Mumbai, India —5th March 2024 Asahi Kasei, a prominent Japanese kitchen solutions brand, continues to spearhead environmental sustainability with its innovative kitchen consumables and commitment to social initiatives such as the “Wrap Up Hunger With Asahi Kasei”. Products like its Premium Wrap, are crafted using PVDC (polyvinylidene chloride), a revolutionary material that not only retains 2.5 times more moisture and prevents the passing of oxygen as much as about 200 times than traditional plastics like PE (Poly Ethylene) or PVC (Poly Vinyl Chloride) but also minimizes plastic usage. This not only preserves food for longer durations but also contributes to reducing plastic waste, aligning with Asahi Kasei’s commitment to a greener future.

Research conducted by Macromill Japan on the use of PDVC material in Asahi Kasei’s products, particularly the wrapping film, indicates a 4% increase in consumer preference over previous years in India. To the question – “ What do you think is good with your wrapping film?, the people choosing the answer “ Because it is good for the environment has gradually increased. Starting with 36.6% choosing this in 2020, 38.2% in 2021, and 40% in 2022. This reflects a positive response to the eco-friendly and high-performance qualities of the material. The survey covered the four metro cities of Mumbai, Delhi, Bangalore, and Kolkata, with a sample size of 620 participants

This increase is driven by shifting urban lifestyles that emphasise the need for convenient and comfortable kitchen products. This trend extends to materials that are not only of food-grade and superior quality but also sustainable. It is this surge that led Asahi Kasei to introduce cutting-edge Polyvinylidene chloride, which not only consumes fewer petroleum resources during production but also has a reduced impact on the resource environment, aligning with the brand’s commitment to eco-friendly practices. Notably, Asahi Kasei’s PVDC boasts an impressive 62cc/m2 oxygen gas permeability and 12 g/m² moisture permeability, making it significantly less porous compared to standard PVC or PE wraps.

“Asahi Kasei is not just a brand; it’s a commitment to a greener, more sustainable future. In our pursuit of environmental responsibility, we introduce Polyvinylidene chloride, a groundbreaking material that not only minimises plastic waste by consuming fewer petroleum resources but also plays a crucial role in curbing food wastage. By prioritising the earth and empowering consumers with products that extend the freshness and shelf life of their food, we believe we are contributing to a healthier planet and a more conscious way of living.” – Luve Oberoi, Senior Marketing Manager, Asahi Kasei

According to the Food Waste Index Report 2021, 50 kg of food is discarded per person annually in Indian homes. Asahi Kasei aims to combat this issue by raising awareness about hunger and promoting sustainable products to reduce food wastage. Through a unique social media campaign, users are encouraged to share photos using Asahi Kasei products, which leads to meal donations to the Akshaya Patra Foundation. Having provided 92,000 meals last year, Asahi Kasei pledges to contribute and extend the same in 2024, furthering the cause of hunger prevention and food wastage reduction.

In line with their commitment, Asahi Kasei also holds the EPR (Extended Producer’s Responsibility) certificate for their products. EPR mandates the responsible management of consumed products till the end. To comply with Extended Producers’ Responsibility in Plastic Waste Management (Amendment), Rules 2018, Asahi Kasei India initiated the plastic waste collection and recycling through the Waste Management Company Shakti Plastic and their partner Sunbeam Mercantile Ventures Pvt. Ltd. with CPCB registration. These agencies collect and recycle plastic waste on behalf of Asahi Kasei, minimizing environmental impact and accelerating plastic removal, addressing the urgent need for sustainable waste solutions compared to traditional plastics.