Hindustan Unilever Limited (HUL) has launched the Liquids Lab of the Future (LLoTF) at its Mumbai R&D centre, expanding its AI and digital-led research capabilities for liquid product categories such as body washes, shampoos and laundry liquids.
The facility has been designed to accelerate product development timelines while improving formulation precision and scalability. HUL said the lab combines automation, advanced data science, high-throughput skids and AI-enabled experimentation to strengthen its future-ready R&D infrastructure for India’s growing premium and performance-driven consumer segments.
The company stated that the lab enables formulation prototyping, testing and iteration up to 6 times faster compared to traditional manual batch-making processes. The setup is aimed at supporting faster product innovation cycles across liquid formats where consumer demand for superior performance and sensorial experiences is rising.
AI and digital backbone at the core
The Liquids Lab of the Future has been built around end-to-end digital experimentation and connected data systems. HUL said every stage of the experimentation process is digitally enabled with integrated data capture, allowing research teams to build predictive models and run simulations on product behaviour, performance and manufacturing outcomes.
The lab also incorporates “phygital twins,” described as scaled-down versions of factory equipment that replicate manufacturing conditions within the R&D environment. According to the company, this approach helps identify scale-up challenges earlier in the development process and reduces the need for repeated factory trials.
HUL added that the Mumbai facility is connected to Unilever’s Global Data Lab, enabling collaboration and data-sharing across international R&D teams. The integration supports in silico predictions on product parameters and in-use performance across markets.
Focus on premiumisation and faster innovation cycles
The company said the new facility is intended to support “technology led, SASSY innovations” tailored for India’s evolving consumer preferences, particularly in premium liquid categories where faster innovation and scalability have become increasingly important.
Dr Vibhav Sanzgiri, Chief R&D Officer and Executive Director, R&D Hindustan Unilever Limited said:
“The Liquids Lab of the Future marks an important step in strengthening our R&D’s AI and digital led innovation capabilities. By combining advanced science, automation and data driven experimentation, the lab enables us to respond faster to evolving consumer expectations and continue creating technology led, SASSY innovations that deliver desire at scale.”
HUL described the Liquids Lab of the Future as a reference model for future R&D sites within Unilever’s global innovation network, combining science, automation and digital systems to support long-term product development capabilities.
Market Research Outlook Analysis
HUL’s investment signals a broader shift toward AI-driven and digitally connected R&D infrastructure in FMCG, particularly in premium personal care and home care categories where speed-to-market and formulation agility are becoming competitive differentiators. The move is likely to increase pressure on both incumbents and emerging D2C brands to modernise product development capabilities and strengthen data-led innovation systems. It also highlights how global FMCG players are increasingly localising advanced R&D capabilities in India as the market becomes central to premiumisation and innovation-led growth strategies. The sector is steadily moving toward automation-heavy, AI-assisted product development ecosystems with tighter integration between labs, manufacturing and consumer insights.
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Source: Hindustan Unilever Limited
