To further the mission of supporting sustainability efforts as an integral part of all sporting events, The Coca-Cola India Foundation – ‘Anandana,’ in collaboration with the International Cricket Council (ICC) and the United Way of Mumbai, initiated and delivered a waste management project during the ICC Men’s Cricket World Cup 2023.

The trash management project is consistent with Coca-Cola’s global goal to building a trash-Free World. The foundation’s sustainable packaging platform aims to achieve ambitious goals such as ensuring 100% global recyclability of packaging by 2025, using at least 50% recycled material in packaging by 2030 (Design), collecting and recycling a bottle or can for every bottle or can sold by 2030 (Collect), and fostering community engagement to foster a cleaner, debris-free environment (Partner).

Throughout the event, which runs from October 5 to November 19, a team of over 1000 volunteers wearing safety jackets made from recycled PET bottles has been deployed across the ten stadiums where World Cup matches are being held. These committed volunteers have been in charge of teaching spectators on proper waste segregation, ensuring garbage is correctly sorted into designated bins, and leaving the stadiums in pristine shape – a tribute to the dedication to a greener future.

“This ICC Men’s Cricket World Cup 2023, The Coca-Cola India Foundation – ‘Anandana’, is facilitating waste management at all 48 matches being played across the 10 host cities, with the support of on-ground housekeeping volunteers,” said Devyani Rajya Laxmi Rana, Vice President, Public Affairs, Communications, and Sustainability for Coca-Cola India and Southwest Asia. These volunteers are also wearing recycled PET bottle safety jackets. In addition, in conjunction with ICC, we have presented national flags made of recycled PET during national anthem events. This project is consistent with our worldwide strategy, World Without Waste, which promotes systemic change by promoting a circular economy for packaging.”

Coca-Cola India Foundation

Coca-Cola India intends to collect approximately 200 metric tonnes of garbage, which will be used to generate electricity.

“The #MaidanSaaf initiative has been close to our heart,” stated George Aikara, Chief Executive Officer of United Way of Mumbai. We work with Coca-Cola to make a long-term, beneficial impact on communities and livelihoods. We are working hard to speed our garbage recycling project, and with this current campaign, we hope to emphasize the importance of waste recycling during the event. We are using our Collective Community Impact methodology and working with a variety of stakeholders, including the local government administration, civil society organizations, and vendors. As a result, the campaign has the potential to turn World Without Waste into a common mission for everyone.”

Coca-Cola India launched #MaidaanSaaf during the ICC Men’s Cricket World Cup 2023 to ensure a sustainable sports experience. Reverse Vending Machines (RVMs) have been erected at several stadium touchpoints as part of our project to allow our fans to responsibly dispose of their PET bottles. Coca-Cola India and ICC have also created post-consumer PET bottle-made National Flags and ICC Unity Flags. PET bottles were recycled by Go-Revise, a Ganesha Ecosphere brand, to produce yarn, which was then utilized to make the flags. In each match, these flags are utilized during the National Anthem Ceremony.

Thums Up and Limca Sportz are the ICC Men’s Cricket World Cup India 2023’s official beverage and sports drink partners. Throughout the World Cup, Coca-Cola India will be participating in a variety of activities.

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