In response to India’s rapidly escalating electronic waste challenge, 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.” The campaign highlights a lesser-known but critical issue: how improperly handled e-waste contaminates soil and water, eventually entering the food chain and affecting human health.
Using striking visual metaphors that depict popular food items infused with toxic electronic waste elements, the initiative seeks to make the issue relatable and impactful, especially for younger audiences. The focus this year is on reaching schoolchildren and encouraging responsible e-waste disposal habits from an early age.
According to data from the Press Information Bureau, India generated close to 1.3 million metric tonnes of e-waste in FY 2024–25. Globally, the problem is equally severe. The United Nations’ Global E-waste Monitor reports that worldwide e-waste generation is increasing by 2.6 million tonnes annually and could reach 82 million tonnes by 2030. In 2022, only about 22% of the 62 billion kilograms of e-waste generated worldwide was formally recycled.
Over the years, Godrej’s India v/s E-Waste initiative has helped collect and responsibly recycle over one lakh tonnes of e-waste and has reached more than five lakh citizens through awareness programs. Building on this foundation, the latest phase includes short digital films, school workshops across more than 200 institutions, and immersive installations such as the “E-waste Table,” created from discarded appliance components. Eye-catching models like “Toxic Tacos” and “Circuit Board Cake” are used to explain how discarded electronics—including appliances, gadgets, and electronic toys—can ultimately affect human health.
Kamal Nandi, Business Head and EVP of the Appliances Business, said the campaign reflects Godrej’s commitment to progress that benefits people, the planet, and the nation. He emphasized the need to make citizens more conscious of their e-waste footprint to protect future generations.
Swati Rathi, Head of Marketing, added that with children growing up surrounded by electronic devices, the e-waste burden is only expected to rise. By using food as a communication medium, the campaign helps young audiences connect the dots between irresponsible disposal and personal well-being. The initiative is supported by nationwide school activations in partnership with Hulladek, along with digital amplification and social media outreach.
The Appliances division of Godrej & Boyce, a part of the Godrej Enterprises Group, is among India’s leading home appliance manufacturers. Pioneering the category, the company became the first Indian brand to produce refrigerators in 1958 and has since built a diverse product portfolio. Today, its offerings span washing machines, air conditioners, microwave ovens, advanced thermoelectric cooling systems, air coolers, deep freezers, specialized medical refrigerators, dishwashers, and purpose-built insulin coolers. This wide-ranging portfolio is guided by the brand’s core philosophy of “Things Made Thoughtfully.”
Environmental responsibility lies at the heart of Godrej’s operations, with products and processes designed around both people-focused and planet-focused principles. The appliances business operates two manufacturing facilities, both of which were the first in India to receive the prestigious Platinum Plus Green Co. certification, recognizing their leadership in sustainable manufacturing. Complementing its thoughtfully engineered products and eco-conscious technologies, the brand delivers best-in-class, consumer-rated after-sales support through a nationwide network of over 950 service centres and more than 4,000 SmartCare service professionals.
