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CORE COMPETENCY- DISTRIBUTION NETWORK

Recognized as one of its key strengths

Helps supply to almost any place in country from Srinagar to Kanyakumari
Each business has customized network to meet the objectives
4,000 redistribution stockiest (distributors) covering 6.3 million retail outlets
Reach to entire urban population and 250 million consumers
35 C&FAs feed the redistribution stockists
2000 suppliers serve HULs 40 manufacturing plants, decentralized across 2
million sq miles of territory
DISTRIBUTION AT THE VILLAGE
1. Treat the villages with population below 50,000 as one rural sales
organization
2. Covers 50,000 villages and 250 million consumers
3. 6000 sub-stockists
4. In 25% villages where the sales were low and were accessible a sub
stockist was assigned to visit the villages once in fortnight and sipply the
stock
5. Transportation medium- cycles, scooters and bullock carts
6. Rest of the villages had a stockist or a sub stockist each
DISTRIBUTION AT URBAN CENTRES
1. Here the stocks are distributed directly to the distributors via truck from
C&FAs
2. The stock is moved from manufacturing unit to C&FAs via truck or rail

PROJECT SHAKTI
1. Started in year 2000
2. Gave access to 80,000 out of 638000 indian villages
3. Running in 15 states- AP, Karnataka, MP, TN, C.G., UP, to name a few
4. HUL shook hands with self-help groups of rural women for this
5. The women contacts these self-help groups and with the help of microcredit from the bank invests in the HUL products and sell directly to
consumers in the villages as well as to the retailers. These womens are
referred to as Shakti amma.
6. For ex a Shakti amma shobha thombre earns 13% commission while
selling directly to consumers and 3% when sells to retailers
7. Now if a brother/husband/son of a Shakti amma joins the business he is
known as shaktimaan, they are encouraged to sell to nearby village
clusters and are provided with bicycles.
8. 48000 shakti ammas, 30000 shaktimaans- reaches to 3 million households
in 100000 villages in 15 states

9. In Pakistan Shakti ammas are called guddi baajis (1100) and in sri lanka
saubhagya (2000) meaning good luck.