HINDUSTAN LEVER LIMITED (HLL) is India's largest fast moving consumer goods
company, with leadership in Home & Personal Care Products and Foods & Beverages.
HLL's brands, spread across 20 distinct consumer categories, touch the lives of two out of
three Indians. They endow the company with a scale of combined volumes of about 4
million tonnes and sales of Rs.10, 000 crores.
The leading business magazine, Forbes Global, has rated HLL as the best consumer
household products company. Far Eastern Economic Review has rated HLL as
India\u2019s most respected company.Asiamoney has rated HLL as one of India\u2019s best
managed companies. Leading national publications, like The Economic Times,
The vision that inspires HLL's 32,400 employees (40,000 including Group
Companies), including about 1,425 managers, is to \u201cmeet everyday needs of
people everywhere \u00ad to anticipate the aspirations of our consumers and customers
and to respond creatively and competitively with branded products and services
which raise the quality of life.\u201d
This objective is achieved through the brands that the company markets.
It is an ethos HLL shares with its parent company, Unilever, which holds 51.55% of the
equity. A Fortune 500 transnational, Unilever sells Foods and Home and Personal Care
brands through 300 subsidiary companies in about 100 countries worldwide with
products on sale in a further 50.
Colour Cosmetics, and Deodorants. HLL is also the market leader in Tea, Processed
Coffee, branded Wheat Flour, Tomato Products, Ice cream, Soups, Jams and Squashes.
HLL is also one of the country's biggest exporters and has been recognised as a Golden
Super Star Trading House by the Government of India; it is a net foreign exchange earner.
HLL is India's
Largest exporter of branded fast moving consumer goods. The company's Exports
portfolio includes HLL's brands of Soaps and Detergents, Personal Products, Home Care
Products, Tea and Coffee. HLL is also driving exports in chosen areas where India has a
competitive advantage \u2013 Marine Products, Basmati Rice, Castor Oil and its Derivatives. It
is India's largest exporter of Marine Products, and one of the largest global players in
HLL\u2019s brands have become household names. The company\u2019s strategy is to concentrate
its resources on 30 national power brands, and 10 other brands which are strong in certain
regions. The top five brands together account for sales of over Rs.3000 crores. Each of
these mega brands has a potential scale of Rs.1000 crores in the foreseeable future.
Some of the big brands in Soaps and Detergents are Lifebuoy, Lux, Liril, Hamam,
Breeze, Dove, (all soaps) surf excel,surf , Rin, Wheel (the number one detergent brand in
India, and HLL's largest), 501, Sunlight (all detergents). HLL also markets the Vim and
Domex range of Home Care Products. In the Personal Products business, HLL's Hair
Care franchises are Clinic, Sunsilk and Lux shampoos; the company markets Nihar oil. In
Oral Care, the portfolio comprises Close\u00adup and Pepsodent toothpastes and toothbrushes.
In Skin Care, HLL markets Fair & Lovely Skin Cream and Lotion, the largest selling Skin
Care Product in India; a brand developed in India, it is now exported to over 30 countries.
It has been extended as an Ayurvedic cream, an under\u00adeye cream, a soap and a talc, in line
with the strategy to take brands across relevant categories. The other major Skin Care
Franchises are Pond\u2019s, Vaseline, Lakme and Pears. In Colour Cosmetics, HLL markets
the Lakme and Elle\u00ad18 ranges. In Deodorants, the key brands are Rexona, Axe, Denim
and Pond's, while the Talc brands are Pond's, Liril, Fair & Lovely, Vaseline and Lifebuoy.
Axe and Denim are HLL\u2019s franchises for Men\u2019s toiletries.
HLL has recently launched Lever Ayush Ayurvedic Health & Personal Care Products.
Health Care is among the new businesses HLL has chosen to enter. The product range
comprises Cough Naashak Syrup, Headache Naashak Roll\u00adon, Dandruff Naashak
Shampoo, Hair Rakshak Oil and Body Rakshak Soap. The purity of the Ayurvedic
It is for the first time that rigorous Testing procedures of the pharmaceutical industry
have been applied to Ayurvedic products. That is why the brand seal is \u2018Truth of
Ayurveda; Proof of Science\u2019.HLL has started franchised Lakme Beauty Salons, offering
standardised services, in line with the strategy to add a service dimension to relevant
HLL and Pepsi have formed an alliance to distribute a full range of tea and coffee and soft
beverages through vending machines; HLL already has a base of around 15000 such
machines. The coffee business comprises Bru Instant Coffee and Deluxe Green Label
Roast & GroundCoffee.
The Kissan and Knorr Foods range comprises Spreads & Jams, Biscuit Sticks, Soups,
Squashes, Tomato Ketchup, Sauces, Puree, and Cooking Aids.
Popular Foods, like Wheat Flour and Iodized Edible Salt, under the Knorr Annapurna
brand name, have met with remarkable success.
The Kwality\u00adWall's Ice Cream range comprises exotic Sundaes, Viennetta
Desserts, popular \u2018Impulse\u2019 segment products like Max, Cornetto and Feast, and
Cornetto Ripple Softies.
HLL has acquired Modern Food Industries (India) LIMITED, entering the bread market.
Modern Foods was the first Public Sector Undertaking to be disinvested. Besides
upgrading the existing Modern products, HLL has launched new products, among them
biscuits. HLL is liberating its brands from their existing category mindset. Historically,
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