With great pleasure we announce that ITC Packaging has signed a Letter of Intent with British sustainable packaging pioneer, Frugalpac. This collaboration marks a significant milestone in the journey to decarbonize the drinks industry across India and South Asia through the introduction of the Frugal Bottle—a revolutionary paper bottle made from 94% recycled paperboard.
Designed by Frugalpac, the Frugal Bottle includes a food-grade pouch that securely holds beverages, offering a vastly more sustainable alternative to traditional glass bottles. This innovative packaging solution is five times lighter than glass and boasts an 84% smaller carbon footprint, using four times less water. Through this collaboration with Frugalpac, ITC aims to substantially reduce the environmental impact of beverage packaging in India, aligning with its commitment to sustainability and innovation under Sustainability 2.0.
“Sustainability is hugely important to ITC,” shared Mr SN Venkataraman, CEO of ITC Packaging and Printing Business. “As a business, we are proud to have been carbon positive for the last 19 years and water positive since 2002.“ITC’s Packaging Business has had a strong association with Alcobev industry in India through supplies of monocartons, rigid boxes and labels. Frugalpac is therefore the perfect partner as we now look to help decarbonize the drinks industry across India and South Asia. ITC’s Packaging & Printing Business was founded in 1925, so it’s fitting that, as we mark our centenary next year, we are working with Frugalpac to promote a paper bottle that not only cuts carbon emissions by 84% but also reduces the water footprint by four times,” he added.
An Answer to a Growing Demand for Sustainable Packaging
India’s alcohol industry is estimated to reach $55 billion by the end of this year, presenting a strong growth opportunity for sustainable packaging options. Together, ITC and Frugalpac aim to engage environmentally conscious consumers—particularly younger generations who prioritize sustainable choices. As part of the partnership, ITC will work to promote the benefits of paper bottles in India, and there are plans to eventually purchase a Frugal Bottle Assembly Machine to begin manufacturing these eco-friendly bottles domestically.
Showcasing Our Innovation at ProWine Mumbai
In recognition of this groundbreaking collaboration, Frugalpac has been invited by the UK’s Department for Business and Trade to join a delegation of British companies at ProWine Mumbai on November 8-9 at the Jio World Convention Centre. This event will allow ITC and Frugalpac to showcase the Frugal Bottle to industry leaders in South Asia, with a specially designed Frugal Bottle for ITC taking center stage. ITC is honored to announce that His Majesty’s Trade Commissioner to South Asia and Deputy High Commissioner for Western India, Harjinder Kang, will be among the distinguished visitors to the stand.
Malcolm Waugh, CEO of Frugalpac, emphasized the importance of the collaboration:
“India’s alcoholic beverage market is ranked sixth globally in terms of revenue generation, so it was vital we partnered with a company that has the experience, reach, and commitment to sustainability to bring our paper bottle revolution to South Asia. ITC has a long history of reducing carbon and water in the production of its packaging, so they were the ideal partner for our Frugal Bottle and the machines that make them.”
Waugh also commented on the broader potential of the collaboration:
“India is a huge growth market for us, and we’re confident that both drinks brands and consumers are keen to make the move from glass to paper bottles. We’d like to thank ITC for partnering with Frugalpac and also the UK’s Department for Business and Trade for inviting us to ProWine Mumbai to raise awareness of the world’s first and only commercially available paper bottle for wines and spirits.”
A Step Forward in Decarbonizing Packaging
This collaboration represents ITC’s steadfast commitment to environmental responsibility through sustainable packaging. ITC’s Sustainability 2.0 plan includes wide-ranging strategies to support sustainable livelihoods, combat climate change, and work towards a net-zero economy. It also prioritizes water security and fosters a circular economy for post-consumer packaging waste.
With the Frugal Bottle, ITC and Frugalpac are setting a new benchmark in sustainable beverage packaging for India, contributing to a brighter, more responsible future for the industry.
About Frugalpac and the Frugal Bottle
Frugalpac, recognized with the King’s Award for Enterprise for innovation, has introduced a unique solution for sustainable packaging with the Frugal Bottle. Lighter than glass and using 77% less plastic than typical plastic bottles, the Frugal Bottle is easy to recycle and allows for 360-degree branding—making it both environmentally friendly and visually distinctive on shelves. Designed to lower both carbon and water footprints for beverage producers, the Frugal Bottle embodies Frugalpac’s commitment to sustainable packaging innovation.