Code Effort Private Limited stands as India’s trailblazing cigarette waste recycling company, championing environmental conservation and social empowerment. The company collects and repurposes cigarette butts, transforming them into sustainable products such as artifacts, gift items, stationery, textiles, and toys. By employing eco-friendly recycling techniques, they ensure every component of cigarette waste is responsibly processed, mitigating its harmful impact on the environment.
Beyond reducing pollution, this initiative fosters a circular economy by creating livelihood opportunities for rural women artisans and rag-pickers. Their innovative approach has earned the trust of leading organizations like MG Motor, Brewdog, Salesforce, and Honda Power. Through cutting-edge recycling methods and a commitment to sustainability, Code Effort is redefining waste management in India.
In an exclusive conversation with The Interview World, Naman Gupta, Director of Code Effort Private Limited, delves into the company’s groundbreaking efforts in recycling cigarette butts. He shares the inspiration behind the initiative, highlights the ecosystem enabling waste collection, and discusses the market’s response. He also reveals insights into the company’s global expansion strategy and its broader contribution to environmental sustainability. Here are the key takeaways from this compelling discussion.
Q: What initiatives have you undertaken for recycling cigarette butts, and how are they contributing to environmental sustainability?
A: We specialize in recycling cigarette butts, offering a comprehensive, end-to-end solution. Our process begins with collection, followed by in-house recycling, where we transform waste into a diverse range of sustainable products, including paper, textiles, mannequins, and soft toys.
Since launching in 2018, we have recycled over 10 million cigarette butts, significantly reducing environmental harm. Our initiative has also created livelihood opportunities for more than 2,500 ragpickers, integrating them into the recycling ecosystem. Additionally, by operating from a rural village, we have empowered over 100 women artisans, enabling them to contribute to both environmental sustainability and their communities’ economic growth.
Q: What inspired you to launch your initiative focused on recycling cigarette butts?
A: I founded Code Effort to pioneer cigarette butt recycling in India, a sector that lacked any established waste management solutions at the time. The absence of such an initiative drove us to take action. Through relentless on-ground efforts and continuous feedback from clients and key stakeholders, we have built and refined our business, shaping it into a sustainable and impactful enterprise.
Q: Given the challenge of collecting cigarette butts from scattered locations, how do you efficiently manage the process? What kind of ecosystem have you built to support this initiative?
A: We employ multiple collection techniques to gather cigarette butts across India efficiently. Our primary approach involves mobilizing ragpickers, who have firsthand knowledge of where and how to source this waste. Over the past six years, we have integrated more than 2,500 ragpickers into our network, establishing collection centres in over 250 districts.
Additionally, we have strategically placed branded bins in designated smoking zones within commercial spaces. These bins not only streamline cigarette butt collection but also raise awareness and foster market acceptance for cigarette waste recycling. This dual-purpose approach strengthens both our collection efforts and our mission to drive sustainable change.
Q: How has the market responded to the products created by your organization? What level of acceptance and demand have you observed?
A: Building market acceptance takes time, especially in the sustainability sector. India is often labeled as a price-sensitive market, but I see it differently—it values money well spent. When a product or service delivers genuine value, Indian consumers and businesses are willing to invest.
We have studied the market closely and refined our approach to meet customer expectations. As a recycling company, we operate primarily on a B2B model, serving clients like Reliance, Accenture, PNB, Kalpataru, RPSG Group, LNJ Bhilwara, MG Motor, and Salesforce. These companies recognize the value of our products and, through collaboration, actively contribute to a greener, more sustainable planet.
Q: Do you have plans to expand Code Effort internationally? If so, which countries are you targeting for growth?
A: India remains our foundation, and we are committed to addressing the region’s cigarette waste problem at scale. However, our vision extends beyond national borders. We have already established five recycling plants outside India—in Nepal, Bangladesh, Vietnam, Singapore, and Malaysia. These facilities leverage our homegrown technology, ensuring that Made in India innovation drives sustainability worldwide.
Now, we are actively exploring opportunities in Africa and Europe, aiming to expand our impact and tackle cigarette waste on a global scale.
