Attero’s Selsmart partners with Helium for seamless e-waste appliance recycling

New Delhi: Selsmart, Attero’s consumer-facing take-back platform has announced partnership with Helium, a direct-to-consumer (D2C) air-conditioning brand. The partnership will allow Selsmart to integrate appliance exchange into its online purchase journey.

The recently launched programme allows customers buying a new Helium AC to exchange an old air conditioner, refrigerator, washing machine or cooler, announced Selsmart.

The company said, customers can check the exchange value of their old appliance through the Selsmart calculator on Helium’s website while purchasing a new AC. Once the purchase and exchange request are confirmed, Selsmart arranges doorstep pickup and provides instant digital payment based on the confirmed exchange value, without any last-minute re-evaluation. The collected appliances are channelled for responsible recycling through Attero’s CPCB-authorised facility in Roorkee, said the company.

"The partnership extends Selsmart’s reach by integrating its exchange service directly into Helium’s D2C website rather than relying only on physical stores. While Selsmart already enables consumers to access its take-back services through its own platform, this collaboration embeds the exchange option within Helium’s online purchase journey. Customers can check the value of an old appliance while buying a new AC, with collection and payment managed by Selsmart. The integration also provides a model for extending the service to other digital-first appliance brands" Attero.

“Building a domestic supply of critical minerals requires both advanced recycling technology and a reliable supply of end-of-life materials. Through Selsmart, we are making the collection of used electronics and appliances more accessible and structured. Our partnership with Helium rings take-back into the online purchase journey, helping connect consumer upgrades with formal recycling and material recovery,” Nitin Gupta, CEO and Co-founder of Attero, said.

“We want to make air conditioning smart, efficient and accessible, and that includes what happens to the old unit. Most people don’t know what to do with their old AC once the new one arrives. As a D2C brand, we want the whole experience, from choosing an AC to retiring the old one, to happen in one place. Through Selsmart, we’re giving our customers an easy answer: a fair exchange value while buying, doorstep pickup, instant digital payment and responsible recycling,” Aman Munka, Co-founder and COO of Helium said.

Attero is one of India’s leading critical minerals and recycling technology companies, with proprietary processes for recovering more than 22 critical minerals from end-of-life electronics and lithium-ion batteries. Its technology portfolio is backed by over 50 global patents. The company combines advanced material recovery with structured collection channels to strengthen the supply of valuable materials for manufacturing.

Selsmart complements these capabilities by connecting consumers with organised take-back services and helping bring discarded appliances into formal recycling channels. Selsmart currently operates across 25+ cities, and has served over 4 lakh+ customers.

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