Odisha, India: In a step towards enabling responsible waste collection, Coca-Cola India today announced the installation of Reverse Vending Machines (RVMs) at key public locations across Puri, Odisha. These RVMs are designed to incentivize plastic bottle collection and recycling through an easy-to-use, tech-enabled experience for citizens.
This launch follows a series of collaborative initiatives in the state, including a large-scale plastic recovery and public awareness drive during the Puri Rath Yatra. This is a step forward in Coca-Cola’s vision to use more recycled material in primary packaging, support effective collection systems and promote responsible consumer behaviour.
“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.”
“Waste management requires long-term collaboration between industry, citizens, and government,” said Rajesh Ayapilla, Senior Director, Sustainability and CSR, Coca-Cola India and South West Asia. “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.”
Installed by Biocrux India Pvt. Ltd., the RVMs are designed to compact used plastic bottles, reducing their volume by up to 70% and storing up to 800 bottles before collection. The machines are digitally enabled, offering users reward points for every deposit via the Biocrux mobile app, which can be redeemed for discounts on Coca-Cola India products on the app itself. The collected plastic is then responsibly recycled into new materials such as clothing, bags, and secondary packaging. The units are integrated with a centralized dashboard to enable remote performance monitoring and feature digital display screens that promote environmental education and encourage community participation.
In 2024, during the annual Rath Yatra, HCCB, in partnership with Anandana – The Coca-Cola India Foundation, Odisha’s State Pollution Control Board, Puri Municipality, and civil society organizations, led a significant plastic recovery initiative. Through the support of volunteers, dedicated collection zones, and citizen engagement, the program reinforced the city’s waste management capabilities and advanced community education on recycling and sustainability. These initiatives are part of Coca-Cola’s global Partner to Collect ambition, under its broader sustainability goals — a commitment to strengthening packaging recovery by investing in well-designed collection systems and increasing the use of recycled content in primary packaging. In India, the company is working closely with its partners to improve plastic collection rates across the country.