The initiative focuses on post-consumer polyethylene terephthalate (PET) collection at Reliance Retail stores in Mumbai through Reverse Vending Machines (RVMs) and collection bins
New Delhi: Coca Cola India and Reliance Retail announced the launch of a sustainability initiative titled “Bhool Na Jana, Plastic Bottle Lautana”, as per a press release shared on Monday.
The initiative focuses on post-consumption polyethylene terephthalate (PET) collection at Reliance Retail stores in Mumbai through Reverse Vending Machines (RVMs) and collection bins.
The initiative was launched in the presence of Kazi Irfan, Officer on Special Duty (OSD), Solid Waste Management, Brihanmumbai Municipal Corporation (BMC), at Reliance Retail’s Smart Bazaar store in Santa Cruz.
It aligns with the central government’s Swachh Bharat Mission and has already commenced in 36 stores of Reliance Retail including Smart Bazaar and Sahakari Bhandar stores in Mumbai and Delhi, the release said.
Speaking on the launch, Damodar Mall, chief executive officer, Grocery Retail, Reliance Retail Limited, said, “Our pilot project with our store shoppers, and the support of Coca-Cola India and Reliance Industries, is an attempt to pursue with our wide network of stores.”
The sustainable project will expand to 200 stores across the country by 2025 with a target of collecting 5,00,000 PET bottles annually in the pilot phase.
“Through this partnership and platform, we are delighted that we can generate awareness and give shoppers a convenient and engaging way to recycle their PET bottles in return for compelling offers while they are shopping at Reliance stores. Partnerships such as this one built around consumer-centric ideas, we believe, can be a powerful multiplier for progress on collection, recycling, and reuse,” Greishma Singh, Vice President – Customer and Commercial Leadership, Coca Cola India and Southwest Asia said.
In October last year, Coca Cola India launched the Return And Recycle initiative with Zepto. It has witnessed the participation of 50,000 households in India and the successful RVM installations across 75 cities in the country, collecting 1 Tonne of PET waste.
