As a first major step in this direction, the company is removing outer paper cartons from its flagship Ayurvedic toothpaste brand Dabur Red Paste. The carton-free, ecofriendly packaging is being rolled out in key modern trade outlets in a joint initiative with Reliance Retail.

In addition, the company is also rolling out an outer paper carton-free low unit price (LUP) pack, specially created for rural markets. The paper saved by removing the outer cartons will be repurposed to create notebooks for underserved children supported by Child Rights and You (CRY). 

‘As part of this initiative, Dabur Red Paste has also launched a campaign called “Give up the Carton, Give me a Future” in association with CRY, under which the paper saved from removing the outer cartons will be used to make notebooks that will be distributed among more than 120,000 underserved children. We expect that these initiatives will help us to repurpose approximately 150 tons of paper,’ Harkawal Singh, marketing head–Oral Care, Dabur India Ltd, informs in an official release.