AIM–NITI Aayog, HUL launch national programme to accelerate India’s circular economy shift

The Atal Innovation Mission (AIM) under NITI Aayog has partnered with Hindustan Unilever Limited (HUL) to launch a nationwide start-up acceleration programme aimed at speeding up India’s transition to a circular economy, with a strong focus on plastic circularity. The initiative forms part of HUL’s flagship Project Circular Bharat .

Under the programme, AIM and HUL will select 50 high-potential circular economy start-ups over the next three years. The focus will be on innovations in plastic recycling, reuse and refill systems, and next-generation packaging materials, while also extending support to solutions in textile waste, e-waste, and broader material recovery.

This initiative aligns with ongoing innovation in India’s circular economy ecosystem, where several start-ups are already making notable strides. These include Banyan Nation, which produces high-quality recycled resin from post-consumer plastic; Lucro Plastecycle , a leader in flexible plastic recycling; ReCircle , known for its digital waste supply chain tracking; Without (by Ashaya) , which converts hard-to-recycle multilayer plastics into new materials; and Ecovia , which offers reusable packaging-as-a-service to help reduce single-use plastics. Globally, innovators such as Rebricks in Indonesia, The Good Plastic Company in the Netherlands, and DePoly in Switzerland are also advancing new models for plastic upcycling and chemical recycling—solutions that resemble the types of ventures this programme aims to support and scale in India.

Selected start-ups will receive curated mentorship from industry leaders, policy experts, and investors, along with potential grant funding and pilot opportunities to test and validate their solutions. The collaboration combines AIM’s innovation support framework, HUL’s extensive industry network, and Xynteo’s strategic expertise to strengthen India’s circular economy ecosystem.

BP Biddappa, Executive Director and Chief People, Transformation & Sustainability Officer at HUL, said the partnership marks “a significant step in building India’s circular economy for plastics,” adding that HUL believes “what is good for India is good for HUL.” He stressed that by blending government guidance, industry insight and entrepreneurial energy, the programme will help scale practical solutions rapidly.

AIM Mission Director Dr. Deepak Bagla said the initiative reflects the Prime Minister's vision that sustainable development is a long-term 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,” he said.

The partnership is expected to play a key role in advancing India’s efforts to reduce waste, recover materials efficiently, and build a more sustainable and circular economic future.