Eco-system for Sustainable E-waste ManagementCase of mobile phone recycling

Pranshu SinghalHead, Environmental Affairs

Objectives

• Bring a behavioral change in Indian consumers• Sustained initiative with 360o approach

• Build lasting structures/models for Collection & Recycling

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Key Challenges

-No / little awareness of mobile

recycling amongst consumers

-Reluctance amongst trade/retail

-Absence of Information Systems on

why, how, when, and benefits

-No possibilities for

consumers to act

-No responsible recycling

infrastructure

-No regulatory framework

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Sustained & Phased Program

Infrastructure set up

Phase I : Pilot in 4 cities

Consumer Research &Backend development

Phase II : 28 Cities

Phase III : National

2008 – Sep/Nov 2009 - Sep/Oct2009 – Jan/ Feb

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2009 Oct – 2010 Jan 2010 Sep/Dec

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Concept and Set-up

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Possibilities to Act

Permanent Take-back Infrastructure

• 1400+ Take-back bins across India

• Care Centers & Priority Dealers

• SMS ‘Green’ to 55555

• Drop phone of any brand

• Reverse logistics (back-end)

• Tie up with a well qualified recycler

Information for Consumers

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Why ?

What ?

How ?

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Incentives for Environmental Behaviour

- Nokia will plant a tree for every phone you recycle(an incentive which benefits the society at large)

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Information Systems

• Raise Consumer Awareness

• Why recycle

• What is recycling

• How to recycle

• Benefits of Recycling

• Channels

• TV Ads ,Radio, Billboards, Print Ads,

• Engagement Activities in Shopping Malls,

Corporate Offices, Residential Colonies

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Retail Innovations

Company Confidential

Take-back Phase III - Corporate Engagement Initiative

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• Tie-ups with 50+ Corporations

• Activations in 250+ offices

Company Confidential

Educational Initiatives

• School Engagement Initiative

• Activation @ 25 new schools/month

• 2 Nokia-TERI books for children

• Competition amongst top 15 Management InstitutionsCase study with IIM-Bangalore

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Collection• Phase I~ 68,000 pieces of old devices and accessories

• Phase II~ 500,000 pieces of old devices and accessories

• Phase III - ongoing

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Tree PlantationTree Plantation • Trees planted: 40,500• Partnering NGO , Locations & Number of Saplings Planted

Humana People to People India• Planted 10,000 in Aug’10, Planting 20,000

• Schools Communities in Gurgaon & Delhi• Schools & public places in Khetri & Lakheri Rajasthan• Communities in Ghaziabad in Uttar Pradesh • Schools & public places in Korai & Danagadi in Orissa

World Alliance for Youth Empowerment (WAYE) of Art of Living Foundation• Planted 8,000 in Barsana near Mathura in Uttar Pradesh in Jun-Aug’10

Rotary Mid-town• Planted 10,000 at Bangalore University in Karnataka in Aug-Oct’09

Ahimsa• Planted 12,500 in the villages of Kalakattur, Kooram, Maruthuvanpadi,

& Sankarapuram, all in the Kancheepuram district of Tamil Nadu in 2009

All partners are taking care of the saplings for 2 years after plantation.

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Thank You!