Mallika Reddy of Cancelled Plans talks scale, sustainability & selling without greenwashing

What does real scale look like in a sustainability business?For Mallika Reddy, founder of Cancelled Plans, it doesn’t mean producing more.It means producing differently.Mallika’s studio transforms industrial waste, from pharmaceutical packaging to billboard misprints, into high-value design pieces. But along the way, she’s had to confront some uncomfortable truths about growth, marketing, and what actually drives adoption.In this episode, we explore:Why “saving the planet” isn’t a strong enough sales messageThe tension between profitability and purposeHow to pivot without losing your core philosophyWhy performance marketing failed and what worked insteadHow founder-led storytelling builds credibility in a world of greenwashingThis is an honest conversation about redefining scale, resisting overproduction, and building a sustainability business that can stand commercially, not just morally.