NITI Aayog and HUL collaborate for circular economy

National Institution for Transforming India (NITI) Aayog’s Atal Innovation Mission (AIM) collaborated with FMCG giant Hindustan Unilever Limited (HUL) to launch a nationwide start-up acceleration programme aimed at advancing India’s transition to a circular economy.

As part of HUL’s Project Circular Bharat, the initiative intends to identify and develop 50 high-potential circular economy start-ups in the next three years. The program will focus on start-ups developing plastic circularity solutions such as plastic recycling, reuse and refill models, and next-generation packaging materials. 

Beyond plastics, the program will help start-ups tackle material recovery in other post-consumer waste streams.

As outlined by HUL, start-ups selected for the program will receive mentorship from business leaders, policy experts, and investors. In addition, selected start-ups may receive grant financing and pilot chances for market validation. 

The collaboration between NITI Aayog’s AIM, HUL, and Xynteo aims to propel India towards a circular economy.

BP Biddappa, executive director and chief people, transformation and sustainability officer, HUL, commented, “This partnership between NITI Aayog and HUL is a significant step in building India’s circular economy for plastics. It reflects our firm belief that what is good for India is good for HUL.” 

Biddappa added, “By combining the strengths of government, industry expertise and entrepreneurial energy, we aim to empower next-generation sustainability startups and scale practical solutions at speed.”

Deepak Bagla, mission director, AIM, NITI Aayog, said, “By empowering start-ups that are redefining how India uses and values its resources, we are unlocking solutions that can cut waste, reimagine recycling, and build the green industries of tomorrow.”