Beating Plastic Pollution: How Purpose-Driven Brands Are Powering India's Sustainability Movement

News18

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As World Environment Day 2025 spotlights the urgent need to Beat Plastic Pollution, brands across India are turning intent into impact through purpose-led innovation
As the world marks World Environment Day 2025 under the theme 'Beat Plastic Pollution', Indian industry is stepping forward with transformative actions that reflect not just environmental intent but a long-term commitment to circularity and innovation. From replacing conventional plastic packaging to building closed-loop systems and driving consumer awareness, purpose-led brands are demonstrating how environmental stewardship can become a business advantage.
Among the frontrunners is ITC, a company that has made sustainability a strategic priority. Through its Paperboards & Specialty Papers Division and Packaging & Printing Business, ITC is investing in scalable, science-led alternatives to plastic. Innovations like Bioseal, a compostable coating; Oxyblock, a recyclable barrier; and Germ-Free Coating are not only reducing dependence on conventional plastics but are also ensuring regulatory and consumer alignment. At its state-of-the-art moulded fibre facility in Madhya Pradesh, ITC is producing plastic-free packaging using renewable fibres, reinforcing its commitment to industrial-scale impact.
In FY24, more than 90% of ITC's raw materials were sourced from renewable resources. The company's Kovai unit reused 89,000 tonnes of wastepaper, while ITC managed over 70,000 tonnes of plastic waste — clear evidence that sustainability is deeply embedded in its operations.
This commitment extends beyond its sustainable packaging business. ITC Hotels have eliminated single-use plastic while adopting energy-efficient systems and responsible waste management practices. Meanwhile, packaging-led consumer engagement campaigns are encouraging conscious consumption and recycling, reinforcing ITC's vision of a circular economy that benefits both people and the planet.
'At ASUS, innovation is not just about performance — it's about purpose. As a brand that values environmental stewardship, we've been working to foster a circular e-waste economy. Initiatives like our #DiscardResponsibly campaign encourage responsible e-waste disposal, while ASUS Select Stores now enable access to high-quality refurbished PCs. We've made meaningful progress integrating over 1,500 tons of PCR plastics into our products and recycling more than 40,000 tons of e-waste globally. But we know there's more to be done. With continued support from our community, we're committed to building a more responsible tech ecosystem, one that not only powers innovation but also protects our planet for future generations," said Eric Ou, Country Head, ASUS India.
For Suntory Global Spirits, sustainability is deeply intertwined with its corporate philosophy. 'We believe that sustainability and profitability go hand in hand. With our 'Growing for Good' vision, we strive to integrate responsible practices into every part of our business, recognising that the natural resources we depend on — from water to raw materials — come from the planet we all share. Through our global Proof Positive program, we are making long-term commitments to reduce greenhouse gas emissions, replenish vital watersheds, restore green cover, and promote inclusivity. Globally, as part of our sustainability efforts, Laphroaig introduced new packaging in 2023, moving from the iconic bottle-tube to a recyclable carton, helping reduce carbon emissions by up to 30%. Closer to home, we have adopted a zero-plastic policy across all our offices in India, reinforcing our focus on everyday accountability and environmental consciousness. Through innovation, sustainability, and a commitment to positive impact, we strive to leave the world better than we found it and ensure a lasting legacy for society and future generations," said a company spokesperson, Suntory Global Spirits India.
As brands, policymakers, and consumers converge on the shared goal of a cleaner, more resilient planet, the message of this World Environment Day is clear: the path to beating plastic pollution lies in collective action, responsible innovation, and long-term vision. Together, we can turn sustainability from a corporate ambition into a cultural norm.
First Published:
June 05, 2025, 06:16 IST