This multi-city campaign undertaken in collaboration with retail chains Reliance Fresh and Sahakari Bhandar, and a Mumbai-based environment organisation RUR Greenlife (and R U Recycling) commenced its first leg in Mumbai.
Tetra Pak will provide special bins made from recycled cartons that will be placed across 42 Reliance Fresh and Sahakari Bhandar stores for the collection of these cartons.
To take the campaign's message to Mumbaikars across the city, Tetra Pak has tied up with the Dabbawala association. Mumbaikars will soon receive a ‘special message’ delivered to their doorstep, along with their dabba (tiffin box), encouraging them to recycle their used Tetra Pak cartons.
Jaideep Gokhale, communications director, South Asia markets at Tetra Pak, said, “The Cartons Le Aao, Classroom Banao initiative is aimed at bringing a behavioural change in consumers towards adopting green practices by encouraging them to deposit used paper-based Tetra Pak cartons for recycling at various collection centres.”
Speaking on the importance of recycling, Gokhale said, “There is a need for a unified approach towards recycling in order to make our cities healthier and more habitable. For over a decade we have been collaborating with stakeholders across the value chain – recyclers, waste pickers, NGOs, consumers and government bodies – to improve the collection and recycling of our cartons. We have leveled up to partner with the pulse of Mumbai, the Dabbawalas, in order to leverage their vast distribution channel.”
The second leg of the initiative will cover Delhi and Bangalore.
Speaking at the event, Manisha Mhaisker, principal secretary, Urban Development Department, Government of Maharashtra, said, “I must congratulate Tetra Pak for taking this initiative. I would like to assure you whatever support and coordination you would need. The Government of Maharashtra is committed to taking this recycling to every home in Maharashtra.”
The event saw Damodar Mall, CEO - Reliance Retail, and Arjun Sawant, president – Dabbawala association pledging their support towards this initiative. Monisha Narke, founder, RUR, who is at the forefront of this initiative said, “I have always been passionate about the cause. We, at RUR, are proud to have partnered with Tetra Pak on the Go Green initiative as we resonate the same values. With the support of Mumbaikars, we have been able to make a significant difference to both the environment and the community.”