By embedding circularity into match‑day operations and the fan experience, Maidaansaaf built on learnings from the ICC Men’s Cricket World Cup 2023 and transformed four major cricketing venues across India into models of circularity and set a new benchmark for sustainability delivery in global cricket.

A concept built on collaboration

Maidaansaaf is Coca‑Cola India’s flagship sustainability campaign, designed to operate at scale in high‑footfall environments. Its success at the Women’s World Cup was rooted in partnership: between the brand, the ICC, local municipal authorities, recyclers, venue operators and on‑ground delivery teams.

Reflecting on the origins of the initiative, Rajesh Ayapilla, CSR Head at Coca‑Cola India, underlined the importance of collective ownership:

“We started with the idea and created the concept, but it would not have been a success without the partnership of everyone involved – the ICC, local municipal organisations, our recycling partners and the stadium teams. It really was a shared effort.”

That multi‑stakeholder approach proved critical in navigating the operational complexity of live events, where infrastructure maturity, waste systems and local practices vary significantly from venue to venue.

From ambition to on‑ground action

The Maidaansaaf programme was structured around four core objectives: strengthening segregation systems, empowering vendors and housekeeping teams, raising spectator awareness, and ensuring clear communication and coordination.

Greenmyna, the appointed implementation partner, translated those objectives into practical delivery across all four stadiums. Ashwin Malwade, Co‑founder of Greenmyna, explained how the organisation’s experience evolved:

“We started in 2020 by making weddings and cultural events more sustainable. In 2023, we pivoted into sport through the ICC Men’s World Cup, and the Women’s World Cup became a natural progression. Working across four stadiums allowed us to refine and scale what we had learned.”

For Coca‑Cola India, sport offered both challenge and opportunity. Shailly Gupta, Senior Manager – CSR & Sustainability at Coca‑Cola India, emphasised that values, rather than logistics alone, drove the work:

“We are genuinely passionate about the environment, and that commitment carries through into our work in sport. That belief is what helps translate systems and processes into real impact on the ground.”

On match days, waste was segregated live into clearly labelled streams – including PET bottles, paper cups and wet waste – supported by trained volunteers, signage and big‑screen messaging. In total, more than 350,000 spectators were engaged through Maidaansaaf’s information, education and communication programme.

Venues as catalysts for change

Host venues also played a defining role. Holkar Stadium in Indore, operated by the Madhya Pradesh Cricket Association (MPCA), brought a long‑standing commitment to environmental management into the collaboration, including rainwater harvesting, waste segregation and composting systems.

Rohit Pandit, CEO of MPCA, sees cricket’s reach as a powerful platform for social and environmental progress:

“Over the last decade, we have tried to introduce different initiatives, and use matches as a platform to create awareness. Cricket’s popularity gives us an opportunity to promote actions that are in the wider interest of society.”

The Holkar Stadium also adopted other green measures, such as the use of biodegradable bags for waste collection and the composting of wet (food) waste.

Alongside these environmental measures, MPCA also prioritised social outcomes during the Women’s World Cup, including increased female representation within the organising teams – reinforcing the idea that sustainability extends beyond environmental performance alone.

Measurable impact and future legacy

The operational success of Maidaansaaf translated into impressive sustainability metrics.

Across the tournament, approximately 15,553 kgs of total waste were managed, achieving an average segregation efficiency rate of 73.4%1. Most significantly, around 11.4 tonnes of waste were successfully diverted from landfill. This diverted material included 7.042 tonnes of dry waste that was recycled and 4.365 tonnes of wet waste that was composted, demonstrating a functioning circular economy model within the confines of a major sporting event. Furthermore, the campaign leveraged post-consumer recycled PET to create items such as the country flags and ICC Cricket 4 Good Flags that were seen at the venues

As cricket looks ahead to future global events, Maidaansaaf demonstrated that waste management can act as an accessible entry point to broader sustainability action. By making systems visible and engaging fans directly, the initiative helped normalise responsible behaviour in a sporting context.

ICC recognition and the road ahead

The International Cricket Council has also taken note of the tangible outcomes delivered through the Maidaansaaf programme. Sally Higgins, Senior Manager of Event Operations at the ICC, confirmed the positive reception from host venues and indicated a strong appetite to build on the initiative in future tournaments.

“The whole project was really positive. We had a very good reaction and strong support from the venues, which is why we are keen to look at doing this again for the men’s events as well,” Higgins said.

Beyond systems and metrics, the programme also placed a spotlight on the people delivering sustainability on the ground. In each host city, a post-match Green Champion Felicitation Ceremony recognised housekeeping teams as the often ‘unsung heroes’ of major events – acknowledging the critical role they play in keeping venues clean and ensuring waste is properly managed.

Together, these elements underline how initiatives like Maidaansaaf can leave a lasting operational and cultural legacy, embedding sustainability more deeply into the delivery of international cricket.