|
Case
| HBS Case Collection
|
2013
(Revised from original 2011 version)
Hindustan Unilever's 'Pureit' Water Purifier
by
V. Kasturi Rangan and Mona Sinha
|
Abstract
The case asks students to formulate a strategy to respond to various competitive threats to its Pureit Water purifier, launched in 2008, targeted at millions of low-income Indian consumers who did not have access to safe drinking water. The case describes in detail the product development and launch process that required HUL, the $3.5 billion Indian subsidiary, to innovate on many different fronts. It details competitive actions since the launch to set the stage for what the company should do next.
Keywords: Multinational Firms and Management;
Marketing Strategy;
Product Launch;
Product Development;
Social Enterprise;
Competitive Strategy;
India;