The Green Aluminium Alchemy

Discover how Aditya Birla Group is reshaping the beverage industry with sustainable aluminium cans

Lightweight, recyclable, and innovative — these cans are more than containers; they are a commitment to a greener tomorrow. Let’s look at how the Aditya Birla Group is going beyond embracing market trends to actively drive innovations for sustainable progress.

The shift to sustainability

Amidst a global shift towards eco-conscious consumerism, a 2023 McKinsey and Company survey resonates with the values Aditya Birla Group holds dear. The report, surveying 11,500 consumers across 11 nations, underscores an increasing demand for sustainable packaging to address concerns ranging from hygiene and food safety to climate change. It aligns seamlessly with Aditya Birla Group's commitment to fostering a sustainable and circular economy.

Aluminium can!

For sustainable packaging, aluminium beverage cans emerge as a befitting solution. Lightweight, quick to cool, and boasting a "can-to-can" lifecycle of just 60 days, they perfectly align with the growing ethos of sustainable consumer choices. Recognising this, Aditya Birla Group’s Novelis has positioned itself as a trailblazer in enhancing the recyclability and sustainability of aluminium cans.

Driving the circular economy

Novelis's efforts in the aluminium can space extend beyond market trends. Recycling one aluminium can saves a staggering 95% of the energy required for primary aluminium production. Novelis recycled over 2.2 million tons of aluminium in 2022 alone, reflecting a commitment to a circular economy.

According to global aluminum industry news portal AL Circle’s recently released report “Global Aluminium Industry: Key Trends to 2030,” the world recycled aluminium usage stood at 27.1 million tonnes in 2022 and is expected to grow to record more than 28 million tonnes in 2023. In their article, “Top 5 aluminium recycling companies that are currently leading the global market” Novelis was recognised as the world’s largest recycler.

Towards a greener future

While aluminium cans are the perfect touchpoints of sustainability, Aditya Birla Group envisions even more environmentally friendly solutions. Working tirelessly to increase the percentage of recycled content in aluminium can sheets, Novelis is pioneering new alloys to accommodate higher amounts of recycled aluminium. Investments in cutting-edge plants and partnerships with advancements in collection and sorting technology are testament to this commitment.

The spotlight is on Novelis’ global decarbonisation strategy, strategically designed to maximise the circularity of aluminum, an infinitely recyclable material that doesn’t lose its material properties during the recycling process.

Collaborating closely with customers, the Group is pushing boundaries with distinctive aluminium bottles. These bottles promise the same portability, lightness, and recyclability as cans but with the added convenience of resealing. It is innovation tailored to meet the evolving preferences of a discerning consumer base.

As part of its broader goal to achieve carbon neutrality by 2050, Aditya Birla Group has invested nearly $2 billion in recycling capacity, solidifying its position as a leader in sustainable practices. The intent is build a future where aluminium beverage cans continue to evolve, contributing to a world where sustainability isn't just a choice but a way of life.