The Coca-Cola India Foundation launched the ‘Maidaan Saaf’ initiative to improve PET bottle collection during the Puri Rath Yatra in 2026 [1].
Large-scale religious festivals often generate significant plastic waste, creating environmental challenges for host cities. This partnership aims to mitigate that impact by strengthening waste management infrastructure, and promoting responsible disposal habits among millions of attendees.
The program, known as Anandana, is a collaboration between the Coca-Cola India Foundation and Hindustan Coca-Cola Beverages (HCCB) [1]. To ensure the initiative's success, the foundation partnered with the Puri Municipal Corporation, the Puri District Administration, and the Housing & Urban Development Department [2].
Efforts focused on creating a cleaner festival environment through the deployment of specialized resources. The initiative mobilized more than 200 volunteers [1] to assist with the collection and sorting of plastic bottles throughout the event venue in Puri, Odisha.
By integrating local government support with corporate resources, the 'Maidaan Saaf' project sought to streamline the process of recovering PET bottles. These efforts are designed to prevent plastic pollution from entering local waterways and landfills during the peak of the festivities [1].
The initiative emphasizes the importance of a circular economy by ensuring that collected plastics are diverted toward responsible recycling streams [2]. This approach reduces the overall environmental footprint of the Rath Yatra, one of India's most attended annual events.
“The ‘Maidaan Saaf’ initiative to strengthen responsible PET bottle collection during the Puri Rath Yatra 2026”
This initiative reflects a growing trend of public-private partnerships in India to manage the environmental externalities of mass gatherings. By targeting PET bottles specifically, the Coca-Cola India Foundation is addressing a primary source of plastic litter while leveraging municipal infrastructure to ensure the waste is actually recovered and recycled.
