Rural Marketing and Product Promotion: An Analysis of the Project Shakthi by Hindustan Unilever Limited

Abstract

Background: Hindustan Unilever Limited is a leading company that manufactures fast-moving consumer goods. HUL's role is vital in meeting the essential product needs of rural consumers essential. HUL was the first company to reach rural consumers and generate demand for mass consumer goods in rural markets. Despite various obstacles in reaching rural customers due to the lack of infrastructure and communication facilities, the company has done a great job of reaching rural consumers. HUL initiated to reach rural customers through various projects and strategies including the Shakthi Project, a great initiative that focused not only on customer satisfaction but also on the empowerment of the rural population, especially women and. Through this project, the company has been able to benefit society through its corporate social responsibility initiatives as well as other programs to protect the environment. In addition to increasing the company's sales, the project also resulted in the rural women becoming independent and self-reliant. Through this project, many women have been encouraged to become self-employed, resulting in improved living standards and financial stability for rural households. Initially, it was a tough task for the company because the effort required to implement the project was comparatively high than that of other projects. It included the cost of training and developing skills in women to market and sell the products. Although the company faced certain hurdles in implementing its innovative project and support activities, the company won the trust of the rural people and began to meet their needs, raise living standards, and also engage in the betterment of society. Methodology: The study is based on data from secondary sources. The main source of information is the company's website, which provides detailed information about its operations and performance since its inception. The other sources of information are magazines, newspapers and also published articles and research papers. SWOT analysis is done based on the data collected. Findings: An analysis of the Shakthi project initiated by HUL highlights the company's diverse involvement in certain significant activities that benefit both society and the rural population. It also highlights the company's various actions and initiatives in CSR activities, creating employment opportunities, empowering women, and self-sufficiency. Originality/Value: This paper highlights the initiation of HUL's Shakthi project, which was adopted to promote mass consumer goods in rural markets, and highlights the benefits of the company's adopted project for the rural population. Certain interpretations, observations, results, and suggestions have been listed based on the data collected with some suggestions. Paper Type: Company Analysis as a Research Case Study.