These last few weeks we’ve finally launched our refill-reuse pilot at select kirana stores in and around Aurangabad.
We faced numerous uncertainties – would stores cooperate? Would women even want to try an unknown shampoo brand? If they tried, would they come back for refills, and do so reliably?
The only way to find out was to launch and see what happens
That's just what we've done, launching first at one kirana store, then another and rolling forwards until we also launched to serve an entire village
Data is still coming in and we’ll add later posts about this and other findings, but the long and short of it is that it works!
Women quickly get the concept of refill and reuse. They think it's a good idea and are proud to use their bottles. Kirana stores, while sometimes hesitant, get on board and are prepared to put in the effort to make it work. Women are starting to show some loyalty, and some have refilled a handful of times already. A promising start
We’ll add more details in the New Year, but for now, here’s a selection of photos from recent launches…