ADVAYA Plastic Circularity Innovation Launchpad - SIIC IIT Kanpur Cohort 2

ADVAYA - Plastic Circularity Innovation Launchpad is a CSR-backed incubation and acceleration program run jointly by Pernod Ricard India Foundation and the Startup Incubation and Innovation Centre (SIIC) at IIT Kanpur. Cohort 2 targets tech-driven startups building solutions in plastic waste management and circular economy, from collection and segregation to recycling, reuse, alternative materials, and traceability.

The program provides differentiated financial support based on stage: early-stage startups receive grants of Rs.8 lakh, while early-to-growth stage startups receive Rs.12 lakh. Support is milestone-based, with structured check-ins through the incubation period.

Beyond grants, selected startups get residential training at the IIT Kanpur campus, access to SIIC's incubation infrastructure, and continuous mentorship from IIT faculty, industry leaders, and policy experts. The program actively facilitates market access through partnerships with urban local bodies (ULBs), industries, and communities, giving startups real pilot pathways. Follow-on funding linkages with investors and ecosystem partners are also built into the program structure.

ADVAYA focuses on high-priority circularity segments: collection and segregation, material recovery, recycling and reprocessing, waste-to-value, reuse and refill systems, alternative packaging, and traceability tech for circular operations. Startups must demonstrate relevance to identified demand hotspots in the plastic circularity landscape.