Being a global company, we have a global framework, but we understand that there is no one-size-fits-all. So we have customised or localised solutions depending on how the regulations are unfolding, what materials or solutions are available in terms of sustainability in that market, to be able to tailor our approach.
If you look at our global framework, there are five interconnected pillars, which are enshrined in our vision for sustainability. At the centre of it is creating resilient food systems. The other pillars include driving circularity, decarbonisation of our value chain, preservation of nature and biodiversity, and social sustainability, which cuts across all areas.
Localised recycling initiatives in India
We have a local approach. For example, in our collection and recycling efforts, we have global mandates or targets to increase the recycling rate for cartons. In India, we have been working on this mandate for the last 20 years, actively engaging with the collection and recycling ecosystem.
Today, we work with over 40 collection partners, nine recyclers and 10 recycling sites to ensure that post-consumer cartons are properly recycled. Our approach is end-to-end. We work right from the consumer – where waste generation begins – to the recycling market.
In Gurugram, we collaborate with Saahas to ensure waste segregation at source in condominiums and RWAs. The aim is to make these wards Atmanirbhar in waste management. Wet waste is composted and used in local gardens, and dry waste is sent for recycling. This segregation improves the recyclability and economic viability for waste pickers. We prepared a social return on investment (SRI) report, and found that for every Rs 1 spent, we received Rs 2.95 in return – a strong indicator of impact.
Community-based recycling projects
In Mumbai, we work with Go Green and Reliance Retail, where bins are placed at Smart Stores and Sahkari Bhandars for consumers to dispose of cartons. These are then processed into items like benches and chairs for underprivileged schools – serving a dual social and environmental purpose and educating young minds on recycling. We also work with the Kabadiwala, which have developed an app – like an Uber of waste management – allowing households to schedule pick-ups for over 40 types of dry waste.
Behavioural change and youth engagement
We focus on technology, infrastructure creation (like material recovery facilities and sorting centres), and most importantly, behavioural change. Waste management isn’t just about infrastructure; it’s about changing habits. India’s young population is increasingly aware and sustainability-conscious. They are asking brands where raw materials come from and what happens to packaging post-use. This shift in consumer behaviour drives us to innovate and integrate sustainability into every aspect of our operations.
We focus on sustainable packaging with renewable, recycled content and responsibly sourced materials. Our cartons are composed mainly of paperboard, with 25% polymers and 5% aluminium. We are working to ensure that all materials are responsibly sourced and that packaging becomes carbon neutral by integrating more renewable and recycled content.
The future of packaging
Packaging has a significant opportunity in sustainability. We follow the four R’s: renewability, recyclability, recycled content, and responsibly sourced materials. We are also investing in connected packaging – using QR codes to engage consumers, sharing information about sustainability efforts, and educating consumers on proper waste sorting – for improved recycling outcomes.
One innovation is reducing materials from three to two – replacing aluminium with a paper-based barrier. This increases renewability to 90% and reduces carbon emissions by a third. Another innovation is around recycled content. India has new Extended Producer Responsibility (EPR) regulations requiring brands to recycle and reuse packaging. We have already aligned our sourcing to locally procure recycled resin, supporting government circularity goals.
Material sourcing across markets
The Indian market is not different in terms of material use. We maintain the same quality standards globally. Whether in Europe or India, the same material standards apply. All materials – be it paperboard, aluminium or polymers – must be responsibly sourced. Our paperboard is certified by the Forest Stewardship Council (FSC). Our aluminium comes with Aluminium Stewardship Initiative (ASI) certification, and our polymers are also sourced responsibly. This ensures minimal environmental impact.
Balancing cost, sustainability and safety
Sustainability, cost-effectiveness, and safety are not siloed for us; these are interconnected. Safety is non-negotiable. Even when using alternative or recycled materials, we ensure no compromise in product safety.
Sustainability is a core principle. We are shifting from fossil-based to renewable sources. Costs are important, especially in a price-sensitive market like India. But we focus on total cost of ownership.
For example, our aseptic cartons do not require refrigeration, saving energy. They are also lightweight, reducing transportation costs. So the solution is holistic.
Aseptic packaging and consumer awareness
Aseptic cartons don’t need refrigeration. In fact, the Indian Army uses Ultra-High Temperature (UHT) milk in remote areas where refrigeration is unavailable with no compromise in safety or quality.
However, consumers often refrigerate products unnecessarily. While it is fine to chill the beverage for taste, safety is not compromised without refrigeration. We are also working to increase shelf life and convenience.
India has extreme weather – from intense heat to cold. But we maintain uniformity in packaging design. All cartons are tested for performance in both tropical and temperate zones. They are designed to withstand climatic variations, ensuring integrity and performance across markets.
Scaling innovations in India
Scaling innovations in India has its challenges. One is the availability of raw materials at scale. For example, integrating renewable components requires sufficient supply from sectors like agri-forestry and plant-based materials, which are still maturing. Another challenge is infrastructure. No matter how well-designed the package is, without proper collection and recycling systems, it won’t succeed. So we design with the local recycling infrastructure in mind.
Co-investing in waste ecosystems
It is a journey, but awareness and intent are growing. Stringent regulations like EPR now require brands to take responsibility for the packaging they introduce into the market. There is increasing openness to strategic partnerships – not just for compliance, but for real impact. The Business Responsibility and Sustainability Reporting (BRSR) regulations also mandate brands to report on their practices, encouraging responsible action. More brands are now co-creating projects to strengthen collection and recycling. It’s evolving, but the direction is promising.
Designing for circular economy
For a circular economy, products must be designed for reuse and recycling – not for disposal. Using recycled content is a key milestone here, as it reduces dependency on virgin materials. In our case, recycled resin comes from plastic waste processed into pyro oil and then turned into usable resin. This means more plastic waste is processed and returned to the packaging cycle – package to package.
We focus not just on sustainable design (e.g., fibre-based barrier innovations) but take a full lifecycle approach. Downstream, recycling and collection are just as important. We work with governments, municipalities, citizens, and other brands to collectively drive circular economy outcomes.
Improving lives of waste workers
In addition to recycling infrastructure, we are running a social project aimed at improving the lives of waste workers. This multi-year initiative is in partnership with PepsiCo, Responsible Sourcing Initiative, and the Indian Alliance of Waste Workers. The project focuses on economic empowerment, social inclusion, and advocacy. It aims to create a harmonised policy framework to support the waste-picker community and elevate their role within the circular economy.
