KUALA LUMPUR, Nov 1 — The Malaysian Communications and Multimedia Commission (MCMC) has rebranded its mobile e-waste recycling programme introduced in 2015 as Small Information Technology and Telecommunication Devices Recycling Project (Kitar) effective today.
In a statement, MCMC said that the rebranding exercise involved the introduction of a new identity, logo and tagline ‘Kitar: Old Device, New Breath’ aimed at strengthening and improving the programme in invigorating the spirit of contributing back and inculcating a culture of recycling in the community.
The statement said that the move was in line with the Sustainable Development Goals (SDG) set by the United Nations.
“The programme is a collaboration with six Designated Universal Service Providers (DUSP) namely Celcom Axiata, Digi Telecommunications, Maxis, Redtone, Telekom Malaysia and Webe,” said the statement.
Through the rebranding exercise, the new improvements cover various aspects such as the appointment of strategic partners like Shan Poornam Metals Sdn Bhd and Flash Malaysia Express Sdn Bhd in improving recycling and logistics activities.
Besides that, Kitar has reorganised its collection points to include Keluarga Malaysia Digital Economy Centre (PEDi) nationwide for the convenience of the public to donate e-waste besides restructuring strategic and advocation partners as well as drop points.
The statement also mentioned that for a start, there will be 120 Kitar collection box locations placed at selected PEDi centres with the possibility of expanding to other PEDi centres and drop points partners.
“The revenue generated from the buyback of mobile e-waste, will be given back to participating PEDi and also channelled to charity events and other community activities,” according to the statement.
MCMC chief technology and innovation officer Shamsul Izhan Abdul Majid launched the rebranding programme in a brief ceremony at MCMC headquarters in Cyberjaya.
After seven years of implementation, the programme has managed to collect more than 4.7 metric tonnes of electronic waste with the support of 44 business partners from various categories such as government agencies, non-governmental organisations, industries, retailers, schools, universities, media and communities including PEDi nationwide.