Marking a new chapter in its journey, CLEAR, one of India's fastest-growing bottled water brands, has tied up with Recycle. Green in its endeavor to become a Zero Waste Brand.

CLEAR, which turned 18 on 7 May, pledges towards efficiently recycling waste through all its channel partners. This will ensure it recycles the same quantity and subsequently twice the plastic waste it generates and help it realize its target of becoming plastic-negative by 2027.

Under this tie-up Recyle.Green will help CLEAR reduce plastic waste by initiating a pan India drive of joining hands with all its channel partners and incorporating its framework deep into the system to help achieve its goals of plastic waste management.

On this tie-up, Nayan Shah, founder and chief executive officer of Clear Premium Water, affirmed, "As we forge ahead to make CLEAR, India's Clear Choice, we recognize the mounting concerns about plastic waste and the critical need for effective plastic waste management. Owing to this and our efforts to create a CLEAR DUNIYA, this partnership will help us take decisive actions to reduce plastic waste and repurpose recycled plastic for practical use. The tie-up with Recycle. Green is a clear step in this direction and just one of the several initiatives we are working on as a part of our ESG goals."

As a part of its tie-up, CLEAR has created a framework to collect all the plastic waste generated at plants and used bottles and divert them for recycling. It is sensitizing and training its employees, distributors, and sellers about the Zero Waste mission and creating rewards and incentives for plastic recovery and recycling. It also focuses on making ESG a culture at CLEAR through training and awareness. Also, there are incentives and discounts for customers on the recycle green app to promote zero waste culture and greater engagement with waste collectors and recyclers.

Moreover, CLEAR's manufacturing unit in Surat, a zero-discharge and green manufacturing facility, uses 35% less plastic than conventional bottles.

Shah said, "This same technology will be implemented in all our other plants across India, further reducing plastic consumption by 1800-2000 tonnes a year."

CLEAR aims to achieve net-zero carbon emission by 2030 through initiatives like tree plantation, recycled paper and recycled furniture, using electric vehicles for logistics, renewable energy sources for manufacturing, and using renewable plant sources for packaging to reduce its carbon footprint. These initiatives will also help reduce plastic pollution and support its plastic-negative initiative.

It all starts with a CLEAR thought, translates into a CLEAR action, and ends with a CLEAR deed.