MUMBAI: Godrej Appliances, under its India v/s E-Waste initiative, has launched a new awareness campaign, ‘The E-Waste We Eat’, highlighting the hidden dangers of mismanaged e-waste. The campaign uses creative visual metaphors, presenting popular food items loaded with toxic e-waste ingredients, to educate citizens-especially school children-about how improperly disposed electronics can seep into soil and water, eventually entering the food chain.
India’s e-waste burden is rapidly rising, with nearly 1.3 million metric tonnes generated in FY 2024-25. Globally, e-waste production increases by 2.6 million tonnes annually, expected to reach 82 million tonnes by 2030, yet only 22.3% is formally recycled in an environmentally sound manner. Toxic materials from discarded electronics pose serious risks to ecosystems, human health, and future generations.
Godrej has been actively driving citizen-centric programmes, recycling over 1 lakh tonnes of e-waste and educating more than 5 lakh people on responsible disposal. The campaign features short videos on social media, showcasing e-waste-laden food items, and encourages downloads of guides on proper disposal.
Complementing digital outreach, Godrej is conducting workshops in 200+ schools across India and unveiling interactive installations such as life-sized ‘E-Waste Tables’ and 3D models like ‘Toxic Tacos’ and ‘Circuit Board Cake’ to make the risks tangible for students.
Kamal Nandi, Business Head & EVP, emphasized the brand’s mission to inspire responsible e-waste habits, while Swati Rathi, Head of Marketing, noted the importance of educating young digital natives. The initiative, executed with Adfactors PR, Tribes Communication, and e-waste partner Hulladek, combines physical activations and digital storytelling to drive meaningful impact nationwide.
