Coca-Cola India and Reliance Retail Spearhead ‘Bhool Na Jana, Plastic Bottle Lautana’ PET Recycling Initiative
In a groundbreaking move towards sustainability, Coca-Cola India and Reliance Retail have joined forces for the innovative initiative ‘Bhool Na Jana, Plastic Bottle Lautana.’ The focus of this collaborative effort is on the collection and recycling of used PET bottles, utilizing Reverse Vending Machines (RVMs) and collection bins strategically placed in 36 Reliance Retail stores across Mumbai and Delhi.
The initiative, aligned with the Government’s Swachh Bharat Mission and aimed at fostering a circular economy, marks a significant step in promoting responsible waste management. The pilot project, which has already commenced in select Reliance Retail outlets, is set to expand to 200 stores nationwide by 2025. During the pilot phase, the goal is to collect an impressive 5,00,000 PET bottles annually.
The launch event, hosted at the Smart Bazaar store in Santa Cruz, witnessed the presence of Kazi Irfan, Officer on Special Duty (OSD) for Solid Waste Management at the Brihanmumbai Municipal Corporation (BMC).
As part of the initiative, RVMs and collection bins will be strategically placed within the participating stores, offering consumers a convenient avenue to deposit their used PET bottles. To incentivize participation, consumers will receive attractive discounts on Coca-Cola India products. The collected PET bottles will be responsibly managed and recycled by Reliance Industries (RIL), a recognized leader in polyester and plastics recycling.
Damodar Mall, Chief Executive Officer, Grocery Retail, Reliance Retail Limited, emphasized the cultural inclination of Indian families toward recycling. He stated, “Indian families have had the habit of not trashing milk pouches, plastic bottles, even newspapers, daily.” Mall added that the collaboration with Coca-Cola India and Reliance Industries is an attempt to modernize and encourage this recycling habit within the extensive network of Reliance stores.
Greishma Singh, Vice President – Customer and Commercial Leadership, Coca Cola India and Southwest Asia, expressed delight in creating awareness and providing shoppers with a convenient and engaging way to recycle PET bottles. He highlighted the power of partnerships in driving progress in collection, recycling, and reuse.
Hemant D Sharma, President – Growth and Strategy, Polyester, Reliance Industries Limited, underlined Reliance’s commitment to sustainability and circularity. Sharma stated, “Reliance stands as a trailblazer in sustainability and circularity, leading India’s charge in transforming waste into valuable resources.” He emphasized RIL’s commitment to recycling 2 billion PET bottles annually, with plans to scale it to 5 billion, showcasing a long-standing dedication to a greener, circular future.
This initiative seamlessly aligns with Coca-Cola’s global commitment to collect and recycle 100 percent of the packaging it produces, as part of its World Without Waste strategy. Building on the success of Coca-Cola India’s ‘Return and Recycle’ initiative, this collaborative effort aims to reinforce sustainability practices, encourage responsible waste management, and contribute to a cleaner environment.
The multifaceted approach, encompassing consumer incentives, strategic recycling infrastructure, and corporate responsibility, paints a promising picture for the future of waste management in India. As ‘Bhool Na Jana, Plastic Bottle Lautana’ takes root, it stands as a testament to the positive impact achievable through collective efforts towards a more sustainable and eco-friendly future.
The ‘Bhool Na Jana, Plastic Bottle Lautana’ initiative signifies a collective commitment to environmental responsibility and circular economy principles. With plans to expand to 200 Reliance Retail stores nationwide by 2025, the scale of this undertaking is set to make a substantial impact on PET bottle recycling in India.
The strategic placement of Reverse Vending Machines (RVMs) and collection bins within Reliance Retail outlets not only promotes convenient disposal for consumers but also offers them tangible incentives in the form of attractive discounts on Coca-Cola India products. This innovative approach not only encourages active participation but also integrates sustainability seamlessly into everyday consumer experiences.
The collaboration between Coca-Cola India and Reliance Industries, particularly in the responsible management and recycling of collected PET bottles, further underscores the holistic nature of this initiative. Reliance Industries, a pioneer in sustainability and circularity, is committed to processing 2 billion PET bottles annually, with ambitions to scale up to an impressive 5 billion. This commitment positions RIL at the forefront of transforming waste into valuable resources, setting an exemplary standard for eco-friendly manufacturing.
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