MADCash and ERTH Launch An E-Waste Program on Earth Day

KUALA LUMPUR, 22 April 2025 – In celebration of Earth Day 2025, MADCash Sdn. Bhd., a Kuala Lumpur-based fintech empowering women through micro-financing, has partnered with ERTH (Electronic Recycling Through Heroes), a Cyberjaya-based e-waste recycling advocate, to launch the MADCash x ERTH Mini Hub program.

This project, starting today, will establish e-waste collection hubs operated by 10 women entrepreneurs – dubbed MADCash x ERTH Divas – across the Klang Valley and Johor Bahru. The initiative aims to collect at least 5,000 kilograms of electronic waste in the next 12 months while providing sustainable income opportunities for women.

Through this collaboration, ERTH has allocated a total of RM5000 in funds for MADCash to distribute to program participants as a loan. Each participant will receive a RM500 micro-loan from this program as startup capital to pay for the collected e-waste.

Nuraizah Shamsul Baharin, founder of MADCash, shared, “This collaboration aligns with our mission to create sustainable livelihoods for women. By integrating green entrepreneurship into our model, we’re not just empowering women financially, but we’re also nurturing a generation of eco-conscious business leaders. It’s a long-term game, but we will get there!”

Mohamed Tarek El-Fatatry, founder of ERTH, added, “Tackling e-waste requires community-driven solutions. Through this partnership, we’re turning everyday women into environmental heroes, proving that small actions can drive big change.”

This program was designed to promote green entrepreneurship, to encourage women to run eco-friendly micro-businesses from their communities, fostering environmental awareness.

MADCash and ERTH will evaluate this pilot project periodically to assess its scalability for future expansion after the trial period.

Electronic waste is a growing environmental crisis, with improper disposal leading to pollution and health hazards. By engaging women entrepreneurs as collection agents, MADCash and ERTH are addressing two critical challenges — e-waste management and women’s economic empowerment.

MADCash is in the process of selecting 10 participants and aims to board them by May 5, 2025. These MADCash x ERTH Divas will receive training and resources to operate their mini hubs effectively.

The program’s success will be measured by its environmental impact (e-waste collected) and socioeconomic benefits (women’s income growth). If proven effective, the model could expand nationwide.

The public is encouraged to support this initiative by:

• Donating e-waste (old phones, laptops, cables, etc.) at designated hubs.
• Spreading awareness about responsible e-waste disposal.
• Nominating women entrepreneurs for future program phases.