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

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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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Case Details:


Case Code : MKTG311 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


: Distribution Channels/ Corporate Social Responsibility
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


Anglo-Dutch FMCG Company Unilever had a presence in India since the late 1800s. By 2013, Unilever’s India arm Hindustan Unilever Ltd (HUL) had 35 brands in its fold, covering 20 different categories. The case discusses the distribution system of HUL’a Pureit Water Purifier. It also examines the various activities that the company undertook to fulfill the parent company Unilever’s goal of providing safe drinking water to 500 million people by 2020. The Unilever Foundation partnered with several organizations like The World Food Program and Save the Children and launched the Unilever Sustainable Living Plan aimed at sustainable growth.

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With a view to making its mark throughout the country, HUL reinvented its distribution channel and created new channels of distribution to reach consumers at the Bottom of the Pyramid. It formed associations with non-governmental organizations, microfinance institutions, and other micro-credit lenders, to fulfill its commitments in terms of health & nutrition, women empowerment, enhancing livelihoods, water conservation, etc.


The case will help the students:
Understand the company’s approach of reinventing distribution and how the new channels of distribution channels worked.
Discuss and debate whether the new approach is sustainable and competitive.
Discuss how the new distribution systems helped the company reach new customers.
Examine how the company used new distribution channels to fulfill its commitment to provide safe drinking water.
Discuss how the company should address the environmental concerns about Pureit sachet.


  Page No.
Introduction 1
About Unilever 1
Unilever India 2
Water Conservation Initiatives 2
Providing Safe Drinking Water 2
Pureit The Purifier 5
Reaching Consumers Through Waterworks 5
Pureit Protecting Lives 5
Looking Ahead 5
Exhibits 6


Distribution Channels, Fast Moving Consumer Goods Company, Corporate Social Responsibility, NGO, Self Help Groups , Water Conservation, DHAN Foundation, Unilever, Hindustan Unilever, Water Purifier, Water Purification , Unilever, IVDP

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