B&E: Explain the business model adopted by GreenDust?
Hitendra Chaturvedi (HC): We have over 15 value added centers (think of them as hospitals) across India that feed over 150 retail stores. We bring patients (returned, defective items) to these “hospitals”, give them tender loving care and make them just like new and then find a new home for them. We also have a proprietary IT system and a group of very dedicated and passionate people who make it all happen.
B&E: How has GreenDust used social media to generate awareness about E-waste management?
HC: We have started to do our bit by telling people that by buying from GreenDust they are helping the environment by using digital social media. On social we do not sell our products but try to engage people on issues that we face if we were not responsible towards the environment. We want people to realise that they should support business models through their wallets that are helping create a safe, clean, green environment for their children. This loyal customer base, customers who are okay using a slightly scratched refrigerator has increased by leaps and bounds for us. People understand that our passion is to stop India from becoming a junkyard and in GreenDust we are charting new path through this innovative business model. Our proponents are the middle class of India who think GreenDust is cool!
B&E: What are your expectations from the government for an improved ecosystem?
HC: The government should just do one thing – enforce the many rules being developed around E-waste and do it efficiently rather than making the enforcement a way to increase more corruption.
B&E: What should be done to improve awareness about the E-waste menace among the general public and also at a corporate level?
HC: Easiest way is first to hold people who generate and profit from products that result in E-waste. Government can also help by giving incentive to companies who really are doing real work in reducing E-waste in our country. Such financial incentives will drive more adoption. If companies see ‘Green’ as good business they will change. Today ‘Green’ is perceived by most as added cost.
In India consumer awareness has started but it will take time to reach out to general public due to our demographics, vast population and economic health of majority of people. Someone who is trying to find two meals in a day will not give any heed to “environmentally friendly” way to dispose if it adds to his cost.
B&E: How have the challenges for the sector evolved over the years and how have you responded?
HC: India’s E-waste sector is still very unorganised and fragmented. I believe that we should hit on our 5Rs of green – Reduce, Reuse, Repair, Recycle, and Resell. By following this mantra we will not only focus on recycle but also on repairing and reusing and thereby reducing E-waste. At GreenDust our DNA constitutes of the 5Rs. We have demonstrated that by taking customer returns, repairing them, and reselling them, we not only reduce the E-waste that goes into the ground but any small little scrap left is responsibly disposed off. Over the last 2 years we have stopped over 5 lakh appliances, computers, mobiles, LCDs, etc that would have otherwise polluted our ground, repaired and resold to the value conscious Indian consumers.
