HUL launches ‘Smart Fill’ initiative


HUL (Hindustan Unilever Limited) started its first ‘Smart Fill’ machine which is an in-shop vending machine for its Home Care items with an objective to reduce, reuse and recycle plastic. This initiative offers customers an innovative idea to reuse their plastic containers by refilling products from brands like Comfort, Surf Excel and Vim through the use of this innovative refill.

To get products from the Smart Fill machine, customers can either use their existing empty bottles or buy a Smart Fill bottle from the shop at a nominal price. As an attraction, customers are being offered Rs 30 off on the effective price at the store if they get their own bottle and INR 15 off to those who buy the Smart Fill bottle.

The leading brands that customers can avail these include Surf Excel liquid for Front Load and Top Load washing machines; Vim Dishwash Liquid gel and Comfort Fabric Conditioner. The benefits and the functionality of using the machine are further described in the HUL’s digital film that backs this initiative.

Talking about the initiative, The Executive Director of Home Care for Hindustan Unilever and Vice President of Home Care for Unilever South Asia, Prabha Narasimhan said, “As a responsible brand, HUL has always tried to find comprehensive solution that includes systematic rethink about plastic usage. Through this initiative we aim to bring about a positive shift in our society and make continuous growth towards a circular economy. The inauguration of Smart Fill vending machine is yet another way to address one of the issues of managing plastic packaging waste. We hope this innovative idea will bring awareness and give customers a chance to contribute positively in managing plastic waste.”

Sanjiv Nair of Hindustan Unilever had shared the initiative on Linkedin. It had the following caption –

On our journey towards building a circular economy for plastics, we are continuously looking for methods to reuse, reduce and recycle plastic packaging waste. I am excited to share that Hindustan Unilever Limited’s new ‘Smart Fill’ initiative has opened as a pilot project in the Reliance Smart Acme Mall in Mumbai.

By making product refill more widely accessible, available and affordable we hope to use the reach and scale of HUL to drive a dominant change.

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