Blueland: An innovation-led Solution Addressing Global Climate Challenges

Blueland: An innovation-led Solution Addressing Global Climate Challenges
Case Code: LDEN212
Case Length: 16 Pages
Period: 2009-2022
Pub Date: 2024
Teaching Note: Available
Price: Rs.500
Organization : Blueland
Industry :FMCG
Countries : United States
Themes: Entrepreneurship, Corporate Responsibility, Sustainability,Environmental Sustainability
Blueland: An innovation-led Solution Addressing Global Climate Challenges
Abstract Case Intro 1 Case Intro 2 Excerpts


The case is about New York-based eco-friendly refillable cleaning supply retailer Blueland. It was founded by serial entrepreneurs Sarah Paiji Yoo (Yoo) and John Mascari (Mascari) from Harvard Business School. Deeply concerned about the growing menace of microplastics, the founders came up with the idea of making cleaning liquids, toilet cleaners, dishwashers, laundry wash, hand wash, etc. in a tablet/powder format, so that they can limit packaging and transport. Thus Bluelandwas formed. Its tablets and powders were 200 times smaller, 300 times lighter, and 90 % cheaper to ship compared to conventional liquid cleaning products. Typically, a truck of Blueland tablets was equal to 83 trucks of liquid cleaning bottles. Since its launch in 2019 till February 2022, Blueland has introduced 15 different products. It sold more than 10 million products to over 1 million customers

The company had prevented more than 1.9 billion single-use plastic bottles from ending up in landfills and oceans. Blueland’s endeavor toward a circular economy was widely recognized. It was a certified BCorp company, USDA BioPreferrd, Cradle to Cradle, and Leaping Bunny certified. The company was carbon neutral and measured its Scope 1, 2, and 3 Cradle-to-consumer greenhouse gas emissions. After tasting success with cleaning and washing products, Blueland ventured into personal care and beauty products. Yoo and Mascari needed a plan to take Blueland into this highly competitive market.


The case is structured to achieve the following teaching objectives:

  • Gain insights into designing business models that address global climate challenges
  • Analyze how start-ups can integrate sustainability into every facet of their business
  • Assess Circular Business models, and examine how businesses can create environmental, social, and economic value.
  • Gain a broad understanding of Circular Start-ups and the creation of circular business models
  • Identify the Characteristics of Circular Entrepreneurship



Blueland; entrepreneurship; global climate challenge; born circular company; circular business model; circular start-up; circular entrepreneurship; ocean plastics; single use plastics; sustainable cleaning products; plastic pollution; microplastics;Blueland; Sarah Paiji Yoo; John Mascari; Shark Tank; funding entrepreneurial ventures; Cradle-to-consumer greenhouse gas emissions

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