Coca-Cola India has stepped up its sustainability efforts at the ICC Women’s Cricket World Cup 2025 through its flagship Maidaan Saaf campaign. The initiative has brought together community, recycling, and event partners to implement practical waste solutions and engage fans at host stadiums across India from September 30 to November 2.
The campaign has embedded sustainability into the match-day experience in visible and meaningful ways. Working closely with stadium authorities, housekeeping staff, safai saathis, and waste workers, the program has raised awareness on responsible waste management practices. Volunteers have guided fans on waste segregation, emphasizing recovery of recyclables and compostables.
Fans have also interacted with creative installations made from recycled plastic, including giant national flags crafted from rPET bottles, which have served as a backdrop for anthem ceremonies and a visible reminder of the potential of recycled materials.
The campaign has built on Coca-Cola India’s success at the ICC Men’s World Cup 2023, where the brand facilitated one of the largest waste-management programmes at a sporting event in India. The rPET flag created for that tournament was recognised in the Limca Book of Records 2025, highlighting the scale and innovation possible when sustainability is prioritised.
With Maidaan Saaf, Coca-Cola India has reaffirmed its commitment to building sustainable ecosystems in partnership with NGOs, recyclers, and local authorities, integrating circularity and waste management into one of the country’s largest sporting events.
Devyani Rana, Vice President- Public Affairs, Communications and Sustainability, Coca-Cola India and South West Asia, said, “Cricket connects millions of people, and through Maidaan Saaf we want to ensure these shared moments of joy also leave a positive impact. Our work with ICC and grassroots partners demonstrates that major sporting events can inspire communities to recycle more and waste less, while still delivering an unforgettable fan experience.”
Anurag Dahiya, Chief Commercial Officer, ICC, said, “Cricket has the power to inspire positive change well beyond the boundary. Through this partnership with Coca-Cola India, we are embedding sustainability into the ICC Women’s World Cup 2025. Fans will see how simple actions like segregating waste or celebrating recycled creations can make our sport more inclusive and responsible.”
