Kanpur, 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.

ABOUT SIIC, IIT KANPUR

The Startup Incubation and Innovation Centre (SIIC) at IIT Kanpur is one of India’s oldest and most dynamic technology business incubators. It nurtures innovation-driven startups across various sectors, including aerospace, healthcare, energy, and deep tech. Backed by world-class infrastructure, a strong mentorship network, and strategic partnerships with government and industry, SIIC helps entrepreneurs transform lab-scale ideas into market-ready solutions. Through its programs, funding access, and institutional support, SIIC plays a pivotal role in shaping India’s innovation landscape—driving self-reliance, technological leadership, and sustainable entrepreneurship. Over the years, SIIC has supported more than 500 startups pioneering advancements at the frontiers of technology.

ABOUT PERNOD RICARD INDIA FOUNDATION

Pernod Ricard India Foundation (PRIF), a Section 8 Company incorporated under the Companies Act, 2013 (“Act”), is a wholly owned subsidiary of PRI, formed to fulfill its commitment to the cause of Corporate Social Responsibility near its operations and beyond, in areas of special needs. PRIF aims to drive sustainable solutions to address social, economic & environmental sustainability while partnering in India’s development initiatives.

ABOUT IIT KANPUR

The Indian Institute of Technology Kanpur, established in 1959 by an Act of Parliament, holds the distinction of being recognized as an Institute of National Importance by the Government of India. Renowned for its excellence in science and engineering education, IIT Kanpur has made significant contributions to research and development over the decades. Its expansive, lush green campus spans 1,055 acres and hosts a rich array of academic and research resources. The institute comprises 20 departments, 27 centers, three interdisciplinary programs, and three specialized schools across engineering, science, design, humanities, and management disciplines. With over 570 full-time faculty members and more than 9,500 students, IIT Kanpur remains a leader in fostering innovation and academic rigor.

For more information, please visit: www.iitk.ac.in.