Overview
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, Andhra Pradesh.
Programme Details
The programme, part of the Maidaan Saaf campaign, focused on encouraging responsible waste‑management practices in high‑footfall areas of the festival. Reusable collection bags were distributed to pilgrims and visitors, enabling them to collect packaging waste and dispose of it responsibly. The initiative aimed to make waste disposal visible and participative, integrating it into the pilgrimage experience.
Statements
Dr. Sumant Shekhar, representing Lakshya, said that providing pilgrims with the right means and encouragement allowed responsible waste management to become an integral part of the festival, and that the effort received strong visibility and appreciation from TTD officials. Devyani R L Rana, Vice President‑Public Affairs, Communications & Sustainability of Coca‑Cola India and Southwest Asia, stated that the Maidaan Saaf campaign seeks to embed structured waste management at India’s most visited cultural destinations and that the Tirupati Brahmotsavam marks its first implementation at this event.
Impact
The initiative extended the Maidaan Saaf focus on community participation to another high‑footfall religious destination, demonstrating how simple, practical interventions can inspire awareness and long‑term behaviour change toward waste management.