Anandana - The Coca-Cola India Foundation Brings Maidaan Saaf to Amarnath Yatra 2026

Jammu, 17 August 2026: Anandana - The Coca-Cola India Foundation, in partnership with NGO Lakshya-A Society for Social and Environmental Development and bottler Kandhari Global Beverages, is bringing Maidaan Saaf, its flagship campaign promoting the collection and recycling of used PET bottles at large public gatherings across India, to Amarnath Yatra 2026. Implemented at the Tawi River Front and Amarnath Base Camp Registration Counter in Jammu the activation is encouraging responsible PET bottle collection and supporting cleaner pilgrimage routes through community participation.

Ravinder Pal Singh Bhatia, Chief Executive Officer, 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. We are proud to partner with Anandana - The Coca-Cola India Foundation and our partners to support Maidaan Saaf through volunteer engagement, awareness activities and PET bottle collection. By working together, we hope to encourage responsible disposal practices and contribute to cleaner pilgrimage routes."

Every year, the Amarnath Yatra brings together thousands of people undertaking the annual yatra, making responsible waste collection an important part of maintaining cleaner routes and public spaces. The campaign will be active from 25 July to 20 August 2026 and is expected to engage nearly 15,000 visitors every day before they begin their journey to the Amarnath Cave Shrine.

According to Dr Sumant Shekhar, Founder & CEO of Lakshya A Society for Social and Environmental Development "Anandana-The Coca-Cola India Foundation's Maidaan Saaf initiative demonstrates how partnerships can help with positive behaviour change at scale. We are pleased to support this effort by engaging directly with pilgrims, promoting collection and recycling of used PET bottles, and helping reinforce the shared responsibility of keeping the yatra routes cleaner."

As part of the initiative, 20 trained volunteers are engaging directly with participants to promote responsible disposal of used PET bottles and raise awareness about keeping yatra routes clean. Participants are also being provided with reusable bags made from recycled PET (rPET), encouraging them to avoid littering and carry used PET bottles for proper disposal. Throughout the activation, volunteers are facilitating on-ground PET bottle collection.