Eco Indian E-Commerce Initiatives

Amazon India’s “Dibbon Se Badhkar” initiative at the 2025 Maha Kumbh Mela transforms its iconic cardboard packaging boxes into sturdy, portable beds for event attendees. By upcycling materials often discarded as waste, this initiative redefines sustainable practices while addressing a real human need.

These beds, available free of charge, serve attendees, Kumbh Police Karmacharis, and the event hospital, with a significant number stationed at the lost and found center. Engineered with input from Ogilvy and specialized fabricators, the beds are layered, compressed, and rigorously tested for durability in the local environment.

The innovation combines environmental consciousness with thoughtful design. “By reimagining our boxes, we saw an opportunity to address a real need for the event’s attendees,” said Pragya Sharma, Director of Marketing at Amazon India. Following the event, all reusable beds will be donated to NGOs, further extending their impact. This initiative showcases how upcycling can create meaningful solutions, blending creativity, care, and sustainability.

Image Credit: Amazon India