Friday, September 23, 2022


Ministry of Tourism, Government of India is observing “Swachhta Pakhwada” Cleanliness Fortnight from 16th – 30th September, 2022. As part of the Swachhta Pakhwada the IndiaTourism Mumbai, the Regional office of Ministry of Tourism for West and Central region is collaborating with Croma, India’s reputed Omni-channel electronics retailer from the Tata Group.

As consumers upgrade to the latest products for better life, IndiaTourism and Croma make it a mission to promote a culture of Responsible Consumption. IndiaTourism Mumbai is associated with the Croma stores, a Tata Enterprise to create awareness about E-waste. This is a step in the direction through E-Waste management. 

Electronic waste (e-waste) is one of the fastest growing waste streams in the country. The ever-growing electronics sector leading to high usage of the electronic equipment. Faster outmodedness and subsequent up-gradation of electronics product, are forcing consumers to discard old products, which in turn accumulate huge e-waste to the solid waste stream. This initiative has been taken up for the first time as one of the innovative activities to create more awareness on e-waste and considering the challenges faced on discarding electronics waste.

The association is to further create awareness and visibility on e-waste management. The highlight of “E- waste Collection boxes ” campaign with Croma stores includes placements of especially designed Incredible India and Croma branded “E-waste Collection box “ at 50+  Croma stores across Maharashtra and Madhya Pradesh with a Tagline "Help us keep India as Incredible as ever". 

Today, the urge for people to upgrade and buy new devices has increased. However, as people buy new and updated devices every year and throw away the old ones, one cannot help but wonder, what do they do with these unused pieces left behind? To help solve this problem, IndiaTourism Mumbai and Croma aim to help their customers with the disposal of their old electronics in partnership with JustDispose, an expert in e-waste disposal in a safe and environment-friendly manner. In returns for the e-waste that a person disposes of, Croma plants a tree in their name. These Incredible India e-waste collection boxes will be placed in Croma stores across India for one year.

This is a yearlong activity aimed at creating awareness and encouraging consumers about responsible deposit of E-waste. 

Speaking about the association, Sri D Venkatesan, Regional Director of IndiaTourism Mumbai, the Western and Central Region office of Ministry of Tourism, Government of India quotes, “IndiaTourism Mumbai is glad to associate with Croma during the Swachhta Pakhwada of Ministry of Tourism, Government of India to create awareness on safe disposal of E Waste and thus putting the people and planet first.” 

Speaking about the association Mr. Avijit Mitra, MD & CEO, Croma-Infiniti Retail Ltd. said, “At Croma, we have tried to raise awareness about the need to manage e-waste in a sustainable manner, as gadgets have become an integral part of a better lifestyle for modern India. We have tried to support our customers by offering a sustainable e-waste management program. Our partnership with the Ministry of Tourism for the “Swachhta Pakhwada” cleanliness fortnight is aimed at showing our support for a more sustainable, and safer future, and demonstrating how the cooperation between the Incredible India program and Croma’s e-waste management program can lead to transformational outcomes in this area.”

The project will be inaugurated on 24th September at 03:00 pm at Croma Juhu Store. Presence of media is highly solicited.

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