These Four friends from Amrawati are turning plastic waste into beautiful home decor items

Four friends from Amravati in Maharashtra have come up with a start-up to solve plastic waste problems using technology and is currently registering a turnover of over Rs one crore. Spare a few minutes to laud their environment friendly initiative……..

About founders

30-year old Madhur Rathi set up Recycle Bell Private Limited along with three of his friends – Bhushan Boob, Roshan Pidiyar and Ashish Modak in April 2017. The idea of waste management was conceived by Madhur Rathi, who after completing his engineering course joined Mahindra and Mahindra where he worked for one and a half years.
After which, he pursued an MBA degree and started working for a company in Ahmedabad. However, he left the job to join his family business in Amravati. It was while attending a conference on waste management that Madhur developed a keen interest on the subject and his final year project was also on waste management. Finally, he decided to work in this field.

What Recycle Bell Private Ltd does

“It collects dry waste from formal (shops, colleges, corporations and industries) as well as informal sectors (rag-pickers), segregates it into more than 100 recyclables, processes it according to recyclers’ requirement and then sells it to recycler for further recycling. In 2019, we launched the brand of “Econiture” under which we recycle post consumer plastic waste into wood like lumbers and this is used for creating furniture and home decor products,” Madhur told Chalgenius.


The company is committed to divert the maximum amount of dry waste from the landfill towards recycling, with a special emphasis to reduce the value chain inefficiencies in the waste management sector and provide recycling solutions to every recyclable, “We want to create a sustainable and efficient circular economy system for dry waste management. Econiture is the most vital advancement of our company. The furniture is made from recycled plastic which diverts plastic waste that would have been destined for a landfill or ocean,” he added.

Recycled products

Econiture furniture is made from 100% recycled plastic. The recycled plastic lumber is nonporous, nontoxic and a clean product free from any metallic inclusions. These products are eco-friendly because it lessens deforestation and saves natural resources. Buying recycled products can help in reducing carbon footprint. It is an excellent alternative to expensive timber lumber.


The company has a host of awards to its credit. It received second prize at “Stratup India Maharashtra Yatra” in 2018, second prize at “Amravati Business Competition” in 2019 and “Innovative Startup Award” on Engineer’s day in 2019. Recycle Bell featured among top 100 start-ups in “Maharashtra Startup Week 2019” and was also the second runner up in Innopreneur 2020.

Future plan

“Recycle Bell provides benches made from plastic waste to Amravati Municipal Corporation and some municipal councils like Bhatkuli, Chikhaldara, Khamgaon. We have tied up with 5 municipalities and plan to associate with 25 municipalities in the next one year. Next, currently we sell our products on four online platforms and plan to increase it further,” said Madhur.

Get in touch

Madhur Rathi
Keywords: chalgenius, start-ups, Econiture, Amrawati, plastic waste, furniture, Maharashtra, environment-friendly
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