Project Shakti HUL

Objective:

Group 8

Project Shakti - Features

 Empowerment of women: Micro-

enterprise

 Direct rural reach  Target Market: Inaccessible Market with

low business potential

 Projects
 

Shakti Entrepreneur Shakti Vani: one-to-many communication for category growth iShakti: digital interaction with remote customers

Project Shakti - Motivation

 Enabling direct rural reach  Target Market
  

500,000 villages-untapped market Small scattered settlements with poor infrastructure Difficult to set up distribution network

 Communicating HUL Brand

 

Counter low media penetration (TV and Radio) Counter ineffectiveness of print media low literacy levels

 Influence customer base

 

To create brand awareness Target low category penetration and consumption segments

Project Shakti Value Creation

 Economic Value

Micro enterprise opportunities for rural women  By 2004,12151 entrepreneurs were developed in 50,405 villages  Personal Service, Doorstep delivery and Assurance of quality  Job Creation  Ensured a regular income of 700 per month .  Social Value  Empowering women  Better health , hygiene and education levels.  Access to valuable information.  Ishakti A Internet portal ,which made information about opportunities, agriculture, health and legal procedures available


Project Shakti: Challenges & Remedials

 Challenges
  

Rural penetration of competitors Cost Control Management Control

 Remedials  Managing growing entrepreneur base (500 RSPs to manage 25000 entrepreneurs)  Increase entrepreneur efficiency profit increase  Focus in states with SHG movement: increase cost effectiveness  Cultivate successful entrepreneur from existing entrepreneur  Control measure:
 Limiting number of entrepreneur/district: minimizing conflict
 

Focusing on selective districts Prioritizing efforts in existing entrepreneurs,

Thank You