Tirumala, Andhra Pradesh, October 2026: Anandana – The Coca-Cola India Foundation, in partnership with Lakshya – A Society for Social and Environmental Development and in collaboration with the Tirumala Tirupati Devasthanams (TTD), implemented a waste management initiative during the Tirupati Brahmotsavam 2026 at Tirumala. The first such initiative undertaken during the festival, the programme focused on encouraging responsible waste management practices and supporting cleaner surroundings across key high-footfall areas.
As part of the intervention, reusable collection bags were also distributed among visitors, providing them with a simple way to collect packaging waste generated during their visit and carry it for responsible disposal. The approach encouraged people to actively participate in managing the waste generated while supporting cleaner surroundings during the large-scale celebrations.
Dr. Sumant Shekhar, Lakshya NGO, “Working closely with pilgrims on-ground showed us that when people are provided with the right means and encouraged to participate, responsible waste management can become an integral part of the festival experience. We are glad to partner with Anandana – The Coca-Cola India Foundation to implement this effort on-ground. The initiative received strong visibility among pilgrims and visitors throughout the festival and was appreciated by officials of the Tirumala Tirupati Devasthanams.”
According to Devyani R L Rana, Vice President- Public Affairs, Communications & Sustainability, Coca-Cola India and Southwest Asia, “At Anandana – The Coca-Cola India Foundation, we have been working with communities and partners at grassroots to integrate responsible and structured waste management at some of India’s most visited cultural destinations. As part of our ongoing Maidaan Saaf campaign, we are bringing this effort to Tirupati Brahmotsavam for the first time this year. By working closely with pilgrims, local communities and partners on-ground, we hope to make waste disposal more visible and participative part of the pilgrimage experience.”
The Tirupati initiative extends Maidaan Saaf’s focus on community participation to another high-footfall religious destination, demonstrating how simple, practical interventions can inspire awareness and long term behaviour change towards waste management.
About Anandana, The Coca-Cola India Foundation
The Coca-Cola India Foundation, a Company registered under Section 25 of the Companies’ Act is committed to sustainable development and inclusive growth by focusing on areas that aim to create a better and healthy society, and a strong and resolute India by enabling the common man to better his or her life. In order to promote the Foundation’s objectives, monetary grants and other assistance is provided to NGOs, beneficiary organizations, cooperatives, philanthropies and such others who can be suitable partners in implementing projects for social welfare across the country.
About Maidaan Saaf
Maidaan Saaf is a campaign by Coca-Cola India and Anandana, the Coca-Cola India Foundation, that focuses on promoting responsible plastic waste collection, segregation, and recycling at high-footfall cultural or sporting events. It reinforces our broader environmental goals by helping to build stronger waste collection systems, encouraging the reuse of materials like post-consumer PET, and raising awareness about the value of recycling. Launched in 2023 during the ICC Men’s Cricket World Cup, the campaign has since been activated at the ICC Men’s T20 World Cup 2024, as well as India’s iconic festivals like Ganesh Chaturthi in Mumbai, Maharashtra; Rath Yatra in Puri, Odisha; and most recently, Maha Kumbh 2025 in Prayagraj, Uttar Pradesh. Driven by innovation, collaboration, and community action, Maidaan Saaf continues to evolve as a multi-dimensional campaign grounded in a commitment to making a meaningful difference.
