HUL (Hindustan Unilever) Marketing Strategy 2024: A Case Study

Hindustan Unilever Limited (HUL) is India’s largest fast-moving consumer goods company, renowned for its extensive range of trusted brands across various categories. With over 35+ brands spanning 20 diverse categories, HUL has established a strong presence in Indian households, catering to the evolving needs of consumers.

As a leading player in the industry, HUL’s marketing approach has been instrumental in driving its success. By implementing effective strategies, the company has consistently captured market share and maintained its competitive edge. In this case study, we will delve into the marketing strategy of HUL in 2024, analyzing the key tactics that have contributed to its continued growth and market leadership.

Key Takeaways:

  • HUL has a diverse product portfolio with over 35+ brands across 20 categories.
  • The company has a wide distribution network, reaching 1.5 million retail outlets directly in India and 7.7 million retail outlets globally.
  • HUL focuses on television advertisements, allocating up to 18% of its operations’ expenditure to promotion.
  • The company aims for sustainable development and reduced plastic usage through innovative projects like vending machines and smart fill machines.
  • HUL follows a pricing strategy that aligns with competitors’ pricing to maintain market balance.

Overview of Hindustan Unilever Limited (HUL)

Hindustan Unilever Limited (HUL) is a prominent player in the Indian market and a subsidiary of Unilever, one of the world’s leading consumer goods companies. With a rich legacy of over 85 years, HUL has established itself as a trusted household name in India. The company boasts a diverse portfolio of more than 35 well-known brands across 20 categories, catering to the needs of millions of Indian consumers.

HUL has achieved remarkable growth and success over the years. In the past decade alone, the company has doubled its turnover to 45,000 crore rupees (€5.1 billion) and added 26,000 crore rupees (€3 billion) to its bottom line. This tremendous growth has propelled HUL to become the second-largest Unilever business globally, with a market capitalization of more than 570,000 crore rupees (€65 billion).

One of HUL’s key strengths lies in its ability to adapt to the evolving market landscape and cater to the changing consumer preferences. The company has a strong focus on innovation and has expanded its product portfolio through strategic acquisitions. For instance, the acquisition of Indulekha hair oil has resulted in sixfold growth in the Premium Naturals segment within just five years. Additionally, HUL’s entry into the Foods and Refreshment segment through the inclusion of brands like Horlicks and Boost has positioned it as one of the largest players in this category in India.

HUL is committed to sustainability and has implemented several initiatives to drive positive social and environmental impact. The company’s “Winning in Many Indias” (WIMI) model has enabled Lifebuoy, one of its flagship brands, to launch 17 hand sanitizer variants in a span of just 100 days, contributing to substantial growth for the brand. Furthermore, through the Hindustan Unilever Foundation (HUF), HUL has undertaken water management initiatives that have made a significant impact, enabling more than 1.3 trillion liters of water potential.

HUL is also at the forefront of tackling environmental challenges, striving to be a plastic-neutral business. The company has collected and safely disposed of over 100,000 tons of post-consumer plastic waste and has made a commitment to collect and safely dispose of more plastic waste than used in its packaging from a certain year.

With a commitment to diversity and inclusion, HUL has made significant strides in promoting gender equality. Currently, 42% of the company’s managerial workforce comprises women, and HUL has implemented initiatives to achieve gender parity in the coming years.

HUL’s commitment to digital transformation has positioned the company for future success. The establishment of a Digital Council and the adoption of AI for recruitment and cognitive computing are examples of HUL’s efforts to build a future-ready workplace.

HUL’s strong financial performance and strategic initiatives have earned the company a reputation as the employer of choice, not just in the consumer goods industry but across industries. The company employs around 21,000 individuals and has a wide network of more than 500,000 retailers connected to its Shikhar app, which proved crucial during the COVID-19 pandemic by aiding in order placements and stock management.

With a robust portfolio of leading brands and a commitment to sustainable growth, HUL continues to shape the consumer goods industry in India and drive transformative change in the market.

Product Strategy of Hindustan Unilever Limited

Hindustan Unilever Limited (HUL) has established itself as a market leader in India with its diverse and comprehensive product portfolio. HUL’s product strategy focuses on meeting the needs and preferences of middle-class Indian households, offering a wide range of high-quality products in various categories.

In the food and beverages sector, HUL owns renowned brands such as Kwality Wall’s, Lipton, Brooke Bond, Bru, Annapurna, and Knorr. These brands cater to the diverse tastes of Indian consumers, providing them with delicious and nutritious food options.

When it comes to home care, HUL offers an array of detergents like Surf Excel, Rin, Comfort, and Sunlight, ensuring cleanliness and hygiene for households across the country. Additionally, HUL provides household cleaning products such as Cif and Domex, assisting consumers in maintaining a clean and safe living environment.

In the personal care segment, HUL boasts an impressive lineup of brands including Clear, Tresemme, Clinic Plus, Dove, Lux, Pears, Vaseline, Lifebuoy, Axe, and Brylcreem. These brands offer a wide range of personal care products, including hair care, skincare, and personal hygiene essentials, ensuring that consumers feel and look their best.

Recognizing the importance of clean drinking water, HUL also provides water purifiers under the Pure It brand. These purifiers emphasize the importance of safe and accessible drinking water, promoting the health and well-being of consumers.

HUL’s extensive product portfolio reflects its commitment to offering quality products that fulfill the needs of Indian consumers across various categories. By leveraging its diverse brand offerings and understanding customer preferences, HUL aims to continue its success in the Indian market.

Product Categories Brands
Food & Beverages Kwality Wall’s, Lipton, Brooke Bond, Bru, Annapurna, Knorr
Home Care Surf Excel, Rin, Comfort, Sunlight, Cif, Domex
Personal Care Clear, Tresemme, Clinic Plus, Dove, Lux, Pears, Vaseline, Lifebuoy, Axe, Brylcreem
Water Purifiers Pure It

HUL’s product strategy, backed by its strong brand portfolio, enables the company to cater to a wide range of consumer needs and preferences. Through continuous innovation and market research, HUL maintains its position as a leading player in the Indian FMCG industry.

Place & Distribution Strategy of Hindustan Unilever Limited

Hindustan Unilever Limited (HUL) has established a robust place and distribution strategy to efficiently reach and serve both urban and rural consumers across India. With a multi-channel approach, the company ensures widespread availability of its products through various distribution channels, including traditional trade, modern trade outlets, and direct-to-consumer channels via e-commerce platforms.

The HUL distribution network is extensive, with 2 million outlets directly and 7.7 million retail outlets worldwide. In India, the company operates through its managing arm, Hindustan Unilever Limited Network, that includes a strong direct selling network. This network consists of 2,500 redistribution stockists covering 6.3 million retail outlets in metropolitan India.

To serve the rural market, HUL has implemented specific initiatives like Project Shakti, which empowers rural women in the distribution process. Through this program, the company reaches around 250 million people in rural India, meeting their diverse needs.

HUL’s commitment to sustainability extends to its distribution strategy. The company leverages advanced technology and data analytics to optimize its supply chain, reduce the carbon footprint, minimize water usage, and manage waste generation.

With a strong focus on market penetration, HUL’s distribution strategy caters to the diverse needs of consumers. From urban centers to remote areas, the company ensures that its products are readily available to meet consumer demand. This wide reach has contributed to HUL’s market leadership in various categories, including being the market leader in the coffee category in India, with nine out of ten households using HUL products.

HUL Distribution Reach and Statistics

Statistic Value
Number of Employees (2023) 21,000
Annual Revenue (2023) 6.6 billion USD
Net Income (2023) 1.1 billion USD
Market Value (2023) 76.085 billion USD
Market Cap (2023) 77.73 billion USD
Number of Brands (2019) 35
Number of Categories (2019) 20
Market Share of HUL Products (Nielsen Data) 2 out of 3 consumers

In conclusion, Hindustan Unilever Limited’s strong distribution strategy, encompassing a diverse range of channels, enables it to effectively serve both urban and rural consumers. The company’s commitment to sustainability and continual innovation in its distribution processes ensures that HUL products reach even the most remote locations, contributing to its market leadership in India.

Price Strategy of Hindustan Unilever Limited

HUL Pricing Strategy: Delivering Value to Consumers

Hindustan Unilever Limited (HUL) employs a comprehensive pricing strategy to cater to the diverse needs of Indian consumers while ensuring sustainable growth in the market. With its extensive portfolio of trusted brands and a steadfast commitment to delivering value, HUL adopts various pricing components to maintain a competitive edge.

Market Penetration Pricing, Value-Based Pricing, Product Line Pricing, Competitive Pricing, Dynamic Pricing, Promotional Pricing, Premium Pricing for Niche Segments, Cost-Plus Pricing, and Skimming Strategy for Innovations are some of the key elements of HUL’s pricing policy.

One of the primary focuses of HUL’s pricing strategy is to offer products at reasonable prices, making them accessible to middle-class Indian households. By adjusting prices in response to competitors’ pricing of similar goods, HUL ensures that its products remain competitive in the market.

HUL has a deep understanding of the Indian economy, and its pricing strategy reflects this knowledge. The company aims to balance market dynamics while delivering value to consumers. By offering products at competitive prices, HUL strives to reach a wide range of customers and penetrate various market segments.

Attractive Marketing Plans and Customer-Centric Approach

With a large consumer base and fluctuating demand, HUL recognizes the importance of offering attractive marketing plans to meet the needs of its customers. By implementing pricing strategies that consider the affordability and purchasing power of consumers, HUL strives to create a win-win situation for both the company and its customers.

HUL’s pricing strategy goes hand in hand with its distribution strategy, which involves one of the most extensive distribution networks among FMCG companies in India. Leveraging technology for efficiency and utilizing a multi-channel distribution approach, HUL ensures that its products reach even the most remote areas of the country.

The company’s commitment to sustainability is also reflected in its pricing strategy. HUL focuses on rural market penetration and ensures sustainability in the supply chain, enabling consumers in rural areas to access its products while minimizing environmental impact.

Promotion Strategy of Hindustan Unilever Limited

Promotion is a vital component of Hindustan Unilever Limited’s (HUL) marketing strategy, which aims to create a strong brand presence and connect with consumers. With over 35+ brands across 20 categories and a vast portfolio of products, HUL utilizes various advertising techniques to effectively reach its target audience.

HUL understands the power of television advertisements and invests up to 18% of its expenditure on advertising, primarily through this medium. By leveraging television, HUL reaches a wide audience, ensuring maximum visibility for its brands.

To further enhance its promotion strategy, HUL has implemented several impactful campaigns. The Shakti campaign, Project Bharat, and Lifebuoy Swasthya Chetana are among the initiatives that showcase the company’s commitment to sustainability, community upliftment, and green alternatives.

In addition to television, HUL extends its promotion strategies to newspapers, the internet, personal and direct selling channels. By utilizing traditional media and embracing social media platforms, HUL effectively engages with consumers and builds long-term brand loyalty.

HUL understands the significance of celebrity endorsements in promoting its products. Collaborating with well-known personalities helps create a connection with consumers and enhances brand credibility.

Furthermore, HUL’s commitment to sustainability is reflected in its promotion strategies. The company has innovated vending machines and smart fill machines to reduce plastic waste and promote eco-friendly practices.

It is worth noting that HUL places a strong emphasis on responsible marketing. In 2003, the company was one of the first to implement principles for marketing foods and beverages to children. HUL adheres to the Principles on Responsible Food & Beverage Marketing to Children, which apply to all its food and beverage marketing communications and activities worldwide.

By applying the Advertising Standards Council (ASCI) code and other regulatory guidelines on advertising, HUL ensures ethical and responsible promotion across all its communications. The company also has various internal measures, including employee training sessions, to ensure the implementation of responsible marketing standards.

HUL’s promotion strategies have been successful in engaging consumers on important issues and promoting brand values. Campaigns like Dove’s Campaign for Real Beauty, Surf excel’s “Dirt is Good” campaign, and Comfort One Rinse campaign have effectively connected with consumers and conveyed meaningful messages.

Overall, HUL’s promotion strategy encompasses various channels, including traditional media, social media platforms, promotional events, celebrity endorsements, and sustainable development initiatives. By adopting a multifaceted approach, HUL effectively reaches its target audience and establishes a strong brand presence in the market.

Brand Performance and Competitiveness of Hindustan Unilever Limited

Hindustan Unilever Limited (HUL) is a leading player in the fast-moving consumer goods (FMCG) sector in India. With a rich history dating back to 1933, HUL has built a strong brand equity and market leadership position. The company operates in over 20 consumer categories, offering a diverse portfolio of more than 40 brands across personal care, home care, food, and refreshments.

One of HUL’s key strengths is its comprehensive distribution network, reaching millions of households in India and international markets. The company’s extensive reach includes both urban and rural areas, making its products accessible to a wide range of consumers. In fact, HUL reports that nearly half of its sales come from rural markets, showcasing its success in tapping into the vast rural consumer base in India.

To further penetrate rural markets, HUL has implemented a rural strategy that focuses on offering smaller pack sizes and sachet formats for affordability. This approach caters to the needs and purchasing power of rural consumers, allowing them to access HUL products at affordable prices. Additionally, HUL’s rural marketing efforts include vernacular advertising campaigns tailored to local sensibilities, enabling effective communication and brand connection with rural consumers.

Furthermore, HUL’s rural initiatives, such as Project Shakti, have had a transformative impact on rural communities. Project Shakti, with its network of over 136,000 Shakti Ammas (rural women micro-entrepreneurs), has empowered women in rural areas by providing them with entrepreneurial opportunities. This initiative not only drives economic growth but also establishes HUL as a socially responsible and inclusive brand.

Despite its success in rural markets, HUL faces challenges in terms of infrastructure limitations and evolving consumer preferences. Infrastructure gaps, particularly in remote rural areas, can hinder HUL’s distribution capabilities and hinder its growth potential. Additionally, consumer preferences in rural markets are constantly evolving, requiring HUL to continuously innovate and adapt its product offerings to stay competitive.

To address these challenges and maintain its brand performance and competitiveness, HUL has identified several recommendations. The company should invest in strengthening its logistics capabilities to overcome infrastructure limitations and ensure efficient product distribution. Deepening market research will allow HUL to gain a deeper understanding of rural consumers’ evolving preferences and tailor its offerings accordingly. Furthermore, HUL can leverage digital solutions to enhance its rural operations, such as using technology for supply chain management and e-commerce platforms to expand its reach.

In conclusion, HUL’s brand performance and competitiveness in the FMCG sector are marked by its strong market leadership, diverse portfolio, and extensive distribution network. The company’s success in rural markets and its commitment to addressing challenges and embracing opportunities demonstrate its ability to adapt and thrive in a dynamic business environment.

Growth Action Plan and Future Outlook of Hindustan Unilever Limited

Hindustan Unilever Limited (HUL) has laid out an ambitious growth action plan to strengthen its performance and enhance its competitive edge in the industry. Through a series of strategic initiatives, HUL aims to capitalize on market opportunities, drive sustainable growth, and deliver financial results that position the company among the top performers in the industry.

At the heart of HUL’s growth action plan is the prioritization of its 30 Power Brands. These brands, carefully selected based on their potential for focused growth, form the core of HUL’s growth strategy. By leveraging the strengths of these brands, HUL aims to drive market share expansion and consolidate its leadership position in various product categories.

HUL recognizes the importance of brand superiority in today’s competitive landscape. To achieve this, the company adopts a comprehensive approach, measuring six superiority attributes: product, proposition, packaging, place, promotion, and pricing. By continuously evaluating and improving these attributes, HUL ensures that its brands resonate with consumers, drive preference, and maintain a strong competitive advantage.

In order to drive category growth and expand its market presence, HUL emphasizes scalable innovations. By investing in research and development, HUL aims to introduce innovative products that address evolving consumer needs while creating new market opportunities. This approach enables HUL to stay at the forefront of industry trends and foster sustainable growth.

HUL recognizes the growing importance of digital channels in reaching and engaging consumers. As part of its growth action plan, the company increases its brand investment in digital channels to maximize its presence in the digital landscape. By leveraging technology and data-driven insights, HUL aims to enhance its brand visibility, customer engagement, and sales performance in the digital space.

Continual portfolio optimization is another key component of HUL’s growth strategy. By regularly evaluating its brand portfolio, HUL identifies opportunities to divest non-core assets and selectively invest in high-potential brands and businesses. This approach ensures that HUL’s portfolio remains agile, competitive, and aligned with evolving market dynamics.

As a socially responsible company, HUL is committed to sustainability goals. The company focuses on addressing key environmental and social challenges, including climate change, nature conservation, plastics, and livelihoods. By integrating sustainability into its business operations, HUL contributes to a more sustainable future while creating shared value for its stakeholders.

Operational model simplification is a critical enabler of HUL’s growth action plan. By streamlining processes and workflows, HUL aims to enhance organizational efficiency, agility, and flexibility. This enables the company to respond quickly to market changes, improve customer service, and drive operational excellence across its value chain.

HUL understands the importance of customer development and engagement. To strengthen its relationships with customers, the company focuses on the frontline customer development roles. By equipping its front-line teams with the necessary skills, resources, and support, HUL enhances customer-centricity, drives customer loyalty, and fosters long-term partnerships.

Growth Outlook

Looking ahead, HUL has a positive outlook for its future growth. The company expects underlying sales growth for the upcoming year to be within the range of 3% to 5%, striking a balance between volume and price growth. HUL aims to improve its underlying operating margin through continued focus on gross margin expansion and productivity improvements.

The financial performance of HUL remains strong, with a turnover of €59.6 billion in the previous year and an underlying operating profit of €9.9 billion, reflecting a 2.6% increase compared to the prior year. The company continues to invest in its growth and expansion, returning €5.9 billion to shareholders through dividends and share buybacks.

HUL’s commitment to sustainability is exemplified by its achievements, including the creation of over 2.6 trillion liters of water potential and a 97% reduction in CO2 emissions. The company remains dedicated to upholding high ethical standards, emphasizing employee values such as integrity, respect, responsibility, and pioneering, while driving positive change within and beyond its organization.

In conclusion, HUL’s growth action plan and future outlook demonstrate its commitment to delivering sustainable growth, fostering innovation, and staying ahead of industry trends. With a focus on brand excellence, digital transformation, and sustainability, HUL is poised to thrive in the dynamic and evolving consumer goods landscape.


Hindustan Unilever Limited (HUL), India’s largest fast-moving consumer goods company, has demonstrated remarkable growth and success in the market. With a focus on delivering high-quality products across diverse sectors, HUL has achieved significant revenue and profit figures throughout its history.

However, the company acknowledges the need to adapt to changing market dynamics and enhance its competitive edge. By implementing its Growth Action Plan, HUL aims to further strengthen its position and drive sustainable growth. This comprehensive plan includes strategies such as brand superiority improvement, portfolio optimization, and organizational performance enhancement.

With a commitment to understanding and catering to the unique needs of the Indian consumer base, HUL is poised to capitalize on its market share and solidify its position as an industry leader. Through its performance-driven approach, HUL seeks to continue delivering value to consumers, shareholders, and the Indian economy as a whole.


What is Hindustan Unilever Limited (HUL)?

Hindustan Unilever Limited (HUL) is India’s largest fast-moving consumer goods company, known for its popular products in Indian households. It has a diverse portfolio of products in categories such as food, home care, personal care, and refreshments.

What is HUL’s product strategy?

HUL’s product strategy focuses on meeting the needs of middle-class Indian households through a wide range of quality products. It has a diverse product portfolio that encompasses food and beverages, home care, personal care, and water purifiers.

How does HUL distribute its products?

HUL has a broad distribution network, including 2 million outlets directly and 7.7 million retail outlets worldwide. It has a direct selling network managed by Hindustan Unilever Limited network and reaches rural India through its distribution system.

What pricing strategy does HUL follow?

HUL follows a pricing strategy that focuses on offering products at reasonable prices to cater to middle-class Indian households. The company maintains competitive pricing by adjusting its prices in response to competitors’ pricing of similar goods.

How does HUL promote its brand?

Promotion is a crucial aspect of HUL’s marketing strategy to create a strong brand presence and connect with consumers. The company invests in advertisements across various media platforms, with a focus on television advertisements. HUL also implements various promotion strategies and campaigns to promote sustainability and uplift communities.

What is the brand performance and competitiveness of HUL?

HUL has a strong brand equity and is known for its market leadership in India. With a diverse product portfolio, extensive distribution network, and focus on sustainability, HUL has achieved significant success. However, the company acknowledges the need for improvement in competitiveness and overall performance.

What is HUL’s growth action plan and future outlook?

HUL has implemented a Growth Action Plan to drive improved performance and competitiveness. The plan focuses on various aspects such as brand superiority, innovation, portfolio optimization, sustainability efforts, and performance culture. HUL aims to achieve sustainable growth and deliver higher-quality growth in the future.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.