VMLY&R Commerce: Hindustan Unilever Limited (HUL)’s Smart Fill

Image showing smart fill machine

VMLY&R Commerce: Hindustan Unilever Limited (HUL)’s Smart Fill

An industry-defining initiative encouraging customers to reduce, reuse and recycle plastic

VMLY&R Commerce joined forces with Hindustan Unilever Limited (HUL) to launch its first Smart Fill machine – an in-store vending model for its home care products.


Today’s consumers are conscious of the values that their favourite brands hold, and shop accordingly. HUL’s game-changing initiative offers consumers the option to reuse their plastic bottles by refilling products from HUL’s flagship brands, including Surf Excel, Comfort and Vim.


HUL’s Smart Fill machines have been rolled out as part of a pilot programme which the company aims to expand across prominent retailers. To access products from the Smart Fill machine, consumers can either use their old empty bottles or purchase a Smart Fill bottle from the store at a nominal price. As an incentive, consumers are being offered a discount on the regular retail price if they bring their own bottles.

Sustainable packaging concerns are a higher than ever across all retail sectors and Smart Fill provided a creative solution to help combat single-use plastic. Shankar Shinde, Chief Operating Officer at VMLY&R Commerce, said: “We’re proud to work with a partner who is taking a stand against industry norms in packaging and offering sustainable solutions. With the aim of making the world a less polluted place for tomorrow’s generation, we are working with HUL to make this an open-source initiative all key retail players can offer their consumers.”