Patrick Gilormini ESDES Université Catholique de Lyon

Patrick Gilormini
ESDES Université Catholique de Lyon
Lisa Wiederhold
Mehmet Ali Günay
Melis Ercin
Nils Steinhauer

Outline
What is CSR?
India: country overview
Hindustan Unilever Limited
What is HUL CSR project?

What is CSR (Corporate Social
Responsibility) ?
CSR is a concept whereby companies integrate social
and environmental concerns in their business
operations

Who is a “stakeholder” ?
Any group or individual who can
affect or is affected by the
achievement of the
organization’s objectives

GENERAL INFORMATION ABOUT
INDIA
Development issues:
with a population
of just over 1 billion,
India is the world’s largest
democracy

Growth:
Population growth ( 2001- 2007): 1.4%
GDP growth (2007- 2008): 9.0%
GDP growth (govt. estimates for 2008-2009): 7.1
Poverty (below national poverty line)
Rural: 28 %
Urban: 26 %
Access to improved water source (% of pop): 89%
Access to improved sanitation: 33%

What is Unilever?
Unilever is one of the world's premier fast moving
consumer goods (FMCG) companies with a host of
well known brands in the foods, home and personal
care categories
What is HLL/HUL (Hindustan Lever Ltd./
Hindustan Unilever Ltd.)?
Hindustan Unilever Limited (HUL) is India’s largest
fast moving consumer goods (FMCG) company

OFFERS (PRODUCTS)
The company offers products in over 20 distinct
categories in home, personal care, food and
beverages segments:
-soaps and detergents
-personal products
-beverages
-exports
-foods
-ice creams
-other operations

MARKETS:
HUL's distribution network comprises 6.3 million
retail outlets reaching over 700 million consumers
HUL is the largest player in personal care in India

Competitors :
The major competitors of “Hindustan Unilever Limited”
International companies Domestic companies
-Colgate -Parle Products Pvt Ltd
-Palmolive Company -Gadrej Industries Limited
-L’Oreal -Dabur India Limited
-Mars
-NestleS.A
-S.C Johnson & Son
-Sara Lee Corporation
-The Revlon
-Procter &Gamble Company
-Kraft foods

HLL Identity in India:
Identitiy Card :
FMCG giant in India
Brand led strategy
Focused on :
hygiene
nutrition
well-being for all
product responsibility
The strength of the company’s brand portfolio is
highlighted by the fact that three of its brands (Lux,
Lifebuoy and Pepsodent ) featured in the top 10 and
seven in the top 20 of Brand Equity’s India’s Most
Trusted Brands survey

Strategic Intent of the Company :
India's largest FMCG giant has believed that
philanthropy is not corporate-social
responsibility, so for them it has clearly been
a brand led strategy.

Unilever CSR Strategy

Hindustan Lever Ltd CSR Program
Hindustan Unilever Ltd. (HUL) is engaged in different
CSR programs. These include:
Water conservation and harvesting;
Fair & Lovely Foundation for the economic
empowerment of women (scholarships);
Happy Homes: Asha Daan, Ankur, Kappagam,
Anbagam;
Sanjivani - Medical Care to Rural India;
CO2 reduction program.
Project Shakti;
Lifebuoy Swasthya Chetna;
Fighting Iodine deficiency disorder with
Annapurna iodized salt

SHAKTI Project
Reach untapped markets at the bottom of the pyramid
Self-help group of women
in rural areas
Women micro-enterprises
financed by micro-credit
New income for women
Affordable hygiene products
to rural consumers

SHAKTI Project
Shakti started with 17 women in two states in 2003
2007: Company reached 45,000 ladies in 15 states

Annapurna Salt Project:
increase of sales of HUL iodized salt
innovation in the field of salt ionization, a process to keep
its healthy properties
increase of HUL Annapurna salt
market share

“I didn’t know soap could save lives.”
In the category infectious diseases,
only acute respiratory infections and
AIDS kill more people per year than
diarrhea, which accounts
for 2.2 million death annually

“I didn’t know soap could save lives.”
“Before Swasthya Chetna
came to my school I didn’t
know about germs or that
diseases can be prevented
by washing hands with soap.
Now I wash with soap
whenever I can and my
friends and I are telling
everyone about hidden
germs and how soap can
help you stay well” .

THANK YOU FOR YOUR
ATTENTION
IPW Project 6: Lisa Wiederhold
Mehmet Ali Günay
Melis Ercin
Nils Steinhauer and Patrick Gilormini
ESDES Université Catholique de Lyon