Role: Researcher / Team Leader
Background & Context
Indonesia faces a mounting plastic waste problem: High consumption of single-use plastics (especially in FMCG packaging), low recycling rates, and limited effective systems to bring back used plastics into circulation. Within this, beverage packaging (like cups for ready-to-drink products) contributes significantly to non-biodegradable waste entering landfills and the environment.
OT Group’s “Teh Gelas” is among Indonesia’s leading ready-to-drink brands. However, its current packaging (single-use plastic cups) faces sustainability pressures, regulatory, consumer sentiment, and waste management challenges.
Problem Definition
We framed the problem via user, environmental, and business lenses:
Environmental / Systemic Problem
The lack of a circular system means most used cups are not collected, not recycled, and end up as waste.
Virgin plastic extraction and production remains high, leading to carbon emissions and resource depletion.
Consumers lack convenient options to return, reuse, or refill packaging.
Consumer Pain Points
Consumers want more sustainable options but often face inconvenience (e.g. returning packaging, fees, lack of awareness).
There is low trust in “recycled” or “eco” packaging if quality, hygiene, or aesthetics suffer.
For high-consumption beverages like Teh Gelas, consumers expect convenience; any alternative must match or surpass it.
Business Constraints & Risks
Switching to new packaging or logistics systems can have impact to higher costs.
Supply chain disruptions: sourcing sufficient Post-Consumer Recycled (PCR) plastic, maintaining quality standards.
Risk that consumer uptake or behavior change is slow, undermining ROI.
Need for regulatory compliance, and possibly partnerships with waste management or recycling firms.
Solution Summary (CUP+ Strategy)
The CUP+ Strategy is a hybrid, multi-pillar model to transition Teh Gelas into a circular beverage ecosystem:
Create the Ecosystem
Build infrastructure: refill stations in strategic locales (e.g. malls, campuses), washing/hub centers, logistics to collect used cups, stable PCR sourcing.Unlock Public Movement
Marketing campaigns (social media, gamification, influencer partnerships) to shift consumer mindset, incentivize reuse, and normalize returning cups.Perfect the Circular Economy
Implementation of deposit–refund systems, cup tracking (QR codes), partnerships with international company or waste management to ensure collection and recycling. Governance oversight for transparency and compliance.
Outcomes & Impact
Feasible & Profitable: Our financial modeling showed positive metrics: NPV ~ Rp 59.85 million, ROI ~22.97 %, Payback in ~2.29 years.
Sustainability Leadership: Positioned OT as a pioneer in FMCG circular packaging in Indonesia.
Strategic Partnerships: Identified collaboration with Braskem (for PCR supply) and waste management players to ensure system integrity.
Scalable Roadmap: Phased deployment with feedback loops, pilot tests, risk buffers.
