Mumbai, September 25, 2024: OPPO India, in partnership with the All-India Council for Technical Education (AICTE), has extended the second phase of its ‘Generation Green’ campaign with a nationwide electronic-waste awareness drive (e-waste) to St. Xavier’s College, Mumbai (Empowered Autonomous Institute). With this, the college becomes an ‘Eco-Conscious Champion Institute’ under the programme. During the first phase, OPPO India and AICTE promoted sustainable practices among youth by offering green internships to students across India. Over 9,000 students from over 1,400 institutions applied, and 5,000 were selected.
The second phase focuses on raising awareness among youth about the growing challenge of managing electronic waste, including discarded electronic items like mobile phones, chargers, batteries, and wires, to
Mr S.V.R. Srinivas, IAS – CEO, Dharavi Redevelopment Project Additional Chief Secretary graced the ceremony as the Chief Guest. Other notable attendees included Dr Rajendra Shinde, Principal, St Xavier’s College, Mumbai and Mr Rakesh Bhardwaj, Head of Public Affairs at OPPO India. Students from St. Xavier’s College, Mumbai and neighbouring educational institutes including schools are participating in various creative activities—including Nukkad Natak, freestyle rap and beatboxing, poetry recitals, and poster-making competitions—to raise awareness about the importance of responsible e-waste management.
Mr S.V.R. Srinivas, IAS – CEO, Dharavi Redevelopment Project Additional Chief Secretary said, “Managing electronic waste is a pressing environmental challenge, especially in urban centres like Mumbai. Initiatives like OPPO India’s ‘Generation Green’ campaign play a critical role in raising awareness about sustainable disposal practices among the youth, who are the key to driving change.”
The campaign aims to reach 10 lakh youth by the end of 2024, promoting green skills through activity-based awareness sessions, Green Pledges, and e-surveys.
Mr. Rakesh Bhardwaj, Head of Public Affairs, OPPO India said “At OPPO India, we are committed to empowering India’s youth in support of the Government’s Net-Zero vision. Over 2,00,000 Green Pledges have been made, demonstrating a strong commitment to eco-friendly living. With 460+ St. Xavier’s interns, the program aims to inspire more students to adopt green practices and impact e-waste management.”
According to the United Nations Trade and Development (UNCTAD) report, India experienced the highest global growth in electronic waste generation—163 percent—between 2010 and 2022, primarily from screens, computers, and small IT and telecommunication equipment (SCSIT). This presents both a major challenge and an opportunity for effective e-waste management.
Dr Rajendra Shinde, Principal, St. Xavier’s College, Mumbai said, “Our collaboration with OPPO India’s ‘Generation Green’ campaign marks is one step in our commitment to sustainability. We’ll onboard more interns and partner with schools and NGOs to enhance awareness. With a growing focus on green practices, we aim to inspire the youth to lead in sustainability.”
The event was part of OPPO India’s ‘Generation Green’ campaign in collaboration with AICTE, managed by 1M1B. It was launched on July 8th, 2024, by AICTE Chairman Prof. T.G. Sitharam, with the presence of Dr. Buddha Chandrasekhar, CCO, AICTE.
In the first phase, OPPO India onboarded sustainability champions from over 20 states and 3 Union Territories, who are now inspiring others to act for a cleaner, sustainable future. To join the movement for a sustainable future, visit iamgenerationgreen.in and take the pledge.
This initiative aligns with the upcoming NIRF 2025 Sustainability Rankings, supporting institutions in enhancing their sustainability efforts.
