India generates millions of tonnes of e-waste every year, yet most of it ends up in informal
recycling chains with poor safety, low recovery rates, and no digital records. But one startup
is changing that — not just with technology, but with purpose.
Attero: Leading the Charge in Responsible E-Waste Management
Founded in 2008 by Nitin and Rohan Gupta, Attero is one of India’s leading cleantech
startups focused on e-waste and lithium-ion battery recycling. What began as a small
initiative has now grown into a national powerhouse, recycling over 1.4 lakh tonnes of
e-waste annually using homegrown technology. Their process prioritizes high metal recovery
and low environmental impact — a win-win for business and the planet.
MetalMandi: Organizing India’s Scrap Sector with Tech
In early 2025, Attero launched MetalMandi, a B2B digital marketplace designed to transform
India’s chaotic scrap metal industry, valued at nearly ₹1 lakh crore. Through this platform,
scrap dealers can list, sell, and get paid for materials without relying on cash transactions or
middlemen.
From small-town dealers in Kolhapur to large-scale recyclers in Delhi, users benefit from
real-time AI-based price estimates, verified logistics, and timely payments. Today, over 70%
of Attero’s e-waste is sourced through MetalMandi, and dealers report monthly income
increases of 50% or more.
Selsmart: E-Waste Pickup Right from Your Door
For everyday consumers, Attero introduced Selsmart in 2024 — a direct-to-consumer
recycling service. Whether it’s an old phone, air conditioner, or broken laptop, users can
book a pickup online and get it safely recycled. Devices are collected by trained staff, priced
fairly, and data is wiped using military-grade security protocols.
Selsmart has ambitious goals: recycle 1.4 lakh tonnes of e-waste in three years and
generate ₹1,000 crore in recurring revenue, partly through partnerships with electronics
brands and OEMs.
High-Tech Recycling & Rare Earth Metal Recovery
Attero’s real game-changer is its state-of-the-art recycling facility in Roorkee. Here, they
extract critical rare-earth elements like lithium, cobalt, nickel, and manganese — essential
for electronics and EV batteries — with up to 98% recovery efficiency and 99.9% purity.
A new ₹100 crore expansion plan will increase their rare-earth capacity from 300 to 30,000
tonnes annually, supporting India’s National Critical Mineral Mission and reducing the
country’s dependency on imports.
Inclusive, Transparent & Scalable
Attero’s approach goes beyond recycling — it’s about creating a transparent, tech-enabled
ecosystem that benefits both businesses and consumers.
● MetalMandi uplifts small dealers by offering transparency, formal banking access,
and a route to scale.
● Selsmart assures consumers their gadgets won’t harm the environment or leak
personal data.
Together, these platforms form a circular economy model built for scale and sustainability —
and one India sorely needs.
Why It Matters
India is projected to generate 14 million tonnes of e-waste by 2030. Attero is showing how
responsible innovation can solve real environmental and social problems while creating
formal jobs in the informal scrap economy.
Final Thoughts
Attero is not just a recycling company — it’s a tech-first enabler for change. By digitizing the
e-waste journey from doorstep to smelter, it proves that circular economy solutions can be
smart, scalable, and sustainable.
Featured on TheMarketingMirror.com
At The Marketing Mirror, we showcase changemakers who are using innovation to solve
real-world problems. Attero’s story — bridging India’s informal scrap trade with digital tools
— is a shining example of how tech can fuel both economic inclusion and environmental
progress.
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📩 Submit their story to The Marketing Mirror and help us inspire the next wave of
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