TRANSFORMING WASTE INTO RESOURCES: COCA-COLA'S MAIDAAN SAAF CAMPAIGN

Coca-Cola has taken the initiative to spearhead sustainability initiatives at Maha Kumbh 2025.

- ANJALI SINGH

As part of the Maidaan Saaf campaign, the company has created and distributed 21,500 recycled PET jackets for sanitation workers, boatmen, and waste management volunteers.

In an exclusive interview with The Sunday Guardian Rajesh Ayapilla, Senior Director, Sustainability & CSR, Coca-Cola INSWA highlighted the role of Maidaan Saaf campaign on positive environmental impact.

Q: What inspired Coca-Cola to take the lead in sustainability initiatives at Maha Kumbh 2025, and how does it align with the company's broader environmental goals? A: At Coca-Cola India, we are deeply committed to creating a positive environmental impact. Our focus is on increasing the use of recycled materials in primary packaging, supporting packaging collection infrastructure, and advocating for policies that enable a more sustainable future.

To achieve these goals, we collaborate with both local and global partners. Maha Kumbh 2025 presented an incredible opportunity to work alongside PHD Rural Development Foundation (PHDRDF) and Prayagraj Mela Authority (PMA) to advance these efforts at one of the world's largest cultural gatherings.

In 2023, we first launched the Maidaan Saaf campaign, inspired by the opportunity to promote effective waste management at large-scale gatherings across the country. Events like the Maha Kumbh draw millions of people, making it a perfect platform to demonstrate how collective action can lead to significant change. Through this campaign, we are trying to showcase innovative recycling practices and encourage people to take small yet impactful steps toward reducing waste.