Project Shakti is a rural distribution initiative launched by HUL in 2001 that provides livelihood opportunities to over 65,000 women entrepreneurs. It benefits both HUL by expanding its rural reach and the women by providing a source of income. The project distributes HUL products across 165,000 villages and 4 million rural households in India. It has been adapted in several other countries in Asia and Africa.

1. PROJECT SHAKTIPROJECT SHAKTI
DOING WELL BY DOING GOODDOING WELL BY DOING GOOD

2. PROJECT SHAKTI is a rural distribution initiative that targets
small villages.
The project benefits HUL by enhancing its direct rural reach
and also creates livelihood opportunities for under-privileged
rural women.
Their initiative combines social responsibility, sustainability
and business strategy.
INTRODUCTIONINTRODUCTION

3. SHAKTI started with 17 women in NALAGANDA district of
ANDHRA PRADESH in the year 2001.
Today it provides livelihood enhancing opportunities to over 65,000
Shakti entrepreneurs, who distribute their productions in more
than 1,65,000 villages & 4 million rural households.
Unilever increased the number of recruits in SEs., trains and employs
from 45,000 in 2010 to 65,000 in 2013 & projected
75,000 in 2015 globally.
FACTS AND FIGURESFACTS AND FIGURES

4. It also consist of other programme viz. SHAKTI VAANI &
i SHAKTI.
Earning for Shakti Ammas are more than Rs. 1,500 /month
(as on 31/01/2014)
There are over 50,000 Shakti Maans across India.
Each of them covers around 3 villages in cycle.
The project is customized & adapted in several SE Asian and African
countries.
In Bangladesh & Sri Lanka, it is being promoted as project
“joyeeta” & “Saubhagya” respectively.
FACTS AND FIGURESFACTS AND FIGURES

5. In 1990s HUL wanted to penetrate the market of Rural India, for
which they could have chosen to adapt the traditional distribution
model.
But HUL adopted an approach of “Doing well by Doing good”
So, to create an unique micro entrepreneurship model & to
integrate business interests with societal need they finally
started the project in 2001
WHY IT STARTEDWHY IT STARTED

6. HOW DOES IT WORKSHOW DOES IT WORKS

7. Sustainable investment opportunity for village community or rural
women.
Increase in the household income of poor families of shakti
entrepreneurs.
Empowerment to rural women.
Better standard of living through access to health & hygiene product.
BENEFITS OF THEBENEFITS OF THE
PROJECTPROJECT

8. ANDHRA PRADESH
KARNATAKA
TAMILNADU
MAHARASTRA
RAJASTHAN
UTTAR PRADESH
HARYANA
MADHYAPRADESH
CHATTISGARH
JHARKHAND
BIHAR
PARTICIPATED STATESPARTICIPATED STATES

9. Rural customers are very price sensitive so keeping that in
mind products and prices need to be set.
Products sold are:
■Lux @ rs.5 ■Life boy @ rs.5 & rs.2 ■ Ponds cold
cream @ rs.5 ■Surf excel sachet @ rs.1.50 ■
Ponds Talc@ rs.5■ Pepsodent @ rs.5 ■ Brook bond
@ rs.5
■ Fair & Lovely @ rs.5
PRODUCTS SOLDPRODUCTS SOLD
THROUGH SHAKTITHROUGH SHAKTI

10. Although project SHAKTI is a huge success, still it faced
some issues as such;
 Low margin for SEs
 Difficulty in acquiring finance
 Transportation problem for extreme remote areas
 Low disposable income (dependence on monsoon)
ISSUESISSUES

11. A SIMILAR LINKA SIMILAR LINK

12. A micro finance company to work with women who are socially
disadvantaged and economically exploited.
Bandhan works for their social uplifment and economic emancipation.
Started in 2001 under the leader ship of MR. CHANDRA SEKHAR
GOSH, with financial products like, Loan, Pension, &
Insurance.
Started it’s operation from BAGNAN, at present exists in 22 states
along with North East.
ABOUT BANDHANABOUT BANDHAN
FINANCIAL SERVICESFINANCIAL SERVICES

13. Both are interested in expansion through rural market.
Both talked about a Micro – Entrepreneurship model.
Both succeeded in generating income for rural class.
Both helped in improving the quality of life with dignity.
Both started with woman & provided women empowerment.
SIMILARITIESSIMILARITIES