ITC Partners with Frugalpac to Introduce Sustainable Paper Bottles in India

Partnership introduces eco-friendly Frugal Bottle to revolutionize the beverage industry across India and South Asia

The Frugal Bottle offers a sustainable alternative, reducing carbon emissions by 84% compared to glass bottles.

• ITC collaborates with UK-based Frugalpac to launch the eco-friendly Frugal Bottle in South Asia.

• The paper bottle is lighter, more sustainable, and aligned with ITC’s Sustainability 2.0 goals.

• ITC plans to bring Frugal Bottle production to India to cater to the growing demand for sustainable packaging.

ITC Packaging has taken a bold step in sustainable innovation by signing a Letter of Intent with Frugalpac, a leading British company in eco-friendly packaging. This partnership will introduce the Frugal Bottle—a revolutionary beverage container made from 94% recycled paperboard—to India and South Asia. The Frugal Bottle is equipped with a food-grade pouch for beverage storage, presenting a game-changing alternative to traditional glass bottles.

This development is significant as India’s alcoholic beverage market, estimated at $55 billion by year-end, presents a growing need for sustainable packaging. With its lighter weight and reduced environmental footprint, the Frugal Bottle aligns with the rising consumer demand for eco-conscious choices, especially among younger generations.

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Technical Focus

India ranks sixth globally in alcoholic beverage revenue, with increasing demand for sustainable solutions. The Frugal Bottle is five times lighter than glass, uses 84% less carbon, and requires four times less water to produce, addressing critical environmental challenges.

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Building on ITC’s legacy in sustainable practices, SN Venkataraman, CEO of ITC Packaging and Printing Business, highlighted the partnership as a key step in decarbonizing the drinks industry in the region. "As we celebrate ITC’s centenary next year, we are proud to collaborate with Frugalpac on this innovative solution that reduces both carbon and water footprints significantly," he stated.

ITC and Frugalpac will jointly promote the Frugal Bottle’s advantages at events like ProWine Mumbai, where a specially designed ITC version of the bottle will debut. The collaboration is backed by the UK’s Department for Business and Trade, reflecting the global recognition of this initiative.

Through this partnership, ITC reinforces its Sustainability 2.0 framework, which encompasses initiatives for climate action, circular economies, and water security. The Frugal Bottle is set to revolutionize the beverage packaging industry in India, paving the way for a greener future.