Bengaluru, November 12, 2025: In a significant step towards advancing sustainable innovation, the Startup Incubation and Innovation Centre (SIIC) at IIT Kanpur, in partnership with the Pernod Ricard India Foundation, has launched Advaya – The Plastic Circularity Innovation Launchpad. The initiative, implemented under Pernod Ricard India Foundation’s Corporate Social Responsibility (CSR) program, is designed to accelerate the development of technology-driven solutions that promote circularity in the plastics sector.
Earlier in the day, the Pernod Ricard India Foundation team met with Prof. Manindra Agrawal, Director, IIT Kanpur, to discuss the institute’s broader vision for sustainability and innovation-driven collaborations. The meeting highlighted the shared commitment of both institutions to fostering research-led entrepreneurship that addresses pressing environmental challenges.
The launch event brought together entrepreneurs, researchers, industry leaders, and policymakers to explore the future of circular plastics in India. Advaya will provide incubation and grant support of INR 20 lakhs to 10 startups, enabling the creation of scalable and commercially viable technologies for plastic waste management, recycling, and value recovery. Leveraging IIT Kanpur’s research expertise and innovation infrastructure, the program aims to foster sustainable enterprises that can effectively address critical environmental challenges.
The inaugural Cohort 1 of Advaya comprises five impactful startups: Evoxia Labs Pvt. Ltd., Zuviron Innovations Pvt. Ltd., Mushloop Pvt. Ltd., Paving+ Pvt. Ltd., and SwachhAI Technologies Pvt. Ltd.
The event also featured discussions on emerging technologies, business models, and collaborations essential for strengthening India’s circular economy ecosystem.
Advaya offers a comprehensive incubation framework that includes access to advanced laboratories, expert mentorship, industry partnerships, and market linkages. It aims to foster innovation that bridges scientific discovery and industrial application, contributing meaningfully to India’s sustainability and waste reduction goals.
Shri Arpit Upadhyay, Municipal Commissioner of Kanpur Nagar and Chief Guest at the event, expressed with heartfelt optimism that “In the near future, advanced technological solutions, such as effective waste segregation and conversion of waste into resources, will emerge in India through scalable public-private collaborations, with initiatives like Advaya playing a major role in promoting circularity.”
Speaking on the occasion, Mr. Gagandeep Singh Sethi, Senior Vice President – Integrated Operations & S&R, Pernod Ricard India, said, “The Advaya platform unites industry and academia to reimagine the lifecycle of plastics and build a circular economy. Through our partnership with SIIC–IIT Kanpur, we’re empowering entrepreneurs to drive sustainable innovation and create “Good Times from a Good Place.”
Reflecting on IIT Kanpur’s role in advancing technology-led sustainability, Prof. Deepu Philip, Director (PIC, Innovation & Incubation), SIIC IIT Kanpur, remarked, “Advaya represents IIT Kanpur’s continued focus on fostering innovation with societal relevance. The initiative seeks to convert the challenge of plastic waste into an opportunity for sustainable industrial growth.”
By combining academic excellence with industry collaboration, Advaya reflects a shared commitment to building a future where plastics circulate responsibly, resources are regenerated, and innovation drives environmental stewardship. Through initiatives like these, IIT Kanpur and Pernod Ricard India Foundation continue to advance India’s journey toward a sustainable and circular economy.
