Anita, along with support and encouragement from her team started out by establishing Conserve and worked on developing an alternative recycling or rather up-cycling process that uses abundantly and freely available waste plastic bags as a resource for income generation for the urban poor through their conversion into a "renewed" material which call HRP - Handmade Recycled Plastic. This material is then used to make a wide range of high-fashion products with great market appeal. Her entrepreneurship model has two components: Ensuring a regular livelihood for the rag-pickers and creating commercially successful products from waste plastic through an innovative process.

Conserve's process of recycling is far more environmentally and energy friendly than the conventional plastic recycling process.

Conserve's philosophy in Anita's words:
Conserve is an ethical fashion brand. The brand gives its buyers a new alternative. As opposed to being based on feeding the materialistic aspirations of the buyer that an 'it' Gucci or a 'Prada Bag' may do, the Conserve Accessory or Bag embodies fashion with sensitivity to the environment. It stands for the expression that 'I care' for the 'not haves'.

Nowhere does the brand promise to be a 'cheaper option'. The growing feeling in the Western society and in India and China too is, "Cheap" clothes and accessories are too cheap. Unacceptable working conditions at home and abroad are feeding our insatiable and unjustified need to fill our wardrobes with inexpensive garments every week. Ethical labels should take pride in being more expensive, when the extra margin is buying water, education, emancipation and freedom". There is a growing awareness that it is better to buy good quality products and not perpetuate an endless cycled of disposable items that fill our wardrobes. Buy cheap and someone or the environment is paying the price.