Attero Recycling and IFC, as a part of its first-of-its-kind initiative called Clean e-India, has launched its e-waste consumer take-back model in Delhi. This is a new beginning, for an effort of this type, to be made to tackle e- waste in the NCT of Delhi. This model has been launched with the aim to collect and responsibly recycle the electronic and electrical waste. This initiative in Delhi is a timely intervention. According to a recent report by Assocham, Delhi produces around 67,000 metric tons of e-waste annually and India overall, generates nearly 12.5 lakh metric tons of e-waste per year.

Clean e-India initiative is already fully operational in the cities of Hyderabad and Ahmedabad and now, the model is all set to make its mark in Delhi. The success of the initiative depends on acceptance by end consumers and their willingness to give away their old and used electronic items. Public awareness campaigns are being rolled out in print, radio and social media to create a buzz among the consumers about appreciating e- waste as a grave concern and responsibly disposing off their e-waste.

By dialing a toll-free number (1800 - 419 -3283), consumers could request free doorstep pick-up of their old mobile handsets, air conditioners, refrigerators, washing machines, cameras, microwave ovens, etc. A designated electronic waste collector, also called e-Captain, will up the old electronic items and incentivise the consumer appropriately.

Besides, consumers could also login at Clean e-India's website (http://www.cleaneindia.org/home) and request pick-up through this new model. While compensating the consumers for each item, this model can also track the e-waste given away for recycling, as a part of this green initiative. Another important aspect of the initiative is the inclusion of the informal sector, wherein the last mile collectors (kabadiwallas, rag pickers, etc), who are at bottom of the e-waste management chain, are trained to collect, handle and dispose off electronic waste in a responsible and proper manner. This ensures sustainability of the Clean e- India project as it envisages educating and training them in responsible e-waste disposal methods.

Delhi being the hub of electronic consumerism, this initiative holds a lot of promise for solving the city’s e –waste disposal issues. With new electronic gadgets being launched in the market every other day, electronics are getting obsolete faster. Without a user-friendly and environment-friendly mode of disposal, the volume of electronic waste is growing rapidly. The Clean E-India initiative is designed to provide a sustainable solution for this problem. This is a great measure, not only in India but also for other emerging nations.

Attero plans to gradually roll out the initiative across major cities in the country, which are primary sources of electronic waste generation. After Delhi, they would be replicating the model in Mumbai. The e-waste collected under the Clean e-India initiative is processed in an environmentally feasible way using Attero's clean technology. Attero Recycling is a NASA recognized technology innovator and India's largest electronic asset management company.

Rohan Gupta, COO, Attero Recycling, endorses the cause of environmental preservation and calls it the driving force for them to launch Clean e-India. As they embark on this initiative in Delhi-NCR, Attero is confident of creating an efficient collection channel, thereby creating a win-win situation for both consumers as well as manufacturers. To complement Clean e-India initiative's efforts towards a sustainable e-waste management solution, Attero has also been working to formalize the informal sector, which handles a major portion of e-waste in India. The company hopes that the endeavor will be successful in generating awareness about the dire need of proper e-waste management and will help in creating an effective framework for collecting and disposing off e-waste.