Project shakti

An ambitious venture by HLL to spur growth and

penetration of its products in rural India while changing
lives and boosting incomes.
 What is Project Shakti..?
Train female entrepreneurs who live in rural India, and
sells products of HLL to the village market while
supporting the independence of women

Social aspect Business aspect

States covered by project shakti
How it works
 How it works..
• The recruitment of a Shakti Entrepreneur or Shakti Amma (SA)
begins with the executives of HUL identifying the uncovered
village.

• The representative of the company meets the Panchayat and the

village head and identify the woman who they believe will be
suitable as a SA.

• After training she is asked to put up Rs 20,000 as investment

which is used to buy products for selling. The products are then
sold door-to-door or through petty shops at home.

• On an average a Shakti Amma makes a 10% margin on the

products she sells.
 Pricing and Packaging
 Sachets and small packs of premium products.
 Price doesn’t exceed Rs.5 per sachet.
 Lux at Rs.5,
 Lifebuoy at Rs.2,
 Surf Excel sachet at Rs.1.50,
 Pond's Talc at Rs.5,
 Pepsodent toothpaste at Rs. 5,
 Fair & Lovely Skin Cream at Rs.5,
 Pond's Cold Cream at Rs.5,
 Brooke Bond Taaza tea at Rs.5.
Products sold through Project
Shakti
 Distribution
It is the combination of the 3 ways:
 Door to door selling (11% margin on sales)
 Sells from own home (11% margin on sales)
 Retailers (3% margin)
 averages sales :
 Rs. 10,000 - Rs. 15,000/month,
 profit - Rs.1,000 per month
 Why shakti..?
 It was a competitive advantage for HLL

 Carrying and Forwarding Agents

 Bigger portion of India’s population lives in villages.

 Promotional Strategy

 Promotion through demonstration of products at Haat

Bazaar

 Star sellers were made-up for lack of audio-visual

brand advertising.
 Programs Undertaken
 Shakti Vani

 Shakti Entrepreneur

 iShakti Community Portal

 Shakti Vani
Under this programme, trained
communicators visit schools and
village congregations to drive
messages on sanitation, good
hygiene practices and women
empowerment.
 Shakti Entrepreneur
 It helps women in rural India set up small businesses as
direct-to-consumer retailers

 works to improve the quality of life in rural India

 a way out of poverty as well as creating a crucial new

distribution channel for Unilever products
 iShakti Community Portal
 The Internet-based rural
information service, launched in
Andhra Pradesh

 It has been developed to provide

information and services to meet
rural needs in various fields and
women's empowerment.
 Future Plans
 Project Shakti plans to extend to the states of West
Bengal, Punjab and Rajasthan.

 To bring in partners involved in agriculture , health,

insurance, and education to catalyze overall Rural
Development.
 Conclusion
 It is all about enabling families to live with dignity
and in better health & hygiene, education of the
children and an overall betterment in living standards

 It creates win win partnership between HUL and

Rural Consumers