Plastic waste has emerged as a significant environmental concern, especially during large-scale festivals in India, where millions of devotees converge, generating substantial amounts of waste. The Puri Ratha Yatra, one of the country’s most revered festivals, presented a unique challenge in this regard in 2024. 

Amid the vibrant celebrations, Hindustan Coca-Cola Beverages (HCCB) launched a monumental initiative aimed at tackling plastic waste through the collection of used PET bottles. This effort not only sought to mitigate the environmental impact of the festival but also aimed to cultivate a culture of sustainability among attendees.

In collaboration with the Anandana Coca-Cola India Foundation, the State Pollution Control Board of Odisha, Y4D Foundation, and several other local organizations, HCCB successfully gathered over 850,000 used PET bottles, totaling more than 17,000 kgs during the 12-day festival. This achievement illustrated the potential of corporate social responsibility in conjunction with community engagement to tackle the pressing challenge of plastic waste.

A Comprehensive Approach

The initiative featured a well-structured setup designed to ensure efficient waste collection and promote recycling education among festival-goers. HCCB deployed strategically placed collection bins throughout the festival grounds, making it easy for attendees to dispose of their plastic waste. Dedicated zones for bottle collection emphasized the company's commitment to effective waste management.

To further enhance engagement, HCCB mobilized trained volunteers, known as ‘Safai Sathis.’ These individuals played an essential role in raising awareness about recycling and responsible waste disposal. Their interaction with festival-goers fostered an inviting atmosphere that encouraged active participation. By educating attendees on the importance of sustainable practices, HCCB helped instill a sense of responsibility within the community regarding environmental conservation.

Support from Local Authorities

The initiative received strong support from the Government of Odisha, with the Deputy Chief Minister inaugurating the main collection stall. This collaboration underscored the significance of partnerships between public institutions and private enterprises in addressing environmental concerns. By demonstrating a unified commitment to sustainability, HCCB and the government sent a powerful message about the necessity of collective action against plastic waste.

With the festival attracting millions of visitors, HCCB recognized the unique opportunity to create a lasting impact. The immense turnout not only provided a platform for plastic waste collection but also facilitated widespread education on the importance of responsible waste management.

Community Engagement

HCCB’s initiative transcended mere collection; it focused on fostering community involvement. Throughout the festival, volunteers engaged in conversations with attendees, sharing insights about recycling processes and their environmental benefits. This interactive approach allowed participants to connect with the initiative personally, promoting a sense of community responsibility.

The placement of awareness stalls ensured that information on recycling and waste management was easily accessible to all. This initiative transformed the festival into a significant platform for environmental education, reaching individuals who may have previously been unaware of the impact of plastic waste on the environment.

The 2024 Puri Ratha Yatra became a powerful demonstration of how collaborative efforts could lead to substantial environmental change. HCCB’s initiative emerged as a central theme of the festival, inspiring attendees to consider their role in protecting the environment. The message of sustainability resonated deeply among the devotees, fostering a long-term commitment to eco-friendly practices.

Impact Created

The impact of HCCB’s PET bottle collection initiative at the Puri Ratha Yatra was far-reaching. Collecting over 850,000 PET bottles not only significantly reduced plastic waste but also elevated public awareness about environmental stewardship. Attendees left the festival with a deeper understanding of the importance of recycling and the vital role it could play in protecting the environment.

The results of the initiative were clearly visible. The collected plastic waste was directed towards recycling processes, minimizing its impact on landfills and reducing overall pollution. HCCB’s commitment to a ‘Used PET Bottle-Free Ratha Yatra’ established a successful model for future festivals, demonstrating how large-scale events could integrate sustainability into their frameworks.

Beyond waste collection, the initiative fostered pride and ownership among local communities. The involvement of volunteers and local organizations created a collaborative environment where participants felt a shared responsibility for the project’s success. This grassroots engagement not only led to immediate results but also laid the groundwork for long-term behavioral changes within the community.

HCCB's partnership with local organizations showed how important teamwork is in tackling environmental challenges. By combining resources and knowledge from different groups, the initiative demonstrated the power of working together.

The Road Ahead

Looking forward, HCCB reaffirmed its commitment to advancing sustainability and responsible waste management. Building on the success of the 2024 Puri Ratha Yatra, the company planned to implement similar initiatives at other festivals and events across India. These future projects would focus on engaging communities, promoting awareness, and collecting plastic waste to ensure that the message of sustainability reaches an even broader audience.

HCCB aimed to enhance its recycling programs and explore innovative solutions to further reduce plastic waste. By investing in research and development, the company sought to identify new strategies for minimizing its environmental footprint and contributing to a circular economy. Additionally, HCCB planned to strengthen collaborations with government bodies, NGOs, and local communities to amplify its impact.

As HCCB continued its journey toward environmental stewardship, it remained dedicated to fostering a culture of sustainability. The successful PET bottle collection at the Puri Ratha Yatra 2024 served as a significant milestone, reinforcing HCCB’s commitment to creating a cleaner, greener future for India. By prioritizing community engagement and responsible practices, HCCB aimed to inspire others to join the movement for a sustainable planet.