Small sachets continue to be extremely popular in India. Sachets of flexible plastic up to 10 ml account for 98% of unit sales of standard shampoo in 2013 as consumers continue to be very price-conscious, especially in semi-urban and rural areas.
This is a successful format across the country as the majority of consumers has a extremely reduced disposable income and wages are paid daily/ weekly.
Unfortunately, this convenient packaging format is not currently recycled to to its low weight and because it is a made of a combination of different laminate materials. Every year, tons of used sachets end of on landfills and on the streets of India.
Given the huge environmental cost created by this market, a new model has to be proposed. However, consumers cannot afford the burden of a product cost increase.
The current chain for this format is displayed below:
Given this scenario, we propose a new system bulk distribution system which replacesd uni-dose sachets. It has been designed with focus on needs from Indian consumers.
The new system comprises two main elements:
1. A dispensing device to be placed in the traditional retailer store.
2. A small reusable container that will be given to the consumer and will be replenished at each purchase.
The proposed system is inspired by current selling practices in India traditional retailer. It will be displayed hanging from the walls or ceiling of traditional local stores in the rural/ semi-urban areas in India. Consumers would carry their own reusable rigid container and buy shampoo in bulk from the rigid plastic dispenser placed in the local shop.
The original proposal is to Product manufacturers (Brand Owners) to provide small rigid containers to consumers. They would keep the same container for several uses. The expense from container donation could be calculated in the business case of the project as a compensation from the single-use packaging cost. Alternatively, consumers could be given fidelity paper cards that would be stamped at the moment of each purchase. After a given amount of time, the person is granted a nicely decorated reusable packaging with the brand logo.