In a major push to strengthen India’s circular economy, NITI Aayog’s Atal Innovation Mission (AIM) and Hindustan Unilever Limited (HUL) have partnered to launch a nationwide start-up acceleration programme focused on plastic circularity.
Announced on 11 December 2025, the initiative aims to identify and support 50 high-potential start-ups over the next three years.
The programme, rolled out under HUL’s Project Circular Bharat, will prioritise innovations in plastic recycling, reuse and refill models, and next-generation packaging materials. It will also extend support to start-ups working on material recovery across other post-consumer waste streams such as textiles and e-waste.
Selected start-ups will receive mentorship from industry leaders, policy specialists and investors, as well as opportunities for pilot projects and potential grant funding.
The partnership brings together AIM’s policy and innovation expertise, HUL’s extensive industry networks, and Xynteo’s strategic support to accelerate market-ready solutions in circularity.
Calling the collaboration a significant step in advancing India’s circular economy, BP Biddappa, Executive Director and Chief People, Transformation and Sustainability Officer at HUL, said it demonstrates the company’s belief that “what is good for India is good for HUL.”
He further noted that combining government support, industry knowledge and entrepreneurial energy will enable next-generation sustainability start-ups to scale faster.
Dr. Deepak Bagla, Mission Director, AIM, NITI Aayog, said the initiative reflects the vision articulated by the Prime Minister, emphasising that sustainable development is a commitment, not a slogan.
He added that empowering start-ups to rethink resource use will help reduce waste, advance recycling, and build the green industries of the future.
HUL is one of India’s largest FMCG companies, with products reaching nine out of ten households nationwide.
AIM is the Government of India’s flagship programme to promote innovation and entrepreneurship through national initiatives such as ATL, AIC and ACIC.
(with inputs from PIB)
