A model of production and consumption that keeps materials, products, and resources in use for as long as possible — eliminating the concept of waste by design. Unlike the conventional linear economy of "take, make, dispose," a circular economy is restorative and regenerative by intention: materials are recovered, repaired, reused, and recycled, preserving their value at every stage of their lifecycle.
The United Nations recognises the transition to a circular economy as essential to achieving multiple Sustainable Development Goals, including responsible consumption and production (SDG 12), climate action (SDG 13), and life below water (SDG 14). For Project Rise, the principles of circularity inform our environmental programmes — from tackling plastic pollution to encouraging upcycling — and reflect our community's long-held belief in responsible stewardship of the Earth's resources.
Source: UN Environment Programme (UNEP); SDG 12 framework.
The ability to meet the needs of the present without compromising the ability of future generations to meet their own. First articulated by the UN's Brundtland Commission in 1987, sustainability encompasses three interconnected dimensions: environmental (protecting ecosystems and biodiversity), social (ensuring equity, wellbeing, and inclusion), and economic (enabling livelihoods and prosperity that can be maintained over time).
Sustainability sits at the heart of Project Rise's philosophy. Rooted in the Islamic teaching that the natural world is a trust (amanah) to be honoured and preserved, our programmes in food security, environment, water, healthcare, and education are all designed with long-term impact and community resilience in mind. True to the UN's 2030 Agenda, we aim to serve people and the planet simultaneously — leaving no one, and no ecosystem, behind.
Source: UN Brundtland Commission Report (1987); 2030 Agenda for Sustainable Development.
A global environmental campaign of the Dawoodi Bohra community, launched in 2018 under the banner of Project Rise and the Burhani Foundation. The initiative mobilises community volunteers worldwide to combat the crisis of plastic pollution — through large-scale clean-up drives at beaches, rivers, and water bodies; the elimination of single-use plastics at community events; and sustained public awareness campaigns on sustainable living.
In India, Turning the Tide has brought thousands of volunteers together across cities including Mumbai, Chennai, Surat, and Jamnagar. Globally, the initiative has collaborated with UN Champion of the Earth Afroz Shah and organisations such as the Surfrider Foundation. Its sub-initiatives include a "Bring Your Own Bag/Bottle" policy at community events and Happy Nests — an upcycling programme that transforms plastic waste into decorative artefacts.
The process of transforming discarded materials or waste products into new items of equal or greater value — preserving or enhancing the material's worth rather than merely recycling it into a lower-grade form. Upcycling is a practical expression of circular economy principles: it extends the life of materials, reduces waste sent to landfill, and diminishes the demand for new raw materials and the energy required to produce them.
Within Project Rise, upcycling is practised through Happy Nests — an initiative led by Dawoodi Bohra women around the world — in which plastic bottles, bags, and other discarded materials are repurposed into decorative items, planters, gift boxes, and artefacts. Beyond environmental benefit, upcycling fosters community participation, creativity, and practical skills, particularly among younger generations. It embodies the Quranic principle of avoiding waste (israf) and finding renewed purpose in what might otherwise be discarded.
Within Project Rise, upcycling is practised through Happy Nests — an initiative led by Dawoodi Bohra women around the world — in which plastic bottles, bags, and other discarded materials are repurposed into decorative items, planters, gift boxes, and artefacts. Beyond environmental benefit, upcycling fosters community participation, creativity, and practical skills, particularly among younger generations. It embodies the Quranic principle of avoiding waste (israf) and finding renewed purpose in what might otherwise be discarded.
A food security programme of Project Rise that empowers Dawoodi Bohra community volunteers to take sustained, grassroots action against hunger and malnutrition in their cities and towns. Operating under the broader goal of a Zero Hunger World — aligned with UN Sustainable Development Goal 2 (SDG 2) — the Zero Hunger Squad organises regular food distributions, freshly cooked meal services, and dry ration drives for marginalised communities.
Established in India in October 2020 in response to food insecurity caused by the COVID-19 pandemic, the initiative has expanded to multiple cities across the country, including Chennai, Coimbatore, Sangamner, and Bhopal, benefitting hundreds of thousands of individuals. Volunteers coordinate weekly distributions, often in partnership with hospitals, railway stations, and civic bodies. The Zero Hunger Squad reflects the Islamic imperative to feed those in need, rooted in the Prophet Mohammed's teaching that the most beloved of creation to Allah is the one who benefits humanity most.
Source: Project Rise India; UN SDG 2 Zero Hunger framework; FAO food security indicators.
A philosophy and practical goal that seeks to eliminate — not merely manage — the sending of materials to landfill, incinerators, or the natural environment. Zero waste goes beyond recycling: it calls for a fundamental redesign of the systems by which goods are produced, consumed, and disposed of, so that all materials are recovered and reused in a closed loop. The Zero Waste International Alliance defines it as a comprehensive approach to waste prevention that preserves natural resources and protects human health.
For Project Rise, zero waste is both a programme objective and a community value. At large-scale events such as Ashara Mubaraka — held annually across India and worldwide — community members practise zero-waste principles through portion control, food recovery, the elimination of single-use plastics, and systematic waste segregation. These practices, rooted in the Islamic prohibition of israf (waste and excess), demonstrate that large gatherings of tens of thousands of people can operate with minimal environmental footprint.
