NITI Aayog’s Atal Innovation Mission (AIM) and Hindustan Unilever Limited (HUL) have joined forces to launch a nationwide start-up acceleration program. The initiative is designed to fast-track India’s transition to a circular economy by nurturing entrepreneurial solutions, with a strong focus on tackling the pervasive issue of plastic waste.
Rolled out under HUL’s flagship Project Circular Bharat, the program aims to identify and support 50 high-potential circular economy start-ups over the next three years.
Accelerating plastic circularity:
While the start-up accelerator will address post-consumer waste streams like textiles and e-waste, its primary focus remains on plastics circularity. The selected start-ups will be innovating solutions across three critical areas:
Plastic Recycling: Developing more efficient and scalable technologies for processing plastic waste.
Reuse & Refill Models: Creating viable business models to encourage the repeated use of packaging.
Next-Generation Packaging Materials: Pioneering sustainable alternatives to conventional plastics.
BP Biddappa, Executive Director and Chief People, Transformation, and Sustainability Officer, HUL, called the collaboration a significant step in strengthening the ecosystem.
“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. By combining the strengths of government, industry expertise, and entrepreneurial energy, we aim to empower next-generation sustainability start-ups and scale practical solutions at speed.”
Funding and expertise:
The acceleration program is structured to provide comprehensive support designed to move pilot solutions to market-ready products. Selected start-ups will gain access to:
Curated Mentorship: Guidance from business leaders, policy experts, and investors.
Funding and Pilots: Opportunities for grant funding coupled with crucial pilot opportunities for real-world market validation.
The partnership leverages the unique strengths of each party: AIM and NITI Aayog provide policy and innovation-nurturing expertise, HUL brings industry network and ground-level experience, and Xynteo contributes strategic expertise to ensure solutions accelerate India’s circular shift.
Thought leadership:
The initiative is presented as a direct alignment with India’s national vision for sustainable and inclusive growth.
Dr. Deepak Bagla, Mission Director, AIM, NITI Aayog, highlighted the national commitment embedded in the partnership.
“This collaboration builds on the ethos and vision articulated by the Hon’ble Prime Minister, who has affirmed that ‘For us, sustainable development is not just a slogan; it is a commitment.’ 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.”
The joint effort underscores the growing consensus that systemic change in waste management and resource utilization requires strong collaboration between the government and the corporate sector.
