Selsmart, the direct-to-consumer e-waste take-back platform from Attero, has expanded to over 25 cities, becoming India’s largest organised network for used electronics collection.
Launched in mid-2024, the platform is now processing over 30,000 monthly orders and aims to reach 150,000 monthly orders by FY26, handling up to 75,000 metric tonnes of e-waste annually.
Built to solve India’s fragmented reverse logistics for electronics, Selsmart offers a fully digitised model that integrates OEM contracts, brand trade-in programmes, and retail partnerships. Users benefit from e-waste doorstep pickup, instant digital payouts, secure data erasure, and full traceability – ensuring collected devices enter certified recycling streams.
“What we are building with Selsmart is infrastructure that speaks to the future. The real value lies not just in the numbers, but in how we are shifting behaviour at the ground level,” said Nitin Gupta, CEO and co-founder of Attero. “Every device picked up through the platform is one less item headed for a landfill and one more step toward recovering materials that India otherwise imports.”
Selsmart has partnered with leading electronics and appliance brands to manage trade-in and exchange programmes across both online and offline channels. Its warehouse network spans high-density zones in metros and Tier-2 cities, enabling fast and efficient collections.
The platform feeds directly into Attero’s patented recycling technology, which recovers critical metals – including lithium, cobalt, copper and rare earths – with up to 98% efficiency. Expansion into Tier-3 cities is underway, supporting India’s transition to a circular electronics economy.
