At Magh Mela 2026, one of India’s largest annual gatherings, public infrastructure made from recycled plastic waste has been installed to support daily visitor needs across the fairgrounds. The work is part of the Maidaan Saaf campaign led by Anandana – The Coca-Cola India Foundation, together with implementation partner Econscious. The initiative has added practical public facilities within the temporary township that is set up each year along the ghats of Prayagraj.
As part of the project, 20 changing rooms, four police watch towers, public seating, and 25,000 dustbin liners made from recycled plastic have been placed across bathing areas, walkways, and service points. These additions are meant to ease crowd movement, improve visitor convenience, and help organize waste collection during the multi-week event.
Magh Mela is taking place from January 3 to February 15, 2026, over 44 days, and is expected to attract nearly eight crore visitors. With such high attendance, facilities remain in constant use, facing heavy footfall, varying weather, and daily operational challenges. Vaibhav Verma, Co-Founder of Econscious, said the goal was to integrate waste solutions into spaces people use regularly, helping maintain cleanliness while encouraging responsible disposal habits.
Devyani R L Rana, Vice President – Public Affairs, Communications & Sustainability at Coca-Cola India & Southwest Asia, noted that Magh Mela forms a temporary city along the ghats for several weeks, and efforts are focused on practical and visible waste management solutions suited to local conditions. Through Maidaan Saaf and partner support, the aim is to contribute to a cleaner Mela experience and promote better waste practices.
The project builds on experience from earlier large events, including Maha Kumbh 2025, and follows established coordination systems to maintain facilities throughout the Mela period.
Anandana works toward sustainable development and inclusive growth by supporting projects that promote health, livelihoods, and community well-being. The foundation provides financial and technical assistance to NGOs, community groups, and partner organisations working on social initiatives across India.
The Coca-Cola India Foundation, incorporated under Section 25 of the Companies Act, is dedicated to advancing sustainable development and inclusive progress across India. The Foundation works to build healthier communities and contribute to a stronger nation by empowering individuals to improve their quality of life. To further its mission, it extends financial support and other forms of assistance to NGOs, community groups, cooperatives, charitable trusts, and like-minded institutions that partner in delivering impactful social welfare initiatives nationwide.
Maidaan Saaf is an initiative led by Coca-Cola India and Anandana, the Coca-Cola India Foundation, aimed at encouraging responsible plastic waste collection, segregation, and recycling at large cultural and sporting gatherings. The campaign supports broader environmental objectives by strengthening waste management systems, promoting the reuse of post-consumer PET, and increasing awareness about recycling. Introduced during the 2023 ICC Men’s Cricket World Cup, it has since been implemented at the ICC Men’s T20 World Cup 2024 and prominent celebrations such as Ganesh Chaturthi in Mumbai, Rath Yatra in Puri, and Maha Kumbh 2025 in Prayagraj.
Built on collaboration, innovation, and community participation, Maidaan Saaf continues to expand its impact. Coca-Cola India ranks among the country’s leading beverage companies, offering a wide assortment of quality refreshment choices. Guided by its ‘Beverages for Life’ vision, the company provides products across hydration, sports drinks, sparkling beverages, coffee, tea, nutrition, juices, and dairy categories.
Its portfolio in India includes brands such as Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Thums Up, Thums Up XForce, Charged, Fanta, Limca, Sprite, Sprite Zero, Kinley Soda, Rim Zim, Maaza, Minute Maid juices, Honest Tea, Limca GlucoCharge, Smartwater, Kinley packaged water, Dasani, Bonaqua, Schweppes, and Costa Coffee offerings. The company continues to evolve its range by reducing sugar content and introducing innovative beverages to meet changing consumer preferences.
