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For many years, SABMiller India has used returnable bottles to package its products (such as those in the photo below), but were generic bottles that were shared by between brewers. In 2011, the businesses introduced patented bottles– a move that formalises the returnable bottle market, protects the condition in which these bottles are returned and also promotes its brands.

Mixed returnable bottles in India

These patented bottles have been redesigned to use fewer materials in their manufacture and to extend their lifetime. As a result the number of returns per bottle has increased by 10%, using a bottle that is 10 grams lighter.

In addition, the new bottles are clearly branded and the business is able to have more control over how the bottles are collected and distributed.

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