Selsmart scales nationwide with digital trade-in model, targeting 150,000 monthly orders and 75,000 metric tons of e-waste processed by 2026.
25 Aug 2025 | 1385 Views | By Sarthak Mahajan
Selsmart, the direct-to-consumer used electronics collection platform operated by Attero, has expanded its services to more than 25 cities across India. The platform has emerged as one of the country’s largest organised networks for e-waste take-back, processing over 30,000 orders per month and achieving a revenue run-rate of Rs. 100 ...
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Selsmart, the direct-to-consumer used electronics collection platform operated by Attero, has expanded its services to more than 25 cities across India. The platform has emerged as one of the country’s largest organised networks for e-waste take-back, processing over 30,000 orders per month and achieving a revenue run-rate of Rs. 100 crore.
Launched in mid-2024, Selsmart aims to streamline the return and recycling of used electronics through a fully digital model. The platform allows users to schedule doorstep pickups with instant digital payments and provides end-to-end traceability of collected devices. It currently serves major metropolitan areas, Tier-2 cities, and select partner-led locations, with plans to extend further into Tier-3 markets.
Selsmart has set a target to scale monthly orders to 150,000 and reach a revenue run-rate of Rs. 500 crore by March 2026. The platform also aims to process 75,000 metric tons of e-waste annually by that time. Currently, it is on track to handle over 15,000 metric tons of e-waste per year. Its user base, standing at around 500,000, is projected to grow to more than 3 million by the end of 2025.
The platform has established partnerships with several major electronics brands and retailers to integrate trade-in and exchange programmes into its system. It collaborates with three leading air-conditioning manufacturers to manage their offline and online exchange initiatives, supports two multinational corporations in handling webstore-level trade-ins, and works with two home appliance brands to offer consumers vouchers for new purchases.
To ensure operational efficiency, Selsmart operates a network of strategically located warehouses in high-density urban and commercial zones, enabling faster collection and processing. All collected devices undergo secure data erasure before recycling, addressing consumer concerns around data privacy—particularly relevant for IT equipment.
Selsmart functions as a key component of Attero’s broader circular economy framework. Collected e-waste is channelled into Attero’s advanced recycling facilities, which use patented technology to recover critical materials such as gold, silver, copper, lithium, cobalt, and rare earth elements with up to 98% efficiency. The recovered metals are refined to 99.9% purity and reused in manufacturing, reducing reliance on raw material imports.
Attero, recognized as India’s largest e-waste recycler and a global leader in lithium-ion battery recycling, holds over 46 international patents. Its operations adhere to stringent environmental standards, supporting sustainable resource recovery and contributing to India’s growing demand for circular supply chains.
Nitin Gupta, CEO and Co-Founder of Attero, stated, “Selsmart is building infrastructure that supports responsible consumption and resource recovery. By making it simple for individuals and businesses to return old electronics, we are helping divert waste from landfills and recover valuable materials domestically. This system is designed to be scalable, transparent, and aligned with long-term environmental goals.”
The expansion reflects a broader industry shift toward formalising India’s fragmented e-waste management ecosystem. With increasing consumer awareness and regulatory focus on electronic waste, platforms like Selsmart are positioning themselves as key enablers of sustainable urban consumption patterns.