Re Sustainability Launches Twin Green Initiatives: Green Ganesha Campaign and Aakri Smart Waste Collection App
Hyderabad, August 19, 2025 – Re Sustainability Limited (ReSL), Asia’s leading provider of circular economy solutions, has unveiled two major sustainability initiatives aimed at promoting eco-conscious celebrations and responsible waste management this festive season. The company announced the 18th edition of its award-winning Green Ganesha campaign (#ReBIGGreenGanesha) in collaboration with 92.7 BIG FM, alongside the launch of its smart, app-based waste collection platform Aakri – Powered by Re Sustainability.
The twin initiatives were formally launched at My Home Bhooja residential community in Hyderabad, with enthusiastic participation from residents, reinforcing the importance of collective responsibility in advancing a sustainable future.
Tackling the Environmental Impact of Festive Celebrations
The significance of eco-friendly initiatives is underscored by the environmental toll of Ganesh festivities in Hyderabad. In 2024 alone, more than 6,000 tonnes of waste were collected from Hussain Sagar Lake after idol immersions. Idols made from Plaster of Paris (POP) and painted with toxic chemicals do not fully dissolve, releasing heavy metals, reducing oxygen levels in water bodies, and endangering aquatic life.
To address these challenges, ReSL and 92.7 BIG FM are leading the Green Ganesha 2025 campaign, which promotes the use of eco-friendly seed Ganesha idols. Last year, over 10,000 seed idols made from natural clay were distributed across India. This year, the campaign has scaled up its efforts with the distribution of 15,000 seed Ganesha idols, embedded with organic fertilizer and plant seeds. These idols can be immersed at home in flowerpots, symbolizing rebirth and growth while eliminating water pollution.
The campaign has drawn the support of prominent personalities, including veteran actor Tanikella Bharani and actress Madhu Shalini, who attended the launch event to encourage citizens to adopt responsible and environment-friendly practices during the festivities.
Community Engagement and Awareness
In addition to distributing eco-friendly idols, the campaign is organizing a city-wide used paper collection drive, transforming recycled paper into large Ganesha sculptures. BIG FM radio jockeys will host interactive on-air and on-ground events from August 19 to September 2, engaging citizens and spreading the message of sustainable celebrations.
Speaking on the occasion, Sunil Kumaran, CEO 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.”
Aakri – Smart Waste Collection App for a Zero-Waste Future
Alongside the Green Ganesha campaign, ReSL introduced Aakri – Powered by Re Sustainability, an innovative digital platform designed to simplify waste management for Indian households.
Aakri offers doorstep pickup services for sanitary waste, used diapers, recyclables, and domestic hazardous waste through a seamless, app-based system. The service is currently operational across southern India, catering to over 1 lakh registered users, including individual homes, apartment complexes, gated communities, and institutions.
All collected waste is processed through Re Sustainability’s extensive network of material recovery facilities, recycling plants, and advanced incineration units, ensuring maximum safety, hygiene, and environmental compliance. By digitizing and streamlining waste collection, Aakri is empowering citizens to directly contribute to India’s mission for cleaner cities and a zero-waste future.
Masood Mallick, Managing Director & CEO of Re Sustainability, emphasized the company’s vision:
“Our aim is to empower every citizen to become a custodian of the environment. With Green Ganesha, we provide a tradition-friendly yet eco-conscious alternative that safeguards our water bodies. Through Aakri, we are making responsible waste management simple, safe, and accessible for every household. Sustainability is a shared responsibility, and small actions, when multiplied, can create extraordinary impact.”
Towards Responsible Living and a Circular Economy
With a legacy of three decades in integrated waste management, Re Sustainability has consistently driven initiatives that align with the principles of a circular economy—minimizing waste, maximizing resource recovery, and fostering community responsibility.
Through #ReBIGGreenGanesha and Aakri, the company aims to inspire citizens to not only celebrate festivals responsibly but also embed sustainability into their everyday lives. As Hyderabad gears up for Ganesh Chaturthi, these initiatives serve as a reminder that cultural traditions and environmental responsibility can go hand in hand.
