Attero launches e-waste recycling platform 'Selsmart' for consumers

E-waste recycler Attero has announced entry into the D2C sector with the launch of an integrated e-waste Consumer Take-Back platform– Selsmart. The platform aims to transform the e-waste recycling landscape and combat India's burgeoning e-waste crisis, projected to reach 14 million tonnes by 2030, the company said in a statement.

Electronic goods consumption is on the rise, and their lifecycles are becoming increasingly shorter. Improper disposal of these items can lead to data leakage and significant environmental issues, including soil and water contamination. India is ranked fifth in the list of countries with the highest number of data breaches, with 5.3 million accounts compromised in 2023, it said. Selsmart will simplify the recycling process with scheduled doorstep pick ups of old electronics, it added.

Attero currently processes 144,000 MT of e-waste annually at its Roorkee plant and plans to expand it to 415,000 MT in next five years.


“With limited awareness and inadequate disposal options, there’s an urgent need for responsible e-waste management. Selsmart empowers consumers to make environmentally and financially sound choices from the comfort of their homes. We are aiming to establish Selsmart as India’s largest consumer take-back platform,” Nitin Gupta, CEO and Co-founder of Attero, said.