Case Study Solution

Project Shakti- Case Study Answers
Pranay NarayaniRoll no 95PGDM Marketing |


  1. What are the key features of Shakti? What are its positive aspects and what are its drawbacks?
Project Shakti is a rural distribution initiative of Hindustan Unilever Limited (HUL) that targets small villages populated by less than 5000 individuals.
Project Shakti benefits business by enhancing HUL’s direct rural reach, and by enabling HUL’s brands to communicate effectively in media-dark regions. It also impacts society by creating livelihood opportunities for underprivileged rural women. Project Shakti consists of the Shakti Entrepreneur program which creates livelihood opportunities for underprivileged rural women
Key features of project Shakti are:

  * It is an effective channel to reach to rural market which is not easily possible with the usual sales and distribution channel.
  * It also carries social objective along with it as it helps empowers the women of the village to enable them to support the family.
  * It has targeted the ladies of the house which is a good proposition as the males are busy in other wage earning activities so they might not spare time for the activities of the project Shakti.
  * It could be a possible source of consistent competitive advantage to HLL over its competitors, as through this channel they are able to reach directly to the consumer, and there is personal touch to consumers as Shakti entrepreneur is one among the villagers only.

Positive aspects
Shakti opens up a number of opportunities of good aspects. These are discussed below
  * A great opportunity to capture the rural market.
  * To increase sales in a majorly untapped market
  * To net up profit
  * A communication initiative to create a brand name synonymous with rural population
  * Shakti Vani to make people more health conscious
  * A sales and distribution platform to place its products at a faster growing market
  * A social...