ITC, a leading Indian conglomerate known for its focus on environmental responsibility, has recently partnered with Frugalpac, a UK-based sustainable packaging innovator, to introduce the Frugal Bottle to India and South Asia. This revolutionary paper bottle, made from 94% recycled paperboard, is poised to transform the beverage industry by offering a lightweight, eco-friendly alternative to traditional glass bottles. The collaboration signifies ITC’s commitment to sustainable packaging and its broader Sustainability 2.0 agenda.
The Frugal Bottle: A Greener Choice for Beverage Packaging
Frugalpac, known for its focus on innovative, sustainable solutions, has designed the Frugal Bottle to reduce carbon and water usage substantially. The bottle contains a food-grade liner that securely holds the liquid, providing the durability and safety required for commercial use. Five times lighter than glass, the Frugal Bottle achieves an impressive 84% reduction in carbon footprint and uses four times less water than conventional glass bottles. ITC’s collaboration with Frugalpac reflects a shared mission to reduce the environmental impact of beverage packaging while responding to growing consumer demand for sustainable products.
ITC’s Vision for a Sustainable Future Through Innovative Partnerships
Announcing the partnership, SN Venkataraman, CEO of ITC Packaging and Printing Business, highlighted the alignment of ITC’s sustainable goals with Frugalpac’s pioneering technology. “Sustainability has been at the core of our operations,” he said, “and we are thrilled to collaborate with Frugalpac to bring the Frugal Bottle to India. This innovative solution will help decarbonize the beverage industry across India and South Asia, meeting the expectations of eco-conscious consumers, particularly younger generations.”
The collaboration comes as India’s alcoholic beverage market is projected to reach $55 billion by year-end, underscoring the demand for sustainable packaging options in a rapidly expanding industry. The eco-friendly Frugal Bottle will address these market needs while aligning with ITC’s commitment to responsible and sustainable business practices. This partnership is part of ITC’s broader Sustainability 2.0 initiative, which emphasizes sustainable livelihood generation, climate change mitigation, and water conservation.
introducing the Frugal Bottle at ProWine Mumbai
In celebration of this significant partnership, Frugalpac will showcase the Frugal Bottle at ProWine Mumbai on November 8-9, 2024. This high-profile event at the Jio World Convention Centre will allow ITC and Frugalpac to present their sustainable packaging solutions to industry leaders and stakeholders in South Asia. Distinguished guests, including His Majesty’s Trade Commissioner to South Asia, Harjinder Kang, are expected to visit the exhibit.
Malcolm Waugh, CEO of Frugalpac, expressed enthusiasm about the collaboration: “India is an important market for us, and ITC’s extensive experience in sustainable packaging makes them an ideal partner. We are grateful for the support from the UK’s Department for Business and Trade, and we’re looking forward to building momentum for our sustainable packaging solutions in South Asia.”
ITC’s Commitment to Reducing Environmental Impact
Established in 1925, the Packaging & Printing division has a longstanding history of innovation and environmental stewardship. ITC has been a carbon-positive company for nearly two decades and has maintained water positivity since 2002. This collaboration with Frugalpac represents the next chapter in ITC’s journey toward decarbonizing its operations.
By reducing water usage and carbon emissions, the Frugal Bottle aligns perfectly with ITC’s goal of achieving a net-zero economy and promoting a circular economy for post-consumer waste. The partnership also supports ITC’s efforts to reduce its carbon and water footprints by providing sustainable packaging alternatives for beverage companies in India, which has one of the world’s largest alcohol markets.
Revolutionizing the Beverage Industry with Sustainable Packaging
As the beverage industry faces increasing pressure to adopt more eco-friendly practices, the ITC-Frugalpac collaboration presents an opportunity to redefine packaging standards in India and South Asia. The Frugal Bottle is an environmentally friendly alternative and a durable, commercially viable option that beverage brands can adopt without sacrificing quality.
By supporting this sustainable packaging solution, ITC and Frugalpac are meeting a critical need in the market. Consumers are becoming more conscious of the environmental impact of their purchases, and brands across sectors are responding by choosing sustainable packaging. With the launch of the Frugal Bottle, ITC, and Frugalpac are well-positioned to meet this growing demand and set a benchmark for eco-innovation in the region.
Expanding Sustainable Packaging in India’s Growing Beverage Market
The potential for sustainable packaging is vast, with the Indian alcoholic beverage market ranking sixth globally. Through the ITC-Frugalpac partnership, the Frugal Bottle offers brands a unique opportunity to differentiate themselves as environmentally responsible, meeting the expectations of today’s sustainability-conscious consumers.
ITC has plans to acquire a Frugal Bottle Assembly Machine, enabling local production and distribution of the Frugal Bottle within India. This domestic manufacturing capability will facilitate faster adoption and provide a more sustainable packaging option for Indian brands seeking alternatives to traditional glass bottles. This move is anticipated to encourage wider adoption of sustainable packaging throughout the beverage industry, setting a new standard for eco-conscious business practices.
Towards a Greener Future with Frugalpac’s Award-Winning Innovation
The Frugal Bottle’s pioneering design and environmental benefits have already been recognized with prestigious awards, including the King’s Award for Enterprise in Innovation. Made with 77% less plastic than typical bottles, the Frugal Bottle provides 360-degree branding opportunities, making it eco-friendly and visually appealing for consumers. This innovative packaging solution enables brands to showcase their commitment to sustainability while appealing to environmentally conscious buyers.
ITC’s collaboration with Frugalpac is expected to influence the trajectory of sustainable packaging within the region, promoting a shift toward circular economy principles and reducing the overall environmental impact of beverage packaging. By prioritizing the Frugal Bottle, ITC, and Frugalpac are taking a crucial step forward in addressing the need for sustainable, low-carbon solutions in South Asia’s packaging industry.
This partnership reflects ITC’s ongoing commitment to environmental stewardship and sustainable growth. Through its association with Frugalpac, ITC is poised to introduce an eco-friendly packaging revolution in India and South Asia. As the company celebrates its centennial in 2025, the Frugal Bottle exemplifies its dedication to innovation and sustainability.
For more in-depth analysis and inspiring climate news, click here.
