-in model with incentives for eco-compliance and higher visibility in search results.

Defined success metrics across user behavior, business KPIs, and environmental impact (e.g., repeat toggle use, packaging compliance, CO₂ savings).

Built high-level system architecture for scalable launch across Zomato’s ordering flow.