Homogeneous electrocatalytic systems based on readily available, earth-abundant, inexpensive base metals Ni, Co, and Cr have been formulated for the electro-oxidation of alcohols (methanol and ethanol) that constitute a key half-cell component of direct alcohol fuel cells (DAFCs). Notably, excellent results were obtained for both methanol as well as ethanol electro-oxidation while operating with a half-cell assembly based on all-non-noble working and counter electrode systems consisting of glassy carbon and graphite rod, respectively. Using NaOH as the supporting electrolyte, Ni/Co/Cr metal salts and their bis(iminopyridine) complexes have been used as anodic electrocatalysts for the alcohol half-cell reactions, and among them, catalytic systems based on Co outperformed the corresponding systems based on Ni and Cr. The system comprising CoCl2.·6H2O [10 mM] + NaOH [6 M] at room temperature emerged as the best electrocatalyst for both methanol [5 M] electro-oxidation (ca. 522.5 ± 13.5 mA cm-2 at 1.4 V) and ethanol [5 M] electro-oxidation (ca. 209 ± 25 mA cm-2 at 1.34 V). It was observed that regardless of the starting alcohol, the end product is carbon dioxide, all of which gets trapped as sodium carbonate (up to 97% yield), thereby mitigating any possible hazards of greenhouse gas emission. Inferences obtained from FETEM, FESEM, and EDS analysis of both the electrolyte solution and residues deposited on the electrode surface provide evidence for the mostly homogeneous nature of the reaction mixture with the molecular catalyst being the major contributor toward the electrocatalytic activity apart from the minor role played by trace heterogeneous particles. The current cell assembly operating with non-noble working and counter electrodes utilizing a catalytic system based on an earth-abundant, base metal salt/complex that not only results in good half-cell current densities for high-energy power-source DAFCs but also generates high-value sodium carbonate offers an exciting avenue.