India's largest Fast Moving Consumer Goods company with 100 factories across India.
In 1931, first Indian subsidiary, Hindustan Vanaspati Manufacturing Company,
followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
Hindustan Unilever Limited (HUL) formerlyknown as HLL, is India's largest FMCG
Publiccompany formed in the year 1933.
HUL is also one of the country's largestexporters
HUL formed in November 1956;
The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited.
one of the country's largest exporters and recognised as a Golden Super Star Trading House
HUL touches the lives of two out of every three Indians everyday
The mission – “add vitality to life.”
Lux, lifebuoy, dove
Pears, rexona, breeze,
Fair & lovely
Color cosmetics lakme
• Home & Personal Care: 2 categories
• 1Detergents: all the detergents and dishwashers
are covered in this. For example,Vim, Rin, Surf Exel.
• 2. Personal Products: this comprises of all the products
related to personal care.These are as follows:
• Oral : toothpaste and toothbrush ( Pepsodent, Close Up)
• Skin: soaps, talcum powder, fairness cream, body
lotion,winter cream ( Pears, Vaseline,Fair & Lovely,Ponds’)
• Hair : Sunsilk, Clinic All Clear
• Food :Kissan squashes and jams, Annapurnasalt and atta
Knorr, kwality walls, Lipton tea,Bru coffee.
• Water purifier : Puriet Water Purifier
The rural consumer is very conscious
about getting ‘value for money’. Low
price, high quality and multiple uses
is basic principles rural product
• HUL Breeze 2-in-1 HUL developed a
combined soap and shampoo that
was cost-effective and also less
harsh on hair than ordinary soaps.
HUL launched the new soap-cum
shampoo ‘Breeze 2-in-1’
Strategy: “value-added product
would create a loyal customer”
Rural markets are low price high
volume growth markets. The
rural markets being intensely
price-sensitive in comparison to
urban markets, reaching at a
lower cost is a major challenge.
• The challenge is to create communication that
would help the rural consumer in recognizing
brands, logos, visuals and colors. To effectively
tap the rural markets, a brand must associate
with their culture and personality.
• HUL Lifebuoy: HUL launched a direct rural
contact program called ‘Lifebuoy Swasthya
Chetana’ campaign, made sales goes up by
20% in 17,000 villages.
Strategy: “lifebuoy has always been positioned
on the platform of health and .
Planning physical distribution, managing logistics
and controlling marketing communication are
major impediments for entering rural markets.
The distribution structure involves stock points in
feeder towns to service these retail outlets at the
• HUL Hindustan unilever, the pioneer and a large
player in India’s FMCG market. HUL is the first
company to step into the Indian rural marketing.
HUL launched ‘operation stream line’, distributed
HUL’s products in villages using unconventional
transport like ‘bullock carts’, ‘tractors’ and cycles.
Today HUL’s products touch the lives of two out
of every three Indians.
Strategy: “HUL product can reach a place, where
you can not reach”
For long term benefits, HUL started Project Streamline
MARKETING STRATEGIES OF HUL
FOR RURAL INDIA
Project Shakti, partnership with Self help
groups of Rural women & covers 5000
villages in 52 districts in different states.
Appointed 6000 Sub-stockists that directly covers
about 50,000 villages & 250 million customers.
Integrate Economic, Environment & Social objectives with
EVERYDAY I WILL SELL.
EVERYDAY I WILL
Started in 2001, Shakti is HUL's rural initiative, which targets small villages with population of
less than 2000 people or less.
micro-enterprise opportunities for rural women
Providing health n hygiene education through shaktivani program
Shakti has already been extended to about 15 states ,80,000 villages in with 45,000 women
entrepreneurs and generating Rs.700-1000 per month to each women.
HUL & RURAL DEVELOPMENT
• •HUL linked the company’s core business with rural
development initiatives as it is mutually beneficial to
both the society at large andfor the company..•
• Rural sales contribute around 40% to HLL’s overall sales
• •HUL has been proactively engaged in rural development
since 1976with the initiation of the Integrated Rural
Development Programmein Uttar Pradesh.•
• LIFEBUOY SWASTHYA CHETANA
• •adoption of hygienic practices among rural Indians and
aims to bringdown the incidence of diarrhoea•It has
already touched 84.6 million people in approximately
43890villages of 8 states.
• •Project Shakti was launched in the
year 2001 in the Nalgonda district
situated in Andhra Pradesh•
• : To create income-generating
capabilities for underprivileged rural
women, by providing a sustainable
micro enterprise opportunity, and to
improve rural living standards through
health and hygiene
HOW IT WORKS
• •Villages with a population of about 2000–3000 areselected
• •Personnel from HUL approach SHGs•Selection of the Shakti Amma
• •HUL vouches for Shakti Ammas with banks for credit
• •one Shakti entrepreneur is appointed for one village &Villages that
are about 2 kilometresapart from her village(satellite villages ).
PRICING AND PACKAGING
• •Rural consumers are price sensitive
• •Sachets and small packs of premium
• •Price doesn’t exceed Rs.5 per sachet.
• •Lux at Rs.5,
• •Lifebuoy at Rs.2,
• •Surf Excel sachet at Rs.1.50,
• •Pond's Talc at Rs.5,
• •Pepsodent toothpaste at Rs. 5,
• •Fair & Lovely Skin Cream at Rs.5,
• •Pond's Cold Cream at Rs.5,
• •Brooke Bond Taaza tea at Rs.5.
• It is the combination of the 3 ways:
• •Door to door selling (11% margin on sales)
• •Sells from own home (11% margin onsales)
• •Retailers (3% margin)
• •averages sales :•Rs. 10,000 - Rs.
• •profit - Rs.1,000 per month
• •Project Shakti plans to extend to thestates of
West Bengal, Punjab and Rajasthan.
• •Partnership with other non-
competitor companies to sell their products
through the Shakti network.
• •Nippo, TVS Motor for mopeds, insurance
companies for LIC policies.
• •Project Shakti is enabling families to
livewith dignity and in better health &hygiene,
education of the children and anoverall
betterment in living standards.•it creates a
win-win partnership betweenHUL and the
rural consumers for mutualbenefit and
100,000 500,000 600 million
villages Entrepreneurs Consumers
• Shakti shall reach every home in every village, create
sustainable livelihood opportunities, and enhance the
quality of life in rural India
• Now SHAKTI has been extended 80,000 villages in
15states with 45,000 women entrepreneurs &
generatingRs.700-1000 per month to each women.
Why all these program
• To take people aware
• To increase the consumption.
• To increase the income.
• To increase behavior in –
• Awareness & living standard Lifestyle
• Self consciousness.
Corporate social responsibility
Providing education on health and hygiene
Rehabilitation of special or underprivileged children
Care for the destitute and HIV-positive
Plays active role in natural calamities