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In the current era, the focus on circular economy (CE) has gained substantial momentum among the research communities across the manufacturing world. It has become the need of the hour to act fast due to the alarming issues of unsustainability such as climate change, global warming, waste generation, environmental pollution, resource scarceness and ecological degradations. This research aims to investigate and model the CE enablers in the product development process related to the moderating effect of net zero.

The significant CE enablers are identified through literature review and expert brainstorming. The Pythagorean fuzzy decision-making trial and evaluation laboratory (PF-DEMATEL) technique has been used to investigate and evaluate the significant CE enablers in product development process. PF-DEMATEL determines the inter-relationship and casual dependency among the selected CE enablers. Indian automobile small and medium enterprises (SMEs) have been considered as a case organization to demonstrate the effectiveness of the proposed method.

The findings reveal that “Top management support and clear vision towards CE adoption” is the most important enabler and “Artificial intelligence in product value chain” is recognized as the least vital enabler. This research aids the managers, decision-makers, policy planners and workforce to develop and formulating efficient blueprints for the effective adoption of CE in Indian SMEs.

This is the first kind of research that explores CE enablers in product development process for Indian SMEs.