Hindustan Lever - Rural Marketing Initiatives
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Hindustan Lever - Rural Marketing Initiatives Contd...
Industry observers also felt that HLL was at an advantage compared to most of its competitors - thanks to its consistent, pioneering efforts towards establishing well-entrenched distribution and marketing networks to reach the vast Indian rural masses.
In 1932, HLL's Vanaspati accounted for almost three-fourth of India's production of nearly 6,000 tonnes. In October 1933, Lever Brothers (India) Pvt., Ltd. (LBIL) was incorporated as a wholly owned subsidiary of Unilever. Two years later, United Traders was set up for import and distribution of toilet products. These three subsidiaries were merged in 1956 to form HLL.
In 1975, HLL entered the oral care market with a gel toothpaste called 'Close-Up.' In late-1970s, HLL set up 70 medium and small-scale factories in the rural areas for manufacturing soaps and detergent. The company also diversified into manufacturing chemicals and set up chemical plants at Haldia (Calcutta, West Bengal), Taloja (Maharashtra) and Jammu (Jammu and Kashmir)...
3] In 2002, Unilever's operations were spread across 40 countries. Its key businesses include food, home and personal care products. Many of its brands were leaders in the respective categories in various parts of the world.
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