Buoyed by the encouraging response to its `Project Shakti', FMCG major Hindustan Lever Ltd will strengthen the initiative to further consolidate its position in the rural markets.
The project, launched in 2001, has covered 80,000 villages in more than 12 States, where 18,000 `Shakti Ammas' articulated the company's efforts of integrating business interests with national interests.
Mr Harish Munwani, Chairman, HLL, told reporters here today the rural market had not only kept pace with other markets but had witnessed a solid growth trend in the recent years.
Mr Munwani said the growth through this rural market initiative was scalable to make significant contribution to the company's topline. The company was looking to cover more villages through Shakti.
There were still more than 5,00,000 villages, which would offer good opportunities, he said, adding that it was better to embark on a few big initiatives than smaller ones to consolidate the business.
Shakti, a pioneering effort in creating livelihoods for rural women, organised in self-help groups which targets small villages with population of 2,000 people or less, seeks to empower underprivileged rural women by providing income-generating opportunities, health and hygiene education through the Shakti Vani programme, and create access to relevant information through the iShakti community portal. A Shakti entrepreneur earns about Rs 700 1,000 per month, which is double their average household income.