Case analysis: Project Shakti

By:
Group 8
Kannan,
PGP/18/133
Kalyani,
PGP/18/140
Nishant,
PGP/18/153
Yash, PGP/18/176
Bipasha,
FPM/08/01/F

The Problem Statement
Expanding the reach of Project Shakti (double of
current reach)

Increase contribution of Project Shakti to
companys revenue

Convincing brand managers to invest in Project
Shakti

Develop a program to develop the skills and
confidence of Shakti entrepreneurs

Background
Project Shakti is a socio-business initiative of HUL

It supports the independence of rural women and
gives them opportunity to create a sustainable income
source

It gives HUL access to the untapped rural market
which is inaccessible and not feasible to get into using
traditional approach due to low business potential

Project Shakti currently has 12,000 women
entrepreneurs covering nearly 50,000 villages in 12
states

The initiative broke even in 2004
Challenges
Lack of medium of promotion as penetration of
TV or radio is not too high

Competition from local retailers who had more
variety of products and offered credit as well

Developing confidence among barely literate
underprivileged women in male dominated
societies and varying status of women across
cultures

Lack of wholesome support from state
governments in certain regions
Challenges (contd.)
Lack of an effective training plan to equip Shakti
entrepreneurs with business skills

Convincing brand managers to invest in the
Shakti initiative

Lack of infrastructure that impacted accessibility
of many villages

Controlling the increasing costs incurred on
human resources and initiatives such as Vani and
i-Shakti program
Recommendations
In the training programs for new entrepreneurs,
already established Shakti entrepreneurs should
be invited to come and talk about their success
story. This will help the women understand the
common challenges faced and ways to overcome
them and help them develop their confidence.

Provide extra margin on the basis of target
achievement. This will give an incentive to further
try to push sales.

Communicate to state governments the social
impact of Project Shakti using case studies of
successful entrepreneurs
Recommendations (contd.)
The Shakti Vani and iShakti programs are unique
in nature and will help create brand awareness
which will come handy as and when competitors
try to enter the markets

To make brand managers aware of the reach and
potential of Project Shakti, a pilot can be
conducted with one of the brands and the results
can be used to win over others

The iShakti kiosks should also have provision of
taking in customer requirements and needs so
that HLL can identify area specific needs and
channel distribution accordingly
Recommendations (contd.)
Explore the possibility of administering training
programs in a cost effective way via the computers in
the iShakti kiosks. Videos and pictorial illustrations will
further enhance the process.

Increase distribution of sachets as they have higher
margins and are also preferred by consumers due to
the low price

Encourage the Shakti entrepreneurs to give credit
facility to regular customers who can be trusted

Engage local NGOs in the process of encouraging
women to be Shakti entrepreneurs


THANK YOU