As India has surpassed China to become the world’s most populous nation, its rapid urbanisation and industrial growth have led to a colossal waste management crisis. A country of 1.45 Bn, India produces more than 50 Mn metric tonnes (MMT) of municipal solid waste annually, per a NITI Aayog report. This number may soar to 125 MMT a year by 2031, going by current rates.
Although the country collects 96.8% of the solid waste, nearly 26% is not accounted for, and about 28% ends up in landfills, according to Central Pollution Control Board data. So, does it really matter to do waste sorting at collection points requiring a clear understanding of waste types and extra time and effort without any specific payoff?
Observing how improper segregation deterred sustainable waste management, Ajay Buri (an agricultural and food engineering graduate from IIT-Kharagpur) and three like-minded founders set up ECOWRAP, a tech-enabled waste management platform to streamline collection, segregation and processing, with the emphasis on community awareness and participation.
Others in the founding team include Angraj Swami, an expert in solid waste management and the brain behind the startup; Chandrakant Swami, a specialist in logistics and waste handling; and Manoj Sabu, a marketing and business development professional.
All four were keen to tackle the core issue: Source segregation. Their mission was to change the ingrained habit and a largely dismissive attitude stemming from the belief that the buck rests with waste collectors, sanitation authorities and the larger system.
“The segregation of biodegradable [read organic], recyclable and non-recyclable materials is essential to economically and technically viable waste management,” Buri told Inc42.
But given the lack of easy access to waste segregation bins in public places, ECOWRAP has developed dustbins equipped with IoT sensors for plastic, glass, paper and organic (biodegradables) waste. It also ensures convenient waste collection and segregation monitoring via its app to generate trust and a sense of accountability.
“There are guidelines and licences need to be procured from CPCB (central pollution control board) before setting up recycling units for e-waste/metals and hazardous materials. As for collection there is no such thing as compulsory,” said Buri.
Post-collection, waste materials are further sorted, and recyclables are sold to specialised plants for processing. Rural self-help groups compost biodegradables and upcycle non-recyclable materials into décor items (more on this initiative later) to foster sustainable practices and empower local communities.
The cleantech startup has forged partnerships with more than 1.5K bulk waste generators, including hotels, restaurants and residential complexes, and joined forces with Municipal corporation Jaipur Heritage for effective waste management.
Its multi-channel revenue model includes subscription fees from waste generators, tipping fees from government bodies for per-household services and sale of recyclables and upcycled products. It also caters to corporations and sells carbon and plastic credits to help them fulfil sustainability targets. The startup clocked INR 2.3 Cr in revenue in FY24 and is on track to double its earnings in FY25, it claimed.
Supported by iStart, a Rajasthan government initiative, ECOWRAP raised INR 3.84 Cr from noted investors such as Social Alpha, Villgro Foundation, Jito Angels and Pankaj Tandon, senior software programme manager at Nvidia.
Fact Sheet
Name: ECOWRAP
In Brief: Waste management startup
Founded In: 2020
Headquarters: Jaipur
Sector: Cleantech
Founders: Ajay Buri, Chandrakant Swami, Manoj Sabu, Angraj Swami
Total Funding: INR 3.84 Cr
Key Investors: Social Alpha, Villgro Foundation, Jito Angels, Pankaj Tandon
Revenue In FY24: INR 2.3 Cr
Traction: Works with 1,5K+ bulk waste generators
Competition: Namo eWaste management, Saahas Zero Waste
ECOWRAP’s USP: More Waste Collection For Utility, Less Dumping To Landfills
ECOWRAP’s end-to-end approach to ensure sustainable waste management has resonated well across its home state of Rajasthan. The cleantech startup claims it has diverted more than 11K metric tonnes of waste from landfills and prevented over 21K metric tonnes of greenhouse gas emissions.
However, it has identified source segregation as the primary challenge from the outset, as many households and businesses are unaccustomed to waste sorting, compliance norms and the consequences of non-compliance. To nudge people in the right direction,
ECOWRAP encourages public participation in waste segregation through awareness campaigns and training programmes.
Redefining waste management also requires a robust and innovative tech backbone. Hence, the startup uses the latest technologies to streamline the waste cycle. Here is a quick look at its eight-point procedure.
- ECOWRAP provides users four colour-coded and IoT-powered waste containers for primary waste segregation. These bins also send real-time data on waste levels to a central system.
- People can schedule waste pickups using the startup’s app. Each request is routed to the nearest collection vehicle provided by third-party logistics partners. This decentralised outsourcing ensures an asset-light model, reducing costs and optimising process efficiency.
- Third-party waste collection trucks use ECOWRAP’s route optimisation API to plan efficient door-to-door pickups, minimising distance, travel time and fuel consumption.
- After collection, the startup’s AI systems sort waste into three categories – biodegradable, recyclable and non-recyclable. Biodegradable waste is composted locally, recyclables are sold to partners such as Hindalco and non-recyclables are sent for upcycling to minimise environmental impact.
- ECOWRAP’s upcycling initiative not only diverts waste from landfills but also creates employment opportunities for marginalised communities, rural women, and others living on the economic fringes.
- The startup has also developed a real-time dashboard so that users can monitor waste collection, segregation and overall environmental impact. A chatbot handles grievances and queries, reinforcing ECOWRAP’s commitment to community engagement.
- To encourage proper waste segregation, the startup uses an AI-driven incentive system that awards tokens based on accuracy. Of the tokens earned, 60% are designated for hotels, restaurants, and cafés (HORECA), while 40% are awarded to individual ‘Green Champions’.
- Finally, reports are generated to assess waste segregation and processing for continuous improvement.
How ECOWRAP’s Partnerships, Upcycling Project Bhayli Are Driving Growth
ECOWRAP participated in government initiatives like the Swachh Technology Challenge and actively engaged with urban local bodies (ULBs), showcasing its tech-enabled waste management model. It led to a collaboration with Ward 93 of Jaipur Municipal Corporation (Heritage) in 2024, and the startup rolled out its waste management solutions for 3.5K households.
The initiative improved waste collection efficiency through technology-enabled route planning, and residents were encouraged to segregate waste through hands-on training and incentive-based rewards.
“Eventually, the amount of waste going to landfills came down, improving overall sustainability in the ward,” said Buri.
ECOWRAP has expanded its business through strategic partnerships with the state government, sustainability and urban development initiatives and tie-ups with bulk waste generators. The startup has been recognised by the central ministry of housing and urban affairs for its impactful contributions.
The founders explored the waste management industry further to expand sustainability goals and found the vast potential within the waste treatment sector. It also inspired them to launch Bhayli (means female friend in the Marwari language), a brand that champions women’s empowerment through upcycling.
Bhayli makes handcrafted items from waste materials like plastic bottles and aluminium cans, turning discarded items into valuable home décor. It has developed two unique lines of art forms, Waste to Weave and Trash to Tile. It currently offers 20 products under these categories, with plans to expand to 100 SKUs. Bhayli products are now sold online and in select offline stores. Additionally, it caters to various companies for corporate gifting.
To push this initiative further, ECOWRAP has gained valuable insights into business strategy, operational efficiencies and market trends from the incubation programmes offered by iStart, a Rajasthan government initiative to help startups.
“The iStart initiative fosters a vibrant startup ecosystem by connecting entrepreneurs with potential business partners, investors and other startups. We have leveraged these networking opportunities to build strategic partnerships with other businesses, government bodies and NGOs, enhancing our visibility and credibility in waste management,” said Buri.
ECOWRAP’s Plans To Boost A Clean Future
Waste management in India is emerging as a thriving market due to population growth and increasing industrial activity. The concept of a circular economy and sustainable living also push waste R&D and new recycling technologies as industries increasingly use new materials like multi-layered plastics that may find their way to Dumpsters. In essence, waste management is getting incredibly complex, with the Indian market projected to reach $17.3 Bn by 2029 from $12.9 Bn in 2024.
This market is further driven by proactive government initiatives such as the Swachh Bharat Abhiyan, which was launched as early as 2014 and is currently in its second phase. Additionally, the government is introducing blue and green garbage vats for recyclables and organic waste, respectively, to ease waste segregation at the source.
The boost to prioritise solid waste handling across the country has resulted in a demand surge for tech-driven waste management solutions. As a result, new-age cleantech startups like ECOWRAP, Namo eWaste Management and Saahas Zero Waste are diving deep into the market and trying different approaches for a sustainable future.
ECOWRAP has short- and long-term growth plans to emerge as a key player in this field. It aims to raise $1 Mn to enhance its AI-powered waste identification and route optimisation tools and play a vital role in building Jaipur India’s first dumping-free city in the next few months. It will also expand Bhayli’s presence across premium retail stores, online marketplaces and overseas markets.
“As ECOWRAP scales up to collect 30 metric ton of segregated waste daily, its vision is to expand Bhayli’s operations with more advanced waste treatment processes. This will allow us to create a closed-loop system where we collect and segregate waste and process it into valuable products under the Bhayli brand,” said Buri.
This integrated approach will strengthen the startup’s position in the Extended Producer Responsibility (EPR) and carbon credit markets, aligning with its mission to create environmental and economic value while securing a strong foothold in key markets.
In spite of market growth, quite a few challenges remain in terms of inconsistent waste segregation practices, cutting-edge recycling units and limited awareness about sustainable waste disposal. However, the biggest hurdle will be a shift in the mindset at the macro level. ECOWRAP and its ilk are gaining ground with local authorities, businesses and at the grassroots to keep trash out of landfills and create value. But the alignment with a new system may not happen too soon unless all stakeholders realise the environmental impact of sustainable waste management.
