India’s leading bathroom and tiles solutions provider, Hindware Italian Tiles from the house of Hindware announced the launch of its new campaign Broken But Not Waste. Aimed to raise awareness about the wastage of tiles that occurs during construction and renovation projects, the campaign is an attempt to encourage consumers to adopt a sustainable approach by reusing or recycling broken tiles. Commenting on the launch of the campaign, Sudhanshu Pokhriyal, Chief Executive Officer, Bath and Tiles, Hindware Limited said, “Our campaign Broken Not Waste is another step towards raising awareness for usage of the wastage of tiles that occurs during construction and renovation projects and encourage people and industry leaders to adopt sustainable practices. With this campaign, we further strengthen our commitment to sustainability and our aim to reduce environmental impact through innovation and creativity.”
As part of the campaign, Hindware has partnered with Delhi Street Art – DSA Foundation to create stunning murals using waste tiles and view broken tiles as a valuable resource that can be repurposed and used creatively. The campaign involves creating vibrant murals of 32 sqft in Harcourt Butler Senior Secondary School and Surjit Wasu Memorial School in New Delhi. The murals will be created by a team of talented artists, interior designers and architects who will use their creativity and skill to transform waste tiles into beautiful works of art.
The entire project is part of Hindware’s commitment to sustainable design and its efforts to reduce waste. Charu Malhotra, Vice President, Marketing, Hindware Limited, added, “At Hindware, we are committed to sustainability and reducing our impact on the environment. Art has the power to create awareness, and therefore, we have partnered with Delhi Street Art – DSA to transform waste tiles into one-of-a-kind artwork. These murals will be a symbol of our commitment to sustainable practices and encourage others to follow the same”
The campaign launch coincided with National Tile Day on February 23, 2023, and will take this step further and look forward to scaling it up in times to come. Both murals created under the Broken But Not Waste campaign will be unveiled in New Delhi, and more murals are expected to be created across the country. Additionally, Hindware has partnered with dealers, interior designers and architects for extending the efforts of the campaign to address the tile waste issue right from design to end-construction of a building and adopt corrective measures to reduce the impact.