A few years ago she joined a women's self-help group that was formed in the village to help women like rojamma “it felt good to be part of a group but that's not the same as eating food”, she remembers but then a man from hindustan lever came to kurumurthy and told the women about project shakti. Launched in 2001, project shakti, aims to empower underprivileged rural women by training them in health and hygiene and allowing them to undertake income- generation activities. With some 48,000 shakti ammas and 30,000 shaktimaans, hul reaches over three million households in 100,000 villages in 15 states project shakti has been replicated in pakistan and sri lanka in pakistan, the shakti amma is called ' guddi baji' (urdu for 'doll sister') guddi bajis, who are trained to. Project shakti is a rural distribution initiative of hindustan unilever limited (hul) that targets small villages populated by less than 5,000 individuals it is a unique win-win initiative that catalyses rural affluence even as it benefits business project shakti benefits business by significantly enhancing hul's direct rural reach,. Hindustan unilever limited (hul) is an indian consumer goods company based in mumbai, maharashtra it is a subsidiary of unilever, a british-dutch company hul's products include foods, beverages, cleaning agents, personal care products and water purifiers hul was established in 1933 as lever brothers and ,.
Hul has trained thousands of women in villages across india to develop an entrepreneurial mindset and make them financially independent and empowered these women entrepreneurs (called shakti ammas) have been trained on basic tenets of distribution management and familiarisation with the company's products. Unilever's project shakti was born in december 2000 in a district called nalgonda in southern india state of andhra pradesh the idea was to extend hindustan lever's reach into the untapped and highly inaccessible markets of rural india the focus was on the full range of unilever products such as. Hindustan unileververified account @hul_news hindustan unilever limited has a clear purpose - to make sustainable living commonplace #sustliving mumbai, india hulcoin joined august 2013.
If the neighbours of all those entrepreneurs—or shakti ammas (literally, “mother”, a respectful way to address women), as they're called—drink brooke bond, bathe with lifebuoy and plump for hul's other consumer goods, it will bear out project shakti's promise: to cultivate the vast markets of rural india. Project shakti shakti - changing lives in rural india. The third key reason is project shakti there can be no doubt that project shakti is ultimately a smart marketing strategy positioned as a “welfare” activity at the same time, there can also be no doubt that project shakti has made a positive impact on the lives of hundreds and thousands of women in rural. And its operational view& how is the performance of shakti entreprenures in anantapur district index terms- shakti ammas, autonomy , shakti project, enterprising nature i introduction argest consumer products company in india, is the hindustan unilever limited (hul), formerly known as hindustan lever limited.
Hindustan unilever, the indian arm of unilever and procter & gamble both fmcg giants are embarking on new csr programmes in india project shakthi the latest initiative by hul reflects the low discretionary spending rates of its rural shoppers with project shakti which hul launched in 2000, it aims. Hindustan unilever limited (hul) to tap this market conceived of project shakti this project was started in 2001 with the aim of increasing the company's rural distribution reach as well as providing rural women with income-generating opportunities this is a case where the social goals are helping achieve business goals.
With 45,000 shakti ammas and 26,000 shaktimaans, hul today reaches an estimated 3 million rural households a month through this initiative barriers to scale infrastructure deficit: poor physical infrastructure made it difficult to use hul's well-established urban distribution network to support its project shakti operations.
73 distribution oriented projects the well recognised distribution programmes of hul are: project bharat, project streamline, and project shakti operation harvest hul launched operation harvest ( harmonize all resources in village to enhance sales and turnover) in 1989 as a seeding exercise with an objective to. The total strength of over 40,000 shakti entrepreneurs organisation structure the hul constituted a number of administrative areas ranging from 5-6 in each of the 15 states of the country where the project shakti is in operation each area comprises 4-5 districts headed by an area sales. Itc vs hll businessworld - 25 apr 2005 e-choupal and project shakti are locked in a fascinating race to pry open india's rural heartland their approaches are a study in contrast indrajit gupta & m rajshekhar. Innovation in rural markets: a case study of project shakti by hul chirag v erda 69 15 tea industry in india: an overview dr r sivanesan 71 16 impact of women education on child health nupur kataria 77 17 viability and sustainability of.