AIM–NITI Aayog and HUL launch national programme to fast-track India’s circular economy transition

THEBUSINESSBYTES BUREAU

NEW DELHI, DECEMBER 11, 2025

In a landmark convergence of government policy vision and corporate sustainability leadership, NITI Aayog’s Atal Innovation Mission (AIM) and Hindustan Unilever Limited (HUL) have unveiled a nationwide start-up acceleration programme designed to propel India toward a robust circular economy. Announced on Thursday, the partnership marks one of the most significant collaborative efforts yet to drive innovation in plastic circularity and resource recovery.

The initiative, anchored in HUL’s flagship Project Circular Bharat, aims to identify and support 50 high-potential circular economy start-ups over the next three years. With a strong emphasis on plastic circularity, the programme will back enterprises developing cutting-edge solutions in plastic recycling, reuse-and-refill delivery models, and next-generation sustainable packaging materials. It will also extend support to ventures innovating in material recovery across other post-consumer waste streams, including textiles and e-waste, reinforcing a wider ecosystem shift toward responsible resource management.

Selected start-ups will receive tailored mentorship from industry leaders, policy experts, and investors, along with the potential for grant funding and pilot opportunities to validate their solutions in real market settings. The alliance brings together AIM’s policy and innovation expertise, NITI Aayog’s institutional knowledge, HUL’s expansive industry network, and Xynteo’s strategic capabilities to accelerate homegrown solutions capable of reshaping India’s waste-to-value landscape.

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.”

Echoing this vision, Dr. Deepak Bagla, Mission Director, AIM, NITI Aayog, said, “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.”

With India’s resource needs growing rapidly, the AIM–HUL initiative signals a decisive move toward nurturing scalable, innovation-led models that can reduce waste, regenerate materials, and embed circularity into the nation’s economic future.