Miemaw Success Story - Miemaw Waste Segregation Solutions

20/09/2019 Miemaw Success Story - Miemaw Waste Segregation Solutions
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Miemaw: Realizing the Dream of Swach Bharat through Waste

Segregation
RISHIKA (/AUTHOR/RISHIKA/) SEPTEMBER 19, 2019
India has a population of around 1.38 billion. The amount of waste generated by each
individual every day if left untreated piles up to destroy the humanity on Earth; as it was
just rightly depicted in the award winning movie, Wall-E. However, if we take right action
now, there is no need to be apprehensive of the future. Helping us take the right step
ahead is a Surat based startup, Miemaw. Miemaw is a tech based startup that helps
municipal corporations in waste segregation, in a cost e ective manner.
Startup Name Miemaw
Headquarter Surat, India
Sector Information Technology (IT) and Waste Management (WM)
Founders Sweta Kesur, Kokila Kesur
Founded 2016
Parent Organization Miemaw Technologies Private Limited
Website www.miemaw.com
About Miemaw and How it Works

Waste Management Industry Details
Founders of Miemaw and team
How was Miemaw Started
Miemaw - Name, Tagline and Logo
   
Miemaw - Business Model and Revenue Model
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Miemaw - Startup Challenges
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Miemaw - Advisors and Mentors

Miemaw - Awards
Miemaw - Future Plans
About Miemaw and How it Works

Every year a huge amount of money is spent by Municipal Corporations for segregating
waste. Municipal solid waste segregation machine costs hundreds of crores rupees to
segregate waste and still unable to achieve 100% e ciency in it. Businesses want to burn
this garbage to produce electricity, using government subsidies. Environmentalists say
this is not viable, given Indian conditions--they also fear toxic emissions from
incineration. So all in all, the waste segregation and management is a grim scenario and
Miemaw is nding a solution to it.
The motto behind starting Miemaw is to protect the environment and help municipal
corporations collect segregated waste from source comparably at no cost. The Miemaw
mobile app can monitor the waste segregation process on one scan of the QR code and
thus can save hundreds of crores rupees of municipal corporations in waste segregation
process.
Miemaw app is available both for the general public and at the Municipal Corporations. In
the Miemaw App for Residents (User Application), users can register themselves and
generate a unique QR code which helps the Municipal Corporations to keep track on the
user, and also keeps the user updated about their activity through SMS.
Miemaw App for Municipal Corporations (Admin Application) lets the municipal
corporations keep a track record of the users by scanning the QR code. The server is
connected with the Miemaw Admin software, which helps to monitor waste management
at area level. Using the Miemaw app municipal corporations mulls hefty ne on one scan
of QR code.
Besides the app, Miemaw also creates waste management software for Municipal
Corporations and helps them in collecting segregated waste from the source with 90%
success rate.
Miemaw's USPs are:
Tracking of waste segregation: Municipal corporations can track daily records of

each area who segregated waste or not and residents can track their penalty
records.
Training: Miemaw provides several awareness campaigns, door-to-door visits and
training to villagers or residents on how to segregate waste and what is dry and wet
waste.
   
Friendly support: One or two members from the Miemaw Service Department is
always there with the municipal corporation garbage collector for collecting waste.
text=Miemaw%3A%20Realizing%20the%20Dream%20of%20Swach%20Bharat%20through%20Was
Miemaw is currently operational in Eklera village near Surat, Gujrat(India) and recently
the startup has also started its operations in Surat City.
Miemaw App
Waste Management Industry Details

Waste segregation has been gaining prominence only since last few years. It has got a
push with Swachh Bharat Abhiyan initiative launched by the government of India. By
2025, India's waste management sector is expected to be worth US $13.62 billion with an
annual growth rate of 7.17 percent. The team at Miemaw aim to be a part of this growth
story with the help of their latest product Miemaw app. With the app Municipal
Corporations can work e ciently, securely and e ortlessly.
By the end of 2024, we see our Miemaw industry providing services to all the cities and villages of
west of India.
Founders of Miemaw and team

Mother-daughter duo Sweta Kesur and Kokila Kesur founded Miemaw tech startup in
2016. Their team have been working coherently to see better results in the domain of
waste segregation.
Founder & CEO Sweta Kesur: She has graduated in IT from Institute of Technology, Nirma
University in June 2016. Her accolades include: securing 1st Rank(10 pointers) for creating
a Brain Tumor Detector software, which is used by Dr. Tanvi from Civil Hospital of Surat.
She has also presented one Research paper in Las Vegas, the USA in International
conference held on Dec 17-18, 2014. Won Certi cate of Honor award for presenting
Research paper in International conference. Also won, Social Entrepreneur of the year
2019 award winner.
   
Co-Founder & COO Kokila Kesur: She is a retired teacher and Principal of a school and
has 35 years of experience in social entrepreneurship. She is the main inspiration behind
the foundation of this company. She has played a very important role in the development
success-story/)
of women empowerment and Swachhsuccess-story/) success- in rural
Bharat Abhiyan success-
areas.
Currently Miemaw is a team of 9 people and the company is all set to hire new set of
passionate android developers this month.
The core belief of our team is the commitment to make the Swachh Bharat Abhiyan successful. We
want to deliver the message to India that, how by taking small steps like segregating waste into dry
and wet from our house we can create a huge impact in contribution towards the Clean India mission
and development of our country
How was Miemaw Started

Miemaw was started in 2016 in response to failed attempts in the collection of
segregated waste (Dry and Wet waste) at source- households or commercial area. The
idea to start Miemaw came to Sweta during her 2 months stay in the USA for a summer
internship. Inspired by the highly organized waste management system in the USA, she
wanted to start a similar system back home in India.
The seed to all this began in June 2015 when I and my Mom went to the USA for completing my
undergraduate summer internship in New York. We stayed in Queens, New York as any other US
resident, which made us learn the lifestyle of US residents. Since childhood, my Mom trained me to
keep the surroundings very clean. So when we were living in the US, they had certain rules for Waste
Management, like the garbage collector would collect segregated waste every 2 days. Meaning we
have to throw wet waste into one large size black garbage polythene and dry waste into others. We
were inspired by this and decided to follow this practice in India also. This made me think that, if we
can follow this practice of segregating waste in the US then why can’t we do this in India - Sweta
narrates
After, returning to India even though Sweta got busy with her college schedule this idea
never left her. Finally, after her graduation both Sweta and Kokila Kesur started working
on ideation, designing and prototyping. However, they knew that executing their idea was
not possible without Government support. So Sweta started writing applications
regarding her idea to the PMO. Interestingly, Sweta made 23 online application and 56
speed post applications until the time when nally she received response
I have started my application in May 2017 and I regularly sent one application online through
“Interact with PM” portal and continued till July 2017. Apart from the online application, I sent
application (consisting of a letter, project portfolio and short bio of myself in a cover made by me)
through India speed post regularly on alternate days of the week. I carried out this speed post-task
from May 2017 till Aug 2017
Finally starting 19th July 2017, Sweta started receiving response from the PMO. Though
she received assurances that her concern is noted and action will be taken, but in actual
there were no results. This made Sweta to take action herself.
Sweta and Kokila Kesur started their work from Eklera village, near Surat; their intention
   
was make this village clean by educating them on how to segregate waste into dry and
wet. For this, they carried out several door-to-door visits, wall painting on Eklera gram
panchayat o ce explaining theirtext=Miemaw%3A%20Realizing%20the%20Dream%20of%20Swach%20Bharat%20through%20Was
project idea,
u=https://startuptalky.com/miemaw-movie-screening and several awareness
campaigns explainingsuccess-story/)
their project idea. Everything
success-story/) changed
success- after incorporation of their
success-
waste management software, they have got a great response from the village council,
and by watching their work in Eklera village, neighboring villages also got inspired to do
the same. From then on, they have received several awards from the Government of
Gujarat,Surat Municipal corporation and Village council. And now, they have received this
golden opportunity to implement this project idea in Surat city. By end of 2019 they aim
to provide their services to every area of Surat city and all the villages near it.
I am really happy to announce that my project got successfully implemented on Eklera Village near
Surat and all villagers are more than happy after the implementation of my project.
Further, their project was recognized and appreciated by the Prime Minister O ce of
India recently. Miemaw also received support from the Surat Municipal Corporation (In
2019) and Eklera village council. Recently, the Miemaw team also received the
opportunity to execute their idea in Surat city.
Miemaw - Name, Tagline, and Logo

As Miemaw was started by Sweta and her mom Kokila Kesur, the company derives its
name from the words 'me and mommy'.
'Also Grandmother means Meemaw' Sweta says.
Miemaw's main theme of product is tracking on QR code scan. So, the company has its
tagline as 'Mie(me) & Mawmie’s(Mommy) Quick Response Code for Waste Segregation'
Miemaw logo
One of the core values of our company is women empowerment. We all know that the manager of
any house is either Grandma, Mother or Daughter. Women are the majority one, when comes to
handling waste management of the house. The success behind proper waste segregation from the
household is in the quick response of mom’s from every house.
   
Miemaw - Business Model and Revenue Model

Currently Miemaw charges a one-year subscription plan from municipal Corporations
and village council for using their products and services. And, they also derive margins
through commission from Municipal Corporations with regard to penalty payment
service charged on the residents for not segregating waste.
Our strategy is to compel people for waste segregation and the percentage of success that we
receive in completing our task is the growth of our business.
Miemaw - Startup Challenges

Given Miemaw is into waste segregation, which dealt with behavioral changes of the
public, they had to face numerous obstacles and challenges. Getting people to segregate
their waste was a tough task.
Though everyone was actively participating in our campaigns, at the implementation level there
barely any change. It took us around 2.5 years to make people adapt this technique. We overcame
this challenge by consistent e ort in spreading awareness related to health and hygiene issues
arising out of not segregated waste.
Initially, they relied on incentive approach to bring a shift in behavior of the public. The
incentive emphasized on providing points to the people following waste segregation
guidelines and these points could be redeemed at the local grocery store. However, this
approach showed very few results. Thereon, they adopted penalty approach which nally
worked.
The company initially also struggled in getting funds as their work included taking
permissions from the higher authority. But, when the village council saw their work they
approved Miemaw's project and provided funds in 2018. After this, Miemaw received
approval from other Municipal corporations and gained more external funds.
Miemaw - Funding and Investors

   
Miemaw collected an undisclosed amount of seed funding in September 2018.

Date Stage Amount Investor
Date Stage Amount Investor
September 2018 Seed Undisclosed Head of the Village Council
Miemaw - Advisors and Mentors

Miemaw has been recently selected for the prestigious Goldman Sachs 10,000 Women
Fellowship which will take place in New York City in Fall 2019. Before receiving this
prestigious opportunity to attain fellowship they have received 10 weeks of training for
the business growth plan of Small scale business. This fellowship is sponsored by
Goldman Sachs which is a program of customized training, coaching and advice. They will
take part in a series of sessions with senior leaders and experts.
Their instructors include:
1. Edward David: He is a doctoral candidate at the University of Oxford, where he

works on curriculum development for Goldman Sachs 10,000 Small Businesses,
based at Oxford's Saïd Business School. Since joining Oxford Saïd in 2013, Edward
has helped design and manage a range of corporate-sponsored programmes for
entrepreneurs and MBA students. These include the Power Shift Forum, Inspiring
Women in Leadership and Learning, and Goldman Sachs 10,000 Women. Edward
has also worked in state education reform in Washington DC and continues to serve
students as a tutor at Trinity College, Oxford. Edward holds quali cations from New
York University and the University of Oxford.
2. Anne Donnellon is Professor Emerita of Management at Babson College in Wellesley,
Massachusetts, where she has served as the Faculty Director for Babson's Fast Track
MBA for executives. Currently, Dr. Donnellon is a member of the National
Curriculum Design and Site Launch Team for Goldman Sachs 10,000 Small
Businesses, serving as Launch Faculty for the Houston, Cleveland, Miami and
Baltimore sites. She teaches leadership, negotiation, and organizational change in
the MBA and executive education programs there. She is the author of ‘Team Talk:
The Power of Language in Team Dynamics’, published by Harvard Business School
Press, and has also developed two books in the Harvard Manage Mentor series:
‘Keeping Teams on Target’ and ‘Leading Teams’. She has published numerous
journal articles, book chapters, and teaching cases. Dr. Donnellon has taught in
numerous executive education programs in both the U.S. and abroad, and has
consulted to numerous large companies. More recently, she has worked with several
small entrepreneurial rms and led management development seminars for
entrepreneurs through the Small Business Association of New England, the Center
for Women and Enterprise, ICIC, the International Fund for Ireland, and Invest
Northern Ireland.
Miemaw - Awards
   
Sweta Kesur receiving an award
1. Founders of Miemaw company is selected to attend prestigious 10,000 Women

Growth Fellowship program sponsored by Goldman Sachs. Fellowship will take place
in New York City in Fall 2019.
2. Received City Award from Nirav Shah Deputy Mayor of Surat for coming up with an
innovative idea for Swachh Bharat Mission on 8 th July 2019.
3. On 1 st June 2019, Miemaw was awarded and supported by Rasmika Ben Patel the
Chairperson of Surat Municipal Corporation.
4. In April 2019, Received Social Entrepreneur Award from the Head of the village
council (Local Govt. of India) for providing the Miemaw services to their Eklera village
in 2018.
5. In July 2017, our project got appreciated and accepted by the Prime Minister
O ce(PMO) of India.
Miemaw - Future Plans

Miemaw notable clients include Village councils and Municipal corporations. They are
currently working to make their services available to every area of Surat city and help
corporations to achieve the goal of Clean City and Smart City by the end of 2019. And by
the end of 2020, Miemaw plans to cover two more cities of Gujarat (Ahmedabad and
Vadodra).For the next few years, Miemaw team wants to expand their services to all the
cities of western India. Miemaw is also aiming to introduce the facility of the points
system, where people gain points on waste segregation and can redeem points from
Mega malls like D-Mart and Big Bazaar.
We at Miemaw are on a mission is to protect our environment from land lls or burning the garbage
and help municipal corporations
 collect 
segregated waste
 from source
 at no cost compared to
segregating waste through machine. We envision to become the most e ective technology solution
for collecting dry and wet waste from households and commercial units in the west of India
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20/09/2019 Miemaw Success Story - Miemaw Waste Segregation Solutions

Miemaw: Realizing the Dream of Swach Bharat through Waste

Startup Name Miemaw

Headquarter Surat, India

Sector Information Technology (IT) and Waste Management (WM)

Founders Sweta Kesur, Kokila Kesur

Parent Organization Miemaw Technologies Private Limited

About Miemaw and How it Works

success-story/) success-story/) success- success-

Miemaw - Advisors and Mentors

About Miemaw and How it Works

Miemaw's USPs are:

Tracking of waste segregation: Municipal corporations can track daily records of

Waste Management Industry Details

Founders of Miemaw and team

How was Miemaw Started

Miemaw - Name, Tagline, and Logo

'Also Grandmother means Meemaw' Sweta says.

success-story/) success-story/) success- success-

Miemaw - Business Model and Revenue Model

Miemaw - Startup Challenges

Miemaw - Funding and Investors

success-story/) success-story/) success- success-

Date Stage Amount Investor

September 2018 Seed Undisclosed Head of the Village Council

Miemaw - Advisors and Mentors

Their instructors include:

1. Edward David: He is a doctoral candidate at the University of Oxford, where he

success-story/) success-story/) success- success-

Sweta Kesur receiving an award

1. Founders of Miemaw company is selected to attend prestigious 10,000 Women

Miemaw - Future Plans

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