Coca-Cola India and Reliance Retail, the retail arm of India-based conglomerate Reliance Industries Limited (RIL), have launched a new polyethylene terephthalate (PET) collection and recycling initiative.  

The project, titled ‘Bhool Na Jana, Plastic Bottle Lautana,’ introduces reverse vending machines (RVMs) and collection bins in Reliance Retail stores across Mumbai, India, with plans to expand nationwide. 

The initiative, which supports the Indian Government’s broader Swachh Bharat Mission, initially began in 36 stores, including Smart Bazaar and Sahakari Bhandar outlets in both Mumbai and Delhi.  

The goal is to extend the programme to 200 stores by 2025, targeting the collection of 500,000 PET bottles annually during its pilot phase. 

The RVMs and collection bins offer consumers a convenient method to return their used PET bottles while receiving discounts on Coca-Cola India products. 

Meanwhile, RIL will manage the collected PET bottle recycling process.  

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By GlobalData

The scheme encourages consumer involvement in responsible waste management, marking a shift from the traditional linear economy to a more sustainable, circular model. 

It is also part of Coca-Cola’s broader commitment to collect and recycle the equivalent of 100% of its packaging output, aligning with its ‘World Without Waste’ strategy.  

Coca-Cola India and Southwest Asia Customer and Commercial Leadership vice-president Greishma Singh said: “Through this partnership and platform, we are delighted that we can generate awareness and give shoppers a convenient way to recycle their PET bottles while they are shopping at their Reliance store.  

“Partnerships with retail, government, civic societies, and consumer-centric ideas like this one are a powerful multiplier for progress on collection, recycling, and reuse.”