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Tag: Coca Cola India

  • Coca-cola bowls a green over with Maidaan Saaf at Women’s World Cup

    Coca-cola bowls a green over with Maidaan Saaf at Women’s World Cup

    MUMBAI: Forget sixes and stumpings, this World Cup is also about sweeping. As the ICC Women’s Cricket World Cup 2025 kicks off in India, Coca-cola India, in partnership with the International Cricket Council (ICC), has launched its Maidaan Saaf campaign, turning stadiums into test cases for sustainability between 30 September and 2 November.

    The idea is simple but striking: fold responsible waste management into the very fabric of the fan experience. That means volunteers guiding spectators on segregation, safai saathis and waste workers working shoulder to shoulder with stadium staff, and installations crafted from recycled plastic that double as Instagrammable art. Even the giant national flags unfurled during anthem ceremonies have been stitched from recycled PET bottles (rPET), a reminder that waste can wave as a symbol of pride.

    Coca-cola vice president of public affairs communications and sustainability for India & South West Asia Devyani Rana said, “Cricket connects millions of people, and through Maidaan Saaf we want to ensure these shared moments of joy also leave a positive impact. Our work with ICC and grassroots partners demonstrates that major sporting events can inspire communities to recycle more and waste less, while still delivering an unforgettable fan experience.”

    The ICC is equally invested in making sustainability part of cricket’s playbook. ICC chief commercial officer Anurag Dahiya added, “Cricket has the power to inspire positive change well beyond the boundary. Through this partnership with Coca-cola India, we are embedding sustainability into the ICC Women’s World Cup 2025. Fans will see how simple actions like segregating waste or celebrating recycled creations can make our sport more inclusive and responsible.”

    The campaign builds on Coca-cola India’s earlier innings: at the ICC Men’s World Cup 2023, the company ran one of the largest-ever waste management programmes at a sporting event in India. The Rpet flag from that tournament entered the Limca Book of Records 2025, cementing its place in sustainability’s hall of fame.

    With Maidaan Saaf, Coca-cola India is doubling down on its commitment to circularity. Working with NGOs, recyclers and local authorities, the initiative aims to show that cricket can be more than a spectacle, it can be a platform for greener habits.

    So as fans cheer boundaries and wickets this season, they’ll also be part of a quieter but equally important game: proving that stadiums can be as clean as they are loud.

  • Coca-Cola India Foundation unveils stories of transformation through Amrit Sarovar revival in Rajasthan

    Coca-Cola India Foundation unveils stories of transformation through Amrit Sarovar revival in Rajasthan

    MUMBAI: Over the past decades, Sikar district has experienced irregular monsoon seasons, with an average annual rainfall of just 550 mm, leaving communities vulnerable to severe water scarcity. The available water was also affected by high fluoride levels, leading to health issues within the community. Under its campaign ‘Refreshing Difference,’ Anandana – The Coca-Cola India Foundation released a video series highlighting the impact of its long-running water access initiative in the district. Implemented in collaboration with Social Action for Rural Advancement (SARA), the initiative focuses on reviving traditional water systems to address water scarcity in the drought-prone regions of Sikar, Rajasthan.

    The newly launched video series features stories of transformation and is narrated by beneficiaries who have been directly impacted by the project.

    • Kamlesh Devad, a young sarpanch, helped lead the efforts to expand water access across 6 villages: Click Here
    • Shravan Lal Ghayal shares how the recharged pond has revived his village’s groundwater and provided water access to local animals: Click Here
    • Lala Ram Punya transformed his dry farmland into thriving fields assisted by the check dams: Click Here

    Over the past decade, the project has benefited 18,000+ residents across six villages – Rajpura, Balyawas, Karad, Khora, Dungri Khurd, and Chhota Narena. It includes check dams, pond restoration, and groundwater recharge. These efforts ensured safe drinking water access, enhanced agricultural productivity, revitalized local ecosystems, and supported more resilient rural livelihoods.

    Lauding the initiative, Social Action for Rural Advancement (SARA) director Mota Ram said, “What makes this project different is not just the structures we built, but the mindset we helped shift. We worked with communities. Families contributed, some gave ₹100, some gave labour, others gave land. That ownership changed everything. We insisted on equal pay for women, trained them as barefoot engineers, and helped form Village Development Committees that now manage the water systems themselves. Even nine years after project completion, they’re still maintaining, adapting, and innovating. With the support from Anandana, The Coca-Cola India Foundation, we created more than just recharge structures, we created local stewards of sustainability.”

    Sharing the impact on his community, Kamlesh Devad, Sarpanch of Laxmipura, said, “The check dams constructed in Laxmipura, Rajpura, and Nausal through the efforts of SARA and Anandana, have transformed our villages. Rainwater now stays, recharging wells and ponds, and providing much-needed water for both farming and livestock. Earlier, our cattle struggled during dry spells. But now, they drink from the ponds revived by this initiative. Farmers are seeing better yields, and the entire village benefits. These structures haven’t just conserved water; they’ve strengthened our way of life and supported livelihoods.”

    Rajiv Gupta, Director, Anandana, The Coca-Cola India Foundation, said, “Water is fundamental to thriving communities and resilient ecosystems. In Rajasthan, our interventions focus on restoring traditional water systems and building local infrastructure that strengthens long-term water security. Through the ‘Refreshing Difference’ campaign, we are deepening our commitment to water stewardship in the state, supporting agricultural sustainability, community health, and climate resilience. Our partnership with organisations like SARA is part of a broader effort to empower local communities and drive meaningful, lasting change across high-need regions.”

  • Coca-Cola India’s recycled PET flag makes Limca Book of Records history with sustainable swing

    Coca-Cola India’s recycled PET flag makes Limca Book of Records history with sustainable swing

    MUMBAI: On a cricket field where sixes were smashed and fans chanted for centuries, a different kind of record took centre stage. Coca-Cola India has earned a spot in the Limca Book of Records 2025 for crafting the country’s largest national flag made from recycled PET (rPET) bottles—a sustainable salute that flew high during the ICC Men’s Cricket World Cup 2023.

    The eco-friendly tricolour, stitched from approximately 11,000 post-consumer PET bottles, made its debut at the tournament’s opening ceremony and fluttered proudly at every India match across 10 stadiums from 5 October to 19 November 2023. This showstopper wasn’t just about symbolism. It was a centrepiece of Coca-Cola India’s Maidaan Saaf campaign, aimed at advocating responsible waste management and nudging fans toward conscious consumption.

    Backed by Go Rewise and Ganesha Ecoverse Limited, the bottles were turned into Global Recycled Standard-certified yarn before being stitched into the vibrant flag. Alongside it, over 1,000 volunteers clad in rPET safety jackets took on the role of cleanliness champions. They fanned out across stadiums to educate fans on proper waste segregation while ensuring the stands didn’t look like post-match war zones.

    “This moment is not just about setting a record; it’s about reimagining possibilities”, said Coca-Cola India & south west Asia VP – public affairs, communications and sustainability Devyani Rana. “We extend our heartfelt thanks to our partners ‘Go Rewise’ who played a crucial role in creating the Recycled PET Flags, and to ICC for their invaluable efforts”.

    International Cricket Council CCO Anurag Dahiya called the recognition a ‘proud moment’, while Go Rewise founder Yash Sharma underlined the impact of innovative recycling, “It not only reduces waste but also gives rise to powerful symbols of unity and environmental responsibility”.

    The Maidaan Saaf campaign, launched in 2023, is part of Coca-Cola’s wider sustainability roadmap. It focuses on innovative packaging, integrating recycled materials, and boosting recyclability. The flag is both a literal and figurative banner of Coca-Cola’s packaging goals, which include ‘Design’ and ‘Partner to Collect’—strategies built to leave a lasting impact on communities while tackling India’s plastic problem.

    With the Limca Book of Records nod, Coca-Cola India has given a new meaning to making the nation proud—not just with cricket, but with conscience.

  • National women’s hockey league final round tees off with Coca-Cola India

    National women’s hockey league final round tees off with Coca-Cola India

    MUMBAI: The final showdown of India’s premier women’s hockey competition kicked off yesterday in Ranchi, as eight elite teams clash in a battle for national supremacy. The National Women’s Hockey League 2024-25, now in its climactic phase, runs until 28 March with backing from soft-drink behemoth Coca-Cola India and its charitable arm Anandana.

    Following a rollicking first phase last spring, the tournament continues to serve as both talent showcase and potential national team audition. The cream of Indian hockey—drawn from Hockey Haryana, Hockey Maharashtra, Hockey Jharkhand, Hockey Madhya Pradesh, Hockey Bengal, Hockey Mizoram, Manipur Hockey, and Hockey Association of Odisha—are slugging it out on the turf after qualifying through the 14th Senior Women National Championship.

    For Coca-Cola, the league forms part of its #SheTheDifference campaign, which aims to boost women’s participation in sports. The partnership delivers more than just fizzy drinks, providing specialized coaching, training kit, nutritional advice and tournament organization.

    “We are thrilled to host the final phase of the National Women’s Hockey League,” said Hockey India president Dilip Tirkey, barely containing his excitement. “This partnership is instrumental in elevating women’s hockey in India, providing young athletes with the resources and opportunities needed to excel.”

    Hockey India secretary general Bhola Nath Singh, , struck a similar tone, praising the “steadfast commitment” from Coca-Cola that has “created a strong foundation for female athletes.”

    The initiative represents more than mere corporate box-ticking for the beverage giant. “The National Women’s Hockey League is not just a tournament—it’s a platform that nurtures the next generation of women athletes,” explained Coca-Cola India Foundation  director Rajiv Gupta, waxing lyrical about the power of sport.

    Through their #SheTheDifference campaign—a name that would make even the most hardened marketing executive wince—Coca-Cola aims to inspire “more young women to break barriers and pursue their passion in sports.”

    Whether this corporate largesse helps India’s women hockey players match the gold-medal-winning exploits of their cinematic counterparts in “Chak De! India” remains to be seen. For now, all eyes are on Ranchi, where sticks are swinging, balls are flying, and dreams of national glory hang in the balance.

  • Coca-Cola India promotes sustainability at Maha Kumbh with ‘Maidaan Saaf’

    Coca-Cola India promotes sustainability at Maha Kumbh with ‘Maidaan Saaf’

    MUMBAI: The Maha Kumbh 2025 in Prayagraj, a historic gathering of millions, isn’t just about spirituality this year—it’s also taking a giant leap towards sustainability.

    Enter Coca-Cola India, whose ‘Maidaan Saaf’ initiative is not only cleaning up the grounds but also cleaning up its image (quite literally).

    Swachh Kumbh initiative

    In partnership with PHD Rural Development Foundation (PHDRDF) and the Prayagraj Mela Authority (PMA), Coca-Cola India is turning waste into wonders, proving that recycling is more than just a buzzword.

    From 21,500 jackets made of recycled PET bottles to women’s changing rooms crafted entirely from multi-layered plastic waste, they’ve taken trash and turned it into treasure.

    When was the last time your jacket had a backstory?

    At this year’s Kumbh:

    . 21,500 recycled PET jackets were handed out to sanitation workers, boatmen, and waste volunteers.

    .10,000 jackets for sanitation workers championing the Swachh Kumbh initiative.

    . 10,000 life jackets for boatmen ferrying devotees across the river.

    . 1,500 jackets for waste management volunteers.

    Swachh Kumbh initiative

    These jackets don’t just look cool—they’re a walking billboard for the potential of recycling.

    Who knew trash could look so chic?

    Privacy is golden, especially at an event hosting millions. Coca-Cola has installed 1,000 changing rooms made entirely from recycled plastic along a 12 km stretch of the river ghats. But these aren’t your average cabins—each room is a work of art, featuring designs by Aravani Art Project, Gaysi Family, and Priyankar Gupta.

    The aim? To make visitors rethink waste, one colourful illustration at a time. Plus, let’s not forget—these rooms are designed to be ventilated and, of course, Instagram-worthy.

    What’s more innovative than a regular dustbin? A Reverse Vending Machine (RVM). Coca-Cola has installed these at railway stations, food courts, and hotspots around the city. Toss your PET bottle in, and voila, you’ve contributed to recycling on the go.

    And for those needing hydration on their spiritual journey, hydration carts are placed every 400 metres, complete with waste bins and creative artwork that screams, “Recycle Me!”

    PHDRDF CEO Vivek Vyas summed it up perfectly, “This partnership with Coca-Cola India embeds sustainable practices into the heart of the Kumbh. It’s a benchmark for a cleaner, safer, and eco-conscious future.”

    Meanwhile, Coca-Cola India VP Devyani Rana added, “With Maidaan Saaf, we aim to show that discarded items can be transformed into valuable resources, uniting millions of visitors in a collective mission to reduce waste.”

    If faith can move mountains, can it also move trash? Coca-Cola India, alongside its collaborators, is making a bold statement: sustainability isn’t a side gig—it’s the main act. By turning one of the world’s largest gatherings into an eco-friendly wonderland, they’re setting a benchmark for future events.

    If Coca-Cola can turn its packaging into life jackets and changing rooms, what can you do with your waste?

  • SalesCode.ai announces the launch of ‘CPG CXO Conclave’

    SalesCode.ai announces the launch of ‘CPG CXO Conclave’

    Mumbai: SalesCode.ai, an advanced AI-powered platform for consumer packaged goods (CPG) sales, has announced the launch of its flagship event – the ‘SalesCode CPG CXO Conclave’ on the occasion of its tenth anniversary.

    With “10 Years Future Forward with AI” as its theme, the first-of-its-kind conclave is scheduled for 23 August 2024 at the Grand Hyatt in Gurugram.

    ‘SalesCode CPG CXO Conclave’, focused on future defining trends and disruptions that will shape the next 10 years of the CPG sector, is already attracting a lot of attention and anticipation from the senior leaders of the industry.

    Some of the notable special guests and industry leaders attending the event are Coca-Cola India and SouthWest Asia, president, Sanket Ray; ITC TM&D Division, CEO, Sandeep Sule; Britannia, CEO, Rajneet Kohli; DFM Foods, CEO & MD, Vipul Prakash; Avaana & Board of Directors, Nestle, founding partner, Anjali Bansal; Nexus, ex co-founder, Sandeep Singhal; G.O.A.T Brand Labs, founder, Rishi Vasudev; OTP Ventures, founder, Suhail Sameer (former CEO – BharatPe); Accenture, head of AI/Gen AI, Prashant Kumar (founder & CEO, Entropia); RP Sanjiv Goenka Group, president FMCG, Rajeev Khandelwal.

    The upcoming event will bring together 200 plus global corporate leaders, including CEOs, CXOs, start-up founders, and investors, to explore how sales and RTM (route to market) technologies developed in the last 30 years will be reinvented with AI and eB2B in the next three years.

    SalesCode.ai CEO and co-founder Ranjeet Kumar said, “There is a huge future defining disruption happening in CPG sales and RTM, with AI and eB2B. This has made it imperative for CPG companies to adopt these innovations to ensure future growth and competitiveness. However, while many companies are aware of this change, only a few can envision its impact and the risk of not taking action in the near future.”

    “With ‘SalesCode CPG CXO Conclave’, we intend to provide all the stakeholders with a platform to converge and discuss the changing dynamics, identify opportunities, and address challenges. This conclave is an extension of our commitment to make an impact and define the future of sales for the CPG industry. We will continue to deliver on our mission to empower CPG companies by reinventing Sales and RTM processes with AI and eB2B and guaranteeing sales uplift,” he added.

    Key topics and highlights:

    1    Coming of AGI and super intelligence! What Business Leaders must do!

    2    Unveiling industry-defining, future-ready technologies for sales

    3    NextGen Sales Team and RTM with GenAI and eB2B

    4    CEO and CXO Panel discussions on future defining trends and disruptions that will shape the next 10 years (AI, eB2B, D2C, Q-Comm, B2B2C)

    The conclave will commence with a grand opening reflecting on SalesCode.ai’s transformative journey over the past decade and its ambitious vision for the next ten years. Additionally, attendees will witness a series of innovation showcases and panel discussions featuring prominent CEOs and CXOs, providing deep insights into the transformative trends impacting the CPG sector.

    Among those, two key panel discussions are focused on the ‘NextGen Sales Team & RTM with GenAI and eB2B’ and ‘Future Defining Trends & Disruptions’. These discussions will delve into how technologies like AI and eB2B are accelerating change in the CPG industry, the evolving role of sales teams, and how parallel forces such as D2C, QCommerce, and B2B2C are reinventing traditional processes and shaping the future of CPG firms.

  • Thums Up’s Olympics campaign demonstrates the power of a ‘thumbs up’ gesture

    Thums Up’s Olympics campaign demonstrates the power of a ‘thumbs up’ gesture

    Mumbai: Thums Up, the homegrown billion-dollar beverage brand under The Coca-Cola Company, is thrilled to announce its new campaign, ‘Utha Thums Up, Jagaa Toofan’ for the upcoming Paris 2024 Olympic and Paralympic Games. The campaign is based on a simple but powerful idea: the motivating effect of a ‘thumbs up’ on athletes which encourages them to give their best performance. Our athletes are dynamic ‘toofans’ themselves, they inspire the nation to trust in their inner strength. But a champion is not made overnight. Every time an athlete deals with a setback or feels a moment of hesitation, a simple thumbs-up from their supporters, coach, friends, and family helps them regain confidence and keep pursuing victory – and this is precisely the essence of the campaign.

    As part of The Coca-Cola Company’s enduring partnership with global sports events, Thums Up has been committed as the official global partner for the 2024 Olympic and Paralympic Games. Thums Up has consistently and continuously cheered for the perseverance, courage, and determination of both able-bodied and para-athletes who showcase India’s talent on the world stage. Featuring Sift Kaur Samra, Lovlina Borgohain, Nikhat Zareen, Rubina Francis, and Sakshi Kasana, the campaign film illustrates a series of compelling narratives and visual storytelling, showcasing real-life moments where athletes relive the power of a thumbs-up.

    Commenting on the campaign, Coca-Cola India, and South-West Asia senior category director, sparkling flavours Sumeli Chatterjee said, “We are thrilled to be a part of India’s Olympics and Paralympics dream. The power-packed performances of our athletes in global sports over the past 4 years have filled us with immense pride. Paris 2024 will be a historic occasion, and we are honoured to support our athletes in their journey. We truly believe a simple gesture of a thumbs-up can make any moment a powerful turning point – not only for athletes but for everyone. This gesture, paired with the iconic Thums Up brand, reflects the spirit of tenacity and unwavering determination.”

    Commenting on her association with the campaign, Sift Kaur Samra said, “I’m humbled to be a part of this campaign. Knowing that countless people are cheering us with a thumbs-up gives us the courage to perform our best on the world stage. It’s a testament to the support we receive from our nation.”

    Commenting on her association with the campaign, Lovlina Borgohain, “It’s a pleasure to be associated with Thums Up. Being a boxer, I’ve experienced the value of encouragement, especially during tough matches. A simple gesture of support can be incredibly motivating, and this campaign truly emphasizes that.”

    Commenting on her association with the campaign, Nikhat Zareen, “In the ring, every thumbs Up fuels my determination to jab harder and go the distance. It’s great to have Thums Up as a brand acknowledge the importance of support and belief in athletes like us.”

    Commenting on her association with the campaign, Rubina Francis, “Thums Up’s campaign sparks resilience and unity, showing how a simple gesture can inspire us to give our best shot.”

    Commenting on her association with the campaign, Sakshi Kasana, “As athletes, the power of supporters is a force which helps us be our strongest self. In moments of uncertainty, fans can unleash the best of ourselves, enabling us to rise against all odds.”

    Ogilvy India (North) chief creative officer Ritu Sharda said, “There is great power in one thumbs up. It can awaken a storm inside you, and lift you just when you are about to give up. Now imagine, what a billion thumbs up can do. This Olympics, we are sending our athletes to strike thunder with the power of a billion thumbs up. And that’s the emotion we wanted to capture with this new Thums Up campaign. Utha Thums Up, Jagaa Toofan.”

    The campaign will use a 360-degree marketing approach, using different channels to reach and engage consumers, such as television, digital, print and OOH. The brand has created a series of films that capture the story of the athletes and their historic journey to Paris. 

  • Maaza celebrates Mango Day

    Maaza celebrates Mango Day

    Mumbai: Maaza, Coca-Cola India’s homegrown mango beverage brand, pays tribute to the beloved fruit and the cherished spirit of dildaari that the brand has been championing. From family feasts on Sunday afternoons to social gatherings, Maaza has always evoked a sense of nostalgia, fostering connections over the taste of real juicy mangoes.

    Crafted from real Alphonso mangoes, each bottle of Maaza captures the essence of this golden fruit, delivering a flavour that resonates with mango lovers across generations. The brand is also devoted to deseasonalizing the delight of mangoes, enabling enthusiasts to savour its taste year-long. It is why Maaza has become synonymous with pure joy. Its name, meaning “enjoy” in Hindi, is a promise—a promise that each drop will be a burst of delight, refreshing and utterly satisfying.  

    Since its inception in 1976, Maaza has transformed into a beloved companion in life’s special moments. However, in the past few years, the brand has also embarked on a journey to embody a purpose rooted in the generosity and warmth of mangoes with its meaningful campaigns. Maaza’s ‘Dildaari’ campaigns seamlessly weave the lusciousness of mangoes with the timeless virtue of dildaari, reminding us of the beauty in simple connections.

    Reflecting on Mango Day and the legacy of Maaza, director-marketing at Coca-Cola India Ajay Konale said, “Maaza is more than a brand, it’s a drink that brings joy to millions of Indians. For five decades, it has continued to charm people with the authentic taste of real mangoes. This Mango Day, Coca-Cola India celebrates Maaza’s purpose of ‘Dildaari’ to spread positivity by forging meaningful, heartfelt connections.”

    As you indulge in that refreshing sip, remember, that Maaza is a celebration of life, love, and the sweet moments we share together.

  • Coca-Cola India and Gram Unnati Launch ‘Project Mango Unnati’

    Coca-Cola India and Gram Unnati Launch ‘Project Mango Unnati’

    Mumbai: Coca-Cola India, in collaboration with Gram Unnati, is excited to announce the launch of “Project Mango Unnati,” with an aim to revolutionise sustainable mango cultivation initiative, focusing on the Alphonso and Totapuri varieties in Karnataka.

    Project Unnati will collaborate closely with state horticulture agencies such as Krishi Vigyan Kendra (KVK), the Mango Board, the Indian Institute of Horticultural Research (IIHR), and various horticulture departments across different districts.

    Commenting on the launch of the project, Gram Unnati, CEO & founder Aneesh Jain said, “Gram Unnati is proud to partner with Coca-Cola India on this transformative project that underscores our commitment to sustainable agriculture and farmer empowerment. By adopting modern practices and focusing on quality, we aim to significantly enhance the livelihoods of mango farmers in Karnataka. Together, we will drive sustainable growth and innovation in mango farming, benefiting farmers and the environment alike.”

    “Farmers are the backbone of India’s horticulture system. With Project Mango Unnati, we aim to elevate the livelihoods of these farmers with advanced horticulture solutions, empowering them to significantly increase their incomes. This aligns with the Government of India’s vision for Atma Nirbhar Bharat, making the agrarian economy self-reliant”, said Coca-Cola India and Southwest Asia senior director- CSR and sustainability Rajesh Ayapilla.

    Project Mango Unnati will promote ‘Sustainable Agricultural Practices’ to enhance mango yields and farmer incomes by improving the quality, size, and shelf life of the fruit. This would help farmers achieve better market prices. The project will also demonstrate and facilitate the adoption of rejuvenation techniques for old and senile orchards and high-density plantation (HDP) practices.

    Project Mango Unnati will also emphasise on sustainable agriculture through micro irrigation, integrated pest management (IPM), and water conservation techniques such as mulching and rainwater harvesting. Through this initiative farmers will receive training in safe and modern agricultural practices to ensure sustainable farming.

    The project will provide crop advisory services, including climate forecasting and crop alert systems, to equip farmers with climate-smart techniques besides enhancing the traceability and sustainability of the crop that will help farmers achieve better returns for their produce. Special training modules have been designed to empower female farmers, promoting gender equality in the agricultural sector.

  • India wins ICC T20 World Cup 2024: Coca-Cola India and ICC feature made in India recycled PET flag

    India wins ICC T20 World Cup 2024: Coca-Cola India and ICC feature made in India recycled PET flag

    Mumbai: In the thrilling conclusion of ICC Men’s T20 World Cup 2024 held in the USA and the West Indies where India truly emerged victorious, by winning the prestigious tournament. Coca-Cola India and the ICC once again brought a refreshing difference by combining cricket passion with a commitment to sustainability.

    This year’s Men’s T20 World Cup matches featured the ‘Made in India’ National Flags and the Cricket 4 Good Flags, crafted from post-consumer recycled PET bottles. These bottles were transformed into polyester fabric and recycled yarn, made by recycling garbage and plastic bottles. These flags were proudly displayed during the national anthem ceremony at the respective stadiums.

    Coca-Cola India first introduced the recycled PET National Flags during the ICC Men’s Cricket World Cup in 2023, becoming the first company in the world to introduce these flags in cricket. Following the impactful, sustainable strides made previously through several green initiatives during the marquee event, Coca-Cola India continues to showcase environmental responsibility by the creation of these National Flags of the participating 20 nations, the largest flags in the world with the size— 35 metres by 20 metres and the nine ICC Cricket 4 Good Flags.

    In addition, Thums Up was the official beverage and sports drink partner for the ICC Men’s T20 World Cup 2024. Recently, Coca-Cola has extended its partnership with ICC, committing to serve as a global partner for ICC events until 2031. This renewed collaboration solidifies Coca-Cola’s support for cricket across all three formats, ensuring a lasting sustainable impact on the sport, worldwide.

    Approximately 11,000 PET bottles have been transformed into each national flag, and 2,000 bottles into each ICC Cricket 4 Good Flag by Go Rewise by Ganesha Ecoverse Limited and their partner. Even the packaging for these flags is made from recycled material, emphasizing on a holistic approach to sustainability. Also, all these flags are Global Recycled Standard (GRS) certified, meeting international standards for recycled content, social and environmental practices, and chemical restrictions. Further, the use of cutting-edge AI sorting systems has boosted waste segregation efficiency, enhancing resource recovery. Simultaneously, the collection systems have empowered over 50,000 waste workers, including women. A dedicated team of 600 workers was built to bring these magnificent flags to life. Each of these flags produces 60 per cent lesser carbon emissions while saving hundreds of kgs of waste going to landfills and reducing dependency on fossil fuel-based resources.

    Coca-Cola India and Southwest Asia (INSWA) senior director-CSR and sustainability Rajesh Ayapilla said, “At Coca-Cola, we’re excited to unite cricket passion with our commitment to sustainability at the ICC Men’s T20 World Cup 2024. These recycled PET flags showcase our dedication to circularity and environmental responsibility. By turning post-consumer plastic bottles into symbols of national pride, we celebrate fans and take a significant step towards a greener future. We believe that the initiative will set a precedent for future events and will continue to inspire a positive change.”

    ICC chief commercial officer Anurag Dahiya said, “ICC World Cups have once again proven to be a fantastic platform to showcase the partnership between Coca-Cola India and the ICC, highlighting our shared commitment to cricket and the environment. The ‘Made in India’ recycled PET flags were a powerful initiative of our exciting partnership. Not only did they create a vibrant atmosphere during the national anthem ceremonies, but they also demonstrated how innovation can promote sustainability within cricket.”

    Go Rewise founder Yash Sharma said, “Our mission is to wisely recycle every bottle used and disposed off into high-value products and give multiple lives to our resources. As the ICC World Cup fans cheered for their nations, the world saw a combination of India’s sports as well as technological prowess in recycling post-consumer waste and the craft of 100+ artisanal men and women creating a symbol of sustainability and sportsmanship through flags made of recycled PET bottles. We are proud to partner with Coca-Cola to continue their commitment to weave sustainability into sports.”

    Through this innovative initiative, Coca-Cola India and the ICC are not just promoting a sustainable future but also inspiring cricket fans to join the movement towards environmental stewardship.