Sparklo Simplifies Recycling with Innovative Rewards System

Abu Dhabi-based CleanTech Firm Incentivizes Recycling of Plastic Bottles and Aluminum Cans

As the Middle East embraces the circular economy, Abu Dhabi-based CleanTech company Sparklo is leading the way by encouraging users to trade plastic bottles and aluminum cans for rewards. The circular economy, which emphasizes the reuse and regeneration of materials, has gained momentum in the region, driven by both government policies and private sector investments in recycling.

Maxim Kaplevich, a tech entrepreneur, saw an opportunity in the growing trend of reducing plastic use. In 2022, after five years of conceptualizing, he launched Sparklo in the UAE, with a vision to address global waste collection challenges using artificial intelligence.

“I first came up with the idea for Sparklo about five years ago, inspired by the need to improve existing recycling systems and focus on positive user motivation. Climate change and plastic pollution are pressing global issues, and current methods of addressing them are insufficient and urgently need attention,” says Mr. Kaplevich, who serves as Sparklo’s CEO.

Unlike traditional systems that rely on deposit charges to encourage recycling, Sparklo’s unique approach rewards users with incentives for their recycling efforts.

“While these countries implement deposit systems to encourage bottle returns, our strategy focuses on positive reinforcement, rewarding users with incentives they can use for future purchases,” Mr. Kaplevich explains.

Since its UAE launch in late 2022, Sparklo has installed over 200 Sparklomats—reverse vending machines—collecting more than 31 million bottles and cans, and saving over 3,000 tonnes of CO2 emissions. Sparklomats are strategically located across the UAE, including Dubai and Abu Dhabi, as well as in Oman, Qatar, and Saudi Arabia. These machines allow users to drop off empty plastic bottles or aluminum cans and earn reward points via Sparklo’s mobile app.

After collection, the bottles and cans are transported to recycling centers, where they are sorted, cleaned, and converted into raw materials for various uses, from packaging to clothing. Sparklo manufactures its Sparklomats at its warehouse in Ras Al Khaimah.

Sparklo’s business model is built on the concept of positive motivation, which Mr. Kaplevich believes is key to its success. “Sparklo adopts a unique approach by focusing on positive motivation. People are more likely to recycle when they receive something in return. Our users earn rewards for recycling, which can be redeemed for future purchases,” he says.

Recent partnerships with companies like Yango, which offers discounts on taxi rides for recycling bottles, and Dubai Municipality, which uses recycled plastic for uniforms, highlight Sparklo’s innovative approach.

The company is also working with Adnoc Distribution, Rebound, Dulsco, Imdaad, and the Environment Agency Abu Dhabi as part of the EAD’s Mission to Zero campaign.

The UAE has taken significant steps in reducing single-use plastics, including a nationwide ban on single-use plastic bags and a forthcoming ban on the import of plastic cutlery and Styrofoam products by 2026. The region’s plastic recycling market is expected to reach $5.1 billion by 2028, driven by increased awareness and stringent regulations.

Mr. Kaplevich emphasizes the importance of tackling the root cause of plastic pollution: human consumption. “By providing easy-to-use facilities in convenient locations where people live, shop, and travel, we are effectively collecting bottles and addressing global plastic pollution at its source,” he says.

Sparklo’s mission is clear: to make recycling as simple and rewarding as grabbing a cup of coffee. The company currently operates over 300 Sparklomats across the MENA region, with plans to expand globally and collect five billion bottles by 2030. Sparklo also stands out for its use of AI-based recognition technology, allowing its machines to accept all types of bottles, regardless of labels or barcodes.

Since its inception, Sparklo has attracted over 185,000 users in the UAE alone and has grown its user base to over 230,000 across the MENA region.

This rapid growth underscores the effectiveness of its approach and the trust it has earned from users.

“Sparklo’s mission is to make recycling as easy and enjoyable as grabbing a cup of coffee, seamlessly integrating it into everyday life while addressing the root causes of environmental issues,” Mr. Kaplevich adds.

UAE AI Boosts Middle East Tech Leadership

Sparklo is privately funded, primarily through personal investments from the founder and contributions from MENA-oriented private investors. The company plans to install 10,000 Sparklomats globally and aims to expand its operations to new markets in Latin America and Asia.

Q&A with Maxim Kaplevich, Founder and CEO of Sparklo:

What successful start-up do you wish you had started?

“I’ve been really into Whoop lately and even got their wristband. It provides amazing insights into why we feel the way we do, our mood, and how we should take care of ourselves. It’s such a fantastic project that delivers a wealth of data about our health and how different situations and lifestyles impact us. The team behind it is doing an incredible job, and I often find myself wishing I had started it myself.”

What new skills have you learned from launching your venture?

“One skill every start-up founder picks up is stress management, since you’ll face a lot of setbacks before hitting your goals. But right now, the skill I value most is effectively sharing information and ideas across the team. This can make a huge difference in how your team performs and the results you get. I’ve learned that clear and focused communication is key. I was once told that if a glass is half full and half empty, the empty half represents the ideas people come up with on their own, which can lead them in many different directions. So, making sure that information is shared clearly and purposefully is crucial.”

If you could start all over again, what would you do differently?

“I’d place a bigger emphasis on people because they’re the most valuable asset in any company. Looking back, I see that we underestimated the importance of face-to-face interactions. We started off with a lot of online and remote work, but now I understand the significant boost that in-person meetings and office time can provide for sharing experiences and strategizing.”

What is your next big dream to make happen?

“Right now, my personal goals align closely with those of the company. At Sparklo, our big dream is to collect all the bottles in the world. The next major milestone for us is to gather every bottle in a single country. I’d be incredibly proud of our team if we can achieve that.”

Company Profile: