Hindustan Unilever’s Pureit: Making Safe Water Affordable to All

            
  
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Case Details:

Case Code : MKTG311
Case Length :15 pages
Period : 2008-2012
Pub Date : 2013
Teaching Note :Not Available
Organization :Unilever, Hindustan Unilever
Industry :Fast Moving Consumer Goods Companies (FMCGs).
Countries :India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Introduction

In June 2012, Hindustan Unilever Limited (HUL), the Indian arm of the Anglo Dutch Fast Moving Consumer Goods (FMCG) giant, Unilever, started test marketing water sachets under the Pureit brand in the Central Indian state of Madhya Pradesh. HUL had been marketing water purifiers under the Pureit brand in India since 2008. Through this affordably priced product it was able to reach people who till then had not had access to clean drinking water. HUL partnered with several NGOs to distribute the water purifiers. Pureit became highly popular and Unilever introduced it in other markets in South East Asia, Sub Saharan Africa, and Latin America.

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However, the cheapest Pureit, priced at around Rs.1000 , was still beyond the reach of some sections of consumers in India. To cater to them, Pureit launched water sachets as an extension of Pureit purifiers.

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