India's Minister for Industries and IT, K.T. Rama Rao, introduced 'Mission E-waste', a mobile phone retail chain Celekt project aimed at promoting the safe disposal of electronic waste by providing incentives to customers. This initiative is important due to the increasing number of household electronic devices like mobile phones and chargers.

Rama Rao highlighted that waste management is a significant challenge and emphasized the need for proper disposal of electronic waste. Under this mission, Celekt will set up particular store bins for customers to dispose of old phones, laptops, tablets, and other electronic devices. As a reward, customers who use these bins will receive discount coupons ranging from ?1,000 to ?10,000, valid for up to six months for new purchases. The Minister also suggested exploring the installation of such e-waste bins in IT parks. Celekt is partnering with three e-waste disposal companies to ensure responsible treatment of the collected electronic waste.

Why does it matter?

The proliferation of electronic devices has caused a worrisome increase in electronic waste, posing environmental risks due to hazardous materials in their components. Proper disposal is vital to prevent pollution and associated health problems. The approach adopted by India not only encourages responsible consumption but also benefits both consumers and retailers. This reflects corporate social responsibility, demonstrating how businesses can enhance society and customer loyalty through sustainable practices.