Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • February 2005 (Revised June 2007)
  • Case
  • HBS Case Collection

Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer

By: V. Kasturi Rangan and Rohithari Rajan
  • Format:Print
  • | Pages:24
ShareBar

Abstract

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?

Keywords

Economy; Market Entry and Exit; Business Subsidiaries; Revenue; Profit; Market Participation; Programs; Rural Scope; Poverty; Multinational Firms and Management; Consumer Products Industry; Beauty and Cosmetics Industry; India

Citation

Rangan, V. Kasturi, and Rohithari Rajan. "Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer." Harvard Business School Case 505-056, February 2005. (Revised June 2007.)
  • Educators
  • Purchase

About The Author

V. Kasturi Rangan

Marketing
→More Publications
Related Work
    ǁ
    Campus Map
    Harvard Business School
    Soldiers Field
    Boston, MA 02163
    →Map & Directions
    →More Contact Information
    • Make a Gift
    • Site Map
    • Jobs
    • Harvard University
    • Trademarks
    • Policies
    • Accessibility
    • Digital Accessibility
    Copyright © President & Fellows of Harvard College