Coca-Cola Launches Reverse Vending Machines in Puri, Incentivizing Plastic Recycling

In a move to address the growing plastic waste challenge, Coca-Cola India has launched reverse vending machines (RVMs) in key public locations across Puri, Odisha. These machines, installed by Biocrux India Pvt Ltd, are designed to make responsible plastic collection more convenient and rewarding for citizens.

The RVMs compactly use plastic bottles, reducing their volume by up to 70% and storing up to 800 bottles before collection. Users can earn reward points through the Biocrux mobile app for every bottle they deposit, which can then be redeemed for discounts on Coke products. The collected plastic is then responsibly recycled into new materials such as clothing, bags, and secondary packaging.

This initiative aligns with Coca-Cola's ongoing sustainability efforts, including a large-scale plastic recovery drive during the 2024 Puri Rath Yatra. The program engaged volunteers, local authorities, and civil society to collect plastic waste while educating the public about recycling.

Coca-Cola's global Partner to Collect ambition aims to strengthen packaging recovery systems and increase the use of recycled content in primary packaging. By making recycling convenient and rewarding for everyday people, the RVMs encourage civic engagement and help prevent plastic from entering oceans and public spaces.

Local officials and company leaders have emphasized the importance of collaboration between citizens, businesses, and government for the long-term success of such initiatives. "Maintaining cleanliness in Puri is a shared responsibility," said Abhimanyu Behera, Executive Officer, Puri Municipality.

This program is just one of several ways the Coke brand is experimenting with eco-friendly solutions to reduce its global plastic footprint. For consumers, it offers an easy, tangible way to take action and turn responsible habits into rewards.