Quick Overview:
- Kia launches Phase III of Project D.R.O.P to combat plastic waste across 8 cities
- Initiative targets 1,100 facilities and 7,000 tons of plastic waste collection in 2025
- Project has already reached 1.5 million citizens since its launch in 2023
In a bid to drive meaningful change beyond the business of selling cars, Kia India celebrated Earth Day 2025 by kicking off Phase III of its flagship CSR initiative, Project D.R.O.P (Develop Responsible Outlook for Plastic). The company is partnering with Indian Pollution Control Association (IPCA) to amplify the fight against plastic waste while encouraging community-led sustainability efforts.
What is Project D.R.O.P.?
Launched in 2023, Project D.R.O.P has steadily grown into a grassroots movement. It has directly and indirectly impacted over 1.5 million people and engaged with 789 key facilities. With Phase III, Kia is setting its sights even higher—reaching 1,100 facilities and collecting 7,000 tons of plastic waste across major cities including Gurgaon, Bengaluru, Mumbai, Visakhapatnam, Chandigarh, Panchkula, and Zirakpur.
What makes this project more than a PR-friendly green initiative is its local impact. From establishing waste recovery centers in Bhondsi to recycling units in Noida, D.R.O.P isn’t just about picking up trash—it’s creating livelihoods for scrap dealers and processors while lending a hand to overburdened municipal corporations.
The campaign was virtually inaugurated by Shri Tokhan Sahu, Minister of State, MoHUA, who rightly emphasized the need for community-led zero-waste solutions. Kia India’s leadership echoed the same sentiment, highlighting how sustainability is now at the core of the brand’s identity—not just on paper, but in practice.
Project D.R.O.P tackles the root of the plastic problem by advocating for segregation at source, encouraging behavioural change, and promoting recycling through education and infrastructure. With 66% coverage of resident welfare associations and 21% penetration in educational institutions already, the initiative is showing signs of real-world impact—not just well-worded intent.
Final Thoughts:
In a world where most CSR initiatives end up as hashtags, Kia’s Project D.R.O.P is actually doing the dirty work—literally. From school corridors to society basements, the brand is making waste management cool, conscious, and collective. Here’s to hoping more automakers follow suit—not just on Earth Day, but every day.