Inside ReCircle’s Mission to Rethink Urban Waste in India

What if your Diwali clean-up could do more than just declutter? Meet ReCircle — a homegrown initiative that’s not only keeping Mumbai clean, but also transforming waste into something meaningful. From building a movement around dry waste recovery to supporting orphanages and empowering informal workers, they’re making circularity feel local, doable, and full of purpose. Local Samosa talks with Rahul Nainani, co-founder of ReCircle to better understand the challenges, processes and effects of the drive.

Bridging the Waste Management Gap

India generates over 62 million tonnes of waste annually, with urban areas contributing the majority. Yet, less than 30% of this is effectively treated. Rahul agrees, stating that it’s a stark reminder for all of us to collectively wake up and act.

“At ReCircle, we see our role as the bridge between waste generators and waste processors, ensuring that what households, businesses, and institutions discard is responsibly recovered and re-entered into the economy. For example, every tonne of waste we process translates into raw materials for industry, reducing the need for virgin resources like plastic, paper, etc. Through infrastructure and digital tools like ClimaOne; our proprietary traceability platform, we bring real-time visibility and accountability to waste management,” he explains.

The Diwali Waste Collection Drive

Every year, ReCircle does a Diwali Waste Collection Drive. Now in its fifth year, the drive will run from 4 to 14 October and is open to individuals, societies, schools, colleges, corporates, and co-working spaces across Mumbai. It accepts all types of dry waste — from paper and plastic to textiles and small e-waste. A minimum of 10 kg per household is encouraged, with gunny bags provided and drop-off points set up in Goregaon East and Malad West. Local Samosa asked the co-founder about shifts he has noticed in public behaviour or awareness since the initiative began in 2021.

Rahul mentions, “When we began in 2021, most people viewed ‘Diwali ki safai’ as simply decluttering their homes. Over time, we’ve seen a fundamental change; households and businesses are now asking where their waste is going. They want assurance that it’s being properly recycled and often write to us on our community channels to find out what the process looks like. Participation has grown from individuals to schools, societies, corporates, and co-working spaces.” 

The impact of the initiative has grown significantly, rising from 3,100 kg of waste collected in its first year to over 45,000 kg in 2024, with more than 75,000 kg diverted from landfills over four years. The drive has since evolved into a larger movement, with citizens actively engaging in efforts towards circularity. Approximately 3,000 households take part annually, and participation is expected to exceed this figure during the upcoming Diwali season.

The Hidden Challenges

The drive focuses on dry waste, including plastics, textiles, and small electronic waste. When asked about which waste stream is the most challenging to recover or process, he shared that each waste stream has its own challenges. 

“Take plastics, for example, even something as simple as a chip packet is made of multiple layers of plastic that are extremely difficult to separate and recycle. Textiles are another tough category, as India still lacks robust recycling pathways, and recovered fabric often has limited value. Apart from the work we do with plastics, we’ve set up our own Textile Recovery Facility and are actively building partnerships and pilot projects to strengthen recovery in these tough-to-handle categories” Rahul clarifies.

Approaching Waste Segregation the Right Way

Most Indian households still do not segregate waste at source. It’s vital to know some effective strategies or learnings in nudging behaviour change at the community level.

“Behaviour change begins with making the impact visible and relatable. We work closely with housing societies, schools, and community champions to show that segregating dry waste allows it to be recycled and reused. Monthly waste collection drives across Mumbai keep people engaged, while our community channels continuously highlight the collective impact. Over the years, this approach has helped us establish a strong, city-wide movement focused on responsible waste management,” Rahul opines.

What Happens After Collection?

ReCircle collects a minimum of 10 kg per household during the drive. But not everyone knows what happens to this waste after collection. We asked Rahul to walk us through the recovery process and where it ends up.

“After collection, the waste is sorted at our Material Recovery Facility (MRF) in Mumbai. Plastics, metals, glass, textiles, and paper each go through a process of segregation and sorting, done by Safai Saathis (informal waste workers) at our automated MRF. The segregated material is then sent to authorised recyclers. Plastics can be turned into granules for new products, textiles can be repurposed as industrial rags or reused if the clothes are in good condition, and so on,” he explains. “Full traceability ensures participants know their waste doesn’t end up in landfills but is converted into real, usable resources.”

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Real Deal vs Greenwashing

With over 269,000 MT of waste diverted across 310+ Indian cities, ensuring transparency and traceability in your operations — especially for partners or participants concerned about greenwashing is important.

Rahul vocalises that transparency is central to everything they do. “We track waste digitally from collection to final processing, providing our partners and businesses, such as Coca-Cola and Mondelez, with detailed reports on volumes, materials, and end destinations. Where needed, third-party audits validate our operations, giving everyone confidence that waste is responsibly recovered and not simply relocated. This level of traceability builds trust and shows that sustainability is measurable, not just aspirational.”

Bringing Smiles to an Orphanage

The proceeds from their Diwali drive go to an orphanage. It is a solid example of connecting environmental action with social impact in India, helping people engage more deeply.

“Like every year, the proceeds from the recovered waste will be donated to St. Catherine of Siena School & Orphanage in Mumbai, supporting the essential needs of children,” Rahul beams. “Linking environmental action with social impact creates a tangible sense of purpose. People see that their efforts not only protect the planet but also support children’s education and essentials. This connection deepens engagement, making sustainability relatable and human, not just abstract numbers or statistics.”

Making it Happen for Urban India

It’s evident that policy-level or infrastructural changes are urgently needed to support circular economy models in cities like Mumbai. Rahul observes, “We need three things urgently: enforce segregation at source in households and businesses; provide incentives for recyclers and innovators; and invest in decentralised processing facilities so waste can be handled close to where it’s generated. These steps will make circular economy models practical and scalable not just in Mumbai, but across urban India.”

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Safai Saathis: Backbone of Waste Management

ReCircle supports over 3,500 Safai Saathis. So we asked Rahul how he sees their role evolving — and what kind of support systems or protections do you believe they need going forward.

The co-founder agrees that Safai Saathis are the backbone of urban waste management. “Their role will only grow as cities adopt circular practices. They require formal recognition, access to healthcare, financial stability, and opportunities for skill development. At ReCircle, we focus on dignified working conditions, training, and steady wages, enabling them to be empowered partners in creating a sustainable future,” he adds.

Festive Season and Sustainability

Diwali often comes with excess — from packaging to fast fashion. But there are ways and habits that can urge citizens to rethink this festive season, in favour of a truly sustainable celebration.

“If we could urge just one habit, it would be rethinking single-use plastics and excessive packaging. Even something as familiar as a decorative wrap or a gift packaging has a significant environmental footprint. By choosing reusable, minimal, or eco-friendly alternatives, we can celebrate Diwali that truly lights up lives, without dimming the planet’s future,” concludes Rahul.