New Delhi: ASUS India unveiled the third edition of its #DiscardResponsibly campaign on October 14, 2024, coinciding with International E-Waste Day. This initiative aims to promote a sustainable approach to electronic waste disposal in India as the country faces a significant rise in e-waste production, which has surged by 163% from 2010 to 2022, according to a recent United Nations Trade and Development report.
Recognising the urgency of the issue, ASUS has developed a dedicated microsite and a toll-free helpline (1800 2090 365) to guide customers on how to responsibly dispose of their e-waste. The platform also allows users to schedule convenient pick-up times for e-waste collection at home or in the office.
Eric Ou, Country Head of ASUS India, emphasised the company's commitment to sustainability, stating that meaningful change requires immediate action. He noted that ASUS is dedicated to creating high-quality products while simultaneously reducing their environmental footprint. This campaign aligns with the company's goal of achieving a global recycling rate of 20% for ASUS products.
The #DiscardResponsibly campaign seeks to engage consumers in discussions about the importance of recycling and responsibly managing electronic products. By participating, customers can contribute to building a circular economy for e-waste in India and work towards a more sustainable future.
In addition to the campaign, ASUS India has launched the ASUS Select Store, a concept store that features refurbished ASUS products offered at discounted rates along with a one-year warranty. The company will also run an on-ground awareness initiative across more than 50 ASUS stores, educating customers about proper e-waste disposal and its role in mitigating the growing e-waste crisis.
ASUS India is committed to minimising e-waste through the integration of post-industrial recycled materials in its products. The recently released ASUS Zenbook Duo and ASUS Zenbook S 13 OLED laptops are examples of this approach, incorporating a high percentage of recycled aluminium and magnesium-aluminium alloy in their design. As part of its campaign, ASUS will provide planting kits to customers purchasing laptops as a token of their commitment to eco-conscious practices.
BI Bureau
