Genuine Solutions

Founded and grew a mobile phone accessories company designed to remodel the industry while keeping sustainability at the heart of its operations.

The Challenge

To remodel the saturated mobile phone accessories market while upholding sustainability values by providing an ethical recycling system.

How We Did It

In late 2005, Bav Majithia co-founded Genuine Solutions alongside Christian McBride. We had a vision to reimagine the mobile accessory distribution industry, supplying retailers and network operators with genuinely sourced products.

Fifteen years later, we’ve significantly expanded our operations, grown our team and won several awards that highlight our success. One of my biggest highlights was meeting the Queen after being presented with the Queen’s Award for Enterprise.

Alongside Genuine Solutions, in 2007 we also created Genuine Solutions UK Ltd. Recognising the mounting problem of excess waste across the mobile industry, we created a ‘circular economy’ model, recovering equipment deemed as waste before recycling it back into the market.

Since its inception, the Genuine Solutions Group has processed and recycled more than 17 million units – and counting.

As well as reducing the amount of waste going to landfill, we’re proud of our charitable arm. Throughout our 15 years of operation, we’ve engaged with several charities while encouraging the Genuine Solutions team to take part as much as they can.

We either match or fully fund the fundraising for all activities the team take part in, aiming to make a difference in the community through the charities we support.


Over the last 15 years, we’ve won a range of awards for our work, including the prestigious Queen’s Award for Enterprise and The Sunday Times ‘Top 100’, which recognises us as one of the best companies to work for.

We’ve also expanded our reach to 52 different countries, distributing products to over 1,300 customers worldwide. As for sustainability, soon after developing Genuine Solutions UK, we announced that 93% of our products had been recycled back into the system.

Personal Learnings

Built a range of transferrable skills I can use within all areas of business
Running a large company comes with many challenges, and from it, I’ve learnt not to make the same mistakes with the smaller companies I’m involved in.