We observed two categorical behaviors of users buying shampoo sachets
- Travelers and single individuals- Frugal mindset
- Daily buyers - Bottom of pyramid users (from personas)
hence, two formats for our brand:
The frugal category did not seem to buy sachets for economic convenience alone but more so for the portability and portion control. For this segment, seeking a behavior change is assumed to be possible as the humanitarian benefit of circularity can be conveyed. We propose a packaging and delivery model innovation here wherein the packaging is a more robust macro pack which is about 20ml (3 times was the average times a user buys shampoo for and uses in a week based on our estimation survey). The design involves a squeeze tube like design with a nozzle with screw on cap. The bottom end has a rollable entity (akin to how we often roll toothpaste tubes) which allows for squeezing out a desired quantity. The packaging has markers for one sachet equivalent, 2 and 3 to satisfy the portion control needs of the user.
Once used, the rolled up pack can be easily kept in the regular grocery bag and/or the wallet. For consecutive purchase the consumer takes the pack at the dispenser in the retailer location which refills the pack with 20ml content making it as good as new.
Economics of the proposed format make it lucrative for the consumer. a typical 7ml shampoo sachet costs around Rs 3/- and we propose our 20ml sachet to cost Rs 12/- and consecutive 20ml refils to cost Rs 6/-
For the daily buyer, the convenience and cost were prime concerns, hence we focussed on redesigning the packaging and the collection mechanism. The packaging makes sure that the corner tab remains on the sachet and once it is open, a sticking surface on the face of the sachet is revealed. This sticking surface allows for sticking the used sachets to each other to make a cluster and the same can be pasted on the wall of the bathroom or bathing area (in case of public bathing areas..this turns to our advantage).
We consciously chose to work on recollection and not on repurposing (by making sheets, covers, bags, etc from sachet threads) as such craft interventions though exciting and may be used to get a buy-in..do not seem sustainable over long term nor do they follow a cradle to cradle circular approach.
This cluster once sizable enough- that is 50 or 100 grams or 50 or 100 (each sachet is observed to weigh about 1 gram) and makes economic sense for the garbage collector to pick and sell at the recycler.
--As on July 9th---
We still haven't sorted out a suitable incentive mechanism for the BOP user to stack these sachets in their washing areas and give it to the garbage collector. But we believe that part can be sorted by a deep dive into associated needs of the end consumer and various stakeholders.
--As on August 16th--
We have decided to focus on the BOP user problem where a redesign of the collection system is envisioned. The frugal category where larger packaging format + retailer dispenser system has been covered by other ideators on the platform as well, and there were certain market and consumer dynamics which turned out to be a little beyond our control to harness in the given timeframe.
--As on August 31st--
With our sessions with our advisor, usability tests, user interviews and conversations a few co-operatives working for the needs of garbage collectors in India, we have been able to arrive at a suitable incentive mechanism for consumers as well as garbage collectors acting as enablers in segregation at source. We observed that the door to door collectors being mostly women, they happen to have their way into initiating and ensuring a behavioral change.
Our final proposal involves making the collector an entrepreneur who converts the sachet's plastic blends into usable products which can be sold at a premium in order to cover for the low cost recoverability of small format plastics. As an initiation strategy, in order to give a higher premium to the collector (for them to assert basic behavioral changes with consumer households) the products do not follow circularity, but once a certain scale is reached and a sustainable stream of sachets is ensured, our intervention yields usable plastic products itself by processing the plastic blend.