MAM
Coca-Cola turns plastic waste into Mela structures
Maidaan Saaf brings recycled rooms towers and 25000 liners to 8 crore pilgrims.
MUMBAI: At a gathering where faith flows as freely as the Ganga, sustainability has quietly taken root underfoot.
At Magh Mela 2026 in Prayagraj, one of India’s largest annual congregations, recycled plastic waste is no longer a problem to be managed but a resource reshaped into public infrastructure. The effort comes under the Maidaan Saaf campaign led by Anandana – The Coca-Cola India Foundation, in collaboration with implementation partner Econscious.
Held from 3 January to 15 February 2026, the 44 day congregation is expected to draw nearly 8 crore visitors. For that duration, the ghats transform into a sprawling temporary city, complete with bathing areas, walkways and service hubs that must withstand relentless footfall, shifting weather and round the clock use.
This year, part of that city has been built from what was once discarded. Across the Mela grounds, 20 changing rooms, four police watch towers, public benches and 25000 dustbin liners manufactured from recycled plastic waste have been installed. Positioned strategically along bathing zones and key pathways, the structures are designed to support crowd movement while reinforcing organised waste collection at source.
The idea is not merely to place bins, but to make responsible disposal visible and intuitive. Econscious co-founder Vaibhav Verma said the intention was to integrate waste management into spaces that pilgrims already use throughout the Mela. Visible infrastructure, he noted, can act as behavioural cues, nudging people towards cleaner practices over time.
For Coca-Cola India, the focus is on embedding waste handling into the daily rhythm of the event rather than treating it as an afterthought. Coca-Cola India vice president of public affairs, communications and sustainability for Southwest Asia Devyani R L Rana described Magh Mela as a unique cultural congregation that operates like a full-fledged city for several weeks. Given its scale, she said, the priority is to ensure that waste systems are practical, relevant to local conditions and consistently maintained.
The initiative draws from operational learnings at earlier large-scale gatherings, including Maha Kumbh 2025, where coordination mechanisms were developed to ensure that facilities remained functional under sustained pressure.
In a place where millions gather for spiritual renewal, the presence of recycled plastic changing rooms and watch towers may not be the headline attraction. Yet, in a congregation of nearly 8 crore people, small shifts in infrastructure can create significant impact.
At Magh Mela 2026, the message is subtle but clear, what was once waste can, quite literally, support the weight of a city.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
