Hindustan Unilever to focus on innovation, rural distribution and digital media

Hindustan Unilever (HUL), country’s largest fast-moving consumer goods company, would be in coming months, shifting its focus on innovation, rural distribution and digital media. Rural distribution continues to be a key area of company’s focus. During FY13-14, the company reached out to 8,500 villages across India, with an ambition to improve the health and hygiene of children, through school contact and mohalla (neighbourhood) programmes. Also, it significantly stepped up investment in digital media, which is expected to be the media channel of the future. Besides, HUL primarily enhanced its direct retail presence in rural areas, adding 17,000 Shakti Ammas (female distributors) in 2013-14. Moreover, HUL is driving the 'perfect village' initiative, through which consumers are educated about categories such as conditioners, face-wash, body lotions, fabric conditioners and liquid hand-wash. The initiative, which began in eight key states last year, is expected to be expanded this year. Lastly, the company also is focusing on innovation across categories, especially in oral care, personal products and soaps & detergents, which account for about 80% of its business. HUL is India’s largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages. HUL's brands, spread across 20 distinct consumer categories, touch the lives of two out of three Indians.