We all have that one drawer filled with old phones, tangled chargers, and forgotten gadgets that we don’t know what to do with. For most, it’s just clutter. For Attero, it’s gold literally.
What began as a small mission to recycle responsibly has evolved into a national movement for sustainability. Founded by brothers Nitin and Rohan Gupta, Attero is not just India’s largest e-waste recycler; it’s a symbol of hope for a circular economy where nothing goes to waste, and everything finds new life.
Reimagining E-Waste: The Birth of a Green Revolution
Back in 2008, when e-waste barely entered India’s vocabulary, the Gupta brothers saw what could be a billion-dollar opportunity buried in discarded electronics.
Today, Attero has recycled over 5,00,000 tonnes of e-waste and nearly 10,000 tonnes of lithium-ion batteries, extracting precious materials like gold, silver, lithium, and cobalt. These materials are reintroduced into the supply chain, reducing our dependence on mining and protecting natural ecosystems.
Attero’s state-of-the-art facility in Roorkee is one of the world’s most advanced, capable of recovering over 98% of useful materials, setting a new global standard for sustainable innovation.
Driving Change, Empowering Lives
Through initiatives like MetalMandi and Selsmart, Attero is reshaping how India handles waste while uplifting local communities that depend on the scrap trade for survival.
- MetalMandi, launched in 2025, is India’s first digital marketplace for scrap dealers. It offers fair, AI-driven pricing, secure logistics, and complete transparency ensuring small collectors earn what they truly deserve.
- Selsmart, launched in 2024, brings e-waste recycling to your doorstep. From smartphones to home appliances, anyone can now recycle responsibly while ensuring their data is safely erased.
Together, these platforms are transforming an unorganised industry into a transparent, equitable, and eco-conscious ecosystem.
Empowering the People Behind the Progress
Attero’s mission goes beyond recycling; it’s about dignifying the hands that handle our waste.
By formalising the informal scrap economy, Attero is helping thousands of small-scale workers gain access to:
- Stable income and better prices
- Insurance and bank accounts
- Educational opportunities for their children
- Access to government welfare schemes
When people are empowered, sustainability becomes a shared mission, not just a corporate goal.
Innovation Meets Responsibility
Attero’s breakthroughs have earned it 46 global patents, and it’s the only company in the world to receive carbon credits for recycling e-waste proof that innovation and environmental care can go hand in hand.
The company’s certifications including ISO 14044 (life-cycle impact) and ISO 14064 (emissions management) reflect its deep commitment to accountability and global sustainability standards.
The Power of One Responsible Choice
Change doesn’t always start with big campaigns sometimes, it begins with a single choice.
That old phone in your drawer? It could power a movement.
Here’s how you can join in:
- Use Selsmart to recycle your gadgets safely.
- Encourage local collectors to try MetalMandi.
- Choose brands that support responsible recycling.
- Spread awareness about e-waste’s hidden value.
Every small act contributes to a greener, fairer, and cleaner India and that’s what the Take Care International Foundation stands for: Empowering change through care, compassion, and conscious choices.
It’s Not Waste Until It’s Wasted
From dusty drawers to digital platforms, from rural scrap yards to world-class labs Attero’s journey is a reminder that impact begins where indifference ends.
Because the future we dream of won’t come from what we throw away, it’ll come from what we choose to reuse, renew, and restore.
So, the next time you see an old gadget, remember:
