PEPSICO adopts a city - Mathura Vrindavan

Updated: Jun 18



PepsiCo in collaboration with United Way Delhi(NGO Partner), Mathura Municipal Corporation and Sustainify launched a one-of-its-kind initiative #TidyTrails to sustainably manage post-consumer plastic waste in Mathura and Vrindavan. Through this initiative, a special van #EcoSarathi is visiting 800+ establishments daily to create awareness and collect post-consumer dry plastic waste.


The collected dry waste is then segregated, cleaned and sorted by colour before it goes through a grinding and extrusion process to get up cycled plastic lumber which is then finally assembled into plastic benches. These benches are now installed in various public spaces like public parks, government offices, schools etc.



10+ tons of plastic waste has already been converted and installed into 25 plastic benches.

1,20,000+ shopkeepers and consumers have been reached in more than 70 wards of the holy city where Lord Krishna was born.


To engage local communities, the partnership is also organising on-ground events such as Nukkad Nataks (conducted at Vishram Ghat & Nagar Nigam Building), e-educational workshops, and distributions of informative material.

Additionally, we developed a unique branding campaign to showcase this considerable achievement and drive conversation across the city.







As per the Uniform Framework for Extended Producer Responsibility (EPR, under Plastic WasteManagement Rules 2016) released by Ministry of Environment, Forest and Climate Change, plastic producers, importers and brand owners that use plastic for packaging are accountable for managing the end waste. NatureCalls Sustainability Solutions Pvt Ltd allows all the players in the plastic produce ecosystem to work towards building an environmentally-responsible operational process for their EPR/ Corporate Social Responsibility.


Our Adopt a City Campaign offers many-fold-benefits.

  1. Plastic waste/ EPR compliance is met by brand in the most effective circular manner.

  2. It benefits a larger community by ensuring that the plastic waste is ethically upcycled into public infrastructure.

  3. Generating employment & transforms waste workforces into waste professionals.

  4. Generated tremendous mass awareness along with Top access & growth for the brand’s ESG goals

  5. Branding on all assets i.e. Dustbins, EcoSarathi Van, Stickers on shops, Bench, staff t-tshirts etc.


FACT CHECK: Recycling has the potential to create six times more jobs and generate around Rs. 14 lakh crore of additional cost savings by 2030, which is approximately 11 per cent of India’s annual GDP.


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