MUMBAI: In a city where devotion spills into the streets each year, this time the bottles won’t. Hindustan Coca-Cola Beverages (HCCB) in partnership with Puri Municipality and several civic bodies has flagged off the ‘Used PET Bottle-Free Rath Yatra 2025’ initiative to tackle plastic waste during the iconic annual chariot festival in Puri, Odisha.
The campaign was formally unveiled on 16 June in the presence of Hon’ble deputy chief minister of Odisha Parida; Minister of Housing and Urban Development Krushna Chandra Mahapatra; and other senior officials including Puri Municipality executive officer Satyabrata Sahu (ACS) and Abhimanyu Behera.
Targeting the swelling crowds expected between June 27 and July 5, the effort builds on the momentum of last year’s drive, aiming to significantly reduce plastic litter with city-wide collection and public engagement. The programme will deploy more than 180 trained volunteers and install 200 PET collection bins across high-footfall areas like Swargadwar Beach, Puri Railway Station, and Badasankha.
“At HCCB, we believe real change happens when businesses, communities, and the government come together to work towards one goal. The Rath Yatra brings together people from all over the country, and with that comes a shared responsibility to care for the city that hosts them. Through our ‘Green Sweep’ initiative this year, we will be working closely with civic partners to set up strategic collection points, deploy trained volunteers, and introduce creative engagement tools like street plays to raise awareness. We’re proud to be part of this effort alongside Anandana, The Coca-Cola India Foundation, the Odisha government and aim to make the Puri Rath Yatra free of used PET bottles”, said HCCB chief public affairs and sustainability officer Himanshu Priyadarshi.
The project is being executed in collaboration with Anandana (The Coca-Cola India Foundation), the Odisha Development Management Programme (ODMP), and the Y4D Foundation. The municipal partnership includes awareness-building drives like plogging activities and a PET collection rally held earlier this month. These efforts aim to educate locals and tourists on responsible PET disposal and segregation.
“Managing plastic waste during high-footfall events like the Rath Yatra in Puri is a shared responsibility and requires collective action. Through PET collection points, volunteer-led engagement, and awareness outreach, we are humbled to play a role in making responsible disposal easier and more accessible for everyone attending”, said Coca-Cola India and southwest Asia VP, public affairs, communications, sustainability Devyani R L Rana.
The initiative will also feature live street plays and help desks manned by trained vendors to ensure correct usage of the disposal infrastructure, especially in temple zones and beach areas. Volunteers will double as on-ground educators, encouraging visitors to sort their used bottles correctly into designated PET bins.
The campaign officially flags off on 26 June, a day before the main festival begins, and underscores a rare feat—blending religious fervour with environmental action. If successful, it may just inspire more pilgrimages to go plastic-free.