Abstract

Unilever’s Indian subsidiary, Hindustan Lever Ltd (HLL), launched its international Wall’s range of ice creams in India in the mid-1990s. HLL adopted a strategy of acquisitions of ice cream brands and strategic tie- ups with Indian groups to evolve its ice cream business. The case gives a brief overview of the Indian ice cream market, the major players and the kind of competition HLL is facing. The case deals with the various marketing initiatives introduced by HLL to create interest in the segment and expand the market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Unilever, MNCs (multinational corporations) in India, Hindustan Lever Ltd (HLL), Ice creams, Foods, Wall's, Kwality Wall''s, Marketing strategy, Indian business environment, Marketing mix, Competition, Amul, Promotions