Hindustan Unilever: Khushiyon Ki Doli

This case study shows how Hindustan Unilever (HUL), an Indian consumer goods company, managed to gather consumer data and increase sales by using mobiles as a platform to reach a wider audience.

Hindustan Unilever: Khushiyon Ki Doli

Agency: PHD IndiaClient: Hindustan Unilever

The summary statement

Hindustan Unilever had high ambitions with a large door-to-door programme in India's rural markets. The major problem areas were – Managing a multitude of promoters with varying levels of literacy/ technical literacy; reducing pilferage; and making sense of all the data gathered. The solution had to be low tech, easily scalable, fool proof and rich in data gathering.

Thus was born Kushiyon Ki Doli – an education, sampling and demonstration program aimed to build a market for multiple HUL brands in rural India using...

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