Coca-Cola India and Reliance Retail have initiated a pilot project for the “Bhool Na Jana, Plastic Bottle Lautana” initiative in 36 Reliance Retail stores, including Smart Bazaar and Sahakari Bhandar outlets in Mumbai and Delhi. This initiative focuses on the collection and recycling of used PET bottles through the implementation of Reverse Vending Machines (RVMs) and collection bins. The project aligns with the Government’s Swachh Bharat Mission, which aims to create a clean and sustainable India. The collaboration plans to expand to 200 Reliance Retail stores nationwide by 2025, with a target of collecting 500,000 PET bottles annually during the pilot phase.
As part of the initiative, Reverse Vending Machines (RVMs) and collection bins will be installed in the participating stores, providing consumers with a convenient method to deposit their used PET bottles. In return for their contribution, 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 leader in polyester and plastics recycling.
The “Bhool Na Jana, Plastic Bottle Lautana” initiative aims to address the pressing issue of plastic waste management in India. By encouraging consumers to recycle their PET bottles, the collaboration between Coca-Cola India and Reliance Retail aims to reduce the environmental impact of plastic waste and promote a circular economy. The initiative aligns with Coca-Cola’s global commitment to collect and recycle 100% of the packaging it produces, as part of its World Without Waste strategy.
The collaboration between Coca-Cola India and Reliance Retail offers consumers attractive discounts on Coca-Cola India products as an incentive for recycling their PET bottles. This approach aims to encourage widespread participation and create a positive impact on consumer behaviour towards responsible waste management. By integrating the recycling process into the shopping experience, the initiative provides a convenient and engaging way for consumers to contribute to a cleaner environment.
RTM Watch’s Take
The collaboration between Coca-Cola India and Reliance Retail for the “Bhool Na Jana, Plastic Bottle Lautana” initiative is a significant step towards addressing the plastic waste challenge in India. By leveraging the extensive retail network of Reliance Retail and the recycling expertise of Reliance Industries, this partnership has the potential to make a substantial impact on PET bottle collection and recycling. The integration of Reverse Vending Machines (RVMs) and collection bins in Reliance Retail stores provides consumers with a convenient and rewarding way to participate in the recycling process. The initiative’s expansion plans and target of collecting 500,000 PET bottles annually demonstrate a commitment to scaling up the impact and creating a sustainable model for plastic waste management.
