Godrej expands India v/s E-Waste campaign with focus on rising health risks

The increasing burden of electronic waste (e-waste) in India has led Godrej Enterprises Group's Appliances Business to develop an outreach campaign for young people as part of their India vs E-Waste initiative. This campaign raises awareness about the toxic substances contained within our disposed electronics which may enter the environment (soil, water) and ultimately find their way into our food supply. Due to development of new technologies resulting in additional unwanted electronic devices, the generation of e-waste continues to increase at a rapid pace, both at home and globally; Godrej will utilise visual storytelling and outreach through schools to reinforce proper e-waste disposal.

The press information bureau estimates that during FY 2024-25, India produced approximately 1.3 million metric tonnes of e-waste; this finding is consistent with the global trend as reported by the UN Global E-Waste Monitor, which states that the global production of e-waste will increase by 2.6 million metric tonnes each year reaching 82 million metric tonnes by 2030. For example, in 2022, there were 62 billion kilograms of e-waste produced globally, but only 22.3% was collected and processed through formal recycling methods. The environmental risks associated with e-waste are not limited to unregulated dump sites. Toxic components in electronics can penetrate into the ground and into groundwater systems causing adverse effects to the environment and contamination to food systems.

To raise awareness for e-waste pollution, Godrej, an Indian brand of electronics, has developed and implemented a digital marketing campaign named ‘The e-waste that we eat, but shouldn’t’. Using imagery from e-waste components visualised as everyday food items through the means of visual metaphors, the programme aims to illustrate how toxins can re-enter the human body via toxic environments.

To create a connection with children who are increasingly exposed to electronics, toys and household appliances, Godrej's programme utilises a relatable metaphor to connect them to the issue of responsible electronic waste disposal.

As part of the overall programme, Godrej has developed short social media videos encouraging individuals to access a guide on e-waste recycling options. In addition to these videos, Godrej has been providing educational workshops for over 200 schools across India. Each workshop has provided life-sized installations (e.g., 'E-waste table' using parts from appliances that have been thrown away) and several types of 3D models (e.g., toilet and circuit board cake) to help children understand how carelessly disposing of their electronic devices and toys can expose them to harmful elements for long periods of time.

India's extensive E-Waste initiative has been in operation for some time, successfully collecting and processing over 100,000 tons of electronic waste. The program has inspired a greater awareness of appropriate waste disposal among over 500,000 individuals. As the reliance on electronic devices increases throughout the country, the India/E-Waste initiative's next emphasis will be to raise early Awareness and to affect Positive Behavioral Change among Young Indian Citizens

The Current E-Waste initiative is being implemented with Hulladek's support through local partnerships; however, outreach will continue to occur digitally in an effort to increase the number of participants. This initiative was orchestrated by Adfactors PR & Tribes Communication, using Creative Concepts and Implementations to provide simple yet effective messaging.

As a member of the Godrej Enterprises Group and Godrej & Boyce, the Appliances Business is one of the oldest established home appliance manufacturers in India. The company's first refrigerator was produced in 1958 and has since grown into several different product segments including washing machines, air conditioners, microwave ovens and air coolers. Additionally, there are medical refrigerators and specialised cooling solutions. All of its manufacturing facilities have been awarded Platinum Plus GreenCo certification indicating that they operate with regard for the environment. The company has one of the largest service networks across the country.

The recent expansion of the India v/s E-Waste campaign comes at a time of rising digital device consumption among young people, and with the intention of educating them about environmentally safe practices regarding disposal of their electronic devices. The campaign communicates that if not disposed of properly, e-waste can result in serious harm to both human health and the environment and therefore should begin to educate children as early as possible and encourage community involvement in recycling programmes.