Is Bisleri’s ‘Greener Promise’ Just Greenwashing?

A recent social media post alleges that greenwashing by corporations undermines genuine environmental efforts by creating false impressions of environmental responsibility.

Citing Bisleri’s “Greener Promise” campaign as an example, social media posts claim that the company is not taking tangible steps to protect the environment, essentially suggesting that it is merely using greenwashing tactics to promote its brand. 

We examine Bisleri’s packaging, recycling efforts, and Indian regulations on environmental claims to gain insight into the matter. 

Social Media Posts 

Taking India’s largest bottled water company, Bisleri, as an example, a Facebook post suggests that while the company promotes itself with “greener promise” messaging and green-colored labelling to appear environmentally conscious, it continues to produce millions of single-use plastic bottles that pollute the planet for hundreds or thousands of years without degrading. 

The core claim is that Bisleri engages in misleading marketing by presenting itself as an environmentally friendly corporate entity while having no proper system in place to collect, recycle, or responsibly dispose of the plastic bottles it produces. 

FB

We decided to do a fact check on this. 

Fact Check 

What is “Greener Promise”?

Bisleri International Pvt Ltd. strengthened its sustainability strategy by launching ‘Bisleri Greener Promise’ to focus on creating a greener future by reinforcing and implementing programmes in recycling, water conservation and sustainability. The initiative was launched in 2023. More details can be read here.

Claim 1: Does Bisleri Sell Water in single-use plastic Bottles that are not Biodegradable?

Bisleri bottles are made of PET plastic, the industry standard for bottled water. PET (polyethylene terephthalate) is recyclable but not biodegradable – it can take centuries to break down. In fact, PET is explicitly listed among common non-biodegradable polymers. Bisleri has not switched to compostable bottles or the like; its “Greener Bottles” initiative (using slightly less plastic per bottle) still relies on PET. In short, Bisleri continues to sell water in single-use plastic bottles that, by nature, do not biodegrade. (As a  side note, Bisleri has even legally challenged state bans on small plastic water bottles, underscoring its reliance on PET packaging.)More details can be read here.

While Bisleri cites a national PET recycling rate of around 90%, waste management in India is highly uneven. Much of the recycling relies on informal waste pickers, and concerns exist about leakage, improper disposal, and plastic burning in areas lacking robust infrastructure. This raises questions about the effectiveness of company-led recycling in reducing environmental impact across India.

Therefore, Bisleri bottles are recyclable but not biodegradable, meaning they can persist in the environment for hundreds of years despite the brand’s “Greener Bottles” initiative.

Claim 2: Has Bisleri Implemented Any Large-Scale Recycling Collection or Extended Producer Responsibility Program to Manage Consumer Waste?

Bisleri does run extensive waste-collection programs. For a few years, it has been operating a “Bottles for Change” (BFC) initiative nationwide, partnering with NGOs and institutions to collect used plastic for recycling. The company reports huge totals, e.g. about 15,199 metric tons of used plastic collected and recycled through BFC so far. The company even set Guinness records (e.g. ~79.7 tonnes collected in 12 hours) and upcycled bottles into new products (uniforms for 5,000 staff were made from 1,000,000 bottles recycled). Bisleri’s own executives emphasise India’s strong PET recycling industry (about 90% of PET is recycled) and say, “bottles are not waste”. More details can be read here. 

These efforts tie into India’s Extended Producer Responsibility (EPR) rules. In 2021, the Central Pollution Control Board (CPCB) fined Bisleri ₹10.75 crore for failing to meet its mandated plastic waste collection targets (Bisleri was short by ~21,500 tonnes). Bisleri responded that it is “compliant” with plastic waste rules and submits reports as required. In practice, Bisleri appears to meet EPR partly through its BFC program, but the 2021 notice indicates that there have been gaps. More details can be read here.

The term “plastic neutral” used by Bisleri generally implies that the company recycles or recovers as much plastic as it uses. However, there is currently no universal or government-certified standard in India for what qualifies as “plastic neutrality.” Without third-party audits or complete transparency into offset calculations, such claims can be difficult for consumers to verify.

Overall, Bisleri does engage in large-scale recycling initiatives. Its Bottles for Change program covers many cities and events (for example, waste-collection drives at festivals, colleges, parks, etc., with Material Recovery Facilities for sorting and recycling). The company cites multi-stakeholder partnerships and claims it now recycles “more plastic than it puts in the market,” though these numbers come from Bisleri’s reports. Regulatory data (the CPCB fine) indicates that the company had some shortcomings, but it claims to be working with authorities on compliance. More details can be read here.

Claim 3: Is Bisleri`s Use of “Green” Labels or Messaging Legally or Ethically Considered Greenwashing Under Environmental Marketing Standards??

Indian regulators have recently tightened rules on environmental marketing claims. The Advertising Standards Council of India (ASCI) and the Central Consumer Protection Authority (CCPA) now define “greenwashing” as the making of false or misleading eco-claims. In these guidelines, any environmental claim must be specific and supported by evidence. Broad terms like “eco-friendly,” “green,” or “sustainable” (and by extension, “greener”) are prohibited unless backed by credible data or certification. More details can be read here. 

Bisleri’s “Greener Promise” campaign uses slogans like being “plastic-neutral” or “water-positive,” which imply positive environmental impact. Under the new standards, such claims would need transparent substantiation. To date, there have been no public findings that Bisleri has violated these rules. No authority has declared Bisleri guilty of greenwashing. However, the guidelines make it clear that any absolute claim (e.g., that a bottle has no harm to the environment) or vague term must be substantiated. Bisleri’s statements (e.g., that it offsets all its plastic footprint and replenishes water) are based on its own reports; an independent audit of these claims would be needed to verify them fully.

It is unclear from public records whether Bisleri contested or paid the ₹10.75 crore fine issued by the CPCB in 2021. The company has since stated that it remains compliant with EPR guidelines and continues submitting annual plastic waste reports to the authorities.

Therefore, in ethical terms, critics would call it greenwashing if Bisleri’s marketing overstates its green efforts. Legally, under India’s new rules, the company must ensure its “Greener Promise” messaging is truthful and transparent about scope. So far, Bisleri emphasises that recycling drives and community projects back its campaigns. Whether that amounts to deceptive advertising is not settled; the company is subject to the same transparency rules as others. More details can be read here and here. 

India’s Strengthened Anti-Greenwashing Regulatory Framework

India implemented robust regulatory measures in 2024-2025 to combat misleading environmental marketing practices. The Advertising Standards Council of India (ASCI) introduced specific guidelines for environmental claims in February 2024, and the Central Consumer Protection Authority (CCPA) issued comprehensive guidelines for preventing greenwashing throughout 2024. 

These regulations impose significant penalties for violations, including fines of up to ₹49 lakh and mandatory corrective advertisements, underscoring the government’s serious commitment to addressing deceptive green marketing. Under the new framework, companies must ensure that all environmental claims are substantiated by credible third-party certification or scientific evidence. Transparency requirements mandate detailed disclosure through QR codes or URLs, with specific clarifications required about whether environmental claims relate to products, manufacturing processes, packaging, or disposal methods. 

Despite these stringent regulations, no regulatory authority has formally declared Bisleri guilty of greenwashing as of 2025. However, companies must now navigate enhanced compliance requirements that reflect India’s evolving approach to corporate environmental responsibility, requiring businesses to substantiate their sustainability marketing with verifiable evidence rather than relying on vague or aspirational messaging. 

Conclusion 

Bisleri’s “Greener Promise” represents a mixed case rather than clear-cut greenwashing. The company has implemented meaningful environmental programs with measurable outcomes, including substantial plastic collection, the adoption of renewable energy, and water conservation initiatives. However, the fundamental contradiction between promoting environmental responsibility while continuing to produce millions of non-biodegradable plastic bottles creates legitimate grounds for concerns about greenwashing.

Under India’s strengthened 2024-2025 anti-greenwashing regulations, Bisleri’s marketing claims will face increased scrutiny, requiring transparent substantiation. While no authority has currently declared the company guilty of greenwashing, the gap between aspirational messaging and product reality suggests that consumers should evaluate environmental claims critically and demand greater transparency in sustainability reporting.