In 2000 Hindustan Lever Limited (HLL) launched Project Shakti to tap into India's vast, geographically dispersed rural population of villagers. The strategy consisted of a radically decentralised, door-to-door sales force for HLL's personal care products drawn from members of the thousands of small women's savings and loan groups established by the Indian government and non-profit organisations to facilitate small-scale enterprise and gender empowerment across villages. To help recruit entrepre...

BPIR Categories

2.2.4 Formulate and review business unit strategy
4.1.4 Develop & implement marketing strategy
4.1.1 Identify market segments & target customers

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