Coca-Cola India has announced the installation of Reverse Vending Machines (RVMs) at key public locations across Puri, Odisha, marking a significant step in its ongoing commitment to sustainable packaging and responsible waste collection.
These RVMs, provided by Biocrux India Pvt. Ltd., are designed to compact plastic bottles by up to 70%, holding up to 800 bottles before collection. Each machine is equipped with a digital interface and linked to the Biocrux mobile app, allowing users to earn reward points for each plastic bottle deposited. These points can be redeemed for discounts on Coca-Cola India products via the app. The initiative aims to encourage recycling by providing an easy, tech-enabled experience while educating citizens on environmental responsibility.
This development builds upon Coca-Cola’s ongoing public awareness efforts, including the Maidaan Saaf campaign, and follows a large-scale plastic recovery initiative conducted during the 2024 Rath Yatra. The project was executed in collaboration with local stakeholders such as the Odisha State Pollution Control Board, Puri Municipality, civil society groups, and volunteers.
“Maintaining cleanliness in Puri is a shared responsibility that requires strong collaboration between public and private stakeholders,” said Shri Abhimanyu Behera, Executive Officer, Puri Municipality, during the inauguration of the project. “We appreciate the efforts of Coca-Cola India and its partners in supporting waste management and recycling through technology and public participation. Initiatives like this not only enhance civic engagement but also set a precedent for other cities to follow.”
Rajesh Ayapilla, Senior Director, Sustainability and CSR, Coca-Cola India and South West Asia, added, “Waste management requires long-term collaboration between industry, citizens, and government. By introducing reverse vending machines in Puri, we’re enabling people to take simple yet meaningful steps to make recycling part of everyday behaviour. This effort complements our ongoing public awareness campaign, Maidaan Saaf, which encourages collective responsibility and action around recycling and waste management.”
The RVMs are also connected to a centralised dashboard, allowing remote monitoring of their performance. Each unit features a digital display to promote environmental education and inspire local community involvement.
These efforts are part of Coca-Cola’s global Partner to Collect ambition, which aligns with the company’s broader sustainability strategy to enhance packaging recovery and increase the use of recycled content in its primary packaging.
