As Diwali approaches, Mumbai is gearing up for more than just festivities. ReCircle, a pioneering force in waste management, is preparing for its fourth annual Diwali Dry Waste Collection Drive. We sat down with a representative from ReCircle to discuss this ambitious initiative, its evolution, and the impact it’s making on both the environment and the community. From its humble beginnings to its current scale, ReCircle’s drive exemplifies how innovative thinking can turn waste into a catalyst for positive change. Let’s delve into the details of this remarkable campaign that’s set to make this Diwali the “Trashiest Season Ever!” – in the best way possible. Here are insights from Nikki Gupta, Marketing & Business Development Advisor at ReCircle.
1. This is the fourth year of your Diwali Dry Waste Collection Drive. How has the initiative evolved since its inception, and what lessons from previous years have shaped this year’s ambitious goal of 40,000 kg?
Waste collection drives have been part of our ethos ever since we started ReCircle. We saw heightened awareness among consumers during the lockdowns, and we have since seen consumers become more and more conscious. Our waste collection drives make the entire experience of discarding waste convenient for consumers, which is why people like to associate with us.
We have consistently doubled our environmental and social impact. Starting with approximately 5000 kgs in 2021, we reached 10,000 kgs in 2022, and 20,000 kgs in 2023. Each year we have pushed the boundaries of what’s possible. Based on the incredible response we received last year, and driven by the larger conscious consumer shift towards sustainability, this festive season, we have set out to redefine the narrative around waste.
We have an ambitious goal of collecting 40,000 kgs of dry waste (equivalent to 2,35,294 iPhones) in Mumbai between October 14-27, 2024 diverting it from landfills and our water bodies back into the economy, thus ensuring complete traceability and transparency.
2. Can you elaborate on the process of turning collected waste into a “catalyst for change and empowerment”? How exactly does this waste contribute to supporting St. Catherine School of Siena and Orphanage?
Our Diwali drive sponsored by Dabur India Limited and Institute of Development Management, ensures that all the proceeds from individual households, societies, schools, colleges and offices #PuranaSamaan is donated to ReCircle’s partner NGO for the last four years, St. Catherine School of Siena and Orphanage. The money received from recycling directly goes towards the non-profit which aims to provide a safe space for underprivileged children and empower them through education and rehabilitation-based projects.
By diverting waste with ReCircle, people are not just decluttering their space—they’re contributing to a brighter future for underprivileged children. Together, it’s possible to turn waste into a treasure that makes a real difference. From educational resources to essential supplies, this will empower the children at St. Catherine School & Orphanage and provide them with the tools required to create a bright future.
3. Your campaign uses the catchy phrase “Trashiest Season Ever!” How do you balance creating awareness about waste management with the festive spirit of Diwali?
It is no secret that the festive season contributes to a significant amount of waste generation, right from plastic packaging, wrapping paper, etc. with huge consequences on the environment and public health. With irresistible festive deals during the sale season, we need to think about the consequences of each purchase. Did you know, the e-commerce industry alone generated a staggering 98,000 tonnes of plastic packaging waste in 2021? Packaging doesn’t just disappear, it becomes ‘someone else’s’ burden. But together, we can change that narrative. We came up with the tagline ‘ReCircle’s Trashiest Season of the Year’ to give consumers an opportunity to make a difference this season and realise that waste is not someone else’s problem, rather than our own.
4. You mention collecting waste from households, societies, schools, colleges, and offices. How do you coordinate such a large-scale collection effort across Mumbai, and what challenges do you face?
That’s right, we are collecting waste from individuals, households societies, gymkhanas, clubs, schools, colleges, collaborative space etc. and offering a free door to door pick-up once registrations are filled up in the form here: https://recircle.in/diwali/ We are aiming to reach over 3000+ households across Mumbai Western Line, Mumbai Central Line, Navi Mumbai. In terms of logistics and operations, we have a network of 150+ vehicles, 3000+ gunny bags, 150+ volunteers & 150+ workers.
5. Looking beyond this Diwali drive, what long-term impact do you hope to achieve in terms of waste management practices and environmental awareness in Mumbai?
We organise zero- waste events and collection drives in Mumbai, which not only helps increase awareness amongst consumers and individuals on the need for waste management but also helps us move towards our larger goal of creating a circular system.
We measure our success by the impact their work has on society and the environment. ReCircle has diverted over 169,000 MT (equivalent to the weight of 28,166 elephants) of waste from landfills and water bodies across 270 cities & towns in India with the help of 45+ processing partners who have a pan-India network of 400 collection partners all while impacting the lives of over 3100 informal waste workers or Safai Saathis. Over the next three years, we aim to recover over 231,000 tonnes of plastic waste annually and positively impact the lives of 10,000 informal waste workers through job legitimacy and increased incomes.
As our conversation with ReCircle comes to a close, it’s clear that their Diwali Dry Waste Collection Drive is more than just an annual event – it’s a movement towards sustainable living and social responsibility. By transforming waste into resources for underprivileged children’s education, ReCircle is lighting up lives in ways that go far beyond the traditional Diwali lamps. Their ambitious goals and comprehensive approach set a new standard for waste management initiatives, proving that with the right mindset, even our trash can become treasure. As Mumbai residents prepare for the festival of lights, ReCircle offers them a unique opportunity to brighten not just their homes, but the future of their city and its children. This Diwali, thanks to ReCircle, conscious consumption and responsible disposal are becoming as much a part of the celebration as sweets and firecrackers. Here’s to a greener, cleaner, and more empowering festival season!
