Coca-Cola India has launched a Maidaan Saaf (field clear) campaign at the Maha Kumbh Mela 2025. In partnership with Go Rewise, Econscious, and ReKart, Coca-Cola India is running this initiative to recycle plastic waste.

The brand has rolled out a video to highlight the same. It showcases how plastic waste can be recycled into useful resources that support the event and help reduce environmental impact.

The video offers a closer look at the process of transforming post consumer plastic waste into 21,500 jackets, distributed to waste workers, boatmen, and volunteers at the Maha Kumbh Mela. Filmed at the Go Rewise facility, the footage takes viewers through the journey of used PET bottles being sorted, processed, and recycled into jackets.

In another part of this effort, Coca-Cola India partnered with Econscious to transform multi-layer plastic waste into 1,000 women’s changing rooms, placed along the 12-km stretch of river ghats. These installations not only address the needs of female pilgrims but also highlight the potential of recycling.

Yash Sharma, founder, Go Rewise, said, "We’ve recycled over 10,000 kilograms of plastic waste, giving it a new life by turning it into yarns for jackets that protect the volunteers, waste workers, and boatmen at Maha Kumbh. Our collaboration with Coca-Cola India demonstrates that recycling is more than an environmental effort that creates resource efficiency—it’s a catalyst for creating real impact on communities."

Sonal Shukla, co-founder, Econscious, added, “These recycled changing rooms made from multi-layer plastic are a perfect example of how sustainability and practicality can come together. They serve a real need for female pilgrims for a safe space to change while demonstrating how waste can be repurposed into functional solutions.”

Saloni Goel, senior director, ESG value creation, Coca-Cola India, said, “At Coca-Cola India, we believe that sustainability thrives through collaboration and action. Our Maidaan Saaf campaign is a step forward in fostering partnerships with key stakeholders to create practical, impactful solutions for waste collection and recycling. We believe that collaboration and innovative practices can transform waste into valuable opportunities at scale."