Unilever Case

9-505-056 REV: JUNE 27, 2007 V. KASTURI RANGAN ROHITHARI RAJAN Unilever in India: Hindustan Levers Project Shaktiâ€" trade FMCG to the Rural Consumer Early in 2005, on a rainy Saturday morning at a beach resort on the outskirts of Mumbai, 35 bulk filed into a small conference room. appareled casually, they ranged in age from early 20s to late 40s. They chatted with one other as they took their seats around a conference table, a number of them introducing themselves to the others. They were all part of the Shakti project squad, different people from different parts of the country. Project Shakti was a countryfied merchandising initiative of Hindustan Lever Limited (HLL), Indias largest fast-moving consumer goods (FMCG) company and a subsidiary of global consumer goods giant Unilever.1 A few legal proceeding later, Sharat Dhall, head of the project, and his boss, Dalip Sehgal, executive director New Ventures and a part of Hindustan Levers board, walked in. Sharat Dhall connected his laptop to the LCD projector and reeled onward the statistics, one by one. About 12,000 women entrepreneurs had been appointed, covering nearly 50,000 villages in partnership with nearly 300 NGOs, and most importantly, the initiative had distressed even in 2004.

Notwithstanding Shaktis initial success, Dhall and his team knew that important challenges remained. Foremost was the observation made by Sehgal: Shakti is a quintessential win-win initiative and must overcome challenges on a number of fronts. It is a sales and distribution initiative that delivers growth, a communication initiative that builds brands, a micro-enterprise initiative that creates livelihoods, a genial initiative that improves the standard of life and catalyzes affluence in rural India. What makes Shakti uniquely scalable and sustainable is the fact that it contributes not alone to HLL but also to the community it is a part of. It was wanton to Sehgal and Dhall that in the next phase, as they attempted to scale up the project,... If you want to get a full essay, order it on our website: Ordercustompaper.com

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