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
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
