The Gcwalisa, or refill in isiZulu, pilot project in the township of Alexandra, Johannesburg, has shown how quality, recyclable packaging such as polypropylene (PP) jars and polyethylene terephthalate (PET) bottles can be reused safely and repeatedly, while also creating jobs and reducing waste.

The pilot project is supported by plastics industry organisation Plastics SA, German development agency Gesellschaft für Internationale Zusammenarbeit's (GIZ's) Circular City Labs (CCL) and social entrepreneur Miles Kubheka, and is redefining what reuse looks like in informal urban settings.

“The Gcwalisa project proves that reuse is not only viable in low-income areas, but also highly effective when it's community-driven,” says Plastics SA executive director Anton Hanekom.

The project aims to grow the reuse of plastic packaging, reduce household costs and build sustainable livelihoods, especially for women.

The idea was sparked during the Covid-19 pandemic, when job losses and rising food prices forced Alexandra residents to adapt to buying daily essentials in small quantities.

In response, Gcwalisa created a refill system that allows customers to buy everyday items in affordable quantities, while reusing either their own containers or those provided by the outlet.

Containers used in the project are durable, lightweight, food-safe and 100% recyclable, and are supplied by two trusted South African manufacturers. Each container carries a product-specific label, a quick-response code for tracking reuse and clear instructions to encourage repeat returns, says Hanekom.

“By enabling consumers to reuse containers and access affordable products, we are building a circular economy that is inclusive and resilient. It’s a model that turns packaging waste into economic opportunity,” he adds.

The pilot project showed strong uptake and impact between April and June this year, with Gcwalisa’s four outlets in Alexandra having recorded impressive results, including more than 2 400 container reuse purchases and returns; 1 194 active returns, which is a clear indication of growing consumer commitment; and four local women being employed as Reuse Ambassadors through the Pathways to Possibilities training programme.

“These results demonstrate how meaningful change is possible when reuse is made simple, convenient, and rooted in trust,” Hanekom highlights.

The success of the project hinges on using the right type of packaging, namely containers that are not only recyclable and safe, but also suitable for multiple reuse cycles. By focusing on PP and PET containers, Gcwalisa ensures that all reused packaging can be returned, cleaned, refilled and eventually recycled, helping to divert valuable material from landfill and cut carbon emissions, he says.

Additionally, a cash-back incentive system further encourages container returns, and packaging labelling supports education and traceability.

Nearly 78% of the Gcwalisa participants are women, many of whom were unemployed before becoming involved in the initiative.

Further, community engagements, music and live demonstrations have become trusted ways to engage households and encourage reuse. Gcwalisa also maintains a strong presence on social media platforms where it shares updates, educational content and success stories, in addition to face-to-face methods.

These digital channels help build a sense of community, provide real-time feedback and expand the reach of the campaign, making it easier for participants and supporters to stay informed and connected.

Meanwhile, for its next phase, Gcwalisa will focus on scaling the model, reinforcing positive consumer behaviour and measuring long-term impact, including waste reduction, greenhouse-gas savings and household financial relief.

With WhatsApp and SMS reminders, continued staff training and in-store education, the project aims to entrench reuse as a permanent habit and inspire similar models across South Africa, Hanekom says.

“This is a blueprint. Gcwalisa's success will inspire other communities to rethink packaging and embrace the power of reuse,” he says.