Unilever in India -Project Shakti

1611 WordsAug 2, 20117 Pages
U 2011 Unilever in India: Hindustan Lever’s Project Shakti- Marketing FMCG to the Rural Consumer Riddhi Biswas PGP/14/236 Section E Q1. What are the key features of Shakti? What are its positive aspects and what are its drawbacks? Key features of Shakti: Axiomatic truly , ‘Rural caravan’ of HUL as it can be popularly called is Project Shakti. Untapped and unexplored for years Indian rural market remain unnoticed and undiscovered as par as the business opportunities, especially in FMCG sectors, are concerned. As its Balance sheet and income statement had been quite less heavy due to the loss turnover in sales and net profit, HUL was all afoot to launch something new to be used as the springboard to jump to higher level…show more content…
It was found that a large part of rural areas are badly snapped of the mainstream life and utterly inaccessible and non-communicable. They found an institutional void across this markets. There are 638,365 Indian villages but their reach is to only a meager amount of 100000 villages. So still more than 500 million people are yet to be brought under its consumer segments. so the motivation starts in the chronological order shown below As per as the case is concerned it can be said that they were also motivated to improve the rural standard of lives and give a boost to their incomes. This might be a good way to serve a society. CSR Initiative??? Before pinpointing let’s define CSR- “Corporate social responsibility (CSR, also called corporate conscience, corporate citizenship, social performance, or sustainable responsible business) is a form of corporate self-regulation integrated into a business model. CSR policy functions as a built-in, self-regulating mechanism whereby business monitors and ensures its active compliance with the spirit of the law, ethical standards, and international norms. The goal of CSR is to embrace responsibility for the company 's actions and encourage a positive impact through its activities on the environment, consumers, employees, communities, stakeholders and all other members of the public sphere. Furthermore, CSR-focused businesses would proactively promote the

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