Microplastic reduction solution by Good Cut

The numbers are staggering. India generates 391,879 tonnes of microplastics annually. This, hold your breath, is the equivalent of 18 Statues of Liberty in microplastic pollution. A significant portion of this waste comes from packaging, particularly the tiny plastic snips that escape recycling.

"Our packs are 100% recyclable! But we realised that a corner piece of them never made it to recycling plants as it is trashed directly. That had to change," said Ravi Gupta, executive director of Shree Renuka Sugars. "With our creative partners at Dentsu Creative Webchutney, we are testing a brilliantly simple solution."

Traditionally, consumers snip off the corners without a second thought, unknowingly contributing to microplastic pollution. The Good Cut disrupts this cycle with a simple design change - guiding users to cut horizontally instead of tearing corners. It is a zero-effort behavioural change that brings a massive environmental benefit.

Surjo Dutt, chief creative officer of Dentsu Creative Webchutney, added, "A 5cm cut may seem tiny, but in the fight against microplastic pollution, it’s a step toward something bigger."

Currently available in select stores, The Good Cut is already gaining momentum. It will be amplified through digital campaigns, social media, and outdoor activations - not just as a packaging update, but as an industry-wide call to action.