In a spirited nod to sustainability, Goa’s Rhea Distilleries has uncorked a first for India’s beverage industry — its Fidalgo Premium Cashew Feni will now be sold in a fully recyclable paper bottle. As India’s spirits industry looks to modernizeased packaging pioneer Frugalpac, marks a breakthrough moment for eco-friendly packaging in India’s drinks market.
A new pour for Indian spirits
The new bottle, crafted from 94% recycled paperboard with a food-grade liner, is five times lighter than glass and has acarbon footprint up to six times lower, said a press release. It’s also designed for easy recycling — the paper shell andliner can be separated and processed through existing waste channels.
Rhea Distilleries’ decision to use the Frugal Bottle for its signature Fidalgo Feni — a spirit steeped in Goan heritage —
gives a traditional drink a thoroughly modern makeover.
“Feni is a symbol of Goa’s culture, and this initiative helps it evolve for an eco-conscious generation,” said Regan
Henriques, Director of Rhea Distilleries. “We’re proud to be the first to bottle Indian alcohol in paper.”
The initial rollout will be limited to select Goan markets, but it could set the stage for a broader move toward sustainable
packaging in India’s fast-growing spirits industry.
UK-India partnership driving innovation
According to the press release, behind this initiative lies a three-way partnership between Frugalpac, India’s ITC
Packaging and Printing Business, and Rhea Distilleries. The deal brings together British design and Indian
manufacturing scale — and could soon lead to local production of the paper bottles through Frugalpac’s Bottle Assembly
Machines.
Malcolm Waugh, CEO of Frugalpac, called the launch “a pivotal moment for sustainable packaging in India,” adding that
the company has seen growing interest from other Indian beverage brands ready to move from glass to paper.
ITC’s Packaging and Printing CEO, Cherian Kenneth Thomas, echoed the sentiment: “This partnership reflects our shared
commitment to work with brands that are reimagining packaging for a greener future.”
Harjinder Kang, His Majesty’s Trade Commissioner for South Asia, said the collaboration was another example of how
deepening UK-India trade ties are opening new opportunities. “Our Free Trade Agreement will make it easier to do
business together — and partnerships like this are showing what that future could look like,” he said.