Lest we forget: Yeh Duniya Gol Hai

Bollywood actor Vijay Raaz lends his voice to Aditya Birla Group's digital campaign on the occasion of World Environment Day

In honour of World Environment Day, the 165-year-young Aditya Birla Group has launched the #BigOnCircularity campaign to raise awareness about sustainability. As part of this campaign, the Group unveiled a digital video titled “Yeh Duniya Gol Hai”, featuring the voice of Bollywood actor Vijay Raaz.

On World Environment Day, the spotlight is on the collaborative efforts of countries, organisations, and individuals who strive to utilise materials sustainably and embrace a planet-positive approach to life.

With Vijay Raaz's distinct style of dialogue delivery, the video narrates an illustrated story of waste, while explaining how it can be transformed into a valuable resource to safeguard our planet. By highlighting the impact of recycling, reusing, and repurposing waste, the video encourages consumers to turn waste into good and grant it a second life.

The Group has also released a longer version of the digital video that showcases the sustainability milestones, innovations, and goals of its businesses.

At the forefront of building a sustainable future, Aditya Birla Group places circularity at the heart of all its business decisions. On a mission to minimise its environmental footprint, the Group is implementing innovative recycling practices to promote circularity across its products and businesses. In the past year alone, the Group repurposed, recycled, and co-processed over 11.9 million tonnes of waste, exemplifying its commitment to responsible waste management practices.

Here are a few examples of how Aditya Birla Group successfully balances growth with environmentally conscious practices across its businesses and initiatives:

• Grasim Industries, the Group’s flagship firm, reuses over 1.7 MMT of waste.
• UltraTech, its cement flagship, has utilised 3.74 lakh MT of waste in its kilns.
• Aditya Birla Fashion and Retail (ABFRL) has recycled and reused more than 99% of its waste.
• Hindalco, the metals flagship, has supplied 1.2 MMT of red mud to UltraTech, thereby reducing its dependence on natural resources.
• Novelis, a global leader in aluminium rolling and an independent subsidiary of Hindalco, recycles over 82 billion used beverage cans annually. A can that is recycled today can be transformed back into a new can and returned to store shelves in approximately 60 days.
• Birla Cellulose, a world leader in viscose staple fibre (VSF) and a trusted raw material partner for the global textile and non-woven value chain, reuses 30% of textile waste through its innovative brand, Liva Reviva.