The Coca-Cola India Foundation (Anandana) has teamed up with the International Cricket Council (ICC) and United Way of Mumbai, to launch a waste management initiative during the ongoing ICC Men's Cricket World Cup 2023.

Dubbed MaidaanSaaf, the initiative aligns with Anandana’s mission to support sustainability efforts in all sporting events across the country.

As part of this scheme, Coca-Cola India installed reverse vending machines (RVMs) at various stadium touchpoints where fans could dispose of their polyethylene terephthalate (PET) bottles.

Go-Revise, a brand by Ganesha Ecosphere, then recycles the collected PET bottles and converts them into yarn, which is used to create national flags and ICC unity flags.

According to Coca-Cola India, these flags are used during the country's national anthem ceremony in each ICC match.

In addition, the recycled PET bottles are converted into safety jackets, which more than 1,000 volunteers deployed across the ten participant stadiums wore.

These volunteers have therefore been delivering awareness on proper waste segregation within the stadium itself.

Coca-Cola India and Southwest Asia Public Affairs, Communications and Sustainability vice-president Devyani Rajya Laxmi Rana said: "This ICC Men's Cricket World Cup 2023, The Coca-Cola India Foundation - 'Anandana', is facilitating waste management at all the 48 matches being played across the ten host cities, with the support of on-ground housekeeping volunteers.

“These volunteers are also donning safety jackets crafted from recycled PET bottles. In addition, we have also introduced national flags made with recycled PET during the national anthem ceremonies in collaboration with ICC. This initiative aligns with our global strategy called World Without Waste which drives systemic change through a circular economy for packaging."

Last month, Coca-Cola India announced the launch of 100% recycled PET-made bottles in the carbonated beverage sector.