Kia India, in partnership with the Indian Pollution Control Association (IPCA) and the New Delhi Municipal Council (NDMC), has launched Phase IV of Project D.R.O.P. (Develop Responsible Outlook for Plastic) in the Delhi National Capital Region. The initiative was announced at the NDMC Convention Centre in Connaught Place, New Delhi.

Under the latest phase, the project aims to support plastic waste management across 250 facilities in Delhi, Noida and Ghaziabad. The programme focuses on improving the collection, segregation and disposal of plastic waste in urban areas.

As part of the rollout, community bins made from recycled plastic waste were unveiled. A collection vehicle dedicated to the initiative was also flagged off to support an organized plastic waste collection system across the capital.

Atul Sood, Senior Vice President, Sales & Marketing, Kia India, said, “As India’s urban ecosystems continue to evolve, the need for structured and sustainable waste management systems has become more critical than ever. Through Project D.R.O.P., Kia India is committed to enabling meaningful behavioural change and supporting robust grassroots infrastructure for responsible plastic waste management. We are proud to collaborate with IPCA and NDMC in bringing this initiative to the national capital region and creating a scalable model that can inspire broader environmental transformation across the country.”

The event was attended by NDMC Vice Chairperson Kuljeet Singh Chahal, who highlighted the importance of strengthening waste management systems in urban areas.

“It is a matter of immense pride for NDMC to collaborate with Kia India & IPCA for implementing Project D.R.O.P., under which dedicated plastic collection bins will be installed across the NDMC area. It will ensure systematic collection, transportation, segregation & recycling of plastic waste through authorized recycling channels,” said Chahal.

“Through public awareness & encouraging responsible citizen participation, Project D.R.O.P. plays a vital role in reducing plastic waste pollution and promoting a more sustainable New Delhi. I am confident that Project D.R.O.P. will emerge as a model initiative, inspiring greater environmental responsibility and community engagement across the country,” he added.

The initiative was also acknowledged by NDMC Council Members Anil Valmiki and D.P. Singh.

Ajay Garg, Secretary, IPCA, spoke at the event regarding the need for a collaborative effort to tackle the problem of plastic pollution and the extension of the project to the National Capital Region.

The Deputy Director of IPCA, Radha Goyal, gave information about the project's implementation structure, its impact, and scalability in urban areas.

Project D.R.O.P. came into being in 2023 and covered five cities successfully meeting its target of collecting 2,500 metric tonnes of plastic waste from 500 facilities. The project was then rolled out to 789 facilities in 2024 where it managed to collect 4,850 metric tonnes of plastic waste beyond its target of 3,500 metric tonnes.

In 2025, Project D.R.O.P. was further extended to include another three cities namely, Chandigarh, Panchkula, and Zirakpur with a coverage of 14,560 metric tonnes of plastic waste from 1,100

With the launch of Phase IV, the project now covers 11 cities and 1,350 facilities, with a collection target of 9,200 tonnes of plastic waste.

According to the organisers, efforts are underway to expand the programme to additional cities, with the Delhi model expected to serve as a framework for future plastic waste management initiatives in urban areas.