The KCT Group Trust supports the Anti-Pollution Action Group (A-PAG) in advancing research-led interventions to reduce air pollution linked to cremation practices in urban centres such as Delhi and Patna. Recognizing cremation as a deeply cultural and emotional practice, the initiative takes a sensitive, non-prescriptive approach focused on informed choice.

Research including surveys, stakeholder interviews and field visits to crematoriums revealed three key barriers to adopting electric and CNG cremation systems: lack of timely information, perceptions of these alternatives as emotionally sterile, and limitations in performing essential rituals. Based on these insights, the programme proposes simple decision aids, improved design and experience of alternative crematoriums, and the inclusion of key rites aiming to encourage cleaner cremation choices while respecting tradition, belief, and personal preference.