Basu Chatterjee: Remembering Bollywood’s God of Small Things

SUNDEEP BHUTORIA

By the end of the 1960s, Hindi cinema was poised for a change. The decade had largely been about escapist cinema, and though some of these had great songs, there was little that was creative and path-breaking by way of content. The odd exceptions – Bandini, Sahib Bibi Aur Ghulam, Anupama and Teesri Kasam – only proved the rule about a decade that replaced the artistic aspirations of the 1950s with what has in effect come to define ‘Bollywood song-and-dance’ cinema.

The advent of the Film and Television Institute of India (FTII) in 1962 played an important part in this change, with its first batches beginning to enter the industry, bringing in a change in aesthetics. The year 1969 was to be a watershed in the history of Hindi cinema, with three films that proved instrumental in ushering in a new language, heralding the New Wave in Hindi cinema: Mrinal Sen’s Bhuvan Shome, Mani Kaul’s Uski Roti and Basu Chatterjee’s Sara Akash (all three were shot by K.K. Mahajan, who had graduated from the FTII in 1966, and who became synonymous with the New Wave and with the cinema of Basu Chatterjee).

Of these three film-makers, Mrinal Sen remained rooted largely to Bengali films and Mani Kaul carved a space for a personal cinema free of commercial considerations. It was Basu Chatterjee who, in conjunction with the films of Hrishikesh Mukherjee and Gulzar, provided an alternative to the big-budget extravaganza of mainstream films of the era (the Manmohan Desais and Prakash Mehras) and the spare aesthetics of arthouse cinema (driven by Shyam Benegal).

The importance of Basu Chatterjee lies in the kind of cinema he popularised when juxtaposed against the cinema that ruled the box office at the time. The 1970s was the decade of the big blockbuster – Yaadon Ki Baaraat, Deewaar, Sholay, Amar Akbar Anthony. Yash Chopra and Ramesh Sippy, Nasir Hussain and Shakti Samanta were the dream merchants. Amitabh Bachchan and Dharmendra, Rishi Kapoor and Rajesh Khanna were the role models for the filmy hero, while Zeenat Aman and Hema Malini set a million young hearts aflutter. The aesthetic of Hindi cinema was larger-than-life.

They were not heroes and heroines, but the man and woman next door

Basu Chatterjee provided an alternative. His debut, Sara Akash, belonged firmly to the New Wave school of spare film-making. He however jettisoned this soon, opting for a middle road between this and the big-budget extravaganza. In doing so he made ‘small’ beautiful and commercially viable. With Rajnigandha (1974), he revolutionised Hindi cinema, casting rank newcomers in a literary classic by Mannu Bhandari. The film, unlike any other film of the time (a runtime of approximately two hours, no lip-synched songs, no fights, no flashy clothes and make-up for its actors who looked nothing like Greek gods) broke all records at the box office. He had already shown a penchant for a different approach to the cinema of the city in Piya Ka Ghar (1971), dealing with a couple finding their way to love and domesticity in the confined spaces of a one-room tenement in Mumbai shared by the extended family. While the latter starred Jaya Bhaduri (in one of her early roles) and Anil Dhawan (fresh from the FTII), Rajnigandha made stars of the unlikely duo of Amol Palekar and Vidya Sinha.

Over the next few films, Basu Chatterjee made his school of cinema an audience favourite. Chhoti Si Baat and Chitchor, both 1976, starred Amol Palekar, who soon came to be termed ‘the Amitabh Bachchan of middle-of-the-road cinema’. In Vidya Sinha, the director gave Hindi cinema the very antithesis of the ’70s heroine. His characters epitomised the Everyman. They were not heroes and heroines, but the man and woman next door. The men were not macho style icons. They were often gentle, hesitant and even lacking in ambition. The women were down to earth and real, not coy and simpering. And their world consisted of humble middle-class drawing rooms, local bus stops and trains, and office corners. Even when he cast superstars like Amitabh Bachchan (Manzil, inspired by Mrinal Sen’s Akash Kusum) and Dharmendra (Dillagi, with Hema Malini), the stars willingly shed their starry mannerisms to play everyday characters.

His spotlight was on literary classics, communities and women

No one brought alive particular communities as lovingly as he did in his films like Khatta Meetha (the Parsis) and Baaton Baaton Mein (the Christians in Mumbai). And few film-makers of the time were as adept at adapting literary classics as he was – Sara Akash (from a novel by Rajendra Yadav), Piya Ka Ghar (Vasant Kale, or Va Pu), Rajnigandha (based on a short story by Mannu Bhandari), Ratnadeep (Prabhat Mukhopadhyay), Swami and Apne Paraye (based on novels by Saratchandra Chattopadhyay) – giving his cinema a unique literary sensibility.

One of the most revolutionary aspects of his cinema lay in the woman his films portrayed. Right from Malti in Piya Ka Ghar, they were independent women with a mind of their own. They were determined, focused and unwilling to bow down to convention just because society demanded it. Vidya Sinha’s Deepa in Rajnigandha is revolutionary in the way she is shown as unable to make up her mind about the two men she is dating. Zarina Wahab’s Geeta in Chitchor decides to follow her heart in the face of family opposition. In Swami, the woman reads Thomas Hardy and is torn between the man she thinks is her intellectual equal and her ‘simple’ husband. These women challenged the existing tropes on the portrayal of women in Hindi cinema.

Wah, what songs! ‘Yeh jeevan hai’ to ‘Kai baar yunhi dekha hai’ to ‘Rimjhim gire sawan’

This ability to carve out a different cinema was visible in the songs in his films as well. From ‘Yeh jeevan hai’ in Piya Ka Ghar to ‘Rajnigandha phool tumhare’ in Rajnigandha (‘Kai baar yunhi dekha hai’ from the same film won a National Award) to the evergreen songs of Chitchor to ‘Rimjhim gire sawan’ (arguably the finest rain song in Hindi cinema) in Manzil, the cinema of Basu Chatterjee provided Hindi cinema with some of its most loved and enduring classics.

The dream of 1969 was to prove short-lived. By the end of the 1970s, the cinema of the Basu Chatterjee-Hrishikesh Mukherjee-Gulzar School was shutting shop. Driven by a changing demographic, the onslaught of video piracy, some indifferent films by the film-makers themselves, and the advent of TV as a popular medium, kitschy commercial films were making a comeback in a big way and the next decade would witness a new low for Hindi films.

Basu Chatterjee, of course, led the first wave of top-notch and popular content in television with serials like Rajani, Byomkesh Bakshi, Darpan and Kakaji Kahin proving to be trailblazers. His legacy lives on in the cinema of every filmmaker who explores the life and world of the Everyman.

Genpact Teams With Google Cloud to Accelerate Artificial Intelligence Adoption for the Enterprise

New Delhi, June 9, 2023 – Genpact (NYSE: G), a global professional services firm focused on delivering outcomes that transform businesses today announced it is working with Google Cloud to help businesses accelerate artificial intelligence (AI) strategies, including taking advantage of generative AI’s adoption to drive actionable business insights.

Genpact is continuing to invest in its AI capabilities by establishing a generative AI (GenAI)practice teaming with Google Cloud. This partnership will leverage Google Cloud’s advanced GenAI capabilities to cater to enterprises in key industries, including consumer goods, retail, life sciences, healthcare, hi-tech, and financial services. Through this partnership, Genpact and Google Cloud will accelerate their shared clients’ cloud, data, and analytics modernization journeys to address the evolving needs of today’s businesses.

This new investment builds on Genpact’s deep expertise and commitment to AI innovation – from a decades-long focus on advanced data analytics to strategic AI acquisitions, industry-specific responsible AI Frameworks, and extensive experience with large language models (LLMs) across numerous industries.

“We are seeing increased demand from our clients to leverage generative AI to improve productivity, minimize risk, and provide enhanced employee and customer experiences,” said Katie Stein, Chief Strategy Officer and Global Business Leader, Enterprise Services and Analytics, Genpact. “This expanded partnership highlights the strategic role that partner ecosystems will play in the massive enterprise AI market. Combining Google Cloud’s suite of
products with Genpact’s domain, process, and data expertise provide a differentiated strategic partnership to our clients, driving competitive advantage and meaningful growth in a fastevolving world.”

“We’re proud to share that Genpact will launch the application of Google Cloud’s generative AI capabilities,” said Jim Anderson, Vice President, NA Partners Ecosystem & Channels at Google Cloud. “We know Genpact’s deep expertise will enable enterprises to accelerate their generative AI development swiftly and responsibly.”

The new practice will focus on helping enterprises accelerate their GenAI journeys, building regenerative AI for custom enterprise LLMs, business processes, and augmenting operations. The practice will house a dedicated team of data scientists, data engineers, and domain experts focused on the rapid development of generative AI capabilities on the Genpact Cora platform which is already integrated with more than 250 enterprise ecosystems handling more than 20 million transactions a month.
Visit these pages for more information on Genpact and Google Cloud’s partnership and Genpact’s GenAI solutions.

Shoppers Stop launches new SSBeauty store in Elante Mall Chandigarh exclusively for Estée Lauder brands!

New Delhi, 9th June 2023 – Shoppers Stop, India’s premier fashion and beauty destination, in collaboration with Estée Lauder Group, with the world’s leading skincare, makeup and fragrance products, proudly announces the grand opening of the exclusive SS Beauty store in Elante Mall, Chandigarh.

Chandigarh, known for its discerning consumers and high-spending population in the beauty industry, serves as the perfect location for this exquisite beauty destination. The city’s residents have a keen sense of style and a penchant for beauty, making it an ideal market for SSBeauty. With this exclusive launch, SSBeauty is revolutionizing the beauty retail market, combining its expansive retail network with Estée Lauder Group’s unrivaled extravagance.

Spread across 1200 sq.ft. the SSBeauty store is dedicated solely to Estée Lauder Group brands such MAC, Clinique, Tom Ford, Jo Malone & Kilian. The store launch was graced by actor, singer and model Himanshi Khurana.

Mr. Biju Kassim, Customer Care Associate & President Beauty, Shoppers Stop, expressed his excitement about the launch, stating, “Our enduring partnership with Estée Lauder Group has been defined by remarkable vision and dedication. By introducing the exclusive Estée Lauder Group SSBeauty store in Chandigarh, we are setting new standards in beauty retail, providing customers with unparalleled access to a wide range of world’s best beauty brands.”

“Our 17+ year partnership with Shoppers Stop has helped us grow our presence in India exponentially. We are extremely proud to partner with Shoppers Stop to bring quality beauty experiences for our consumers. We plan on opening more exclusive SSBeauty stores across India to intensify our reach in India,” said Rohan Vaziralli, General Manager, Estée Lauder Companies India.

SSBeauty at Elante Mall, Chandigarh, invites beauty enthusiasts to immerse themselves in a world of transformative products and unforgettable experiences. The store offers a diverse range of services, including beauty masterclasses, make-over services, skincare consultations, fragrance discovery stations, gifting options and personalized services. The stores house the finest assortment of makeup, skincare & fragrance brands to cater to every consumer’s unique beauty needs.

JIS Group Ignites a pathway to transform Indian Tourism with the help of Ministry of Tourism

Kolkata, 9th June 2023: Guru Nanak Institute of Pharmaceutical Science and Technology under the JIS Group hosted the formal inauguration ceremony of YUVA TOURISM CLUB, formed by the colleges Guru Nanak Institute of Hotel Management (GNIHM), Guru Nanak Institute of Pharmaceutical Science and Technology (GNIPST), Guru Nanak Institute of Dental Sciences & Research (GNIDSR) and Guru Nanak Institute of Technology (GNIT) in association with the Ministry of Tourism, Government of India. Esteemed dignitaries like Sayak Nandi, Asst. Director, Ministry of Tourism, Government of India with his team; Prof. Pralay Ganguly, Principal GNIHM; Dr. Prof. Lopamudra Dutta; Principal GNIPST along with Xavier Gomes, Advisor GNIHM; Dr. Prof. Bhavesh Bhattacharya, Vice Chancellor JIS University; Dr. Abhijit Sengupta, Director GNIPST; Jayanta Ghosh, Vice Principal GNIHM; Anurupa Pal, Asst Registrar GNIHM; Sudipto Kr. Pal, HoD Front Office Dept. of GNIHM were also present at the event.

The Ministry of Tourism launched the campaign focusing on “YUVA Tourism Club” with the strategic objective of creating interest, awareness and a sense of responsibility towards India’s natural and cultural heritage and tourism amongst children and youth. The vision is to nurture and develop young ambassadors of Indian tourism who will become aware of tourism possibilities in India, appreciate our rich cultural heritage and develop an interest and passion for tourism.

Commenting on this occasion, Sardar Simarpreet Singh, Director, JIS Group, said, “We are thrilled to form this YUVA Tourism Club with the help of the Ministry of Tourism as it seeks to maximise the potential of prospective travelers as the rising tourism industry is crucial to India’s economic and cultural diplomacy. The club will provide the students with the knowledge and abilities they need to influence the direction of tourism in India by offering a setting for education, networking, and practical experiences.”

MamaEarth’s Phenomenal Growth Fueled by AR and VR: Abhishek Gupta, Senior VP Unveils 30-40% Revenue Surge

Mumbai, June 2023:

The second day of the India D2C Summit 2023 continued with industry leaders showcasing their dynamic and innovative spirit and sharing invaluable insights on building successful brands and achieving profitability.

During a session titled From Store to Closet: Enabling exceptional customer experience at every touch point, experts discussed the importance of safe and seamless payments in the sustainable growth of D2C brands. Abhishek Gupta, Senior VP of Growth-D2C Business at MamaEarth, shared the company’s learnings from COVID-19. He shared how clear fundamentals and personalized customer communications helped MamaEarth. The brand increased revenue by 30-40% through AR (augmented reality) and VR (virtual reality) funnels and the use of skin mapping AI technology. The brand prioritized consumer-led growth by implementing innovations based on feedback and needs.

Aparna Thyagarajan, Co-founder & Chief Product Officer of Shobitam, highlighted the strategies employed by her brand to target customers effectively. She stressed on the importance of making customer journeys seamless, enriching the experience through user experience (UX), and leveraging AI-enabled chat. Akash Valia, Managing Director, Docon (Pharmeasy), shared insights on how to look at repeat customers. For the company, profitability takes center stage. It aims to provide services easily without making customers wait for even 10 minutes. The company has also launched virtual clinics to enhance customer experience. Ravi Kabra, Co Founder, Skippi Icepops, who gained fame on reality TV show Shark Tank India, mentioned that the brand has a stronger presence offline than online. However, the company has realised the importance of an omnichannel shift to meet consumer expectations.

The session titled High Resolution Maps to Navigate The Purpose-to-Profitability Route discussed the importance of customer-centricity, trust-building, and aligning business strategies with customer needs. Dr. Drishti Anand, Co-founder of Letsdressup, a size exclusive apparel brand highlighted the significance of putting customers first in building a brand. She shared her experience of engaging with 3,000 women before developing her brand and encouraged entrepreneurs to test and embrace failure as part of the learning process. Durlabh Kumar Rawat, Founder & CEO of Barosi, a natural food brand, spoke about the connection between building a brand in Bharat (India) and selling it to the majority. He reiterated the importance of understanding cash flow and creating trust to ultimately build a successful brand.

Niranjan Kumar, Business Head – D2C E-commerce at Bombay Shaving Company, spoked about the key aspect of customer retention. He stressed that repeat rates should be a priority, ensuring that customers keep coming back to the brand’s website. Rahber Nazir, Founder of Kaamastra (Hotkei), an intimate products company, shed light on the untapped potential of manufacturing in India. He emphasized that there is a large scope for growth in this sector, and more awareness needs to be created among people. Rishubh Satiya, Co-founder of Plix – The Plant Fix, a plant-based nutrition products company, discussed the challenges of aligning different ecosystems with investors, highlighting the complexities and difficulties in the process. Vidhi Khandelwal, Founder & CEO of The Ink Bucket, an accessories company, shared the importance of planners and calendars throughout the brand-building journey. She expressed how the brand, being deeply personal to her, is considered a luxury.

During the insightful session titled Building a Great D2C eStore, the panellists explored the significance of brand emotion and its alignment with the emotions of customers during the purchasing process. Jugal Kansara, the Head of Data and Business Strategy at Souled Store, an apparel brand, discussed the brand’s journey from struggling to engaging in conversations with giants like Disney and Warner Bros. The brand later partnered with Disney in India. He attributed the company’s success to the unique touch it brings to graphics, which is highly valued by their partners at Disney.

Marco Wagon: Pioneering the ‘Digital Franchising’ Concept in India and the Middle East

Marco Wagon, with its diverse portfolio of global brands and through strategic partnerships with all major e-commerce platforms and large format retail stores across India and the Middle East has become a game changer in the industry with its digital-first franchising approach in the fashion and lifestyle space for women, men and kids.

The company’s portfolio includes global brands from the UK, Sweden, Turkey, Italy and France such as MAVI, NA-KD, TRENDYOL, OXXO, ALCOTT, GUESS, CARRERA Jeans, OVS, LC Waikiki, GYMSHARK, SAUCONY, Hi-Design, North Face, CARTERS, I Saw It First, BCBG & many more which cater to various consumer preferences across Gen-Z, streetwear, sustainable fashion, athleisure, performance/sports etc.

“10 years ago, when we proposed to launch a global brand with a ‘Digital First’ strategy, it was a very new concept, fast forward to 2023, and we have successfully launched over 50+ global brands with strong fashion and lifestyle e-commerce players across India and the Middle East driving a 200% growth YOY”- says, Founder & CEO, Zenil Shah, Marcowagon India and Zomoda Global LLC.

The company holds expertise in franchising, licensing, sourcing, imports, distribution and retails across all major e-commerce platforms like Flipkart, Amazon, AJIO, Myntra, Nykaa Fashion & Tata Cliq. The company has also created strong marketing activities with many celebrity collaborations with Kalki Koechlin x OXXO, Harshvardhan Kapoor x Grimelange and Mira Kapoor x NAKD and many more influencer collections.

Zomoda Global LLC is the Middle East entity of Marcowagon and has an extensive portfolio of Indian brands including AND, Hi Design, Wild Craft, Safari, Indian Terrain, Spykar etc which retail across Noon, Landmark, Namshi, Apparel and Amazon UAE.

Marcowagon in India / Zomoda Global LLC in the Middle East has grown to be one of the most dynamic lifestyle powerhouses redefining cross-border trade, with international sourcing and liaison offices in Turkey, USA, China, Italy, and the United Kingdom and works closely with global brands to drive success in the region.
Website: www.marcowagon.com

Raising Superstars raises $ 2Mn in Pre Series A led by BLinC Invest

India, June 09, 2023: Raising Superstars, a Mumbai-based early childhood EdTech company offering activity-based educational videos that empower parents to engage and teach children aged 0-6, has raised $ 2Mn in a Pre-Series A round from BLinC Invest, a venture capital fund focused on investing in the EdTech and FinTech space. This is the first institutional round for Raising Superstars. The company plans to use the funds to broaden its management team, increase its global presence by localising content, and invest in its technology.

Raising Superstars was founded in 2020 by Mr. Raghav Himatsingka, a Stanford University alumnus and former co-founder of Truckola Technologies, and Mrs. Shraddha Himatsingka, a Leeds University alumna and former parents’ consultant. The company believes that a child’s emotional and physical health, social skills, and cognitive-linguistic capacities are developed through early exposure and experiences. Owing to its revolutionary product and unstoppable entrepreneurial spirit, the company was featured in Shark Tank India in 2021.

Commenting on the fundraise, Mr. Raghav Himatsingka, Co-Founder & CEO of Raising Superstars, said, “This fundraise is an important milestone for us because it will help us expand our offerings (both vertically and horizontally) and serve our customers better around the world. We are grateful to the BLinC Invest team for expressing confidence in our product. We are excited about what lies ahead.”

Mr. Amit Ratanpal, Founder & MD, BLinC Invest, added, “The Early Childhood Care and Education report 2021 by BLinC Invest depicts a tremendous opportunity in this sector. We believe that Raising Superstars has created a new category in Early Childhood Development by providing a well-researched pedagogy for overall brain development in children between the age group of 0 to 6 years. Our research shows that the activities created by Raising Superstars for early brain development are deeply engaging and will contribute to the student’s future success in school, the workplace, and beyond.”

Industry Overview

Early Childhood Development is critical as maximum brain development occurs between ages 0 to 6 years. The UNICEF Report, ‘Early Moments Matter for Every Child’, states, “The science is clear: A child’s brain is built, not born. The process begins before birth and involves a complex interplay of neural connections shaped by experience and environment. In the early years, these neural connections occur at lightning speed – a speed never again repeated. They establish a foundation of development that will help children grow, learn, and thrive.”

Today, Early Childhood Development learning occurs primarily through informal channels like social media and initiatives taken by small parent communities. Despite being an important aspect of child development and a large opportunity of over $5 Bn, it still remains an unorganized market.

As per National Education Policy 2020, “Over 85% of a child’s cumulative brain development occurs before the age of 6, indicating the critical importance of appropriate care and stimulation of the brain in the early years to ensure healthy brain development and growth.”

Experience Refined Elegance and Thrilling Water Adventures at OZEN LIFE MAADHOO

OZEN LIFE MAADHOO, the first flagship property of THE OZEN COLLECTION, invites travelers to indulge in a remarkable vacation experience blending luxury, adventure, and the beauty of the Indian Ocean. Nestled in the South Malé Atoll, this secluded haven is adorned by the shimmering, almost-translucent waters of a lagoon, creating a mesmerizing backdrop for a truly memorable escape.

Among the plethora of captivating retreats in this tropical wonderland, OZEN LIFE MAADHOO stands as the epitome of luxury and relaxation. Each day unfolds as a new chapter, revealing wonders both on land and beneath the crystal-clear blue waters of the Indian Ocean.

Dolphin Base, the PADI-certified dive school at OZEN LIFE MAADHOO, boasts an experienced team of multilingual professionals well-versed in the art of scuba diving. Whether diving in the lagoon or venturing on excursions to unique dive locations near Maadhoo island, guests are guaranteed an unforgettable exploration of the ocean’s depths. Discover the secrets hidden beneath the waves as you witness the awe-inspiring marine life in its natural habitat.

For those seeking a more leisurely encounter with marine life, snorkeling is an activity not to be missed. Guests can dive into the ocean’s depths directly from the beach, where vibrant coral outcrops teem with an abundance of marine creatures. To further enhance their exploration, OZEN LIFE MAADHOO provides complimentary twice-daily snorkeling trips to various nearby sites around Maadhoo island, promising an up-close encounter with the colorful wonders of the underwater world.

Water sports enthusiasts will find themselves spoiled for choice at OZEN LIFE MAADHOO. Curated offers such as complimentary non-motorized water sports, including kayaking, pedal boating, stand-up paddling, and windsurfing, allow guests to revel in the freedom of gliding across the water’s surface at their own pace. For a dose of exhilaration, motorized water sports such as sea bobbing, jet skiing, water skiing, wakeboarding, fun tubing, banana boat riding, and flyboarding are available, ensuring that every thrill-seeker’s desires are met.

The resort’s commitment to creating unforgettable memories is echoed by Zina Janik, the General Manager of OZEN LIFE MAADHOO. She emphasizes, “At OZEN LIFE MAADHOO, the joy of giving takes center stage. As our esteemed guest, you can expect unparalleled luxury and refined elegance. We go above and beyond to exceed your expectations, offering a premium experience that will leave a lasting impression.”

As part of the INDULGENCE PlanTM, guests have the opportunity to embark on one adventure trip from the excursion menu per stay. Whether it’s exploring the stunning landscapes of nearby islands or indulging in sunset fishing experiences, OZEN LIFE MAADHOO offers a range of options to suit every taste. In addition, guests have the flexibility to book private excursions and tours at their leisure, ensuring a truly personalized and memorable experience.

A highlight for families is the SUB-ZEN experience. OZEN LIFE MAADHOO offers semi-submarine rides that provide a safe and comfortable way to discover the enchanting underwater world. With kids in tow, families can marvel at the fascinating marine life without getting wet, creating cherished memories that will last a lifetime.

Situated strategically, Within a mere distance of 2 km, guests can explore a marine reserve and Manta Point, unveiling a captivating world beneath the waves. Diving enthusiasts are treated to an awe-inspiring spectacle as they encounter the world’s largest population of majestic reef manta rays, a sight which shall leave them marveling in wonder. At OZEN LIFE MAADHOO, adventure awaits at every turn. Whether you choose to dive into the depths, snorkel amidst vibrant corals, indulge in thrilling water sports, or embark on captivating excursions, this resort promises an immersive experience that will leave you captivated and longing to return for more.

315Work Avenue ties-up with Saahas to raise consciousness on e-waste

Bangalore, June 09, 2023: Leading coworking player 315Work Avenue has partnered with Saahas Waste Management Pvt. Ltd.(a Holistic Waste Management Company) to manage E-waste and to promote eco-friendly practices contributing to a greener future. Through this tie-up, 315Work Avenue aims to raise awareness about the importance of responsible e-waste management among its employees, clients, and the wider community. The company will be organizing educational and awareness workshops and awareness with interactive sessions to promote the cause. 315Work Avenue is one of the first coworking firm to take such an initiative.

The companies will work together to establish collection points at 315Work Avenue locations, enabling employees and clients to conveniently drop off their old or unused electronic devices for proper recycling. This collaboration offers multiple benefits including a reduced environmental footprint, enhanced corporate social responsibility, and the opportunity to demonstrate 315Work Avenue’s dedication to sustainable business practices.

Commenting on the partnership, Mr. Manas Mehrotra, Founder, 315Work Avenue, said: “As an organisation, 315Work Avenue has always been future-conscious with ethical practices. Sustainability and environmental consciousness has always been part of our design and services process. Coworking spaces have an important role to play in promoting environmentally responsible practices. We believe that reducing our environmental impact is not only the right thing to do, but it can also help our business thrive in the long run. We have always been committed to sustainability and environmental responsibility. The collaboration with Saahas Waste Management aligns perfectly with our vision and allows us to further strengthen our commitment toward a greener and more sustainable future.”

Speaking about the tie-up with 315Work Avenue, Mr. Balaji DC, Saahas Waste Management Pvt. Ltd said: “We work in the e-waste management industry specializing in the proper collection, channelisation and recycling of electronic waste. Our state-of-the-art facilities and advanced processes ensure that e-waste is handled responsibly, preventing harmful materials from ending up in landfills and minimizing the environmental impact of electronic waste. We work with several progressive individuals, communities, and corporates to promote the concept of efficient waste management.”

Tackling waste is essential to meeting the Sustainable Development Goals and building a circular economy. According to a 2023 report, India has become the largest e-waste producer after China and the US and as per the Central Pollution Control Board, India generated 1.71 million metric tons of e-waste compared to the worldwide e-waste generation which stood at 59.40 million metric tons. Clearly, global waste production is unequal – rich countries produce far more than their poorer counterparts and any solution to waste must embrace local dimensions, which furthers social inclusion and improves efficiency.

Growth in the IT and communication sectors has enhanced the usage of electronic equipment exponentially. Faster upgradation of electronic products is forcing consumers to discard old electronic products very quickly, which, in turn, adds e-waste to the solid waste stream. This growing problem of e-waste calls for greater emphasis on recycling e-waste and better e-waste management in the immediate, medium and long term.