Anandana – The Coca-Cola India Foundation has extended its flagship #MaidaanSaaf campaign to the Pandharpur Ashadhi Wari 2026, supporting public infrastructure made from recycled plastic while promoting responsible waste management during one of Maharashtra’s largest annual pilgrimages.
Implemented in collaboration with Econscious, Ecodeco – The Recycle Home Private Limited, Lakshya, and bottling partner Hindustan Coca-Cola Beverages (HCCB), the initiative aimed to improve public amenities and encourage proper waste collection and recycling throughout the Wari.
Every year, lakhs of Warkaris travel to Pandharpur in Dindis, creating a significant need for public facilities and efficient waste management. To address this, the campaign introduced infrastructure designed to support pilgrims, volunteers and authorities while also spreading awareness about responsible waste disposal.
As part of the initiative, 20 women-friendly changing rooms were installed along the riverbed for Warkaris. Built using recycled plastic, these facilities also featured illustrated messages promoting proper waste segregation and responsible disposal practices.
In addition, two police watch towers were set up to assist with crowd management, while nearly 2,000 waste collection bags were distributed to collect plastic waste during the pilgrimage. Around 1,000 raincoats were also provided to volunteers and police personnel working throughout the Wari. Dustbins and other waste collection infrastructure were deployed at key locations to encourage visitors to dispose of waste responsibly.
Speaking about the initiative, Devyani R. L. Rana, Vice President – Public Affairs, Communications & Sustainability, Coca-Cola India & Southwest Asia, said the foundation believes meaningful impact comes through partnerships that address community needs. She added that the Maidaan Saaf initiative at the Pandharpur Wari combined essential public infrastructure with efforts to strengthen waste collection and recycling while contributing to cleaner public spaces.
Himanshu Priyadarshi, Chief Public Affairs and Sustainability Officer, HCCB, said large public gatherings provide an opportunity to promote responsible environmental practices. He noted that recycled plastic was transformed into functional public infrastructure, demonstrating how collected plastic can be reused meaningfully while supporting pilgrims and strengthening community amenities.
Sharing his views on the initiative, Vaibhav Verma, Co-Founder of Econscious, said the installations were designed to integrate waste management into spaces frequently used by Warkaris, volunteers and authorities. According to him, visible and functional infrastructure not only improved public convenience but also encouraged better waste handling practices throughout the pilgrimage.
The Pandharpur Wari initiative forms part of the broader Maidaan Saaf campaign launched in 2023 during the ICC Men’s Cricket World Cup. Since then, the campaign has expanded to several large-scale cultural and sporting events, including the ICC Men’s T20 World Cup 2024, Ganesh Chaturthi in Mumbai, Rath Yatra in Puri, and Maha Kumbh 2025 in Prayagraj.
According to Anandana – The Coca-Cola India Foundation, the campaign focuses on responsible plastic waste collection, segregation and recycling while encouraging the reuse of post-consumer PET and strengthening waste management systems at high-footfall public events. Through continued collaborations with local partners, the initiative aims to build cleaner public spaces and promote sustainable waste management practices across India.
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