The market leader is the first to take this initiative at such a grand scale.
The technology will first be seen in Colgate’s Active Salt and Vedshakti variants and will be followed by the other products in Colgate’s lineup.
Products with the new tubes have already been dispatched to try out specific markets and will be available nationally from September.
The aim is to reimagine a healthier future for the planet, Ram Raghavan, MD, Colgate-Palmolive India told TOI. He hopes that the initiative is carried forwards by other toothpaste manufacturers and recycling standards would be met.
Traditional tubes are made of plastic and aluminium which makes it difficult to be reused.
Colgate, which leads the segment worth Rs 15,000 crore with a share of 53% is sharing its technology with others to achieve a circular economy. It has partnered with
to launch this initiative.
The company’s direct competitor
has similar plans of converting its global toothpaste portfolio to recyclable tubes by 2025, work for which is in progress.
Trash segregation in India happens at dumping grounds with faint presence in households. As per experts, brands adopting sustainable practices will hold a competitive edge over others.
CP has also launched recyclable tubes in its popular brands operational in North & Latin America, Europe, Asia, Australia.