Meet Siwra, turning waste rooms into smart recycling hubs

Rosanna Endre (CEO & Co-founder).

The problem

Recycling often goes wrong before it even starts, in a building's waste room. Sorting is confusing (does a crisp packet go with plastic or general waste?), recyclables end up mixed and dirty, and bins are emptied on a schedule whether they are full or not.

Under EU rules, Sweden must recycle 55% of its plastic packaging by 2030. Even the best-case scenario in a 2025 industry analysis lands at 51%.

What Siwra does

Siwra is building AI-powered hardware that turns existing waste rooms and bin areas into smart recycling hubs. The modular units are retrofitted into the waste infrastructure a building already has.

AI cameras recognise each material and guide tenants to sort correctly, which gives cleaner recyclables. The waste is compacted on the spot and the bins report when they are full, enabling on-demand pickup.

For property owners, that means fewer pickups, lower costs and lower transport emissions. The system is also designed to reward tenants for sorting correctly, with points, rent reductions or other incentives.

On building hardware

Building hardware is hard, and it takes time. Every iteration means physical prototypes, testing and validation in real environments, and there are few shortcuts.

Rosanna Endre, CEO and co-founder

How it started

Rosanna has always been drawn to waste and circularity. For years she watched initiative after initiative fall short. Campaigns, information and good intentions only go so far when the whole system depends on every single person getting it right, every single time.

Instead of asking people to change, why not design the human factor out of the equation?

Why this team

CEO Rosanna Endre has spent over ten years working on plastics, packaging and circularity, first in the NGO world and later helping companies navigate sustainability and new regulation. She knows the rules shaping the market and has a wide network across the value chain.

COO Pontus Endre is an industrial designer who has worked on large-scale transport projects, designing for spaces the public uses every day.

CTO Sebastian Forouzani holds master's degrees in Software Engineering and in Computer Science with a focus on AI/ML, and has many years of experience as a tech lead and software architect, from banking to blockchain startups.

Why Sting

Their biggest challenge right now is getting from prototype to a market-ready solution without losing speed. That's why they joined Sting.

They're looking forward to working with experienced entrepreneurs and coaches who can give them strategic guidance and open doors to their networks, so they can get to market faster than they could on their own.

Siwra is one of 21 startups in Sting Core Fall 2026. Meet the rest of the cohort in Meet the 21 startups joining Sting this autumn.