Coca-Cola India Unveils New Video Showcasing Recycling Innovation at Maha Kumbh 2025

Discover how Coca-Cola India transforms plastic waste into sustainable solutions at the Maha Kumbh Mela 2025, promoting recycling and community impact.

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Transforming Plastic Waste into Sustainable Solutions for One of the World’s Largest Cultural Gatherings

New Delhi, January 30, 2025: Coca-Cola India unveils a new video that highlights the transformation of plastic waste into practical resources at the Maha Kumbh Mela 2025. In partnership with Go Rewise, Econscious, and ReKart, Coca-Cola India is running the Maidaan Saaf campaign, which showcases how plastic waste can be recycled into useful resources that support the event and help reduce environmental impact.

The video offers a closer look at the process of transforming post-consumer plastic waste into 21,500 jackets, distributed to waste workers, boatmen, and volunteers at the Maha Kumbh Mela. Filmed at the Go Rewise facility, the footage takes viewers through the journey of used PET bottles being sorted, processed, and recycled into jackets. This initiative highlights Coca-Cola’s commitment to sustainability by demonstrating the real-world benefits of recycling and effective waste management system.

"We’ve recycled over 10,000 kilograms of plastic waste, giving it a new life by turning it into yarns for jackets that protect the volunteers, waste workers, and boatmen at Maha Kumbh. Our collaboration with Coca-Cola India demonstrates that recycling is more than an environmental effort that creates resource efficiency—it’s a catalyst for creating real impact on communities,"

Yash Sharma, Founder, Go Rewise, a brand by Ganesha Ecosphere Ltd.

In another part of this effort, Coca-Cola India     partnered with Econscious to transform multi-layer plastic waste into 1,000 women’s changing rooms, placed along the 12-km stretch of river ghats. These installations not only address the needs of female pilgrims but also highlight the potential of recycling. With striking artwork by renowned Indian artists like Aravani Art Project, Gaysi Family, and Priyankar Gupta, the changing rooms make a bold visual statement on sustainability.

“These recycled changing rooms made from multi-layer plastic are a perfect example of how sustainability and practicality can come together. They serve a real need for female pilgrims for a safe space to change while demonstrating how waste can be repurposed into functional solutions.” 

Sonal Shukla, Co-founder of Econscious highlighted,

Rekart Energies Private Limited, Coca-Cola India’s on-ground waste management partner, plays an essential role by ensuring effective waste collection, segregation, to enable post collection recycling, including food zones, hydration carts, and Reverse Vending Machines (RVMs).

“At Coca-Cola India, we believe that sustainability thrives through collaboration and action. Our Maidaan Saaf campaign is a step forward in fostering partnerships with key stakeholders to create practical, impactful solutions for waste collection and recycling.We believe that collaboration and innovative practices can transform waste into valuable opportunities at scale,”

Saloni Goel, Senior Director, ESG Value Creation, Coca-Cola India

This collaboration between Coca-Cola India and its partners demonstrates how recycling can make an impact on a large scale. By turning plastic waste into jackets, changing rooms, and other useful resources, Coca-Cola India is leading the way in sustainability. The video serves as a powerful testament to these efforts, offering an inside look into the creative processes and partnerships behind the campaign. 

To watch the video and learn more about this journey, click here:

About Coca-Cola India 
Coca-Cola in India is one of the country's leading beverage companies, offering a range of high-quality and refreshing beverage options to consumers. The company in line with its vision of 'Beverages For Life' offers a wide portfolio of products which includes hydration, sports, sparkling, coffee, tea, nutrition, juice, and dairy based products. In India it's beverage range includes Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Charged by Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices. The company also offers hydration beverages including Limca Sportz, Smartwater, Kinley, Dasani, and Bonaqua packaged drinking water and Kinley Club Soda. Premium products constitute Schweppes and Smartwater. In addition, it offers Costa Coffee range of tea and coffee. The company is constantly transforming its portfolio, from reducing sugar in its drinks to bringing innovative new products to market.

The company along with its owned bottling operations and franchise bottling partners has a strong network of close to 4 million retail outlets through which it refreshes millions of consumers across the country. It seeks to positively impact people's lives, communities and the planet through water replenishment, packaging recycling, sustainable agriculture initiatives, and carbon emission reductions across its value chain.

Globally together with its bottling partners, the Coca-Cola Company employs more than 700,000 people, helping to bring economic opportunity to local communities worldwide. Learn more at www.cocacolacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.
About Maidaan Saaf Campaign

Maidaan Saaf is Coca-Cola India’s sustainability initiative focused on waste management and recycling at large-scale events. The campaign brings together partners like Go Rewise, Econscious, and ReKart to transform plastic waste into useful resources or public utilities. It also engages waste pickers, sanitation workers, and volunteers to enhance waste segregation and recycling efforts to reduce waste and send collected plastic waste back into the recycling ecosystem. Through innovative recycling and on-ground waste management, Maidaan Saaf reinforces Coca-Cola’s commitment to increasing the use of recycled material in primary packaging and supporting higher collection rates.