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Attero, a leading e-waste recycling company, has significantly expanded its direct-to-consumer take-back platform, Selsmart, now operating in more than 25 cities across India. With aggressive growth plans, Selsmart is targeting a ₹500 crore revenue run rate by March 2026, reflecting its status as the largest consumer-focused used electronics collection network in the country.
Scaling Operations To Tackle India’s Growing E-Waste Challenge
India faces a mounting e-waste problem fueled by rapid electronics consumption. Selsmart helps bridge this gap by offering convenient doorstep pickup, secure data erasure, and seamless trade-in options, enabling consumers and businesses to responsibly recycle old electronics.
Currently, Selsmart processes over 30,000 monthly orders and handles approximately 15,000 metric tonnes of e-waste annually.
The platform aims to increase monthly orders to 150,000 and process 75,000 metric tonnes of e-waste per year by March 2026.
Selsmart expects its user base to grow sixfold from 0.5 million to over 3 million users by the end of this calendar year.
The company operates a network of strategically located warehouses in high-density residential and commercial zones for faster collections and scalability.
Strategic Partnerships Empowering Growth
To expand its reach and streamline consumer trade-ins, Selsmart has partnered with key players in the appliance and consumer electronics sectors.
Collaborations with three major air-conditioning brands facilitate both online and offline exchange programs.
Partnerships with two multinational corporations enable seamless electronics trade-ins at the brand webstore level.
Alliances with two leading home appliance companies provide consumers with vouchers and coupons redeemable for new purchases at physical and online stores.
These integrations create a unified take-back ecosystem, transforming India’s fragmented e-waste landscape into a structured, transparent, and scalable channel.
Innovative Approach Focused On Consumer Convenience And Data Security
Selsmart prioritizes user experience, offering instant digital payouts to users upon successful collection and ensuring secure data erasure on all electronic devices before recycling to address data privacy concerns.
Scheduling a pickup requires just a few clicks, making e-waste disposal simple and accessible.
Dedicated customer communication and tracking provide transparency throughout the recycling process.
The platform supports India’s circular economy goals by efficiently recovering critical materials, reducing dependence on mining and manufacturing.
CEO’s Vision: Building Infrastructure For The Future
Nitin Gupta, CEO and Co-Founder of Attero, highlights that Selsmart is not just about growth metrics but about shifting consumer behavior and creating the infrastructure essential for a sustainable future.
Gupta remarks, “The real value is in how we are driving the behavioral change towards responsible e-waste management at the grassroots level.”
The platform lays the foundation for India’s e-waste management systems aligned with national regulations and sustainability objectives.
Future Expansion Into Tier-2 And Tier-3 Cities
Following its success in metropolitan areas, Selsmart is progressing rapidly into smaller cities, aiming to make e-waste recycling accessible nationwide.
The company maintains a careful focus on simplicity and convenience as it scales.
Expanded coverage addresses the growing electronics penetration in Tier-2 and Tier-3 cities.
Plans include enhancing logistics and warehousing infrastructure to sustain rapid growth.
Market Leadership And Industry Impact
Selsmart’s rapid expansion and revenue targets position Attero as a pioneering leader in India’s e-waste ecosystem.
The company’s vision complements government initiatives driving formalization of e-waste collection and recycling.
With ambitions to process over 140,000 metric tonnes cumulatively over the next three years, Attero aims to set industry benchmarks for sustainability and technology-driven operations.
Its success could catalyze broader consumer awareness and participation in circular economy practices.
Conclusion: Driving India’s Sustainable Electronics Future
Attero’s Selsmart platform stands as a compelling example of innovation combined with sustainability in tackling one of India’s pressing environmental challenges. Its scale-up across 25+ cities and ambitious ₹500 crore revenue run rate target exemplify the growing importance of organized e-waste management.
This initiative not only supports a cleaner environment but also builds the foundation for a circular economy in India, fostering responsible consumption and resource recovery.
Sources: The Hindu Business Line, Economic Times, Autocar Pro, IANS, IBTimes
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