Abstract

The case discusses the marketing initiatives undertaken by leading Indian FMCG company Hindustan Lever Ltd. (HLL) to strengthen its consumer base in rural India. Various rural marketing initiatives undertaken by the company during the 1990s to establish a strong network in the villages have been discussed in detail. The case also discusses the concept of rural marketing and its characteristics in a developing country like India, highlighting the factors that enabled HLL to withstand the tough market conditions and become the market leader in several product categories in early 21st century.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Issues involved in the marketing of FMCG products in rural areas.

Keywords

Marketing initiatives, Indian, FMCG, Hindustan Lever Ltd., HLL, consumer base, rural India, rural marketing, 1990, strong, network, rural marketing, HLL, market conditions