Introduction and Overview
Hindustan Unilever is India’s largest FMCG (Fast Moving Consumer Goods) Company. It is working in India since 75 years. It has 35 brands with 20 distinct categories like soaps, detergents, skin care, toothpastes, tea and coffee, water purifiers, etc. It has around 16000 employees in the firm and its turnover was around ₹21,736 crores in 2011-12. Unilever has 52% share holding in HUL.
Some of its brands include Lifebuoy, Lux, Breeze, Rexona as soaps; Kwality Walls as ice cream; Brooke Bond, Taj Mahal, Bru as tea and coffee; Surf, Wheel and Rin as laundry detergents; Ponds talc and cream, Fair and lovely cream; Pepsodents and Close up as toothpaste; Clinic plus, Clinic All Clear, Dove as shampoos, etc.
HUL is one of the largest exporters of India today. HUL export offers high level of service with flexibility and responsiveness thorough out the supply chain.
Intrinsic cost competitiveness in the end to end supply chain with appropriate technology and competitive capital investment operations while delivering best in class quality enable HUL to position itself as a key sourcing hub for Unilever and also become a preferred partner for Global customers in categories they operate. HUL exports its products in countries of Europe, Middle East, Africa, Australia and North America.
HCL products reach 80% household. HCL has 2000 suppliers and associates. They have 71 manufacturing locations. HUL mainly focuses on two broad categories for exporting products such as “home and personal care” and “food and beverages”.
HUL also has research centers in India. They are located at Mumbai and Bangalore. They have brought many innovations in their products through research in these centers.
Kushiyon Ki Doli
The company launched a multi-brand rural marketing initiative called Kushiyon Ki Doli, in 2010 in three states – Uttar Pradesh, Andhra Pradesh and Maharashtra. Through this initiative more than 10 million consumers were contacted directly in more than 28,000 villages across these three states. Through this initiative, the company also reached out to 170,000 retailers in these villages. Through this initiative HUL engaged with 25 million rural consumers in media dark areas in 2011.
In 2011, HUL extended this initiative to cover five states – West Bengal, Bihar, Maharashtra, Andhra Pradesh and Uttar Pradesh, covering over fifty thousand villages across these five states.
In 2012, Kushiyon Ki Doli has been extended to Karnataka to cover a total of six States: Maharashtra, UP, Bihar, West Bengal, Andhra Pradesh and Karnataka. The initiative aims to cover over Fifty five thousand villages in 2012.
In 2012, HUL was recognized as one of the world's most innovative companies by Forbes. With a ranking of number 6, it was the highest ranked FMCG Company Hindustan Unilever Limited (HUL) won the first prize at FICCI Water Awards 2012 under the category of ‘community initiatives by industry’ for Gundar Basin Project, a water conservation initiative.
Hindustan Unilever Limited won 13 awards at the Emvies 2012 Media Awards organized by the Advertising Club Bombay in September 2012.
The company bagged four awards at the Spikes Asia Awards 2012, held in September. The awards included one Grand Prix one Gold Award and two Silver Awards.
Market Share of FMCG Companies in India
|Companies |Share |
|HUL |34 |
|Dabur |4 |
|ITC |29 |
|NESTLE |8 |
|Britannia |6 |
|Others |19 |
| | |
In the pie diagram above we can see that HUL has the highest market share in India as compared to other FMCG company...