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Well-being Out of Waste (WOW)" is a recycling programme, initiated in 2007, by the Paperboards and Specialty Papers Business of ITC. It is a corporate level program where the focus is on ensuring proper segregation and recycling of waste to protect the environment.


Recycling is one of the most important and viable ways to combat the challenges of resource depletion. At least 30% of the net MSW (Municipal Solid Waste) is recyclable. Reducing inert materials, the net MSW could be 373 million MT per annum and at a conservative recovery level of 15% at all India level 56 million MT of recyclables like paper, plastics, metal, cloth, wood and glass can be recovered per annum through source segregation. Source Segregation of recyclables reduces the load on natural resources, provide cost effective raw material to industry, improve health and hygiene and provide clean and green surroundings.


To ensure a clean and hygienic neighborhood and create sustainable livelihood for the participants involved in the waste management process, in association with Samarthanam, ITC executes various programmes with the help of BBMP. (With the able support of ITC we are executing)


WOW was conceptualized to address the crucial issue of post-consumer waste management in line with the Government’s `Swachh Bharat Abhiyan’ programme. The programme aims to create awareness among general public about the “Reduce-Reuse-Recycle” approach. By inculcating the habit of recycling among school children, housewives, corporate employees, industries, business enterprises and general public, at least 15-25% of the garbage load can be lessened. The programme seeks to instill the habit of source segregation prior to collection of post-consumer waste.


WOW programme is today being actively propagated and is receiving widespread support across 8 cities in South India, including Bengaluru, Chennai and Coimbatore and 5 cities in Telengana with further plans on expansion. WOW programme started with a collection of just 10 MT of recyclables in 2007 and swelled to collection of over 20000 MT. Over 2100 waste handlers have gained sustainable livelihoods through this activity. Additionally, similar waste collection and recycling programmes along with composting of organic waste in Munger in Bihar, Saharanpur in Uttar Pradesh and Tribeni in West Bengal provide gainful livelihood to 300 people.


More than 3 million citizens, 500000 school children, 350 corporates, 1000 commercial establishments and about 200 industries support WOW.






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Samarthanam is a CRISIL Rated organization
Global Giving - Top Ranked - CRY
UN consultative status
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