On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing has emerged. This paper is an attempt to find out the various initiatives taken by HUL to reach the rural consumer. HUL was the first company to step into the Indian rural marketing. This project has reached , villages.
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Our Code of Business Principles upholds the principles of human rights and fair treatment. The Code describes the operational standards we follow and supports our approach to governance and corporate responsibility.
It ensures that we conduct our operations with honesty, integrity and openness and with respect for human rights and interests of employees.
We seek to uphold and promote human rights in three ways: In our operations, by upholding values and standards In relationships with suppliers, and By working through external initiatives. In accordance with this guide, all suppliers are expected to adopt practices that are consistent with that of the company.
The URSA is available on our website. All sites in HUL are under collective bargaining agreements. We ensure that compensation to employees adheres to the CBAs, various statutory requirements and is at par with external industry benchmarks. All our supply chain units pay wages which are well above the statutory minimum wages as prescribed by the law. As a part of the standard wage structure, there is also an element called Variable Dearness Allowance VDA which takes inflation into consideration and compensates for the increase in commodity prices and standard of living.
Same is imbibed as part of our Sustainable Employment policy as well. Improve employee health, nutrition and well-being Lamplighter is our framework for addressing employee health and well-being. As part of the programme, employees are assigned colour codes based on their health check-up where green signifies good health, amber denotes the need for the improvement and red alarms the need for tracking major health improvement.
In , we significantly reduced the number of employees in red by 3. This was achieved through targeted individual health improvement plans which were tracked very closely. We provided grief counselling and support as needed. We also ran a workplace stress survey and celebrated International Yoga Day across locations. Reduce workplace injuries and accidents We have the vision to become an injury-free organisation i. Promote safety for women in communities where we operate We aim to improve safety for women and girls in our operations and the communities where we operate including our extended supply chain.
We do this through awareness, engagement and capacity building for women and men. Our focus is on increasing awareness on sexual harassment, gender-based violence and strengthening grievance mechanisms. Additionally, over 2,80, training man hours were invested in blue-collar employee training across units. Over 1,00, training hours were invested in employee training. The platform addresses multiple educational barriers that girls and women in India face including limited access to transportation, lack of parental permission, high cost of courses and inadequate availability of local institutes.
From the first quarter of , the platform has also begun accepting applications for Assisted Selling Advisor positions for HUL brands. Interested candidates are requested to register, complete one course on the platform and submit their resume. Expand opportunities in our value chain Project Shakti Project Shakti aims to provide livelihood enhancing opportunities to women micro-entrepreneurs in rural India.
Project Shakti has more than one lakh micro-entrepreneurs across 18 states. Rin Career Ready Academy Rin Career Ready Academy aims to inspire, educate and equip the youth from modest backgrounds with skills in English training delivered step-by-step through online or mobile phone. We also have a web course available on www. So far, over 5,20, people have benefitted from this programme. Inclusive business Improve livelihoods of smallholder farmers We have been associated with a number of smallholder farmers through our supplier partners, training them on good agricultural practices like drip irrigation, nutrient management, pest and disease management to improve their livelihood.
The aim is to increase productivity, develop best practices and improve livelihoods. Smallholder farmers growing tomatoes for HUL have also benefitted from similar training initiatives. Till date, we have reached over 8, smallholder farmers who grew tomatoes on more than 11, acres of land. This programme has helped vendors become self-sufficient micro-entrepreneurs selling ice creams on the move helping us reach more consumers on the street.
It equips people with skills such as sales, customer service and problem-solving and provides many young people with work experience as they step into the job market. In most cases, each vendor can make INR 7,, a month.
Some of our vendors have now become distributors themselves, managing INR crore in the ice cream business and earning upwards of INR 1,00, per month.
Project Shakti : Case Study
Our Code of Business Principles upholds the principles of human rights and fair treatment. The Code describes the operational standards we follow and supports our approach to governance and corporate responsibility. It ensures that we conduct our operations with honesty, integrity and openness and with respect for human rights and interests of employees. We seek to uphold and promote human rights in three ways: In our operations, by upholding values and standards In relationships with suppliers, and By working through external initiatives. In accordance with this guide, all suppliers are expected to adopt practices that are consistent with that of the company. The URSA is available on our website.
HUL Shakti Final
Case Analysis HUL Project Shakti