New Town Kolkata- a Smart and Green city- is committed to a sustainable future where resource wastage is minimised and creation of waste to wealth ensures a greener tommorow. New Town Kolkata Development Authority is pioneering the effort to Recycle- Reduce- Reuse resources. A small yet significant initiative is the recycling of used goods- paper, plastic, utensils, clothing- collected at the Zero Shop at the 1st Rotary, opposite New Town Bus Stand in New Town, Kolkata.

At the Zero Shop used material and clothing is collected, recycled and sold through NGOs and SHGs. SHGs and NGOs create various products from the used material- furniture, stationery, flower vase, bags, purse, door and table mats, clocks, candle stands, table coasters, key-rings, statues, masks, baskets, fishbowl, jewelley, home decoration items etc. Appreciating the novel concept, many celebrities and local community groups routinely donate at the Zero Shop while purchasing the recycled products too.

While the recycling ensures resource conservation, the engagement of NGOs and SHGs ensure a sustainable livelihood opportunity for women from nearby peri-urban areas. New Town's Waste to Wealth initiative is an essential endeavour to reduce waste accumulation.