Bisleri initiative with the rag pickers : Bisleri initiative with the rag pickers By
Sneha Gedam BY Sneha Gedam Introduction : Introduction Bisleri, a brand of bottled water in India, was originally an Italian Company created by Signor Felice Bisleri
It was introduced in Mumbai in 1965
Parle bought over Bisleri(India)Ltd. In 1969
Later Parle switched over to PVC non returnable bottles & finally advanced to PET containers
Currently Bisleri has 60% market share in packaged drinking water in India Slide 3: The Chairman and Managing Director, Bisleri Ltd.Mr. Ramesh . J. Chauhan PET : PET . Polyethylene Terephthalate, commonly known as PET,is a non- biodegradable plastic used to package drinking water, carbonated drinks and juices
In India, till recently, PET scrap was considered worthless even by rag pickers. Hardly anyone in India’s vibrant raddi market would buy it, leaving the unsightly garbage littered all over
PET possesses environmental hazard — over 3 lakh tonnes of PET containers are used and discarded every year PET is harmful : PET is harmful PET is a thermoplastic polymer resin of the polyester family and is used in synthetic fibers, beverage, food and other liquid containers, thermoforming applications; and engineering resins often in combination with glass fiber
plastic is durable means it degrades slowly
burning plastic can sometimes result in toxic fumes.
Aside from trying to get rid of plastic, creating it can be costly to the environment as well. It takes large amounts of chemical pollutants to create plastic, as well as significant amounts of fossil fuels. Mr. Chauhan : Mr. Chauhan Mr. Ramesh J. Chauhan, Chairman and Managing Director, Bisleri Ltd “Of course, there are other competitors (who also generate PET waste). But as the largest corporate player, the responsibility rested with us,” says Mr Chauhan. Rags to Riches : Rags to Riches Slide 8: Mr Chauhan, roped in the Indian Education Society’s management and research centre’s student body called RHYTHM
It studied 56 rag pickers and 38 scrap dealers (bhangarwallas ) and found that the rag-picking community chose PVC waste over PET
The former was easier to recycle and re-mould. PET scrap, on the other hand, had no buyers
Mr Chauhan decided to move in and create a market for PET waste Mr. Chauhan steps in : Mr. Chauhan steps in he built up a partnership with rag pickers
announced attractive prices for PET garbage
commissioned collection centre
purchased about 5000 kg every month
processed it and sold it to companies like Reliance Industries. How Successful it turned out : How Successful it turned out His intervention birthed an entire PET recycling ecosystem that now collects about 1,200 tonnes of PET waste from Mumbai’s streets every day, according to industry estimates
Another 700 tonnes are collected from the rest of Maharashtra
Mr Chauhan is now replicating it nationally
He has charged his army of 1,500 distributors and 2,300 odd sales staff across the country with the responsibility of seeding and setting up similar PET waste recycling ecosystems in their geographies Best out of Waste : Best out of Waste PET waste can be recycled into
Fiberfil (for products like pillows and jackets)
PET can be used for roads where the recycled plastic is mixed with asphalt.
The PET powder enhances the bonding ability of asphalt which strengthens the roads How it started : How it started Stitching together a partnership with rag pickers wasn’t easy
They are a close-knit community that’s driven by trust and fear
Each rag picker has his turf marked out and no one ventures outside it without the leader’s permission
And if one of the members violates the unwritten code, the whole fraternity disowns him or her
To begin with, a couple of Bisleri employees gingerly made contact with a few rag pickers in Dharavi and spent hours explaining everything Price : When Bisleri first set the price benchmark for PET scrap, it incentivized rag pickers and hundreds of scrap dealers
The rag pickers were offered `8-10 per kg; this was later increased to `17. Each rag picker could sell `5-10 kg per day earning `60 to `150.
Scrap dealers, who would buy the PET scrap from the rag pickers, would initially sell it to Bisleri for `15-18 per kg.
Bisleri would process it and sell it to companies like Reliance for `30 per kg Price Profit to Rag pickers : Profit to Rag pickers many firms like Shakthi Plastic Industries, Divine Polymers and Vimnar have also started buying directly from the scrap dealers, enabling Bisleri to pull back
It no longer buys scrap, but continues to oversee the ecosystem
PET scrap prices continued to rise and rag pickers now get over `30 per kg
Rag pickers in the country, work from 5 am to 11 am. “This (PET waste) helps us earn good money, leaving us free to take up other jobs like selling flowers or to take care of our families during the rest of the day,” they say Mr. Chauhan’s efforts : Mr. Chauhan’s efforts He explored options to recycle PET by shredding it rather than melting it.
The search took him to the Horai in Japan.
There he found a plant that crushed the bottles and chopped it to flakes
He imported it at a cost of `1 crore.
Once washed and cleaned, the flakes could be bagged and shipped to consumers like Reliance, which use it to make fibre cables, pillows, etc. THANKYOU : THANKYOU