Hindustan Lever Limited (HLL), has launched Project Shakti to tap the rural consumers. Initiated as a test pilot in the Nalgonda district of Andhra Pradesh, Project Shakti has two firsts to its credit. One, the company is targeting villages with a population of less than 2,000 for the first time. Two, Project Shakti, is using women in the villages t sell various HLL brands.
The project is part of the company’s growth and expansion strategy and this is the first time that it has effectively used women’s self help groups as distribution channels. Ten major HLL brands have been identified for the project which also includes fairness cream Fair & Lovely, Aim toothpaste and other shampoo and tea brands.
The pilot project in Andhra Pradesh covers about 50 villages. It has been designed by Marketing and Research Team (MART) and is being jointly executed by MART and Outreach, the rural marketing arm of Ogilvy & Mather.