Executive Summary The Indian subsidiary of Unilever or Hindustan Lever Ltd. (HLL) had been the market leader with strong market share for a long history of India until the early nineties. The opening up market to foreign investment in India has brought in many multinational competitors and pressure to HLL. Project ¡§Shakti¡¨ is an innovative approach to stimulate new demand in the rural markets, which are the large market potential for HLL. Shakti is expected to extend HLL¡¦s distribution reach to the most inaccessible rural villages in India. Although the project is now facing a number of challenges, the payback in terms of new markets and wealth creation is potentially enormous. New Market Potential for HLL HLL annual revenue = 120 bln Rs India population = 1.02 bln Population in rural areas = 742 mln Below poverty line = 250 mln New market potential in rural area = 500 mln (° 100 mln households) Rural area per household income = 1,000 Rs/month Positive Scenario Worse Scenario Monthly Income (per household) 1,000 Rs 1,000 Rs FMCG consumptio......

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