On the occasion of Earth Day, Kia India, a leading premium automobile manufacturer, announced the launch of Phase III of its flagship CSR initiative, Project D.R.O.P (Develop Responsible Outlook for Plastic), in partnership with the Indian Pollution Control Association (IPCA).
Project D.R.O.P is a key pillar of Kia India’s commitment to promoting environmental sustainability and fostering community-led waste management practices. The initiative aims to transform public attitudes toward plastic waste, highlighting the importance of responsible consumption and disposal.
With this new phase, Kia is advancing its vision of transforming Gurugram into a model Zero Waste City, aligning with India’s broader climate objectives and national sustainability goals.
The inauguration was virtually graced by Hon’ble Minister of State Shri Tokhan Sahu, Ministry of Housing and Urban Affairs (MoHUA), Government of India. Also, Mr. Hardeep S. Brar, Senior Vice President & National Head, Sales & Marketing, Kia India and Guests of Honor Shri Vishal Kumar, Joint Commissioner, Municipal Corporation of Gurugram, lauded the initiative for its grassroots impact and alignment with India’s broader environmental priorities.
Kia India is implementing the project in collaboration with IPCA across eight major Indian cities, Project D.R.O.P aims to foster behavioral change in how plastic waste is perceived and managed. By promoting ownership among individuals and communities, the initiative encourages plastic segregation at source, alongside enhanced recycling and material recovery efforts.
In his virtual address, Shri Tokhan Sahu Hon’ble Minister of State, Ministry of Housing and Urban Affairs (MoHUA), Government of India emphasized, “We need community-centric solutions to realize our Zero Waste vision. Kia’s Project D.R.O.P is laying the groundwork for lasting change by actively engaging youth, citizens, and institutions.” He also reiterated the government’s steadfast commitment to building cleaner, greener cities.
Reaffirming the company’s sustainability vision, Mr. Hardeep S. Brar added, “At Kia India, we draw inspiration from nature and are committed to its protection and conservation. This belief guides us in adopting sustainable, circular approaches in all our efforts. Since its launch in 2023, Project D.R.O.P has strengthened plastic waste management through initiatives like establishing a waste recovery center in Bhondsi and a recycling unit in Noida. Beyond environmental impact, the project has generated employment opportunities for scrap dealers and processors while supporting municipal corporations in addressing the challenge of plastic waste management. It stands as a testament to how corporates can lead meaningful change beyond business and positively impact the communities they serve.”
Echoing this sentiment, Shri Vishal Kumar, Joint Commissioner, Municipal Corporation of Gurugram stated, “Through Kia’s CSR initiative, D.R.O.P (Developing Responsible Outreach for Progress), we are actively empowering the residents of Gurugram, especially its youth—to take a leading role in driving the city towards a sustainable, Zero Waste future. By fostering awareness, responsibility, and community participation, the program aims to inspire long-term environmental stewardship and positive change at the grassroots level.”
Kia India’s project D.R.O.P, which commenced on January 1st, 2023, has directly and indirectly benefited 1.5 million people till date. From the targeted 789 facilities, the initiative has successfully reached 66% of residential welfare associations, 21% of educational institutions, and 13% of commercial complexes.
With Phase III, the initiative is expanding operations to Chandigarh, Panchkula, and Zirakpur, in addition to its existing presence in Gurgaon, Mumbai, Bangalore, Visakhapatnam, and Vizag. This expansion will cover 1,100 facilities, with a goal of collecting 7,000 tons of plastic waste across all locations in 2025.
