“INDIA IS A CENTRE OF INTEREST FOR LARGE
With these lines we focus on the basic requirements
of the people of the country that are rising day by
day so as to meet this demand the large MNC’s are
rising on the front step so as to put their roots in
and expand their empire, one of these is the
HINDUSTAN UNILEVER LIMITED (HUL).The largest
FMCG industry that step from in India.
The HUL stepped with some of its top most of its
product from the inter-national market.
India’s largest fast moving consumer goods
In India since 1895
Formally incorporated in 1956
• A subsidiary of Unilever (51.5%)
A $ 2.2 billion company
• 16% operating margin
• Market Capitalization: $14 billion
Market Leader across categories
• Fabric wash, Personal wash, Dish wash, hair wash, skin
applications, Talcum powders, packet tea, Jams
• Number two: Toothpaste, instant coffee, ketchup
Hindustan Unilever Limited (HUL) is an
Indian consumer based company which is
based in Mumbai,Maharashtra
Earlier Hindustan Unilever was known as
Hindustan Lever Limited.
The companay changed its name in year
Present Chairman HARISH MANWANI
Present CEO and MD NITIN PARANJPE
1888 Sunlight soap introduced in India
1895 Lifebuoy soap launched; Lever Brothers
appoints agents in Mumbai, Chennai, Kolkata
1902 Pears soap introduced in India
1905 Lux soap and Lux flakes introduced
1913 Vim scouring powder introduced
1930 Unilever is formed on January 1st through
merger of Lever Brothers and Margarine Unie
1941 Agencies in Mumbai, Chennai, Kolkata
and Karachi taken over; Company acquires own
2001 With the goals of improving hygiene, fighting
disease and generating rural incomes for small
communities, Project Shakti is launched as a pilot in
2002 Yashodadham, a village reconstructed in
Kutch district of Gujarat is dedicated to
1,100 residents, a year after their homes were
wrecked by a devastating ear thquak
2005 Management Committee formed, organisation
2007 Name formally changed to Hindustan Unilever
1. HUL is a part of the Unilever group, hence strong
2. It has over 15000 employees
3. Reach 6.4 million retail outlets which includes direct
reach to over 1.5 million retail outlets
4. Two R&D centres in India in Mumbai and Bangalore
5. Products with presence in over 20 consumer
categories with over 700 million Indian consumers
using its products
6. As a part of CSR, HUL has initiatives like project
Shakti, plastic recycling, women empowerment etc
1. Market share is limited due to presence of other strong FMCG
2. HUL products has stiff competition from big domestic players
and international brands
1. Tap rural markets and increase penetration in urban areas
2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing
1. Intense and increasing competition amongst other FMCG
2.FDI in retail thereby allowing international brands
3. Competition from unbranded and local products
1894- William Hesketh
Lever launched Lifebuoy
in the UK as the Royal
Lever discovered carbolic
acid as he sought the
perfect formula for soap
that could combat germs
and still be affordable to
Officially launched in India in 1935
India’s oldest personal wash brand
Always stood for health and hygiene,
delivered through germ protection
Sales on more than 5bn per day
Had stagnant market share
Stood for its health – plate-form
Was brick red in color with carbolic ingredient
• New curved shape
• An easy grip’ and a modern look
• Four choices –
Lifebuoy Gold and
Mothers are the true experts when it comes to their
family’s health. These six variants help you protect
your family from the 10 infection causing germs
and stay one step ahead of them.
Lifebuoy Clear Skin provides
specialist protection from
acne, which results from oil
and dirt coming together.
Mineral clay or "multani
mitti" absorbs the oil from
your skin, while washing
away germs and dirt to
greatly reduce the incidence
of acne. In fact, Lifebuoy
Clear Skin is proven to
reduce acne by up to 70% in
six weeks, guaranteeing
visibly clearer skin.
Clean, germ-free hands are the
key to good health, as ingestion of
germs from unhygienic hands at
mealtimes is the most likely cause
for common diseases. Lifebuoy
Hand wash offers germ protection,
with a unique formulation that
generates a rich lather. This
provides an effective and hygienic
wash in every corner of the hands
and nails, at the same time leaving
your hands pleasantly fragrant.
Everyday, dirt and pollution
blocks pores, providing a
fertile breeding ground for
harmful germs, ultimately
resulting in various skin
problems. Lifebuoy Body
Wash provides deep cleansing
of pores, protecting against
the three root causes of skin
health problems – clogged
pores, over-drying, and
Lifebuoy Hand Sanitizer effectively
disrupts bacteria’s cell membrane
& virus’s outer coat thereby kills
bacteria & inactivates viruses on
Proven to instantly kill 99.99%
germs without water.
Proven to kill H1N1 virus
Dries quickly, is non-sticky and
has soothing fragrance.
Has Moisturizer and Vitamin E to
keep your hands soft and smooth.
At the Kumbh Mela 2013 where all big players were trying to sell their
respective products, some way or the other, Hindustan Unilever
Limited promoted Lifebuoy Soap through Rotis in an innovative
Allahabad where Kumbh Mela 2013 took place – is a dusty and dirty
place during the festival, and maintaining hygiene was something
which was not on the top, in their list. Rather than displaying the
Kumbh with banners and outdoor advertising, HUL preferred a new
medium to carry the anti diarrhea messages.
Hindustan Unilever Limited had an idea: What better way of reminding
people to wash their hands than just as they are about to eat? The
company along with the creative agency, Ogilvy had partnered with
more than 100 Dhabas and Hotels at the mela site and used heat-
stamped device to print a message on 2.5 million fresh pieces of
rotis. The message said, simply, “Lifebuoy Se Haath Dhoye
Kya?” (Have you washed your hands with Lifebuoy?)
Roti being the staple food, and the only way to eat it is with your
hands. The message on roti was impossible to miss or ignore. It’s
sensible to expect that some will remember the message every
time they sit down to eat.
1. First soap to use carbolic acid, which gave it a red colour and strong, medicinal
2. Wide portfolio for the Lifebuoy brand ranging which includes Soap, Hand
Sanitizer and Hand Wash.
3. High consumer awareness for the brand of Lifebuoy.
4. Most popular soap brand specially in the rural market.
5. Excellent brand visibility and extensive distribution.
1. Lower market penetration in urban areas as compared to rural areas
2. Initially positioned as a masculine soap, which was eventually turned as a
3. Not been perceived as a beauty soap, and is mainly used just for hand washing
1.The Lifebuoy ‘Swasthya Chetana programme’ uses a' direct consumer
contact’ methodology, and touches the lives of 70 million people in
2. Imparting education about importance of hand washing to prevent
spread of germs
3. Used global epidemics like swine flu to further promote products for
better hygiene and protection
1. Competitor brands offering similar levels of protection
2.Considered to be a low-end product, and may find it difficult to move up
in the segment
Hindustan Unilever product Lifebuoy”s
created a Dynamc revolution ,,in its own
productline.. its mission was to make a
numerous Indians feel safe regaurding their
health and hygiene,,
Their basic target was to focus the 70% of the
population that resides in the Rural area of
. That faces a vast no. of health issue
Moreover it relaunched the packages in a
small low priced sets that came in the hands
of the daily earners like the village people
who do not possess a fixed source of
From T.V. advertisements to the tongue of a
common man,, “LIFEBUOY” ..became a most
used adjective by a common man..
What are the challenges faced by the HUL in rural India,,and
what strategies were adopted by the company??..
• Being a no of FMCG consumer goods prevailing in
market the HUL Lifebuoy also faced some basic
• Introduction of a new product in market where the
varieties are already prevailing..
• Pricing of the product keeping in mind both divisions
of the society The Rural as well as The Urban..
• Focusing the target,customers..
• Single distribution channel..
• HUL created an impact by massive rural campaigning,,
focusing on the objective of health & Hygiene.
• They re launched the soap not as a carbolic toilet soap,, but
as a health product.
• Moreover keeping in mind the concept of daily earning of the
rural India they launched the product in small packages with
low price,, so as to ascertain that their particular product
reaches every single hand..
• A BEST BUSINESS IS THE ONE THAT,,MAKES THE POOR ITS
• With these very lines the HUL focused on the major sector i.e.
the RURAL INDIA, and made it its priority,,with a population
percentage of almost 70% and covering them lead to a
monopolitic reign over the FMCG industry…