Mumbai Initiative Receives Cheistha Kochhar Nudge Award

The Plastic Recyclothon, a Mumbai-based citizen-led initiative, has been honored with the inaugural Cheistha Kochhar Nudge Awards 2026 for its environmental contributions. The awards, organized by the Indian School of Public Policy (ISPP) in collaboration with the Cheistha Kochhar Foundation, were presented to Plastic Recyclothon, ThinkZone, and NammaKasa. These organizations, all renowned for their innovative approaches, were awarded a cash prize of Rs 10 lakh each to further their impactful work.

Plastic Recyclothon operates on a simple yet effective model: individuals can donate their plastic waste, which is then collected for free by volunteers. The collected waste is recycled and transformed into useful items such as benches, pencil boxes, and garbage bins. This initiative effectively turns waste into valuable community assets while promoting environmental consciousness.

The ceremony, attended by Dr. Ashok Lahiri, Hon’ble Vice Chairperson of NITI Aayog, Gen. Dalbir Singh Suhag (Retd.), and Prof. (Dr.) Pulkit Khanna, Dean of Jindal Institute of Behavioural Sciences, emphasized the growing importance of nudging in public policy. Dr. Lahiri pointed out that nudges can subtly influence citizen behavior without compromising their freedom.

He showcased the potential of behavioral audits, field experiments, and digital public infrastructure in enabling more citizen-centric, outcome-oriented, and fiscally efficient governance.