Innovative packaging, recycling PET bottles, involving the community is helping drive recycling efforts and others have helped
As availability of water and reduction of waste become critical issues, the Company has been focusing on its community efforts to drive its policy to minimise the impact on the environment.
The modern consumer industries address the objective through reduction of waste and enhancing the efficiency of use. Packaging is the new area of focus in this direction. In a world flooded with multiple brands and each of them jockeying for attention of the eyeball, packaging is what lends the products a distinctive identity on the shelves and the credibility the consumers look for. In case of consumables like foodstuffs, beverages and medicines, they have an additional role: preserving the integrity of the contents and ensuring the consumers that they get what they are promised. Nothing more, nothing less!
In one sense, the contents have an integral relationship with containers today. More so when it is related with favoured drinks from
Curiously, 47 per cent of beverage sales of
Campaign to retrieve the plastic bottles by the company even found an extension into a special programme called ‘Mission Green’ in 2015. The company placed thousands of trashbins and deployed hundreds of trained volunteers to collect beverage bottles discarded by the pilgrims. The drive led to collection of over 125,000 PET bottles from the Pushakaralu festival held on the banks of Godavari in Andhra Pradesh in 2015. Similar success was witnessed during the famed Sabarimala pilgrimage held in the Periyar Reserve Sanctuary in Kerala.