CREDAI Kolkata’s ‘Rice for Plastic’ campaign lets people exchange 2 kg of plastic or e-waste for 1 kg of rice. Active across Kolkata, Howrah, and Hooghly, the initiative tackles pollution while supporting the nutrition needs of construction workers and their families, blending waste management with community welfare. Held under CREDAI’s corporate social responsibility wing, the initiative has drawn strong community participation.
Construction workers and nearby residents alike have responded enthusiastically, contributing plastic bottles, wrappers, wires, and outdated gadgets at designated drop points. The exchange system not only promotes responsible waste segregation but also helps combat malnutrition in vulnerable families. The Minister overseeing Urban Development and Municipal Affairs commended the campaign for bridging environmental responsibility with community welfare.
A major highlight of the initiative took place on June 16 at the KMDA Project site, where scores of workers gathered with bags of recyclable waste. The event was marked by a sense of collective purpose as families took home rice in return for their efforts, sending a clear message on the potential of citizen-led environmental action. Urban development authorities have taken note.
The initiative, officials noted, aligns with larger city goals of becoming more climate-resilient, equitable, and waste-conscious. Sidharth Pansari, President of CREDAI Kolkata, “This campaign reflects our commitment to inclusive growth. It empowers communities who are often left out of sustainability dialogues, while reducing the ecological footprint of construction zones,” he said.
Beyond the symbolic exchange, the campaign serves as a reminder of the human cost of urban development and the opportunity to design city systems that benefit all residents. By actively involving the construction workforce—a group often marginalised in sustainability efforts—the initiative helps embed equity at the heart of waste management. Experts say this model could be replicated in other Indian cities where plastic pollution and economic inequality intersect.
As cities struggle with mounting e-waste and plastic overload, people-first interventions like this can turn everyday actions into collective impact. The ‘Rice for Plastic’ campaign signals that sustainability need not be disconnected from human needs. With the right intent and design, cities can move towards zero-waste goals while feeding those who build them.
