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22 Apr 2019 -National Tata Power calls for action on E-waste this ‘Earth Day’ by launching the ‘Earth Week’ E-Waste Collection Campaign
  • Drives a campaign to raise awareness about E-waste
  • Collaborates with TATA CLiQ and Karo Sambhav to promote responsible recycling by setting up E-waste collection centres

We live in a digital age of the ever-evolving disposable electronic devices where E-waste is growing at a CAGR of 30% and as per ASSOCHAM is estimated to reach at 5.2 MT per annum by 2020. In order to promote responsible recycling of E-waste , Tata Power in association with TATA CLiQ, will be hosting ‘Earth Week’ – a campaign from 22nd – 28th April to provide a transformative solution on e-waste management.

Tata Power has collaborated with Karo Sambhav, India’s leading E-waste producer responsibility organisation. The campaign indicates an evolved mind-set of India’s *‘Reflex Generation’ with a proactive participation to responsibly recycle E-waste. This set of consumers does not limit their commitment to the environment with a single grand gesture on one particular day such as World Environment Day or Earth Day but largely prefer taking small yet consistent steps to be more eco- friendly on a regular basis.

Active participants can pledge their support by visiting www.tatapower.com/BetterEarth and deposit their E-waste at the nearest collection centres across India:

  • Karo Sambhav Collection Centres - 176 centres across India
  • Tata Power Mumbai Customer Centres – 13 centres in Mumbai
  • TPDDL Customer Centres
  • TATA Power Mumbai, Delhi and Bangalore offices

Karo Sambhav will also provide a pick-up service (only for Delhi NCR, Mumbai, Bangalore and Kolkata) for large quantity (above 50kgs like Refrigerators, Washing machines, Air conditioners etc.) of E-waste by booking a pick up on the campaign website. To promote participation, Tata Power will give TATA CLiQ e-vouchers up to INR200 for less than 50kgs E-waste and up to INR500 e-vouchers for depositing more than 50kgs E-Waste as a reward.

Commenting on this campaign, Mr.Praveer Sinha, CEO & Managing Director, Tata Power said, “With the rapid advancement in technology, all the electronic gadgets that we use tend to get outdated within in a short span of time. A circular economy like ours hold immense potential to augment e-waste recycling and hence, it is imperative to discard electronic gadgets appropriately. Through this campaign we aim to promote the micro activism of India’s ‘#ReflexGeneration’. We are glad to be associated with TATA CLiQ and Karo Sambhav for this campaign and hope to re-define the importance of responsible recycling.”

The campaign week will eb kickstarted on 22nd April, 2019 on Tata Power’s Facebook and other social media handles by talk on how proper recycling of E-waste can help us fight the bigger cause of climate change. The campaign will be promoted on Tata Group’s Internal platforms – Sangam, Tata World and TATA CLiQEmployee Mailer/Portal and External platforms - Tata Power Social Media, TATA CLiQSocial Media, Karo Sambhav Social Media and Tata Power Mumbai & Delhi Customers (Mailers/WhatsApp).

Terms & Conditions:

  • 10% flat discount| Min purchase price: Rs. 1000| Max discount: Rs. 200| Valid across Electronics and Fashion category| Offer applicable for all users who deposit eligible e-waste other than AC, Refrigerator, Laptop, Television and Washing machine.
  • 10% flat discount| Min purchase price: Rs. 2000| Max discount: Rs. 500| Valid across Electronics and Fashion category| Offer applicable for all users who deposit eligible AC, Refrigerator, Laptop, Television and Washing machine as e-Waste
  • Offer will be applicable only on Tata CLiQ mobile application

*India’s ‘Reflex Generation’

The idea of environmental consideration has been transformed from pre-planned, momentous, typically very public, collective acts from committed individuals – marches, protests, petitions – towards a more mass movement based on individual choices and decisions made every day.  Such ‘micro-activism’ is no less effective, aggregating entire communities and demographic groups whose consideration the environment is defining their daily routines and home and at work. For such people, minimising environmental impact has become instinctive and natural; a reflex defining the decisions they make.

The impact of India’s ‘Reflex Generation’ is evident in the workplace; today, potential employees are basing their decisions on employers’ environmental credentials. According to Deloitte’s annual  Generation Y survey , 76% Indian millennials claimed to have chosen employers whose values matched their own; a finding supported by other research indicating young people’s preference for employers who demonstrate a “genuine commitment” to corporate social responsibility, the environment, and sustainability . 

Another way individuals mark their inclination towards protecting the environment is by subtly but consistently purchasing green products. In fact, in a Deloitte study, 38% respondents with a family monthly salary of Rs. 1 lakh or more were willing to pay 10% or more premiums for eco-friendly products.  Other research suggests that 95% seek out brands that display responsible behaviour. 

Finally, today’s environmental guardians have adapted their lifestyles to imbibe the core philosophy of environmental consideration into their day-to-day lives. The interest in electric vehicles for daily use is another example of how India’s younger citizens are attempting to be more environmentally conscious on a regular basis.  Globally, 81% consumers claim to be prepared to make ‘personal sacrifices’ to address social, environmental issues.  Such consideration reflects the ‘micro-activism’ at the heart of India’s ‘Reflex Generation’.

About Tata Power:

Tata Power is India’s largest integrated power company and, together with its subsidiaries & jointly controlled entities, has an installed capacity of 10857 MW. A pioneer in the field, it has a presence across the entire power value chain: Generation of renewable as well as conventional power including hydro and thermal energy; transmission & distribution, trading and coal & freight logistics. With renewable energy assets in solar and wind accounting for 22% of the company's portfolio, Tata Power is a leader in clean energy generation. In line with the company's view on sustainable and clean energy development, Tata Power is steering the transformation of utilities to integrated solutions by looking at new business growth in EV charging & storage, distributed generation & rooftops, microgrids and home automation & smart meters.

It has successful public-private partnerships in generation, transmission & distribution in India namely: ‘Tata Power Delhi Distribution Ltd.’ with Delhi Vidyut Board for distribution in North Delhi; 'Tata Power Ajmer Distribution Ltd.' with Ajmer Vidyut Vitran Nigam Ltd. for distribution in Ajmer; 'Powerlinks Transmission Ltd.' with Power Grid Corporation of India Ltd. for evacuation of Power from Tala hydro plant in Bhutan to Delhi; 'Maithon Power Ltd.' with Damodar Valley Corporation for a 1050 MW Mega Power Project at Jharkhand. Tata Power is serving more than 2.6 million distribution consumers in India and has developed the country’s first 4000 MW Ultra Mega Power Project at Mundra (Gujarat) based on super-critical technology.

With growing international focus, Tata Power's global presence includes strategic investments in Indonesia through a 30% stake in the coal company PT Kaltim Prima Coal (KPC); 26% stake in mines at PT Baramulti Suksessarana Tbk (BSSR); in Singapore through Trust Energy Resources; in South Africa through a joint venture called ‘Cennergi’ to develop projects in sub-Sahara Africa; in Zambia through a 50:50 joint venture with ZESCO for 120 MW Hydro project; in Georgia through AGL which is a joint venture with Clean Energy, Norway & IFC for development of 187 MW hydro project; in Bhutan through a hydro project in partnership with The Royal Government of Bhutan.

With its 103 years track record of technology leadership, project execution excellence, world-class safety processes, customer care and driving green initiatives, Tata Power is poised for multi-fold growth and committed to 'lighting up lives' for generations to come. Visit us at: www.tatapower.com