Key finding

Striking a balance

between environmental and cost considerations.

“[The packaging material] had to be infinitely reusable and recyclable. We had the options of aluminium and stainless steel. In terms of costliness, a steel bottle was five times the cost of an aluminium bottle. While the Indian economy is evolving every day, customers would not be okay with the fact of paying $10 for one particular item of packaging itself. So we chose aluminium bottles, because $1 does not really hurt the pocket. That’s essentially what drove our decision.”