This case delves into the problems that Tetra Pak India faces in its ambitious goal of recycling post-consumer cartons (PCC) in India, and the approach that the company adopts in overcoming the obstacles. It offers a deep understanding of a particular initiative — PCC recycling — from Tetra Pak’s broad program of incorporating social, environmental, health and ethical issues in its day-to-day operations. Evident in the case are Tetra Pak India’s efforts to meet environmental objectives and the seemingly unconquerable challenges — characteristic of the Indian landscape — that appear to prevent it from attaining its goals. The case offers students an opportunity for an intellectually stimulating discussion on whether or not and how Tetra Pak India overcame problems to succeed in its PCC recycling initiative. Students will be able to understand the importance of the partnerships and alliances that Tetra Pak forged with non-governmental organizations, scrap dealers, rag-pickers, commercial establishments and organizations that champion the cause of the environment. With ever-changing mindsets, increasing regulations and growing customer expectations in the Indian context, Tetra Pak will have to be on its toes to ensure that its success from the PCC recycling initiative can be sustained and scaled up in the future. The case explores how Tetra Pak India can become equipped to face the challenges of the future.