Atal Innovation Mission (AIM) under India’s NITI Aayog and Hindustan Unilever Limited (HUL) have joined forces to accelerate India’s transition toward a circular economy.

The collaboration will deliver a nationwide start-up acceleration programme under HUL’s Project Circular Bharat, supporting 50 start-ups over three years focused on reducing waste and reusing materials.

The programme initially targets plastics, encouraging solutions that recycle, reuse, or create innovative packaging. It will also cover other growing waste streams, including textiles and e-waste.

Selected start-ups will gain access to mentorship from business leaders, policy experts, and investors, while some may receive grants and opportunities to pilot solutions in real markets.

BP Biddappa, Executive Director and Chief People, Transformation and Sustainability Officer at HUL, said: “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 startups and scale practical solutions at speed.”

Deepak Bagla, Mission Director, AIM, NITI Aayog, added: “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.”

Discover how India’s circular economy is being reshaped through innovation and strategic collaboration in the full report.