Top Story


Home >> Marketing >> Article

HLL Network forays into foods

Font Size   16
HLL Network forays into foods

Hindustan Lever Network, the direct-selling division of HLL, has made an entry into the foods category by launching its own brand, Indus Valley. At present, the Indus Valley brand comprises food products such as basmati rice and ready-to-eat rice dishes in both vegetarian and non-vegetarian.

Mr K.K. Rajesh, Business Head, HLL Network, said, "There was demand from our network consultants to enter the foods category."

While its basmati rice has been pegged at Rs 150 for 2 kg, the ready-to-eat variants are priced between Rs 55 and Rs 60 and comprise variants such as chicken biryani, dal khitchdi and vegetable pulao.

HLL Network sells home and personal product brands such as Aviance, Lever Ayush, Denim Xclusive and Lever Home. In fact, most of the Indian direct-selling companies have skewed their offerings towards home and personal care products, with foods comprising a relatively smaller proportion of their portfolio.

Explaining the rationale behind this trend, Mr Rajesh said, "The degree of differentiation is not as much with foods since the category is already commoditised. In the case of home and personal care products, however, there are strong differentiating propositions. We will build the foods category slowly and in the next three years hope to have significant revenues from the foods business." In fact, India is the first country where HLL has introduced foods as part of its direct-selling initiative.

The Indus Valley brand will be manufactured at the company's own manufacturing facilities. "There will be many more food forms from Indus Valley, and this brand marks our big-time foray into foods," added Mr Rajesh.


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

The campaign has urged all women to go for an early detection of breast cancer.

The sticky banner appears to show up in YouTube pre-roll ads of other brands, like a standard in-video banner. And the adhesive power of the banner is so strong, that even the characters in the ads ca...

Conceptualized and executed by GREY Group, the latest campaign for ENO demonstrates how the sudden onset of acidity can not only disrupt an otherwise fun moment, but has the potential to derail the ce...