Page 57 - Plastics News April 2020

Textiles Ministry extends limit for HDPE/PP bags unveiled strategic plans to showcase commitment to the
state. West Bengal is the first Indian state where the
entire portfolio and marketing initiatives of Coca-Cola's
brands have been hyper-localized to resonate with local
language and suit consumer preferences. The initiative
begins with West Bengal and would extend nationally
with local execution in other states. The company also
announced its partnership with Kolkata Knight Riders
(KKR) to turn up the excitement of the upcoming season
of the Indian Premier League (IPL) for fans in Bengal.
Coca-Cola India is deeply intertwined with the vibrancy
of West Bengal through its relationship with music,
sports, food, festival and culture. Consumers in West
Bengal have a special love for Coca-Cola beverages,
making it a priority market for the company. The
initiative has been developed in line with local affinity
o tide over the shortage of packaging material for and preferences of consumers in West Bengal and their
Tfood grain due to closure of jute mills during the on-
going lockdown, the Ministry of Textiles has extended
the limit for using high density polyethylene (HDPE) /
polypropylene (PP) bags to 2.62 lakh bales from 1.80
lakh bales. The move will help meet packaging needs as
jute mills are closed due to Covid-19 coronavirus
lockdown in the country. This move has been taken
mainly to protect the interest of the wheat farmers as
the grains are likely to ready for packing mid-April'20
onwards. However, Government has considered the
dilution with the proviso that whenever the production
of jute bags in the jute mills resumes after the lock down
period is over, priority will be given to the jute bags for
packaging of food grains. To help jute farmers during
the lock down period, Ministry of Textiles has written to
the all jute growing State Governments to allow
movement, sale and supply of the jute seeds, fertilizers strong emotional connect with their culture. Speaking
and other farming aids. Government is committed to at the launch of the initiative, T. Krishnakumar –
protect the interest of the jute farmers and workers President, Coca-Cola India and South West Asia, said,
through provisions of the Jute Packaging Materials Act “West Bengal is a vital part of our India story, and we will
continue to build for the state by customizing our brand
(JPM), 1987 and it provides about 100 percent
reservation for packaging of food grains in jute bags. The and product propositions with an improved
decision to make alternate packaging bags available has understanding of the local consumers' consumption
been with the intention of protecting the produce of patterns and desires.” To kickstart the initiative, Coca-
wheat farmers, which are expected to be ready for Cola has rolled out Bengali packaging labels for all
packing in mid-April. Rabi Crop is about to be harvested beverages across its portfolio, which includes Coke,
which means demand for packaging bags will increase. Sprite, Thums Up, Maaza, Fanta, Limca, Kinley, and
However, mills are unable to produce jute bags due to Minute Maid. Each brand will devise a hyperlocal
Covid-19 lockdown. campaign to deepen connect and bring on-ground
experience alive for consumers in Bengal.

Coca-Cola India identifies West Bengal as one of
its key growth markets Bengal jute mill unions threaten stir if wage for
lockdown period not paid
aking forward its vision to become a 'Total Beverage
TCompany with strong local roots', Coca-Cola India More than 21 jute mill workers' unions in West Bengal
have threatened stir if they are not paid due wages for
announced West Bengal as its key growth market and
the lockdown period. All the 69 jute mills of the state

APRIL 2020 54 Plastics News