Coca-Cola's Amarnath Yatra Recycling Drive Tackles India's Waste Problem
The Coca-Cola India Foundation is taking its Maidaan Saaf initiative to the Amarnath Yatra 2026, in partnership with NGO Lakshya-A Society for Social and Environmental Development and bottler Kandhari Global Beverages. The campaign aims to promote the collection and recycling of used PET bottles at large public gatherings across India.
The activation will be held at the Tawi River Front and Amarnath Base Camp Registration Counter in Jammu, where 20 trained volunteers will engage with participants to promote responsible disposal of used PET bottles. Reusable bags made from recycled PET (rPET) will also be provided to encourage pilgrims to avoid littering.
Ravinder Pal Singh Bhatia, CEO of Kandhari Global Beverages, said, 'The Amarnath Yatra brings together thousands of pilgrims every day, making structured waste collection and segregation an important on-ground priority.'