Dabur Red Paste Says No to Paper Cartons

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News Desk, News Nation 360 : Taking a leap forward on the path to Environment Sustainability, India’s leading Science-based Ayurveda major Dabur India Ltd is now moving towards removing outer paper cartons from its flagship Ayurvedic toothpaste brand Dabur Red Paste. Dabur India Ltd announced the launch of its pilot initiative to remove paper cartons from Dabur Red Paste. The innovative carton-free eco-friendly packaging is being rolled out in key Modern Trade outlets in a joint initiative with Reliance Retail. Dabur has been driving several environmental sustainability initiatives to preserve our planet for future generations. These include promoting biodiversity, collecting, processing and recycling post-consumer plastic waste, besides reducing the use of paper in product packaging. This initiative is a step forward in this direction. By simply shifting to carton-free toothpaste packs, a family of four can ensure that the carton they would have otherwise discarded, will meet some part of the education material need of underserved children every year. As part of this campaign, Dabur will be donating more than 1.2 lakh notebooks. Harkawal Singh, Dabur India Ltd Marketing Head-Oral Care said that the paper saved by removing the outer cartons would be repurposed to create notebooks for underserved children supported by Child Rights and You (CRY). As part of this initiative, Dabur Red Paste has also launched a unique campaign, ‘Give up the Carton, Give me a Future’ in association with CRY, under which the paper saved from removing the outer cartons will be used to make notebooks that would

be distributed among over 120,000 underserved children. They expect that these initiatives will help them to repurpose approx. 150 tons of paper and eliminating waste from the environment. In addition, the company is also rolling out an outer paper carton-free low unit price (LUP) pack, specially created for rural markets.

Pic : Courtesy

Report : Anustup Kundu