New Delhi: In a bid to promote eco-conscious celebrations and drive sustainable waste management across Indian households, Re Sustainability Limited (ReSL), Asia’s leading provider of circular economy solutions, has unveiled two major green initiatives this festive season — the 18th edition of its flagship Green Ganesha campaign and the nationwide rollout of its smart waste collection platform, Aakri, Powered by Re Sustainability.
The launch event took place at My Home Bhooja in Hyderabad, where residents gathered in large numbers to participate in the dual celebration of tradition and environmental responsibility. The initiative was bolstered by support from 92.7 BIG FM, along with popular Indian actor Tanikella Bharani and actress Madhu Shalini, both vocal advocates for sustainable practices.
Greener Ganeshas, Cleaner Celebrations:
With Ganesh Chaturthi celebrations around the corner, ReSL is intensifying efforts to combat the environmental fallout from traditional idol immersions. Last year alone, over 6,000 tonnes of waste were generated post-immersion from Hyderabad’s Hussain Sagar Lake, largely due to Plaster of Paris idols that release harmful chemicals into aquatic ecosystems.
To counter this, the Green Ganesha 2025 campaign aims to distribute 15,000 eco-friendly seed Ganesha idols — a significant scale-up from last year’s 10,000. Made from natural clay and embedded with seeds and organic fertilizer, the idols are designed for home immersion in flowerpots, allowing them to transform into plants instead of polluting water bodies.
As part of the campaign, ReSL and BIG FM have also launched a city-wide used paper collection drive, repurposing the paper into large eco-friendly Ganesha sculptures. From August 19 to September 2, interactive on-ground activities and on-air campaigns will be driven by BIG FM RJs to deepen community participation.
Speaking at the event, Masood Mallick, Managing Director & CEO of Re Sustainability, said, “Our vision is to empower every citizen to become a custodian of the environment.
He further elaborates, “Through Green Ganesha, we offer a tradition-friendly yet eco-conscious alternative that safeguards our water bodies. With Aakri powered by Re Sustainability, we are making responsible waste management simple, safe, and accessible for every household. Sustainability is a shared duty, and together, small actions can create extraordinary impact.”
Speaking on the occasion, Sunil Kumaran, Chief Executive Officer of 92.7 BIG FM, said, “BIG FM has always believed in the power of entertainment to drive social impact. With #ReBIGGreenGanesha, we are not only celebrating one of India’s most beloved festivals but also inspiring communities to embrace sustainability in meaningful ways.
“By bringing together music, culture, and environmental responsibility, we hope to create a movement where every celebration leaves behind not waste, but life. Our collaboration with Re Sustainability is a testament to our shared commitment towards a greener, cleaner future,” he said.
Speaking at the event, a resident of My Home Bhooja, “It is heartening to see initiatives like Green Ganesha that preserve tradition while protecting our environment. The eco-friendly seed idols provide us with a way to celebrate responsibly and leave behind a positive legacy. At the same time, the launch of Aakri powered by Re Sustainability, feels like the missing piece.
“One platform to handle everything we throw away, it makes waste management so much simpler, and now it’s not only easy to discard waste but also rewarding, as we can even earn from recyclables. It’s truly a step toward making sustainability part of everyday life” further added.
With these twin initiatives, Re Sustainability aims to promote a circular economy, where every celebration becomes a step toward a zero-waste future. By blending technology, tradition, and community engagement, the organization is driving meaningful change across India’s urban landscape.
