Pernod Ricard, IIT-K launch innovation platform on plastic circularity

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 initiative aimed at advancing sustainable innovation in the plastic sector.

Implemented under Pernod Ricard India Foundation’s CSR programme, Advaya seeks to accelerate the development of technology-driven solutions that promote circularity across the plastics value chain, from waste management to recycling and value recovery. The programme will support 10 startups with incubation and grants of up to ₹20 lakh each to help them scale commercially viable technologies, addressing plastic waste challenges.

The launch event brought together entrepreneurs, researchers, industry leaders and policymakers to discuss the future of circular plastics in India. It underscored the growing importance of collaborative innovation between academia, industry and government bodies to address environmental issues through practical, market-ready solutions.

By combining IIT Kanpur’s technical expertise and startup ecosystem with Pernod Ricard India Foundation’s sustainability initiatives, Advaya aims to build a strong pipeline of solutions capable of transforming plastic waste into valuable resources. The initiative also marks a significant step towards fostering scalable public-private partnerships that can drive India’s transition towards a circular economy.