Hindustan Lever Limited

Topics: Brand, Unilever, Deodorant Pages: 16 (4691 words) Published: August 7, 2010


HINDUSTAN LEVER LIMITED (HLL) is India's largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages. HLL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians. They endow the company with a scale of combined volumes of about 4 million tonnes and sales of Rs.10, 000 crores. The leading business magazine, Forbes Global, has rated HLL as the best consumer household products company. Far Eastern Economic Review has rated HLL as India’s most respected company. Asiamoney has rated HLL as one of India’s best managed companies. Leading national publications, like The Economic Times, Business World, and Business Today have also rated HLL as one of India’s most respected companies and the number one in Market Value Added and EVA. * The vision that inspires HLL's 32,400 employees (40,000 including Group Companies), including about 1,425 managers, 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.” * This objective is achieved through the brands that the company markets. It is an ethos HLL shares with its parent company, Unilever, which holds 51.55% of the equity. A Fortune 500 transnational, 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.


HLL is India's largest marketer of Soaps, Detergents and Home Care products. It has the country’s largest Personal Products business, leading in Shampoos, Skin Care Products, Colour Cosmetics, and Deodorants. HLL is also the market leader in Tea, Processed Coffee, branded Wheat Flour, Tomato Products, Ice cream, Soups, Jams and Squashes. HLL is also one of the country's biggest exporters and has been recognised as a Golden Super Star Trading House by the Government of India; it is a net foreign exchange earner. HLL is India's

Largest exporter of branded fast moving consumer goods. The company's Exports portfolio includes HLL's brands of Soaps and Detergents, Personal Products, Home Care Products, Tea and Coffee. HLL is also driving exports in chosen areas where India has a competitive advantage – Marine Products, Basmati Rice, Castor Oil and its Derivatives. It is India's largest exporter of Marine Products, and one of the largest global players in castor.


HLL’s brands have become household names. The company’s strategy is to concentrate its resources on 30 national power brands, and 10 other brands which are strong in certain regions. The top five brands together account for sales of over Rs.3000 crores. Each of these mega brands has a potential scale of Rs.1000 crores in the foreseeable future.

Some of the big brands in Soaps and Detergents are Lifebuoy, Lux, Liril, Hamam, Breeze, Dove, (all soaps) surf excel,surf , Rin, Wheel (the number one detergent brand in India, and HLL's largest), 501, Sunlight (all detergents). HLL also markets the Vim and Domex range of Home Care Products. In the Personal Products business, HLL's Hair Care franchises are Clinic, Sunsilk and Lux shampoos; the company markets Nihar oil. In Oral Care, the portfolio comprises Close-up and Pepsodent toothpastes and toothbrushes. In Skin Care, HLL markets Fair & Lovely Skin Cream and Lotion, the largest selling Skin Care Product in India; a brand developed in India, it is now exported to over 30 countries. It has been extended as an Ayurvedic cream, an under-eye cream, a soap and a talc, in line with the strategy to take brands across relevant categories. The other major Skin Care Franchises are Pond’s, Vaseline, Lakme and Pears. In Colour Cosmetics, HLL markets the Lakme and Elle-18 ranges. In Deodorants, the key brands are...
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