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A PROJECT REPORT ON RURAL MARKETING By Teresa Bami Gomes Regn No.

821170238

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Contents
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Acknowledgement – Page 1 Introduction- Upcoming of Rural Marketing in India – Page 2 Hindustan Lever Limited – Page 6 Lifebuoy – Page 8 Project Shakti – Page 11 Promotion – Page 13 Price – Page 16 Place – Page 17

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3 .Acknowledgement This project is an attempt to study rural India with help of live case study of Lifebuoy of HLL in India. I am also grateful to our institute Brainware Business School for providing this opportunity and providing the required material whenever needed. For this I would like to thank our faculty and project guide Miss Gitanjali Hazra who has shown us right approach and way to make this project and without whose guidance this project would have been difficult to complete.

with agriculture being the main business. Thus. There are almost twice as many 'lower middle income' households in rural areas as in the urban areas. the absolute size of rural India is expected to be double that of urban India. MARKETING STRATEGY: 4 . As per the National Council for Applied Economic Research (NCAER) study.Upcoming of Rural Marketing in India The rural India has a plethora of opportunities all waiting to be harnessed. According to the NCAER projections. the same is expected to grow from 46 million to 59 million.To name few companies showing deep interest in rural India are HLL. Not surprisingly. it has become the latest marketing buzzword for most of the FMCG majors. In urban India.Introduction.6 million households in rural areas.3 million urban households as against 1. Marico industries. 90% of the rural population is concentrated in villages with a population of less than 2000. there are as many 'middle income and above' households in the rural areas as there are in the urban areas. This simply shows the great potentiality rural India has to bring the muchneeded volumes and help the FMCG companies to bank upon the volume –driven growth. Why Rural India? 70% of India’s population lives in 627000 villages in rural areas. the number of middle and high-income households in rural India is expected to grow from 80 million to 111 million by 2007. Colgate – Palmolive and Britannia Industries. At the highest income level there are 2. Many of the FMCG companies are busy formulating their rural marketing strategy to tap the chance . This brings a boon in disguise for the FMCG Company who has already reached the plateau of their business curve in urban India.

packaging in smaller units and lesser-priced packs to increase their affordability. Some of the FMCG giants like HLL took out project streamline to significantly enhance the control on the rural supply chain through a network of rural sub stockiest. for e. The strategy revolves around what attracts the rural customers to a product. volumes and market share.For generating awareness.In-depth knowledge of the village psyche.So it makes sense. Apart from this to acquire further edge in distribution HLL started Project Shakti in partnership with Self Help groups of rural women. strong distribution channels and awareness are the prerequisites for making a dent into the rural market. The psyche: the price sensitivity of a consumer in a village is something the rural marketers should be aware of. First of all it made sachets as was required by their income streams. Secondly –since many households don’t have proper bathroom and only have a window similar things so it made sense to cap these sachets for convenience of storage while use.g. Therefore sheer product availability can affect decision of brand choice. The rural customers are generally the daily wage earners and thus they don’t have the monthly incomes like their urban counterpart has . Britannia with its Tiger brand of biscuits with its low priced and conveniently packaged products became some of the success story in rural marketing. Distribution channel: Study on buying behaviour of rural consumer indicates that the rural retailers influences 35% of purchase occasions. Here Colgate is the apt example. unconventional media including ambient media . who are based in the villages only. Convenience is the other key word. Colour that attracts them is also important. Awareness: Mass media is able to reach only to 57% of the rural population Creating awareness then. 5 . events like fairs and festivals. means utilizing targeted. packaging.

walls of the wells putting on tin plates on al the tree surrounding the pond are some of the innovative media used by personal wash like Lux and Lifebuoy and fabric wash items like Rin and Wheel. Only FMCGs with deeper pockets. but there are hindrances at the same time. 6 . unwavering rural commitment and staying power will be able to stay longer on this rural race.Lot of study is still to be conducted in order to understand the rural consumer. Cinema vans. The greatest hindrance is that the rural market is still evolving and there is no set format to understand consumer behaviour . Idea was to advertise not only at the point of purchase but also at the time of consumption. walls and wells are other media vehicles that have been utilized to increase brand and pack visibility. Definitely there is lot of money in rural India. shop-fronts. are used as occasions for brand communication. Ideas like putting stickers on the hand pumps.hats etc.

Hindustan Lever Limited Meeting Everyday Needs of People Everywhere Hindustan Lever Limited (HLL) is India's largest fast moving consumer goods company. 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. with leadership in Home & Personal Care Products and Foods & Beverages. including about 1. Business nature HLL is India's largest marketer of Soaps. touch the lives of two out of three Indians. Unilever. Skin Care Products. Far Eastern Economic Review has rated HLL as India’s most respected company. The vision that inspires HLL's 32. It is an ethos HLL shares with its parent company. leading in Shampoos. which holds 51. Processed Coffee. They endow the company with a scale of combined volumes of about 4million tones and sales of Rs.” This objective is achieved through the brands that the company markets.400 employees (40. HLL is also the market leader in Tea. and Deodorants. Forbes Global. Colour Cosmetics.425 managers. It has the country’s largest Personal Products business. 000 crores. spread across 20 distinct consumer categories.10.000 including Group Companies). A Fortune 500 transnational. has rated Hindustan Lever as the best consumer household products company. Detergents and Home Care products. is to “meet everyday needs of people everywhere – 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. The leading business magazine. HLL's brands. branded Wheat 7 .55% of the equity.

Soups. Rin. Ice cream. HLL markets the Lakme and Elle-18 ranges. and 10 other brands which are strong in certain regions. Surf Excel. and HLL's largest). an under-eye cream. soap and talc. and one of the largest global players in castor. Jams and Squashes. Denim and 8 . a brand developed in India. In Colour Cosmetics. Some of the big brands in Soaps and Detergents are Lifebuoy. Sunlight (all detergents). in line with the strategy to take brands across relevant categories. The other major Skin Care franchises are Pond’s. The company’s strategy is to concentrate its resources on 30 national power brands.1000 crores in the foreseeable future. HLL's Hair Care franchises are Clinic. Tomato Products. (all soaps). HLL also markets the Vim and Domex range of Home Care Products.Flour. Basmati Rice. Sunsilk and Lux shampoos. Each of these mega brand has a potential scale of Rs. In Skin Care. In Deodorants. The top five brands together account for sales of over Rs. the largest selling Skin Care Product in India. In Oral Care. Castor Oil and its Derivatives. Surf. Market leading brands HLL’s brands have become household names. HLL is India's largest exporter of branded fast moving consumer goods. the portfolio comprises Close-up and Pepsodent toothpastes and toothbrushes. Vaseline. HLL markets Fair & Lovely Skin Cream and Lotion. the key brands are Rexona. it is now exported to over 30 countries. It is India's largest exporter of Marine Products. Breeze.3000 crores. HLL is also one of the country's biggest exporters and has been recognized as a Golden Super Star Trading House by the Government of India. Wheel (the number one detergent brand in India. Hamam. 501. the company markets Nihar oil. Axe. it is a net foreign exchange earner. Lakme and Pears. Dove. In the Personal Products business. Products. Liril. Lux. It has been extended as an Ayurvedic cream.

while the Talc brands are Pond's. Liril. Axe and Denim are HLL’s franchises for Men’s toiletries. Vaseline and Lifebuoy. This list is not a comprehensive list of brands of HLL. Red Label. it also markets Lipton Ice Tea. HLL has recently launched Lever Ayush Ayurvedic Health & Personal Care Products. 3Roses . 9 . Its Tea brands – Taj Mahal. A1. HLL has started franchised Lakme Beauty Salons. Taaza. Fair & Lovely. HLL already has a base of around 15000 such machines. offering standardised services.Pond's. HLL and Pepsi have formed an alliance to distribute a full range of tea and coffee and soft beverages through vending machines. in line with the strategy to add a service dimension to relevant brands.are among the top brands in the country. HLL is one of the world’s largest packet Tea marketers.

Active-B. which can cause stomach infection. with its perfume and popular Lifebuoy jingle have carried the Lifebuoy message of health across the length and breadth of the country. has been synonymous with health and value. for over 100 years. marking a new turning point in its history. Lifebuoy is no longer a carbolic soap with cresylic perfume. making it the largest selling soap brand in the world.Lifebuoy When we talk about HLL the first name that comes to our mind is Lifebuoy. Lifebuoy has made a deliberate shift from the male. It is the world’s largest selling soap and offers a stronger health benefit to the entire family Launched in the year 1895. Lifebuoy. more responsible benefit of health for the entire family. eye infection and infections in cuts and bruises. It is now milled toilet soap with a new health fragrance. The new Lifebuoy is targeted at today’s discerning housewife with a more inclusive “family health protection for my family and me” positioning. The new Lifebuoy range now includes Lifebuoy Active Red (125gm. have registered conclusive and clear preference among existing and new users. more versatile. The new formulation. victorious concept of health to a warmer. The new formulation has an ingredient. In 2002 Lifebuoy was re launched. The brick red soap. which offers protection against germs. The new milled formulation offers a significantly superior bathing experience and skin feel. new health perfume and superior skin feel. 100 gm and 60 gm) and Lifebuoy Active Orange (100gm). The new mix includes a new formulation and a repositioning of the brand to make it more relevant to both new and existing consumers. The new health perfume has been selected after one of the most extensive perfume hunts in the industry. along with the popular red colour. Lifebuoy Active Orange offers the 10 .

while Lifebuoy International Gold helps protect against germs which cause skin blemishes. Lifebuoy International Plus offers protection against germs which cause body odour. 11 .consumer a differentiated health perfume while offering the health benefit of Lifebuoy. At the upper end of the market. Lifebuoy offers specific health benefits through Lifebuoy International (Plus and Gold).

The new Lifebuoy is a completely new product with a new formulation. under which Lifebuoy fell. The carbolic segment. Rural consumers' query `why do I need Lifebuoy when all soaps clean' was indicative of the decline of the brand. The re launch of the 107year-old Lifebuoy has been done in a bid to drive growth in a sluggish soap market. Lifebuoy is no longer a carbolic soap with cresylic perfume. but 2002 is the year of growth. Lifebuoy is the single largest soap brand — with 20 lakh soaps sold every day and an estimated value of Rs 500 crore (600 million users annually). shrunk in the process giving way to an explosive growth in the discount segment in which HLL's Breeze is positioned. it is a toilet soap with a different `health' fragrance. Seventy per cent of the Lifebuoy sales were from rural India. In the process of change. With this launch. prompting HLL to launch Lifebuoy Active and Lifebuoy Extra Strong in mid 2001. fragrance. Lifebuoy. Lifebuoy has been declining by 15-20 per cent in volume terms until HLL launched Lifebuoy Active during the second half of 2001. HLL has identified 8-9 key States for commencing its rural contact programmed wherein the concept of hygiene will be highlighted. HLL challenged everything that Lifebuoy stood 12 .Repositioning of Lifebuoy FMCG major Hindustan Lever Ltd (HLL) is to embark on a massive rural campaign using the concept of hygiene as a platform to reposition its leading brand. It is expected to propel the growth to double-digit levels during 2002. lather profile and a shift in positioning from being a male soap to a family soap. the carbolic segment has been wiped out as Lifebuoy accounted for 95 per cent of this segment previously. "These launches led to a marginal turnaround.

a Lifebuoy powder could work for consumers in the lower strata who are already familiar with the soap. The first phase of communication was to tell consumers that Lifebuoy has changed. formulation. size and shape. While the upper-end consumers would use deodorants. HLL's soaps and detergents turnover was at Rs 4.972 crore. accounting for 39 per cent of its total net turnover of Rs 10. the focus has shifted to family with the message that Lifebuoy is for effective protection from germs that cause health problems." 13 . Lifebuoy International Plus and Lifebuoy International Gold. Hindustan Lever Ltd (HLL) is attempting to give a new lease of life to its 107-year-old heritage brand by extending it to talcum powder and also testing a herbal variant of this power brand.295 crore.perfume. In 2001.for . From an earlier focus on men. "Every element of communication was changed". The new range includes Lifebuoy Active Red. Lifebuoy Active Orange.

The whole operation is primarily through SHGs who act as direct dealers in the rural markets of HLL.Project Shakti Empowering womenfolk through a wired network for linkage activities or connecting the rural with urban world is the new mantra adopted by many FMCGs to sell their products as well as improve the lot of rural women. the Shakti programme operates through Shakti dealers who market HLL products and use their services for stocking their produce. cropping patterns in different weather besides integrated pest management practices. there is also an option of ‘elearning’ to prepare home foods like pickles and curry powders among other things. Indeed. 14 . This has been made possible due to the initiatives taken up by Hindustan Lever Ltd (HLL) for an exclusive project called Shakti through which women in a remote village can access happenings around the world. Working on a cluster approach. As part of this commitment. The Project Shakti programme is facilitated by the District Rural Development Agency (DRDA) of Nalgonda district. i-Shakti will also help women to know about crop protection. It will be integrated with its Project Shakti programme. Besides health education. a win-win partnership for both womenfolk and the company. There are about 300 Shakti dealers in the state with about 40 dealers in Nalgonda. Shakti is expected to spread its roots across all the districts of Andhra Pradesh. which is a linkage of women SHGs with private sector companies. HLL is leveraging on SelfHelp Groups (SHGs) as they become direct-to-home (DTH) dealers in line with other micro credit models To be implemented initially as a pilot project in the Nalgonda district of Andhra Pradesh. soil conditions. weather forecasting.

Pepsodent. Gujarat and Madhya Pradesh with around 1. Gujarat and UP. was piloted in Nalgonda district in 2001. Wheel. Each Shakti entrepreneur services 6-10 villages in the population strata of 1.000-2.000 villages in 52 districts in AP.000 Shakti entrepreneurs covering one lakh villages and touching the lives of 100 million rural consumers. a woman from a SHG selected as a Shakti entrepreneur receives stocks at her doorstep from the HLL rural distributor and sells direct to consumers as well as to retailers in the village. Nihar and 3 Roses tea. One is to allow other companies which do not compete with HLL to get onto the Shakti network to sell their 15 . A Shakti entrepreneur sets off with 4-5 chief brands from the HLL portfolio . named Project Shakti. How it works Typically. other brands which find favour with a rural audience are: Lux. There are other plans brewing. in 2003 HLL plans to extend Shakti to a 100 districts in Madhya Pradesh. she begins her door-to-door journey selling her wares. "These are the core brands. With training and hand-holding by the company for the first three months. The vision is ambitious: to create by 2010 about 11. they we layer it with whatever else is in demand like talcum powder or Vaseline during winters. Annapurna salt and Clinic Plus. Karnataka.Lifebuoy. All the brands are national and HLL is cool to the idea of creating a rural-specific brand as it will only dissipate the advertising media effort for the brands. Ponds. Typically.000 people. The future of Shakti Having perfected the model in Nalgonda. To get started the Shakti woman borrows from her SHG and the company itself chooses only one person.From the time HLL's new distribution model. These brands apart. unit packs are small.000 women entrepreneurs in its fold. it has been scaled up and extended to over 5.

The next stage of Project Shakti is even more ambitious. Through TV and print campaigns. inspirational image. the sales were declining as the consumers were moving away from the carbolic based soaps to beauty soaps . and it builds a selfsutaining virtuous cycle of growth for all. The agency devised a strategy to ensure that it advocated family health rather than personal hygiene. The most powerful aspect about this model.36 lakh women self-help groups in Andhra Pradesh covering nearly 58. Women in the rural areas are the catalyst of change and that is why its whole programme keeps women in focus. some of whom will also draw on the organisation for their livelihood.29 lakh poor women. The project will be piloted in Nalgonda district again. THERE are about 4. with better fragrance and lather. Based on a palm pilot.products. However.rural markets. There were large chunks of the users who were in "unreachable areas" . health and hygiene. and established the brand's credentials as an authority in a credible manner. an ITbased rural information service that will provide solutions to key rural needs in the areas of agriculture. is that it creates a win-win partnership between HLL and its consumers. conducted consumer education exercise using "Germ tests" through multimedia. HLL is now in the process of piloting `I-Shakti'. The agency also 16 . the agency team focused attention on the family health themes. education. PROMOTION Media's strategy for Lifebuoy soap's re-launch: Lifebuoy contributed 30 per cent to the Hindustan Lever detergent business turnover and hadn't undergone a major restructuring and repositioning in 107 years. AP alone has about half of the SHGs organized in the country. vocational training.perceived to be superior. It’s the rural women who give Shakti its strength.

HLL used Mahakumbh mela as an opportunity to change hand-washing and bathing habits in rural India.a 200 gm Bru packet comes with one Cadbury's Dairy Milk. Some hand-carts have also been deployed for increasing access. HLL was also offering cross company product mixes . with its focus on cleansing' is a good fit for the `Lifebuoy for health' message of the brand". People in Mela were asked to put there hands below some special camera where the7y could see the germs on their hands and were asked to wash their hands with lifebuoy and then see the difference.explored the communication options during important days such as World Health Day. These types of promotional activities worked in these melas. ``The activity aims to build awareness in the target audience about hygiene and health through product demonstrations". 100 gm Lifebuoy comes with a small Amrutanjan. For rural markets. Red Label tea packet comes with Cadbury's Five Star depending on the size. “The company 14 stalls at various points in the mela grounds. Nearly 40 million people in rural areas were covered. Innovative communication tools were used at the mela to communicate the importance of health and hygiene. Cinema van operations These are typically funded by the Redistribution Stockists. The numbers of both was increased based on response. The brand registered a 30 per cent increase in volumes and the share of contribution to HLL's detergent division turnover increased to 55 per cent. it created the Lifebuoy Swashthya Chetana project wherein 450 teams of health officers tapped 8000 villages in 11 states. Cinema Van Operations have films and audio cassettes with song and dance sequences 17 . "The Mahakumbh” at Allahabad is the biggest mela in India and.

which the company is focusing on. these markets are important since growth opportunities are high. forge relationships and loyalty with rural consumers. recently announced the launch of Lifebuoy Swasthya Chetna. Project Shakti is working for HLL to be a great promotional Project and work in both terms that is Promotion as well as Distribution with socal welfare as it gives employment to rual women and increase their income. Operation Harvest The reach of conventional media and. the first single largest rural health and hygiene educational program. in the process. The new Lifebuoy range now includes Lifebuoy Active Red 18 . Chattisgarh. Orissa and Bihar. Yet.000 villages in 8 states across rural India. brand strength. awareness of different products in rural markets is weak. Uttar Pradesh. This campaign teaches people about maintaining good health through practice of basic hygienic habits including the hand wash habit. Operation Harvest also involved conducting of product awareness programmes on vans.from popular films. also comprising advertisements of HLL products. The campaign aims to educate children and the community about the threat of unseen germs and basic hygiene practices. competitive advantage and potential for growth. It was also not always feasible for the Redistribution Stockiest to cover all these markets due to high costs involved. West Bengal. selected on the basis of their absolute size. Lifebuoy will make multiple repeat contacts in nearly 15. Operation Harvest endeavored to supplement the role of conventional media in rural India and. therefore. brand relevance. Hindustan Lever Limited's Lifebuoy. Lifebuoy has already successfully conducted pilot studies in Madhya Pradesh. Lifebuoy is among HLL's power brands.

At the upper end of the market. Lifebuoy offers specific health benefits through Lifebuoy International (Plus and Gold).(125 gm. Lifebuoy International Plus offers protection against germs which cause body odour. 19 . Lifebuoy Active Orange offers the consumer a differentiated health perfume while offering the health benefit of Lifebuoy. while Lifebuoy International Gold helps protect against germs which cause skin blemishes. 100 gm. and 60 gm) and Lifebuoy Active Orange (100 gm).

More than benchmarking competition. even at the cost of cannibalizing its own brands. Managing Director of market research firm. dropping prices is all about triggering growth and this has always been an integral part of their strategy. HLL is also expected to follow suit with its Surf sachets with the obvious purpose of gaining volumes at the lower end of the market. Observes A. an analyst at Kotak Securities. "The round of freebies has already been played out by the FMCG 20 . Hindustan Lever have announced `new' prices for their various brands to beat sluggish sales.PRICE Hindustan Lever Ltd (HLL) currently on a price discount include 150 gm Lifebuoy Gold (Rs 3 off). HLL has also been trying to upgrade its consumers. it was time for FMCG players to differentiate themselves. Market Search. TRYING to match prices with the smaller players. Straddling almost every price segment with its SKUs. Sundarajan. says "Promotions have shifted to the trade while freebies have been replaced by price cuts. freebies and promotions have finally been replaced by direct price reductions to lure consumers. Of late. HLL managers describe the exercise as that of dropping price barriers to induce growth for their brands rather than trying to beat the smaller players with their pricing. Sujoy Mishra. Besides. combined with the introduction of lower-sized packs to get volumes. large FMCG companies have been on a price-cutting spree." Considering almost every FMCG brand was doling out a freebie.

000 villages. HLL has established a single distribution channel by consolidating categories." In spite of the slowdown in rural demand. In a significant move. with long-term benefits.Companies. PLACE 70% of India's population resides in villages. While rural markets present a great opportunity to companies. The project. HLL has mounted an initiative. As a result. Project Streamline. they have been at the forefront of experimenting with innovative methods to reach the rural consumer. therefore. Penetrating the rural markets is. the distribution network directly covers about 50. Lifebuoy. FMCG companies continue to focus on the rural markets in the hope of salvaging their sales turnover. HLL's partnership with Self Help Groups of rural women. It has already appointed 6000 such substockiest. reaching about 250 million consumers. one of the key challenges for any marketer. Majors such as HLL have deliberately introduced small pack sizes. already covers over 5000 villages in 52 districts of Andhra 21 . Single Distribution Channel For rural India. At HLL. recently introduced a Rs 2 SKU of 18 gm targeted at the rural market in the Bimaru States. to further increase its rural reach with the help of rural sub stockiest. started in 2001. They are now coming back to their core brands at a lower price. HLL's largest selling soap brand. they also impose major challenges. Distribution will acquire a further edge with Project Shakti.

1000 per month on a sustainable basis.Pradesh. This will both catalyse holistic rural development and also help the SHGs generate even more income. As most of these women are from below the poverty line. which gives her an income in excess of Rs. Urban Cities/Towns 3768 Population 258 million Rural Villages 627000 Population 698million Outlets 3768 Urban India Population Strata Number of Towns % of Population >1 Lakh 309 64. and is being progressively extended. some of whom will also draw on the company for their livelihood.1 Lakh 358 11 22 . Plans are being drawn up to cover more states. This model creates a symbiotic partnership between HLL and its consumers. armed with training from HLL and support from government agencies concerned and NGOs. and is almost double of their past household income. and provide products/services in agriculture. The SHGs have chosen to adopt distribution of HLL's products as a business venture. the project is bringing new villages under direct distribution coverage. Karnataka Madhya Pradesh and Gujarat.000 villages.15000 per month. and helps build a self-sustaining virtuous cycle of growth. insurance and education. The vision is to reach over 100.9 50000 . and live in extremely small villages (less than 2000 population). thereby touching about 100 million consumers. health. The marketplace in India is as varied in its diversity as it is complex in its nature. For HLL. this earning is very significant. A typical Shakti entrepreneur conducts business of around Rs.

2.7 < 500 340.3 Rural India Population Strata Number of Towns % of Population > 10.000 46.831 0.3 2 . which aims at connecting Redistribution Stockists (RSs) through an internet based system.3 5 . Launched in 2001.000 94. HLL’s end-to-end supply chain initiative.20000 183 7.4 1 . RS Net has come as a force multiplier for HLL Way.9 500 .10. RS Net is one of the largest B2B e-commerce initiatives ever undertaken in India.000 7.5. The objective is to catalyze HLL’s growth by ensuring that the right product is available at the right place in the right quantities and at the right time. now covers stockists of the Home & Personal Care business and Foods & Beverages in close to 1200 towns and cities.1. the company's action-plan to not only maximize the 23 .9 5 – 10000 757 2.145 1. enables monitoring of stocks and secondary sales and optimizes RS’s orders and inventories on a daily basis.232 24.754 8. Leap also aims at reducing inventories and improving efficiencies right through the extended supply chain.20000 – 50000 968 13.000 1.380 48.000 136. It provides linkages with the RSs’ own transaction systems. Information on secondary sales from Gandhidham to Guwahati is now available on RS Net every day. RS Net is part of Project Leap.3 10 .6 > 5000 192 0. Project Leap begins with the supplier runs through the factories and depots and reaches up to the RSs.658 16. Together they account for about 80% of the company's turnover.7 Hindustan Lever Limited’s (HLL) RS Net initiative.

company vans were replaced by vans belonging to Redistribution Stockiest. while ensuring superior availability and impact visibility at retail points. key urban outlets. Powered by the IT tools it has further improved customer service.number of outlets reached but also to achieve leadership in every outlet. RS Net has enabled stockists to place orders on a Continuous Replenishment System. This in turn has unshackled the field force to solely focus on secondary sales from the stockiest to retailers and market activation. 24 . Simultaneously. and the modern trade as a single concern. HLL Way has also led to implementing best practices in customer management and common norms and processes across the company. It has also enabled RSs to provide improved service to retail outlets. which serviced a select group of neighboring markets. Indirect coverage Under the Indirect Coverage (IDC) method. HLL is servicing the rural market.