Redesigning India’s packaging industry for a sustainable future requires a shift from a linear to a circular economy, where innovation, collaboration, and responsible consumer choices drive lasting change, experts opine

Byline: Arya Rakshita

The Indian packaging industry stands at a critical juncture, grappling with the dual challenge of meeting growing consumer demands while minimising environmental impact. The traditional linear model—take, make, dispose—is rapidly proving unsustainable, prompting a necessary pivot towards a circular economy.

For consumer goods giants, the responsibility is particularly acute. Shilpashree Muniswamappa, Director of ESG and Communications at Colgate Palmolive, asserted, “The consumer goods industry has a greater responsibility than B2B sectors because consumers ultimately decide a product’s end-of-life.”

Colgate’s pioneering work in making toothpaste tubes fully recyclable and open-sourcing the technology demonstrates a commitment to this principle. “Educating consumers is key,” Muniswamappa added, stressing the importance of clear labelling and accessible information. However, she also acknowledges the challenge of translating consumer intent into action, noting, “Do consumers pay for sustainability? While surveys show 67-80 per cent claim they would, only about 20 per cent actually follow through. Companies must control costs so sustainability doesn’t burden consumers.”

The concept of circular packaging is gaining traction, with companies like Bisleri leading the charge. Ganesh Kalia, Director of Sustainability and Corporate Affairs at Bisleri, defined it as a system where “packaging is designed to be recycled repeatedly, making it more sustainable.”

Bisleri’s successful reuse of 20-liter water jars, which reduced 42,000 metric tons of virgin plastic last year alone, exemplifies this approach. Kalia underscored the environmental benefits of recycling, stating, “Recycling 1 kg of PET saves 80 per cent in carbon emissions and 5,700 kilowatt-hours of energy per ton, while also reducing landfill waste, oil consumption, and water usage.”

Design plays a crucial role in minimising waste, according to Naveen Chhikara, Head of EHS and Sustainability at Innomotics India. “Design is the foundation of sustainability,” he asserted. “If key elements like durability, repairability, and efficiency are embedded from the start, waste can be minimised.” Chhikara advocates for standardisation and efficiency, emphasising the need for “organisations to standardise parts across SKUs to optimise usability and minimise waste.” He also highlighted the importance of awareness and policy measures like energy labeling to drive sustainable consumer choices.

Measuring and managing carbon footprint is essential for tracking progress. Neelam Gupta, Vice President of Group Portfolio – India at Capgemini, acknowledged the challenges posed by fragmented data but stresses the importance of robust measurement systems.

“Critical metrics include the percentage of recycled materials, energy efficiency, material recoverability, and ease of repair and refurbishment,” Gupta explained. She also highlights the need for technological solutions to enhance packaging sustainability, noting, “Approximately 9 per cent of a product’s cost goes into packaging. Reducing packaging can lower costs, but using recyclable materials must be practical.” She also emphasised that “To achieve true impact, financing and collaboration are essential.”

The role of plastics in the circular economy is complex. Abhishek Garg, Founder of A A Garg and Co, pointed out, “Circularity involves two key aspects—waste management and reducing reliance on virgin materials.”

He argued, “Plastic itself is not the problem; rather, waste management is the challenge.” Garg praises India’s high PET bottle collection rate but identifies challenges with food packaging. “Many developed countries, like those in Europe, now mandate packaging design based on recyclability assessments, ensuring more recycling, less landfill waste, and a stronger circular economy.” He also underscored the importance of consumer behaviour, stating, “The first step for consumers is simple—segregation. The biggest challenge in recycling and circularity lies in consumer behaviour.”

The industry recognised that legislation and collaboration are crucial drivers of change. Muniswamappa emphasised, “Legislation will help because it guides companies and brings the ecosystem together. When rules come in, business minds collaborate, see opportunities, and drive innovation.” Kalia reinforced the need for shared responsibility, stating, “It starts with individual behaviour change,” and highlighting the importance of government policies and infrastructure. He added, “We all need to collaborate across industries and support recyclers by providing R&D and testing facilities.”

While moderating the seventh edition of BW Sustainable World Conclave, Sameer Joshi, Vice Chairman of the Governing Council of the Indian Plastics Institute, emphasised that “Circularity in action starts with us,” highlighting the need for a collective shift in mindset and action.

Joshi aptly added, “How green, how clean, how rethinking our economy—that is circular connection.” The industry’s commitment to transforming waste into a valuable resource will ultimately determine the sustainability of our future.