Dec 11: In a major step toward strengthening India’s innovation-driven sustainability journey, the Atal Innovation Mission (AIM), NITI Aayog and Hindustan Unilever Limited (HUL) have launched a landmark nationwide start-up acceleration programme focused on advancing India’s transition to a circular economy. The initiative, rolled out under HUL’s flagship Project Circular Bharat, aims to identify and support 50 high-potential circular economy start-ups over the next three years.
The partnership marks one of the most significant collaborations between government and industry to boost innovation, scale sustainable technologies, and promote resource-efficient economic growth.
Focus on Plastic Circularity and Next-Gen Waste Solutions
The accelerator will primarily support start-ups developing scalable solutions in:
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Plastic recycling and processing
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Reuse and refill delivery models
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Alternative and next-generation packaging materials
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Material recovery from textiles and apparel waste
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E-waste management and circular supply chains
India generates millions of tonnes of post-consumer waste each year, making innovative circular solutions indispensable. Through this programme, start-ups tackling end-to-end waste challenges will receive mentorship, financial support, and pathways for market validation.
Mentorship, Grants, and Market Pilots for Selected Start-ups
Start-ups selected for the programme will gain access to:
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Expert guidance from business leaders, policy advisors, and investors
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Strategic mentorship in product development, operations, and scaling
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Grant funding opportunities to accelerate solution development
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Pilot projects with real-world market exposure
The platform brings together AIM’s extensive innovation network, NITI Aayog’s policy ecosystem, HUL’s deep industry expertise, and Xynteo’s strategic capabilities, establishing a strong foundation for India’s circular economy vision.
Leaders Call It a Transformative Step for India’s Sustainability Goals
Speaking about the partnership, BP Biddappa, Executive Director and Chief People, Transformation & Sustainability Officer, HUL, said:
“This partnership between NITI Aayog and HUL is a significant step in building India’s circular economy for plastics. It reflects our belief that what is good for India is good for HUL. With combined government and industry strengths, we aim to empower next-generation sustainability start-ups and scale practical solutions at speed.”
Dr. Deepak Bagla, Mission Director, Atal Innovation Mission, NITI Aayog, highlighted the collaboration’s alignment with national priorities, noting:
“This initiative builds on the Hon’ble Prime Minister’s vision that sustainable development is a commitment, not a slogan. By empowering start-ups redefining resource use, we unlock innovations that reduce waste, enhance recycling, and build the green industries of tomorrow.”
Strengthening India’s Circular Economy Leadership
The AIM–HUL initiative supports India’s broader mission to build sustainable, efficient, and future-ready industrial systems. It aligns with national objectives around:
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Reducing plastic waste and pollution
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Enhancing material recovery infrastructure
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Promoting green entrepreneurship
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Creating employment in sustainability sectors
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Accelerating resource-efficient growth models
By bringing together policy frameworks, corporate experience, and entrepreneurial innovation, the initiative could set new standards for how India manages waste, resources, and environmental impact.
About Hindustan Unilever Limited (HUL)
HUL is one of India’s largest Fast-Moving Consumer Goods companies, with its products reaching nearly nine out of ten households. The company is committed to building a sustainable, inclusive future through its brands, supply chains, and community initiatives.
About Atal Innovation Mission, NITI Aayog
AIM is the Government of India’s flagship initiative to promote innovation, entrepreneurship, and problem-solving across the country. Through its national programmes such as Atal Tinkering Labs (ATL), Atal Incubation Centres (AIC), and Atal Community Innovation Centres (ACIC), AIM fosters an ecosystem that nurtures ideas, innovators, and start-ups.
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