In a defining stride toward India’s sustainability goals, the Startup Incubation and Innovation Centre (SIIC) at IIT Kanpur, in partnership with Pernod Ricard India Foundation, has launched Advaya – The Plastic Circularity Innovation Launchpad, an ambitious initiative aimed at transforming the country’s approach to plastic waste and circularity.
Implemented under the Pernod Ricard India Foundation’s Corporate Social Responsibility (CSR) programme, Advaya is designed to catalyse technology-driven innovations capable of addressing the full spectrum of challenges across India’s plastic value chain—including waste segregation, recycling, value recovery, and the creation of commercially viable circular systems.
A Shared Vision for Sustainable Innovation
Earlier the same day, a delegation from the Pernod Ricard India Foundation met with Prof. Manindra Agrawal, Director of IIT Kanpur, to discuss the institute’s evolving vision for sustainability-led innovation. The discussion reaffirmed the shared commitment of both institutions to fostering research-backed entrepreneurship that responds to pressing environmental concerns.
The official launch event drew entrepreneurs, researchers, industry leaders, and policymakers, creating a dynamic forum to explore the future of India’s circular plastics ecosystem.
Backing Startups to Build Scalable Solutions
At the heart of Advaya lies its focus on supporting 10 high-potential startups, each receiving incubation support and grants of up to INR 20 lakhs. By equipping startups with resources, mentorship, and cutting-edge research infrastructure, the programme seeks to accelerate the development of scalable, market-ready technologies that convert plastic-related challenges into pathways for sustainable industry growth.
The inaugural Cohort 1 comprises five promising ventures:
- Evoxia Labs
- Zuviron Innovations
- Mushloop
- Paving+
- SwachhAI Technologies
These startups span diverse approaches—from bio-based materials and AI-driven waste solutions to innovative recycling technologies—demonstrating the expansive scope of circular plastic innovation.
Leaders Emphasize Public-Private Collaboration
Speaking at the event as Chief Guest, Shri Arpit Upadhyay, Municipal Commissioner of Kanpur Nagar, expressed optimism about the rise of technology-driven solutions in waste management.
He noted that, “In the near future, advanced technological solutions, such as effective waste segregation and conversion of waste into resources, will emerge in India through scalable public-private collaborations, with initiatives like Advaya playing a major role in promoting circularity.”
Mr. Gagandeep Singh Sethi, Senior Vice President – Integrated Operations & S&R, Pernod Ricard India, emphasized the power of industry-academia collaboration.
He said, “The Advaya platform unites industry and academia to reimagine the lifecycle of plastics and build a circular economy. Through our partnership with SIIC–IIT Kanpur, we’re empowering entrepreneurs to drive sustainable innovation and create ‘Good Times from a Good Place.’”
From the SIIC leadership, Prof. Deepu Philip, Director (PIC, Innovation & Incubation), highlighted the institute’s longstanding pursuit of innovation with societal relevance.
“Advaya represents IIT Kanpur’s continued focus on fostering innovation with societal relevance. The initiative seeks to convert the challenge of plastic waste into an opportunity for sustainable industrial growth,” he said.
A Comprehensive Framework for Innovation
Advaya stands apart due to its holistic incubation model. Startups will gain access to:
- Advanced research laboratories at IIT Kanpur
- Expert mentorship from academic and industry veterans
- Strategic industry partnerships
- Market linkages and commercialization pathways
By fusing scientific rigour with entrepreneurial drive, the programme aims to build a sustainable pipeline of innovations that reinforce India’s transition toward a truly circular economy.
About SIIC, IIT Kanpur
The Startup Incubation and Innovation Centre (SIIC) at IIT Kanpur is among India’s oldest and most dynamic technology business incubators. It supports groundbreaking startups across aerospace, healthcare, energy, and deep tech. With robust infrastructure, a seasoned mentorship network, and strategic partnerships, SIIC transforms lab-scale innovations into viable market-ready enterprises.
Over the years, SIIC has nurtured more than 500 startups, shaping India’s path toward technological leadership and sustainable entrepreneurship.
About Pernod Ricard India Foundation
The Pernod Ricard India Foundation (PRIF), a Section 8 company under the Companies Act, 2013, drives social, economic, and environmental sustainability initiatives across India. Through targeted CSR programmes, PRIF partners with communities and institutions to support scalable, positive-impact interventions that align with national development objectives.
About IIT Kanpur
Established on 14 January 1959, IIT Kanpur is recognized as an Institute of National Importance. The 1,055-acre campus houses 20 departments, 27 centres, and multiple interdisciplinary schools. With over 570 faculty members and more than 9,500 students, IIT Kanpur remains at the forefront of research, innovation, and academic excellence.
IIT Kanpur and Pernod Ricard India Launch ‘Advaya’: India’s Circular Future
Advaya stands as a testament to what can be achieved when academia, industry, and policy converge with purpose. As India strengthens its commitment to a circular economy, initiatives like this not only accelerate technological advancement but also inspire a collective shift toward responsible resource stewardship.
In bridging scientific discovery with real-world application, IIT Kanpur and Pernod Ricard India Foundation are charting a decisive path toward a future where plastic circulates responsibly, innovation flourishes, and sustainability becomes a shared national ethos.
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