Coca-Cola India Foundation has expanded its Maidaan Saaf campaign to major festive celebrations across India, promoting responsible waste management and PET bottle recycling during Navratri in Vadodara, Durga Puja in Kolkata and Mysuru Dasara. The initiative aims to reduce waste at crowded public spaces by encouraging visitors to dispose of plastic bottles responsibly and adopt reusable alternatives. Through partnerships with local organisations, municipal authorities and volunteers, the campaign focused on making waste collection easier for festival visitors and encouraging communities to keep public spaces clean.
PET Bottle Collection Drive During Navratri in Vadodara
In Vadodara, Anandana partnered with Hindustan Coca-Cola Beverages (HCCB) and NGO Lakshya to organise PET bottle collection at the Lukshmi Vilas Palace Heritage pandal during Navratri. The initiative encouraged responsible disposal among an estimated 35,000 daily visitors attending the celebrations. The collection arrangements aimed to ensure that used plastic bottles were properly collected instead of being left behind at the festival venue.
Coca-Cola India Foundation: Mysuru Dasara Campaign Promotes Waste Segregation
During Mysuru Dasara, Anandana and HCCB partnered with Mysuru City Corporation (MCC) and implementation partner Sangam Pratishthan to strengthen waste collection at Chamundi Hills and the Food Mela grounds. More than 30 volunteers and Safai Saathis supported the campaign by managing designated collection points and helping visitors dispose of used PET bottles responsibly. The campaign also used interactive Kannada street plays to spread awareness about waste management and encourage public participation in keeping festival locations clean.
Reusable Bags and PET Collection Drive During Durga Puja in Kolkata
In Kolkata, the Maidaan Saaf campaign focused on reducing the use of single-use plastic bags while improving PET bottle collection. Anandana partnered with Raah Charitable Trust to distribute reusable tote bags at Gariahat and SS Hogg Market. Local vendors were also engaged to encourage shoppers to choose reusable bags instead of single-use alternatives. Additionally, a PET bottle collection drive was organised at the Ahiritola Sarbojanin Durgotsav pandal, encouraging visitors to dispose of used bottles responsibly.
Coca-Cola India Foundation Collected PET Bottles Sent for Recycling
The PET bottles collected during the festive celebrations were sent through authorised recycling channels. This helped ensure that post-consumer plastic packaging was recovered for recycling rather than being left in public spaces after the events. Devyani R. L. Rana, Vice President Public Affairs, Communications and Sustainability, Coca-Cola India and Southwest Asia, said that managing waste at large cultural gatherings requires coordination between industries, local institutions and communities. She added that through Maidaan Saaf, the Foundation is working to strengthen on-ground collection systems and promote responsible waste disposal across different festive settings. Strong local partnerships and practical solutions can help develop better waste management practices that continue beyond individual events.
Maidaan Saaf Campaign Expands Across Major Indian Events
Launched during the ICC Men’s Cricket World Cup in 2023, the Maidaan Saaf campaign has gradually expanded to several major sporting and cultural events across India. Its initiatives have included the ICC Men’s T20 World Cup 2024, Ganesh Chaturthi celebrations in Mumbai, Rath Yatra in Puri and Maha Kumbh 2025 in Prayagraj. The campaign has also supported the distribution of reusable collection bags during Tirupati Brahmotsavam and the Amarnath Yatra.
Through these initiatives, Anandana – The Coca-Cola India Foundation aims to strengthen responsible plastic waste collection, segregation and recycling at large public gatherings. By working with local authorities, NGOs, volunteers and communities, the Foundation continues to promote cleaner celebrations and more sustainable waste management practices across India.
Coca-Cola India Foundation initiative highlights the importance of collective action in keeping public spaces clean during large festivals. By working with local authorities, NGOs, volunteers and communities, Anandana aims to make responsible waste management a regular part of public celebrations and encourage more sustainable festival practices.
