Problem:

Product packaging makes up 60% of India’s plastic waste, becoming one of the biggest causes of country’s plastic pollution problem. As India’s leading FMCG manufacturer, how could Hindustan Unilever do its part to reduce the waste generated because of plastic product packaging? 

Solution: 

Repurposing different types of packaging after the product within them is consumed, is a common practice in Indian households. Since generations, PET soda bottles have been repurposed as water bottles and paint cans have been transformed into planters. Hindustan Unilever decided to unlock the true potential of this practice, by introducing consumers to Smart Fill – a new way to reuse. Through this refill station, the brand made the bold move of selling its market-leading products without their packaging, to encourage consumers to refill used bottles from their homes instead. 

Execution:

The Smart Fill station has 4 compartments, each containing a gallon of a different liquid-based product. The compartments are equipped to maintain consistent quality and viscosity in the products. The station is installed at a Reliance Smart store in Mumbai, where various signages and neck tags on existing stock in the store lead shoppers to it. Initially, shoppers from surrounding localities were informed and invited to get their used bottles refilled with their favourite products at the station. A lucrative discount of up to 30% on the products incentivises the shoppers further. Once at the station, all shoppers must do, is place the empty bottle under the dispenser and tap the buttons corresponding to their desired product and quantity. The bottle fills up in seconds and the process can be repeated time and again. 

Results: 

The Smart Fill station has received an incredible response, it earned PR worth 1.5 Million. More and more shoppers started choosing to refill used bottles with their favourite products, instead of purchasing pre-packed versions. 50 more stations are being installed at various Reliance stores in the country. With Smart Fill, HUL is set to revolutionize the way the world reuses, reduces, and recycles; to make a difference for good.