Abstract

The corporate objective of HLL is “to meet the everyday needs of people everywhere”. This is met through an extensive distribution system that covers the diverse geographical boundaries of the country. This caselet gives an insight into the measures taken by HLL to extend its distribution system and create special channels for specific products — like Lakmé Beauty parlors for its beauty products. It also discusses the rural distribution channels of HLL under Project Shakti.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Need for extending beyond traditional distribution
• Role of internet in servicing dealers and customers
• and Relevance of product specific channels of distribution.

Keywords

HLL, Lakme, Kwality, Distribution, Stockists, Redistribution Agents, Internet, Extranet. Project Shakti, SHGs