HUL/ A ‘Desi’ Multinational

 COMPETITIVE ADVANTAGE FOR HUL

CONSUMER MARKET IN DEVELOPING WORLD IS A LARGE BUT STILL UNTAPPED
OPPORTUNITY FOR COMPANIES SEEKING NEW SOURSES OF GROWTH.
AND THAT OVERLOOKED OPPORTUNITY IS THE RURAL CONSUMERS

some companies have what I call rural DNA – the ability to recognize the rural
opportunity and to develop innovations to tap those markets along with their urban
markets.
Unilever has been aggressive, both organically and inorganically in the country, P&G’s approach
has been about achieving ‘balanced growth’ in terms of top line and bottom line. This outlook has
seen P&G remain a smaller unit in comparison to its global rival in India

1.Design products (and set prices) for rural consumers

 HUL pioneered the use of low-cost, single-use packets to make its products
affordable for lower-income consumers who often shop daily for necessities (think
of a ketchup packet, but filled with soap). Now these packets are ubiquitous in
developing countries around the world. HUL itself sells 27 billion sachets a year.
2.Tap women to power sales

With its Shakti initiative, Hindustan Unilever Limited (HUL) pioneered the
concept of training local women as rural sales agents who sell Unilever products
door to door in their communities. As of 2015, the initiative had grown to 70,000
sales agents serving 165,000 Indian villages, and HUL had equipped them with
smartphone apps to help them manage inventory and other aspects of their
business.

Help managers adopt a rural mindset

Underlying HUL’s success in rural India is a program that requires managers to

spend a month during their first year living in a village. They see how rural
consumers live, and get a firsthand perspective on their needs and aspirations. That
personal experience gives them insights that they could never gain from reading
reports or conventional market visits. Several HUL executives told me they
credited their success in part to that program.

Leveraging the power of purpose

Surf was HUL’s fifth-largest brand. Today it’s No.1. The first ‘Dirt is Good’ campaign for the
detergent 

HUL’s acquisition of Indulekha hair oil strengthened its presence in the Premium Naturals segment
HUL has also added famous brands such as Horlicks and Boost to move into the growing nutrition
space. As a result, it has become one of the largest Foods and Refreshment businesses in the country.
HUL has also added famous brands such as Horlicks and Boost to move into the growing nutrition
space. As a result, it has become one of the largest Foods and Refreshment businesses in the country.

TPM
TOTAL PRODUCTIVE MAINTAINCE
WHAT IS TPM?
PILLAR 1-AUTONOMUS MAINTAINCE
PILLAR 2-PLANNED MAINTAINCE
PILLAR 3&4 – FOCUSED IMPROVEMENT AND QUALITY MAINTAINCE
PILLAR 5- EARLY EQUIPMENT MAINTAINCE
PILLAR 6-EDUCATION AND TRAINING
PILLAR 7-HEALTH SAFETY AND ENVIRONMNET
PILLAR 8-TPM IN OFFICE FUNCTION