Coca-Cola unveils game-changing ‘reverse vending machines’ that could be huge for consumers: ‘Set a precedent’
Coca-Cola India has launched reverse vending machines (RVMs) at major public places in Puri, Odisha, in a move that could change the way communities deal with plastic waste. The machines are designed to make responsible plastic collection easier and more rewarding; It offers citizens a technology-supported way to participate in recycling and earn incentives for their efforts.
Installed by Biocrux India Pvt Ltd, RVMs use plastic bottles compactly, reducing their volume by up to 70% and storing up to 800 bottles before collection. Accordingly CSR UniverseUsers can earn reward points through the Biocrux mobile application for each bottle they deposit and use these points for discounts on Coca-Cola products. The collected plastic is then responsibly recycled into new materials such as clothing, bags and secondary packaging.
The launch follows Coca-Cola India’s ongoing sustainability initiatives; These initiatives include a large-scale plastic recovery campaign during the 2024 Puri Rath Yatra, which involves volunteers, local authorities and civil society to collect plastic waste while educating the public about recycling.
Since Coca-Cola is the world’s leading producer of branded plastic waste, initiatives like this can play a meaningful role in reducing environmental impact. By making recycling convenient and rewarding for ordinary people, RVMs encourage civic engagement and help prevent plastic from entering oceans and public spaces.
Programs like this also align with Coca-Cola’s global Common Collection goal, which aims to strengthen packaging recovery systems and increase the use of recycled content in primary packaging.
However, plastic recycling is generally not as effective or valuable as recycling other commonly recycled materials, such as glass, aluminum, and paper products; Therefore, to draw a clearer picture of the hierarchy of priorities, the best recipe for reducing plastic waste is to prioritize it, then reuse and then recycle remotely. However, it is always better to encourage citizens to avoid littering, and rewarding recycling can also encourage individuals to clean up their communities.
Local officials and company leaders emphasized that collaboration between citizens, businesses and government is the key to long-term success. Puri Municipality Chief Executive Officer Abhimanyu Behera said, “It is a shared responsibility to maintain cleanliness in Puri.”
Rajesh Ayapilla, Senior Director, Sustainability and CSR, Coca-Cola India, added: “Initiatives like this not only increase civic engagement but also set a precedent for other cities to follow.”
This program is just one of several ways the Coca-Cola brand is experimenting with environmentally friendly solutions as it faces the broader challenge of reducing its global plastic footprint. Easy for consumers, concrete way to take action — and the chance to turn responsible habits into rewards.
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