Mumbai – Coca-Cola India, in partnership with the International Cricket Council (ICC), has announced the return of its flagship sustainability initiative ‘Maidaan Saaf’ for the ICC Women’s Cricket World Cup 2025, reinforcing its commitment to responsible waste management and circularity at major sporting events.
As the Women’s World Cup kicks off across India from September 30 to November 2, Maidaan Saaf brings together a coalition of grassroots recyclers, event organisers, and sustainability experts to embed eco-conscious practices into fan experiences and stadium operations.
Key Sustainability Highlights at the 2025 Women’s World Cup:
- Stadium-wide waste management executed in collaboration with Ek Saath – The Earth Foundation and Greenmyna, ensuring proper segregation and recovery of recyclables and compostables.
- Recycled plastic selfie booths installed across stadiums in partnership with Econscious, engaging fans in the importance of plastic circularity.
- Country national flags carried during pre-match anthem ceremonies made from recycled PET bottles (rPET), in partnership with Go Rewise, symbolising how waste can be transformed into cultural artefacts.
By involving housekeeping teams, waste workers, volunteers, and fans, the initiative aims to create greater awareness around responsible disposal, while also demonstrating how large-scale events can contribute to sustainability goals.
“Cricket connects millions of people, and through Maidaan Saaf we want to ensure these shared moments of joy also leave a positive impact,” said Devyani Rana, Vice President – Public Affairs, Communications and Sustainability, Coca-Cola India & South West Asia.“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.”
“Cricket has the power to inspire positive change well beyond the boundary,” said Anurag Dahiya, Chief Commercial Officer, ICC. “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.”
This year’s Maidaan Saaf campaign builds on the legacy of the ICC Men’s Cricket World Cup 2023, where Coca-Cola India enabled one of the largest waste management programmes in Indian sporting history. A recycled PET flag created during the 2023 tournament earned a place in the Limca Book of Records 2025, serving as a tangible testament to what sustainability at scale can look like.
By aligning its environmental goals with one of India’s most cherished sporting events, Coca-Cola India continues to lead the way in sustainable event practices, ensuring that moments of celebration leave behind more than just memories—they leave behind a cleaner, greener legacy.
