Reviving Hindustan Lever Limited

Reviving Hindustan Lever Limited
Case Code: BSTR206
Case Length: 19 Pages
Period: 1998-2006
Pub Date: 2006
Teaching Note: Not Available
Price: Rs.400
Organization: HLL
Industry: FMCG
Countries: India
Themes: -
Reviving Hindustan Lever Limited
Abstract Case Intro 1 Case Intro 2 Excerpts


The case discusses the problems faced by Hindustan Lever Limited (HLL), the largest FMCG company in India, in the early 2000s. Between 2001 and 2004, HLL's market share declined and its revenues plunged by Rs 7.27 billion, while profits fell by Rs 3.5 billion. In response, HLL's management began a restructuring exercise that aimed at boosting growth both in terms of volumes and revenues and finally translating into better profits for the company. The case discusses the restructuring exercise in detail and examines its effectiveness in reviving the company's financial performance. It also highlights the challenges that HLL may face in the near future.


The case is structured to achieve the following teaching objectives

  • Study and analyze the changing dynamics of FMCG industry in India
  • Understand the reasons that led the fall in HLL's market share, revenues and profitability
  • Critically examine HLL's restructuring exercise and analyze its effectiveness in reviving the financial performance of the company



HLL, FMCG Industry in India, P&G, Power Brands, Margin Approach, Restructuring, Brand Portfolio, Product Range, Pricing Strategy, Marketing Channels, Management Reshuffle

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