Well Being
Out Of Waste

An CSR Initiative of ITC Limited

overview

The ITC Well-being Out of Waste (WOW) Project is a flagship initiative by ITC Ltd., implemented by Anubhuti Welfare Foundation, that aims to build a cleaner, greener, and more inclusive waste management ecosystem. Active in Bengaluru and Mysuru, the project encourages source segregation and dry waste recovery across communities, institutions, and workplaces.

With a strong focus on circularity, the project facilitates the collection, sorting, and channelising of post-consumer dry waste, with a particular emphasis on paper, ensuring its reintegration into the production cycle. Additionally, it adopts a decentralised waste management approach to strengthen source segregation, promote community ownership, and ultimately enhance recovery rates, contributing to improved recycling and circularity.

By empowering Safai Mitras through skill development and welfare linkages, the WOW model demonstrates how environmental stewardship and social equity can drive long-term impact for both people and the planet.

Impact in Motion

The project drives widespread adoption of dry waste segregation and recovery across communities, institutions, and corporate spaces.

project objectives

End-To-End Circularity

Optimise Dry Waste Recovery
Enable the collection, segregation, and channelising of post-consumer dry waste, particularly paper, through DWCC operations, school drives, and corporate collection models

Enhance Source Segregation
Implement 4-way and 8-way segregation in households, institutions, and commercial spaces through targeted awareness campaigns, training, and infrastructure support.

Sustained Behavioural Change

Promote Source Segregation Awareness
SystemConduct training and awareness sessions in schools, corporates, and residential societies to build long-term habits around waste segregation at source

Encourage Community Participation
Organise campaigns like Inter-School Recycling Championships (ISRC) and incentivised collection drives to make sustainability engaging and measurable

Inclusive Social Empowerment

Create Sustainable Livelihoods
Integrate Safai Mitras into daily waste collection, franchise operations, and formal employment structures across corporate and residential projects

Capacity Building of Safai Mitras
Provide ongoing training for Safai Mitras on segregation, safe handling of recyclables, fire safety, and workplace hygiene to enhance Safai Mitras’ efficiency in urban collection systems