Coca-Cola India and Reliance Retail have launched a sustainability initiative called “BhoolNaJana, Plastic Bottle Lautana”, which aims to collect post-consumer PET bottles at Reliance Retail stores in Mumbai through Reverse Vending Machines (RVMs) and collection bins. The initiative, aligned with the government’s Swachh Bharat Mission, has started in 36 stores, including Smart Bazaar and Sahakari Bhandar in Mumbai and Delhi, and will expand to 200 stores across India by 2025.
The pilot phase aims to collect 5,00,000 PET bottles annually. The RVMs and collection bins will allow consumers to deposit used PET bottles in exchange for discounts on Coca-Cola India products. The disposed PET bottles will be collected and recycled by Reliance Industries, a leader in polyester and plastics recycling.
This initiative is a key step towards Coca-Cola’s World Without Waste strategy, aiming to collect and recycle 100% of the packaging produced. The initiative will also maintain the sustainability momentum activated by Coca-Cola India’s ‘Return and Recycle’ initiative in collaboration with Zepto.The partnership aims to raise awareness and encourage recycling among consumers. Ms. Greishma Singh emphasizes the importance of partnerships with retail, government, civic societies, and consumer-centric ideas for progress in recycling and reuse.
