Attero launches Selsmart: A D2C e-waste take-back platform

Attero, an e-waste and li-ion battery recycler, has entered the D2C sector by launching Selsmart, an integrated e-waste consumer take-back platform. This platform seeks to address India’s increasing e-waste crisis, which is projected to reach 14 million tonnes by 2030.

The rise in electronic goods consumption and shorter life cycles of these items have led to improper disposal, which can cause data breaches and environmental issues, including soil and water contamination. India had 5.3 million accounts compromised in 2023, ranking it fifth globally for data breaches. Effective data sanitization and destruction are crucial to protect sensitive information and prevent identity theft.

Selsmart simplifies the recycling process for old electronics by enabling consumers to schedule doorstep pickups and receive market-equivalent prices in return. It ensures data security through data wiping, degaussing, and physical destruction processes. The platform also promotes responsible e-waste disposal using Attero’s patented recycling processes.

Attero currently processes 144,000 MT of e-waste annually at its Roorkee plant, with plans to expand this to 415,000 MT over the next five years. They converts collected e-waste into green metals, reintegrating them into the circular economy.

As per the company statement, in its inaugural year, Selsmart aims for 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, the target is INR 1,000 crore in ARR, with 140,000 MT of e-waste collected and 5 million units reclaimed.

Initially available in 10 metro and Tier-1 cities, Attero aims for nationwide presence within three years. Selsmart provides an interface for selling old appliances quickly and at market prices. The collected e-waste is processed using Attero’s technologies and methods.

Commenting on the launch, Mr. 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 & sustainability into their business models. The launch of Selsmart sets a new benchmark for responsible recycling practices across the industry.”