New Delhi, April 23, 2024: Food and beverage company Britannia has become 100% plastic neutral for over two years with its Har Pocket Ab Dustbin project.
As part of this effort, the company has processed over 4.3 crore kg of plastic in FY 22-23.
Har Pocket Ab Dustbin (Every Pocket, now a Dustbin) is an attempt to encourage millions of Britannia consumers to be cognisant of their surroundings and join the brand in its commitment towards efficient plastic collection and processing, leading to 100% plastic neutrality.
This Earth Day, Britannia celebrated its achievement of being plastic-neutral with a film on adopting a simple habit. Their choice of protagonist was an 8-year-old child. The earnestness of a child is a striking reminder to do better, develop a conscience for cleanliness and be responsible for our waste if not everybody’s.
Britannia has been actively working around various measures such as sustainable sourcing of ingredients & packaging, enriching the products with vitamins and minerals, natural resources efficiency to minimise environmental impact and much more.
One of many steps the company has taken is processing over 43,000 metric tonnes of plastic in FY 22-23 alone and being 100% plastic neutral for over two years.
Commenting about the initiative of #HarPocketAbDustbin, Amit Doshi, Chief Marketing Officer, Britannia said, “Britannia is on a mission to be known as a responsible global total foods company. With the efforts of all our functions, we have been 100% plastic-neutral for over two years, and on the occasion of World Earth Day - we wanted to bring light to our efforts. We wanted to extend the initiative to all our consumers because despite working at this scale, the individual efforts that you and I can make cannot be undermined. #HarPocketAbDustbin is an effort to tackle the plastic problem together with our consumers.”
Britannia has also been making huge strides to efficiently tackle this challenge with various other initiatives such as Plastic Tray removal in some products, use of recyclable laminates and plastics.
