Unilever in India : hindustan lever's project shakti--marketing FMCG to the rural consumer / V. Kasturi Rangan & Rohithari Rajan. [Case Study]

By:

Rangan, V. Kasturi

Contributor(s):

Rajan, Rohithari

Material type: Text

TextPublication details: Boston, MA : Harvard Business School, 2005.Edition: Revised: June 27, 2007Description: 24 p. : ill, map ; 30 cmSubject(s):

Market Entry and Exit Business Subsidiaries Multinational Firms and Management Consumer Products Industry Beauty and Cosmetics Industry India

DDC classification:

CS0018

Summary: With liberalization of India's economy and the opening up of markets to foreign multinationals such as Procter & Gamble, the Indian subsidiary of Unilever--Hindustan Lever Ltd. (HLL)--was under pressure to grow revenues and profits. HLL had a long and stellar record of market leadership in India (with market shares of nearly 60%) in categories such as soap, detergent, and shampoos. Documents HLL's innovative approach to penetrate rural markets (with populations less than 1,000), where two-thirds of India's population lives, with a scheme named "Shakti" (meaning empowerment). The central question is: How should the company scale Shakti and make it profitable?

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Item type	Current library	Call number	Status	Date due	Barcode
Case Study	Indian Institute for Human Settlements, Bangalore	CS0018 (Browse shelf(Opens below))	Available		CS0018

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With liberalization of India's economy and the opening up of markets to foreign multinationals such as Procter & Gamble, the Indian subsidiary of Unilever--Hindustan Lever Ltd. (HLL)--was under pressure to grow revenues and profits. HLL had a long and stellar record of market leadership in India (with market shares of nearly 60%) in categories such as soap, detergent, and shampoos. Documents HLL's innovative approach to penetrate rural markets (with populations less than 1,000), where two-thirds of India's population lives, with a scheme named "Shakti" (meaning empowerment). The central question is: How should the company scale Shakti and make it profitable?

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