Tech Giant, PRO Join Hands to Launch Massive E-Waste Recycling Campaign

SEATTLE (Scrap Monster): Xiaomi India- the country’s largest smartphone and smart televisions brand has announced new partnership with Karo Sambhav- a tech-enabled Producer Responsibility Organization (PRO) to launch a nationwide awareness and collection campaign. The campaign aims to raise public awareness on the need for proper recycling and collects end-of-life electronics for safe recycling.

As part of the campaign, Karo Sambhav will set up over 1,150 collection points at various Xiaomi Mi Homes and Mi Authorized Service Centres spread over 500 cities across India. Customers could drop-off their phones and other Xiaomi products such as batteries and other accessories which will be recycled responsibly. In addition, Xiaomi will join Karo Sambhav as one of its producer members to create e-waste awareness among various stakeholders.

Muralikrishnan B, Chief Operations Officer, Xiaomi noted that the alliance demonstrates the company’s focus on environmentally sustainable measures. The effort will go a long way in building greater public awareness on responsible e-waste disposal. Meantime, Pranshu Singhal, Founder and Director, Karo Sambhav noted that the active participation of leading brands such as Xiaomi will help in accelerating the efforts to mainstream e-waste issue.

According to rough estimates, India is believed to generate more than 2 million tonnes of e-waste per annum, out of which only around 2% gets recycled responsibly. Incidentally, India is one of the countries with fastest growing e-waste stream.