Anandana – The Coca-Cola India Foundation Launches First-Ever Waste Management Initiative at Tirupati Brahmotsavam 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), successfully implemented a comprehensive waste management initiative during the Tirupati Brahmotsavam 2026 at Tirumala. Marking the first such intervention undertaken during the festival, the programme focused on encouraging responsible waste management practices and maintaining cleaner surroundings across high-footfall areas. As part of this effort, reusable collection bags were distributed among visitors, providing them with a practical way to collect packaging waste generated during their pilgrimage and carry it for responsible disposal.

Leadership Perspectives on Grassroots Sustainability:
Dr. Sumant Shekhar from Lakshya NGO noted that working closely with pilgrims on-ground demonstrated that providing the right means and encouragement makes responsible waste management an integral part of the festival experience, while expressing gladness over the strong visibility and appreciation received from TTD officials. Devyani R L Rana, Vice President of Public Affairs, Communications & Sustainability at Coca-Cola India and Southwest Asia, stated that as part of their ongoing Maidaan Saaf campaign, the foundation is proud to bring structured waste management to Tirupati Brahmotsavam for the first time to make waste disposal a participative part of the pilgrimage experience.

Expanding the ‘Maidaan Saaf’ Impact:
The Tirupati initiative extends the core focus of the Maidaan Saaf campaign on community participation to another major religious destination in India. By engaging pilgrims, local communities, and on-ground partners, the project highlights how simple, practical interventions can inspire environmental awareness and drive long-term behavioral change toward sustainable waste management at high-footfall cultural landmarks.