Hindustan Unilever has launched Project Shakti, a rural initiative to provide marketing infrastructure for products made by rural communities. The initiative aims to ensure rural producers have access to ready markets, allow products to reach a wide customer base, and facilitate financial benefits reaching producers. Shakti recruits and trains rural women as entrepreneurs to directly sell HUL products in villages, generating an average monthly income of Rs. 700-1,000. The program now operates in over 80,000 villages across 15 states.

1. Building a Win-Win Model : Hindustan UniLever’s Rural Initiative Presented To- Mr. N. H. Mullick Presented By- Tarun Kumar Arya

15. Mass Media Folk Arts, CSR Activities, VOW etc. Key is to make the corporate intervention sustainable RICHNESS REACH LOW HIGH HIGH LOW Corporate Rural Initiatives NEW PARADIGM Conventional Distribution Channels

16. SHAKTI HLL’s RURAL VENTURE

17. Rural Venture - Areas of Influence Access Attitudes Awareness Affluence Discontinuous Increase in direct rural reach Education & Attitudinal shifts towards Health, Hygiene etc. Create a channel for Brand Communication in deep rural Catalyze Rural Wealth Creation

18. Rural Venture - The Entry Strategy Channel Intervention Re-intermediation The Integrated Win-Win approach - Affluence - Rural Incomes - Channel for agri Input/Output - Connectivity Will impact - Access to remote villages - Awareness - Attitudes Will impact Use the network of SHGs and NGOs for Direct to Home reach Use the internet to re-intermediate the agri-chain to improve realizations

19. Breaking the vicious cycle of poverty Low Income Low Savings Low Investments MICROCREDIT

20. Profile of Indian Rural Economy Need to stimulate agricultural income to drive rural wealth

21. The Agri-Business Domain Output Knowledge Inputs Services Farmer

24. …… . Mass Customization a reality DEPTH OF CONTACT WIDTH OF CONTACT LOW HIGH HIGH LOW Maximizing Reach and Richness The connectivity Approach XXXXX.com Traditional Media Market Development Farm Management Services

32. Lifebuoy Swasthya Chetna (LBSC) HLL’s RURAL VENTURE

38. Thanks