Attero, India’s largest e-waste recycler and the world’s largest li-ion battery recycling company, has marked its strategic 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.
“Selsmart simplifies the end-to-end recycling process of old electronics by enabling consumers to schedule doorstep pickups and receive fair market equivalent prices in return. It provides full data security with top-of-the-line data wiping, degaussing, and physical destruction processes. Most importantly, the platform facilitates the responsible disposal of e-waste, ensuring it is processed through Attero’s globally patented recycling processes,” stated Attero.
Attero currently processes 144,000 MT of e-waste annually at its Roorkee plant and plans to expand it to 415,000 MT in the next five years. It transforms collected e-waste into green metals, which are put back in the circular economy.
Through Selsmart, in the inaugural year, Attero plans to achieve an Annual Recurring Revenue (ARR) of INR 100 crore, collecting 14,000 metric tonnes (MT) of e-waste and reclaiming 0.4 million units. By the third year, Attero is targeting INR 1,000 crore in ARR, with 140,000 MT of e-waste collected and 5 million units reclaimed.
Nitin Gupta, CEO and co-founder of Attero, said, “Selsmart addresses the significant gap in household electronics disposal. 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 and are forging partnerships with leading brands and OEMs to incorporate circularity and sustainability into their business models.”
Initially present in ten metro and Tier-1 cities, Attero aims to achieve a nationwide presence within three years.
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