Philip Morris India Trading Private Limited (PM India) partnered with Litterati, a global civic technology company, to launch the first phase of a 12-month anti-littering effort in Delhi. Implemented as part of PM India's CSR work under Project Unmesha, which focuses on environmental stewardship, circularity, and climate resilience, the collaboration seeks to generate a deeper understanding of littering patterns and support cleaner, more sustainable public spaces.
The first phase in Delhi will leverage Litterati's methodology, community science approach and AI-enabled image recognition technology to identify litter hotspots, map litter composition and establish scientifically rigorous baselines across selected urban environments. Insights generated through this assessment will help PM India pilot targeted, scalable solutions focused on behaviour change, responsible disposal practices and waste recovery in identified hotspots. By combining technology, measurement and on-ground observation, the collaboration aims to support more effective responses to littering challenges and contribute to the Swachh Bharat Mission's emphasis on citizen participation, responsible waste disposal practices and cleaner public spaces.
