Addressing the growing concerns around India’s rapidly rising e-waste burden, the Appliances Business of Godrej Enterprises Group extends its India v/s E-Waste initiative with an awareness campaign around ‘The e-waste that we eat, but shouldn’t’. This initiative brings the spotlight on a lesser-understood and alarming reality: how mis handled e-waste can seep into soil and water, ultimately entering the food we consume. Using visual metaphors of popular food items loaded with toxic e-waste ingredients, the brand aims to build awareness around responsible e-waste disposal and this time starting from as young as school children. As per Press Information Bureau (PIB), India is witnessing a rapid rise in e-waste generation having produced nearly 1.3 million metric tonnes of e-waste in FY 24-25. This is a global challenge as well- according to UN’s fourth Global E-waste Monitor (GEM), the annual e-waste generation worldwide is rising by 2.6 million tonnes every year and is estimated to reach 82 million tonnes by 2030. In 2022 alone, a record 62 billion kg of e-waste was produced globally, and only 22.3% of it was formally collected and recycled in an environmentally sound manner. The dangers of unmanaged e-waste extend far beyond piles of discarded electronics. Toxic materials from improperly recycled devices seep into the soil and groundwater, eventually entering the food chain and posing risks to ecosystems, human health, and future generations.