Mumbai: In honour of World Environment Day, the 165-year-young Aditya Birla Group has initiated the #BigOnCircularity campaign to promote awareness on sustainability. As part of the campaign, the Group unveiled a digital video titled, #YehDuniyaGolHai, showcasing the voice of Bollywood actor, Vijay Raaz. 

With Vijay Raaz’s distinct style of dialogue delivery, the video uses prose to narrate an illustrated story of waste while explaining how it can become a valuable resource to save our planet. Revealing the impact of recycling, reusing, and repurposing, the video encourages users to turn waste into good by giving it a second life

The Group also released a longer version of the digital video that captures sustainability milestones, innovations and goals of its businesses.  

At the forefront of building a sustainable future, the Aditya Birla Group keeps circularity at the core of all its business decisions. Driven by a mission to minimise the environmental footprint, the Group is implementing innovative recycling practices to foster circularity across its products and businesses. Last year, the Group repurposed, recycled and co-processed over 11.9 million tonnes of waste, showcasing its commitment to responsible waste management practices. 

Here are a few examples of how the Aditya Birla Group successfully balances growth with environmentally conscious actions across its businesses and initiatives. The Group’s flagship firm, Grasim Industries, reuses more than 1.7 MMT of waste. The cement flagship, UltraTech, has utilised 3.74 lakh MT of waste in kilns. The retail fashion business, Aditya Birla Fashion and Retail (ABFRL) recycled and reused more than 99 per cent of waste. The metals flagship, Hindalco, supplied 1.2 MMT of red mud to UltraTech, reducing its dependence on natural resources. Novelis, the world leader in aluminium rolling and an independent subsidiary of Hindalco, recycles more than 82 billion used beverage cans annually. A can recycled today can be turned back into a new can and returned to store shelves in roughly 60 days. Birla Cellulose, a world leader in viscose staple fibre (VSF) and a trusted raw material partner for the global textile and non-woven value chain reuse 30 per cent textile waste through its innovative brand - Liva Reviva.