AIM–HUL Launch National Accelerator to Boost India’s Circular Economy Start-ups

The programme marks one of India’s most comprehensive innovation efforts to reduce waste, enhance recycling ecosystems, and build scalable models for responsible resource use across industries.

In a major step toward building a sustainable and resource-efficient future, NITI Aayog’s Atal Innovation Mission (AIM) and Hindustan Unilever Limited (HUL) have partnered to launch a nationwide start-up acceleration programme dedicated to advancing India’s transition to a circular economy. The initiative falls under HUL’s flagship sustainability platform, Project Circular Bharat, and is designed to identify and support 50 high-potential circular economy start-ups over the next three years.

The programme marks one of India’s most comprehensive innovation efforts to reduce waste, enhance recycling ecosystems, and build scalable models for responsible resource use across industries.

---

Focus on Plastics Circularity and Emerging Waste Streams

While the accelerator will prioritise innovations in plastics circularity, it adopts a multi-sector approach and will support start-ups working on:

• Plastic recycling technologies

• Reuse and refill delivery models

• Alternative and next-generation packaging materials

• Textile waste management and fibre recovery

• E-waste recycling and value extraction

• Other post-consumer material recovery solutions

The focus on plastics is aligned with India’s commitments under the Plastic Waste Management Rules, Extended Producer Responsibility (EPR) mandates, and global sustainability goals. At the same time, expanding support to textiles and e-waste recognises the growing urgency of solving India’s multi-material waste challenge.

---

Comprehensive Support for Selected Start-ups

Start-ups chosen for the programme will benefit from a full suite of acceleration support, including:

• Curated mentorship from industry leaders, sustainability specialists, policy experts, and investors

• Access to grant funding to develop and refine technology and business models

• Pilot deployment opportunities, enabling real-world testing and market validation

• Connections to corporate supply chains, particularly in packaging, FMCG, logistics, and recycling

• Inclusion in a national ecosystem of innovators, policymakers, and researchers

The collaboration brings together the complementary strengths of:

• AIM, NITI Aayog: innovation capacity-building, policy integration, ecosystem development

• HUL: deep industry networks, sustainability expertise, large-scale operations for piloting

• Xynteo: strategic guidance for systems innovation and circular value chain transformation

---

Leaders Highlight Importance of Circular Innovation

BP Biddappa, Executive Director and Chief People, Transformation & Sustainability Officer at HUL, emphasised the partnership’s significance, noting that transforming India’s circular economy landscape requires government–industry–entrepreneurship collaboration. He added that empowering sustainability-focused start-ups aligns with HUL’s belief that “what is good for India is good for HUL.”

Dr. Deepak Bagla, Mission Director, AIM, NITI Aayog, highlighted that the collaboration echoes the commitment articulated by the Hon’ble Prime Minister—“Sustainable development is not just a slogan; it is a commitment.” He stated that this initiative will unlock breakthrough solutions capable of cutting waste, reimagining recycling, and building the green industries of tomorrow.

---

A Major Leap Toward India’s Circular Economy Vision

The AIM–HUL accelerator is poised to become a national catalyst for:

• Reducing resource consumption

• Scaling recycling and reuse systems

• Encouraging low-carbon, zero-waste business models

• Creating green jobs and entrepreneurial opportunities

• Driving India closer to its 2070 net-zero vision

By enabling early-stage innovators to grow, pilot, and scale their circular solutions, the programme supports India’s larger vision of shifting from a linear “take–make–dispose” model to a circular economy that regenerates resources, reduces environmental pressure, and enhances long-term sustainability.