**Executive Summary**
NITI Aayog's Atal Innovation Mission (AIM) and Hindustan Unilever Limited (HUL) have partnered to launch a nationwide start-up acceleration program. The program, under HUL's Project Circular Bharat, aims to advance India's transition to a circular economy by identifying and supporting 50 high-potential circular economy start-ups over the next three years. The press release was issued on December 11, 2023.
**Key Points / Main Content**
* **Partnership:** NITI Aayog's AIM and Hindustan Unilever Limited (HUL) are collaborating on a start-up acceleration program.
* **Program Objective:** To advance India's transition to a circular economy.
* **Project Circular Bharat:** The initiative falls under HUL's flagship project.
* **Startup Support:** The program will identify and support 50 high-potential circular economy start-ups over the next three years.
* **Focus Areas:**
* Prioritizes start-ups innovating in plastics circularity.
* Solutions for plastic recycling, reuse & refill models.
* Next-generation packaging materials.
* Material recovery in other post-consumer waste streams (textiles, e-waste).
* **Benefits for Startups:**
* Curated mentorship from business leaders, policy experts, and investors.
* Grant funding opportunities.
* Pilot opportunities for market validation.
* **Resources:** The partnership leverages AIM and NITI Aayog's policy expertise, HUL's industry network, and Xynteo's strategic expertise.
**Impact Analysis**
**Start-ups:**
* **Impact:** Access to mentorship, funding, pilot opportunities, and a network to accelerate the development of circular economy solutions.
* **Action Required:** Apply to the program and participate in mentorship and pilot programs if selected.
**NITI Aayog & HUL:**
* **Impact:** Opportunity to contribute to India's circular economy and build a sustainable future.
* **Action Required:** Manage the program, provide resources to start-ups, and track progress towards program goals.
**Indian Economy:**
* **Impact:** Supports the development of a circular economy and helps cut waste, reimagine recycling, and build green industries.
* **Action Required:** None mentioned.
Key Entities Referenced
Project Circular Bharat: Flagship project of Hindustan Unilever Limited aimed at promoting a circular economy by supporting start-ups innovating in plastic circularity and other post-consumer waste streams.
NITI Aayog: Government of India's policy think tank, partnering with HUL and AIM to advance India's transition to a circular economy.
Hindustan Unilever Limited (HUL): Partnering with NITI Aayog and AIM on the Project Circular Bharat initiative.
Atal Innovation Mission (AIM): A Government of India initiative and partner in this collaboration, aiming to promote innovation and entrepreneurship.
NITI Aayog
Atal Innovation Mission, NITI Aayog and HUL
Partner to Accelerate Transition to Circular
Economy
Landmark corporate & government partnership to drive
innovation in plastic circularity
प्रव तथ: 11 DEC 2025 9:37AM by PIB Delhi
NITI Aayog’s Atal Innovation Mission (AIM) and Hindustan Unilever Limited (HUL) have joined forces
to launch a nationwide start-up acceleration programme aimed at advancing India’s transition to a circular
economy.
This initiative, under HUL’s flagship Project Circular Bharat, will identify and support 50 high-potential
circular economy start-ups over the next three years. The programme will prioritise start-ups innovating in
plastics circularity with solutions for plastic recycling, reuse & refill models and next-generation
packaging materials. Beyond plastics, the programme will also support start-ups tackling material
recovery in other post-consumer waste streams such as textiles, e-waste.
Start-ups selected under the programme will gain access to curated mentorship from business leaders,
policy experts, and investors. Selected start-ups may also get grant funding, coupled with pilot
opportunities for market validation. The partnership brings together AIM and NITI Aayog’s policy and
innovation nurturing expertise, HUL’s extensive industry network, and Xynteo’s strategic expertise to
accelerate breakthrough solutions that drive India’s shift toward a circular economy.
BP Biddappa, Executive Director and Chief People, Transformation and Sustainability Officer, HUL
added,
‘This partnership between NITI Aayog and HUL is a significant step in building India’s circular economy
for plastics. It reflects our firm belief that what is good for India is good for HUL. By combining the
strengths of government, industry expertise and entrepreneurial energy, we aim to empower next-
generation sustainability startups and scale practical solutions at speed’.
Dr. Deepak Bagla - Mission Director, AIM, NITI Aayog, said
‘This collaboration builds on the ethos and vision articulated by the Hon’ble Prime Minister, who has
affirmed that "For us, sustainable development is not just a slogan; it is a 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.’About Hindustan Unilever Limited
Hindustan Unilever Limited (HUL) is one of India’s largest Fast-Moving Consumer Goods company with
its products touching the lives of nine out of ten households in the country. HUL works to create a better
future every day.
About Atal Innovation Mission, NITI Aayog
Atal Innovation Mission (AIM), NITI Aayog is Government of India’s flagship initiative to promote a
culture of innovation and entrepreneurship in the country. It fosters innovation through its national
programs like ATL, AIC, and ACIC and others.
Media enquiries:mediacentre.hul@unilever.com
md-aim[at]gov[dot]in
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