The Appliances Business of Godrej Enterprises Group has expanded its India v/s E-Waste initiative with a new awareness campaign titled “The e-waste that we eat, but shouldn’t,” highlighting how mishandled electronic waste contaminates soil and water and eventually enters the food we consume. The programme uses striking visual storytelling, including food items portrayed with toxic e-waste components, to educate citizens—especially school children—on responsible e-waste disposal.
The campaign addresses India’s rapidly rising e-waste load. According to the Press Information Bureau, the country generated nearly 1.3 million metric tonnes of e-waste in FY24–25. Globally, UN’s Global E-waste Monitor estimates that e-waste generation is rising by 2.6 million tonnes annually and will touch 82 million tonnes by 2030. In 2022, the world produced a record 62 billion kg of e-waste, of which only 22.3% was formally collected and recycled.
Through the India v/s E-Waste initiative, Godrej has collected and recycled more than one lakh tonne of e-waste and educated over five lakh people. The new campaign includes short videos on social media, school workshops across 200+ institutions, and life-sized installations like an “E-waste Table,” featuring 3D models such as “Toxic Tacos” and “Circuit Board Cake” made from discarded appliance parts.
Kamal Nandi, Business Head & EVP, said the initiative aims to push citizens to rethink their e-waste footprint. Swati Rathi, Head – Marketing, said the brand wants to help digital-native young Indians build responsible habits early. The activation is being executed with e-waste partner Hulladek and supported by Adfactors PR and Tribes Communication.
