E& Egypt launches the first campaign to recycle plastic bottles through smart reverse vending machines in cooperation with ”Dorha
Ahmed Mbabi: We put society and the environment at the heart of everything we do and the initiative is a true expression of our commitment to make a positive and sustainable impact
Cairo, December 15, 2025: E&Misr, a leader in ICT services, announced the launch of an environmental campaign in collaboration with the "Dorha" platform, to recycle plastic bottles through smart reverse vending machines (RVMs), which combine environmental protection, innovation, and motivating customers with immediate rewards that motivate them to participate in waste recycling.
This initiative comes within the framework of E&E Egypt's strategy, which aims to achieve a positive impact in society, not only as a provider of communication and technology solutions, but as a true partner in enabling individuals to adopt more sustainable behaviors in their daily lives in a way that preserves the surrounding environment by preventing the accumulation of waste and disposing of it in a safe way for reuse.
The campaign is based on encouraging customers to use smart RVMs that allow them to simply deposit used plastic bottles, and immediately get reward points that can be exchanged for services, where E& customers get double points as an additional reward, and the recycling process becomes a stimulating and rewarding experience for everyone who participates in it, not just an environmental responsibility.
The first phase of the initiative begins in cooperation with the "Dorha" platform specialized in environmental solutions, along with a number of partners in sports and community clubs and malls, which ensures that smart machines reach wide segments of the public, and enhances the spread of the culture of recycling among citizens on a daily and familiar basis.
The initiative represents a qualitative shift in the concept of social responsibility and sustainability at E&Egypt, where the initiative is based on achieving a tangible impact and direct interaction, not just traditional awareness campaigns. The campaign is a prelude to a second, broader phase, which is expected to be launched soon after the success of the first phase of the initiative in achieving its desired results in terms of demand and environmental impact.
This step reflects A&Egypt's vision of sustainability as a core element of its strategy, and as a real tool to achieve a sustainable community transformation based on innovation and participation that eliminates waste in a safe way and at the same time achieves the return of the participants in the initiative.
“We believe that our role goes beyond providing communication services and technology, we put society and the environment at the heart of everything we do, and this environmental initiative is a true expression of our commitment to making a positive and sustainable impact,” said Ahmed Mbababi, Head of Corporate Communication and Branding of E& Egypt. He added: “We are working to enable individuals to take simple but effective steps to protect the environment, through an easy, stimulating, and community partnership-based experience.”
He explained: “We aspire to make a real change in the behavior of individuals towards the environment, through smart tools and practical initiatives with our various partners in the community, making it easier for everyone to be part of the solution, and linking recycling to rewards and our way to stimulate this transformation in a positive and tangible way.”
He stressed: "The success of this initiative depends on partnership, not only with institutions such as "Dorha", but with the people themselves, and we believe that each individual can be effective in protecting his environment if he has the right means, and we are committed to expanding this experience to include more sites and communities, as a step towards building an environmental culture based on participation and collective responsibility."
It is worth mentioning that E&E Egypt began its transformation journey in 2022 when it changed its brand from “Etisalat Egypt” to “Etisalat by &e Egypt”. Since then, the company has succeeded in achieving several tremendous achievements that included the launch of many innovative products and services, and with the change of its brand to “E&E Egypt”, the company confirms its firm commitment to continue development and innovation to meet the growing needs of its customers and their future aspirations.
