In 2020, when India went into lockdown, supply chains collapsed and access to quality, affordable essentials became uncertain for millions of families. CEF Group, a circular economy company operating at India’s ground level since 2014 saw not an opportunity, but a responsibility. In March 2021, CEF Retail was established with a single defining belief: every Indian one deserves access to quality products at fair prices, in a store that respects them. That belief became CEF Retail, India’s first organised ethical retail network, now operating across some of the country’s most prestigious institutional campuses and growing rapidly.