PROJECT SHAKTI

This Presentation contains a brief introduction about Project Shakti by Hindustan Unilever Limited.

1. PROJECT SHAKTI Presented by: - Abhishek Raj MBA (AGRI-BUSINESS), SHUATS Dr. Nitin Barker (Asst. Professor, SHUATS) Presented To: -

2. INTRODUCTION HUL is the world’s largest FMCG company Providing products in around 190 countries. Indian subsidiary, the HUL is country’s largest FMCG company. Largely successful in Urban region. Introduction to Project Shakti Launched in the year 2001 Targets small villages Objectives • To create earning opportunities for underprivileged women. • To provide a micro enterprise opportunity. • To improve rural living standard. Partnership with non-competitive companies. Covered 1,00,000+ villages by appointing 45,000 ammas Aim is to have 100,000 ammas covering 500,000 villages

3. PROJECT SHAKTI Project Shakti is an initiative to financially empower rural women and create livelihood opportunities for them. Through this project, the Company endeavors to enhance livelihoods of rural women.

4. How it works She receives stocks from HUL’s rural distributor. After being trained by the company with basic business skill SE’s then sells those goods directly to consumers. However, from 2010 onwards, “SHAKTI MAANS” the husband or brother of Shakti Ammas were included in the project, who acts as compliments for the Shakti Ammas. Rural women from poor economic background is selected as “Shakti entrepreneur” - SHAKTI AMMA who need to make an initial investment of Rs. 20,000 for purchase of stocks.

5. PRICING AND PACKAGING Rural consumers are price sensitive. Sachets and small packs of premium products. Price doesn’t exceed Rs.5 per sachet. Some of the products sold through Project Shakti are as follows:

6. OBJECTIVES Helps to organise livelihood opportunities Tries to improve the quality of life in rural India Goes through the consumption habits of the rural India Improve the Business skills of women Organising workshops to increase the awareness

7. SWOT Analysis 7 STRENGTHS Local Knowledge of markets through SELF HELP GROUPS Technology necessary to operationalize Direct to home marketing Low transportation cost Helps in providing micro credits WEAKNESSES Women of SHGs are Illiterate Training takes time Social Barriers No specific target given to the distribution Margin profit is low Market Expansion Less Competition Consumer goods use price awareness Growing Income levels Villages are closely connected OPPORTUNITIES Customs and Traditions Defaulting Rates Changes in Government Schemes Environment and Geographical Uncertanities THREATS S W O T

8. DISTRIBUTION

9. HUL’S APPROACH TO RURAL DISTRIBUTION

10. DIRECT COVERAGE, INDIRECT COVERAGE, STREAMLINE.

11. Future Plan Of Shakti Project Project Shakti Plan Small Cities Shakti Sustainable Giving plans

12. Issues Low Margins Transportation Illiteracy Change In Govt Schemes

13. Profile of Indian Rural Economy In India, women constitute only 18.6 per cent of the population working or looking for work.  The woman Entrepreneurs are called Shakti Ammas . Rural Sales Promoters (RSPs) coach these Shakti entrepreneurs by familiarizing them with the product range in order to manage their businesses better.

14. Need For Such Programs Shakti is the Sanskrit word for “power” or “empowerment”. In Hindu tradition Shakti is the personification of divine, feminine, creative power. If we can Empower the women's of the rural area we can not only give them financial independency but also helps our country to boost its economy.

15. Why Shakti?! To empower women in rural India by creating livelihood opportunities. To earn sustainable income. Employment generation. Economic Impact. Social Impact

16. 16 BENEFITS Benefits to rural women The Shakti entrepreneur or shakti Ammas become financially independent. The women learn various aspects of running a retail business, from inventory to distribution management. They are also introduced to HUL  products, which they sell. Benefits to the company It helps in advancing HUL distributions and expands the reach of companies brand. To push growth rates in several brands across categories like Lux, Lifebuoy, Etc.

17. PROMOTIONAL STRATEGY Promotion through demonstration of HUL products at Haat Bazaar and Local Mandis.

18. PROGRAMMES UNDERTAKEN SHAKTI VANI SHAKTI ENTREPRENEUR iSHAKTI COMMUNITY PORTAL

19. SHAKTI VANI • Social communication anchored on brands health and hygiene women’s empowerment •Village women are recruited as Vanis and trained to communicate • Vani audience: key opinion leaders, schools, SHG meetings, other village gatherings • Specially designed communication material – easy-to-carry kit: flip-charts, leave-behind posters, banners – content developed after in-depth understanding of local context

20. HAND WASH DEMO BY SHAKTI VANIS

21. FREE HEALTH CAMPS IN SHAKTI VILLAGE

22. SHAKTI ENTREPRENEUR

23. I-SHAKTI In 2003,HUL piloted I-Shakti. It is an IT-based rural information service that creates access to relevant information through the ishakti community portal. It was launched for the 1 st time in Nalgonda district of Andhra Pradesh in about 50 villages in year 2000 and now it has been extended to about 15 states in India. This ishakti programme provides information & services to meet rural needs in medical health, hygiene, agriculture, vocational training, etc.

24. 24 Participated States Andhra Pradesh Karnataka Gujarat Chhattisgarh Maharashtra Orissa Punjab Rajasthan Tamilnadu Uttar Pradesh West Bengal Bihar Haryana Jharkhand

25. Project Shakti is enabling families to live with dignity and in better health & hygiene, education of the children and an overall betterment in living standards. It creates a win-win partnership between HUL and the rural consumers for mutual benefit and growth. 25 CONCLUSION

26. Thank You! Any questions? 26