eco-system for sustainable e-waste managementeeas.europa.eu/.../environment_forum_2010/nokia.pdf ·...
TRANSCRIPT
Eco-system for Sustainable E-waste ManagementCase of mobile phone recycling
Pranshu SinghalHead, Environmental Affairs
Objectives
• Bring a behavioral change in Indian consumers• Sustained initiative with 360o approach
• Build lasting structures/models for Collection & Recycling
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Key Challenges
-No / little awareness of mobile
recycling amongst consumers
-Reluctance amongst trade/retail
-Absence of Information Systems on
why, how, when, and benefits
-No possibilities for
consumers to act
-No responsible recycling
infrastructure
-No regulatory framework
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Sustained & Phased Program
Infrastructure set up
Phase I : Pilot in 4 cities
Consumer Research &Backend development
Phase II : 28 Cities
Phase III : National
2008 – Sep/Nov 2009 - Sep/Oct2009 – Jan/ Feb
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2009 Oct – 2010 Jan 2010 Sep/Dec
5 © 2010 Nokia Leadership in Environmental Sustainability
Concept and Set-up
6 © 2010 Nokia Leadership in Environmental Sustainability
Possibilities to Act
Permanent Take-back Infrastructure
• 1400+ Take-back bins across India
• Care Centers & Priority Dealers
• SMS ‘Green’ to 55555
• Drop phone of any brand
• Reverse logistics (back-end)
• Tie up with a well qualified recycler
Information for Consumers
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Why ?
What ?
How ?
8 © 2010 Nokia Leadership in Environmental Sustainability
Incentives for Environmental Behaviour
- Nokia will plant a tree for every phone you recycle(an incentive which benefits the society at large)
9 © 2010 Nokia Leadership in Environmental Sustainability
Information Systems
• Raise Consumer Awareness
• Why recycle
• What is recycling
• How to recycle
• Benefits of Recycling
• Channels
• TV Ads ,Radio, Billboards, Print Ads,
• Engagement Activities in Shopping Malls,
Corporate Offices, Residential Colonies
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Retail Innovations
Company Confidential
Take-back Phase III - Corporate Engagement Initiative
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• Tie-ups with 50+ Corporations
• Activations in 250+ offices
Company Confidential
Educational Initiatives
• School Engagement Initiative
• Activation @ 25 new schools/month
• 2 Nokia-TERI books for children
• Competition amongst top 15 Management InstitutionsCase study with IIM-Bangalore
12 © 2010 Nokia
13 © 2010 Nokia Leadership in Environmental Sustainability
Collection• Phase I~ 68,000 pieces of old devices and accessories
• Phase II~ 500,000 pieces of old devices and accessories
• Phase III - ongoing
Company Confidential14 © 2010 Nokia
Tree PlantationTree Plantation • Trees planted: 40,500• Partnering NGO , Locations & Number of Saplings Planted
Humana People to People India• Planted 10,000 in Aug’10, Planting 20,000
• Schools Communities in Gurgaon & Delhi• Schools & public places in Khetri & Lakheri Rajasthan• Communities in Ghaziabad in Uttar Pradesh • Schools & public places in Korai & Danagadi in Orissa
World Alliance for Youth Empowerment (WAYE) of Art of Living Foundation• Planted 8,000 in Barsana near Mathura in Uttar Pradesh in Jun-Aug’10
Rotary Mid-town• Planted 10,000 at Bangalore University in Karnataka in Aug-Oct’09
Ahimsa• Planted 12,500 in the villages of Kalakattur, Kooram, Maruthuvanpadi,
& Sankarapuram, all in the Kancheepuram district of Tamil Nadu in 2009
All partners are taking care of the saplings for 2 years after plantation.
15 © 2010 Nokia Leadership in Environmental Sustainability
Thank You!