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Coca-Cola India brings #MaidaanSaaf to ICC Men’s T20 World Cup 2026 to promote responsible waste management
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Wednesday, 11 February, 2026, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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Coca-Cola India, through its foundation Anandana, has partnered with the International Cricket Council (ICC) to roll out its waste management initiative #MaidaanSaaf at the ICC Men’s T20 World Cup 2026 matches hosted in India. The initiative aims to promote cleaner stadiums and responsible waste practices during one of the world’s largest sporting events.
Building on its presence at earlier ICC tournaments, #MaidaanSaaf focuses on effective waste segregation, recyclable recovery, and on-ground awareness during match days. The programme works closely with stadium authorities, housekeeping teams, recyclers, event partners, and local stakeholders to strengthen waste management systems at high-footfall venues.
Anandana, in collaboration with Ek Saath – The Earth Foundation and Greenmyna, will implement waste management solutions across five host stadiums in India covering over 30 matches. Key interventions include clearly marked waste segregation points, material recovery support, and fan engagement to encourage responsible disposal of waste.
A central element of the initiative is support for safai saathis—the sanitation and housekeeping workforce responsible for maintaining stadium cleanliness. #MaidaanSaaf will provide improved segregation infrastructure, structured work processes, and visible recognition for their contribution, enabling efficient collection and sorting of recyclables and compostables during match days.
As part of the activation, sustainable beverage cups will be introduced at select venues. Designed as collectible merchandise, these cups aim to encourage mindful consumption and responsible disposal among fans.
Commenting on the initiative, Devyani R.L. Rana, vice president – Public Affairs, Communications and Sustainability, Coca-Cola India and Southwest Asia, said the scale of the tournament brings with it a responsibility to manage waste thoughtfully and integrate sustainable practices into the fan experience.
Anurag Dahiya, chief commercial officer, ICC, added that delivering a world-class tournament experience extends beyond on-field action and includes supporting cleaner venues and responsible practices.
The return of #MaidaanSaaf builds on Coca-Cola India’s sustainability efforts at previous global sporting events, reinforcing its focus on collaborative and practical waste recovery solutions.
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