Dabur to shift its Red toothpaste packaging to a carton-free one in a move to empower underprivileged kids at C.R.Y with notebooks while also being ecologically more conscious and sensitive.
Dabur India Ltd has decided to get rid of the outer paper cartons from its Ayurvedic toothpaste brand Dabur Red Paste. The paper thereby generated from this process would provide notebooks to underprivileged children supported by Child Rights and You (CRY).
Simultaneously, a special outer paper carton-free low unit price (LUP) pack created in particular for rural masses is another work in progress that serves as an extended part of the initiative.
This being a first of its kind step by any Toothpaste brand in the country was highlighted by Rajeev John, Dabur India Ltd Vice President Marketing-Personal Care, as he announced the launch of Dabur’s initiative to shift to carton-free packs with a new eco-friendly design.
He went on to add, “This is a pilot initiative being rolled out in Modern Trade outlets, to begin with. Together, this move is expected to result in an annual saving of 150 tons of paper.”
This rather straight-forward change of simply shifting to carton-free packs leads to a significant impact on the larger difference it can make in terms of effective and efficient usage of resources, waste generation and management as also towards culturing greater eco-friendly sensitivity in people. A family of four can now thus be aware that the carton they would have otherwise discarded is now in the form of an empowering educational tool in the hands of a less privileged child. Dabur is to be donating more than 1.2 lakh notebooks as part of this campaign.
This carton-free eco-friendly packaging is being executed in key Modern Trade outlets in a joint initiative with Reliance Retail.