Coca-Cola India Integrates #MaidaanSaaf Waste Management at Coke Studio Bharat Live Concerts

New Delhi, January 10, 2026: Coca-Cola India has integrated responsible waste collection and recycling practices at Coke Studio Bharat Live concerts in New Delhi and Guwahati, using the high-footfall cultural platform to demonstrate structured waste management at large public events.

The initiative is being implemented through Coca-Cola India’s flagship programme #MaidaanSaaf, in partnership with environmental organisation Greenmyna. The focus is on organised waste collection, segregation, and recycling during the live concerts, supported by trained volunteers and clearly defined on-ground systems.

At both venues, the #MaidaanSaaf activation includes staffed waste-segregation stations, temporary material recovery hubs, and clearly marked waste collection points across audience areas and food and beverage zones. Trained volunteers are deployed to guide attendees on proper waste segregation and to ensure that post-consumer waste is channelled through authorised recovery pathways.

The initiative also covers waste generated at beverage consumption points, highlighting how structured systems can enable effective material recovery even in dynamic, live-event environments. These efforts aim to support organised waste handling during the concerts while encouraging responsible disposal behaviour among audiences, vendors, and event partners.

Devyani R L Rana, Vice President – Public Affairs, Communications & Sustainability, Coca-Cola India & Southwest Asia, said, “Live cultural events like Coke Studio Bharat create moments of shared experience for audiences across cities. Through #MaidaanSaaf, our focus is on integrating responsible waste practices into the way these events are delivered – making waste collection and segregation visible, practical, and relevant for both organisers and attendees. These efforts reflect how partnerships and on-ground systems can support better material recovery at scale.”

Coke Studio Bharat LIVE, debuting this January in New Delhi and Guwahati, marks the platform’s first large-scale fan showcase, bringing together folk influences and contemporary music in a live concert format. The Delhi edition features performances by Shreya Ghoshal, Aditya Rikhari, Rashmeet Kaur, Divyam and Khwaab, while the Guwahati concert includes Anuv Jain, Shankuraj Konwar, Rito Riba and Anoushka Maskey.

The #MaidaanSaaf activation at Coke Studio Bharat Live builds on Coca-Cola India’s ongoing efforts across sports, cultural, and community events to promote responsible waste handling through collaboration with local partners, volunteers, and civic stakeholders. By embedding structured waste practices into large public platforms, the company continues to demonstrate how organised collection systems and shared responsibility can support improved material recovery at scale.