The debut, announced during UK Prime Minister Sir Keir Starmer’s trade visit to India on 9 October, highlights cross-border innovation in the drinks industry.
The project is the result of a three-way partnership between UK sustainable packaging pioneer Frugalpac, Indian conglomerate ITC’s Packaging and Printing Business, and Rhea Distilleries.
Frugal Bottle: A Revolution in Eco-Friendly Innovation
Developed by Ipswich-based Frugalpac, the Frugal Bottle is the world’s first commercially available paper bottle for wines and spirits. Made from 94% recycled paperboard with a food-grade liner, it is five times lighter than glass and has a carbon footprint up to six times lower. Its design allows the paper shell to be easily separated and recycled through existing waste streams.
Following a visit to India, Frugalpac signed an agreement with ITC to introduce both the bottles and Frugal Bottle Assembly Machines (FBAMs) across South Asia. Rhea Distilleries has now commissioned an initial production run for Fidalgo Premium Cashew Feni, which will be available in select Goan markets.
Strengthening UK-India Trade Ties
The launch coincided with Prime Minister Starmer’s visit to reinforce trade relations with India following a major UK-India trade agreement. Harjinder Kang, His Majesty’s Trade Commissioner for South Asia, said the collaboration exemplifies the benefits of the strengthened trading relationship.
“This announcement is another fantastic example of a UK business reaping the benefits of the ever-growing trade relationship between our countries,” Kang said.
Industry Leaders Speak on Sustainable Packaging
Malcolm Waugh, CEO of Frugalpac, described the launch as a “pivotal moment for sustainable packaging in India,” adding: “Collaborating with ITC and Rhea Distilleries not only brings an iconic Goan spirit to market in an eco-friendly bottle, it also sets the stage for broader transformation across India’s drinks industry.”
Cherian Kenneth Thomas, CEO of ITC’s Packaging and Printing Business, highlighted the sustainability focus: “Rhea Distillery’s Cashew Feni will be the first of many to come to the Indian market in Frugal Bottles.”
Regan Henriques, Director of Rhea Distilleries, said: “By using the paper Frugal Bottle, Rhea Distilleries is blending tradition with eco-friendly innovation to appeal to a new generation of conscious consumers in India and globally.”
Local Production and Sustainability Benefits
The partnership will also explore localising production of the bottle’s liner and paperboard and deploying FBAMs in India to reduce logistics emissions and expand regional manufacturing capacity. The initiative aligns with ITC’s Sustainability 2.0 agenda, which promotes climate resilience, circular economy practices, and a transition toward a net-zero economy.
With India’s alcohol market valued at around $55bn (£41.3bn) and growing consumer demand for sustainable packaging, the Frugal Bottle collaboration by Rhea Distilleries could signal a new era of environmentally conscious packaging in the country’s drinks sector.