project shakti

PROJECT SHAKTI “A BUSINESS INITIATIVE WITH SOCIAL BENEFITS”:

BY Bimalpreet Singh Ish Makkar Jasleen Kaur Gandhi Lakshay Vaid Priya Vij Rajiv Bhati Ritika Ahuja PROJECT SHAKTI “A BUSINESS INITIATIVE WITH SOCIAL BENEFITS”

HUL INITIATIVE:

HUL INITIATIVE HUL has been proactively engaged in rural development since 1976 with the initiation of the Integrated Rural Development Programme in the district of Uttar Pradesh, in tandem with the company’s dairy operations. This Programme now covers 500 villages in the district. Subsequently, the factories that HUL continued establishing in less-developed regions of the country have been engaged in similar programmes in adjacent villages. These factory-centered activities mainly focus on training farmers, animal husbandry, generating alternative income, health & hygiene and infrastructure development.

Mission:

Mission Unilever’s mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.

SHAKTI - Changing Lives in Rural India:

SHAKTI - Changing Lives in Rural India Shakti is HUL's rural initiative, which targets small villages with population of less than 2000 people or less. Started in 2001, Shakti has already been extended to about 80,000 villages in 15 states. Shakti already has about 25,000 women entrepreneurs in its fold. A typical Shakti entrepreneur earns a sustainable income of about Rs.700 -Rs.1,000 per month, which is double their average household income. Shakti is thus creating opportunities for rural women to live in improved conditions and with dignity, while improving the overall standard of living in their families.

SHAKTI-EMPOWERING WOMEN IN RURAL INDIA:

SHAKTI-EMPOWERING WOMEN IN RURAL INDIA To create income generating capabilities for underprivileged rural women ,by providing employment. To improve rural living standards through health and hygiene awareness through the Shakti Vani programme, and creating access to relevant information through the iShakti community portal.

HOW IT WORKS?:

HOW IT WORKS? Villages with a population of about 2000-3000 are selected. Personnel from HUL approach SHGs. Selection of the Shakti Amma. HUL vouches for Shakti Ammas with banks from credit. One Shakti entrepreneur is appointed for one village & villages that are about 2 kilometres apart from her village. The Shakti dealer places initial orders worth Rs.15000(principal customer of HUL) Finance:Self+SHG+micro credit Training by the Rural sales Promoter The Shakti dealer organizes a “Shakti Day” in the village(display of products & free gifts)

SOME OF THE PRODUCTS SOLD THROUGH PROJECT SHAKTI:

SOME OF THE PRODUCTS SOLD THROUGH PROJECT SHAKTI AT RS.2 AT RS.5 AT RS.1.50 AT RS.5 AT RS.5 AT RS.5 AT RS.5 AT RS.5

PROGRAMMES UNDERTAKEN:

PROGRAMMES UNDERTAKEN SHAKTI VANI SHAKTI ENTREPRENEUR iSHAKTI COMMUNITY PORTAL

THE SHAKTI VANI PROGRAMME:

THE SHAKTI VANI PROGRAMME An initiative which helps support Project Shakti is the Shakti Vani programme. Under this programme, trained communicators visit schools and village congregations to drive messages on sanitation, good hygiene practices and women empowerment. This serves as a rural communication vehicle and helps the SA in their sales.

Slide 11:

In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti, HUL is creating micro-enterprise opportunities for rural women, thereby improving their livelihood and the standard of living in rural communities. Shakti also includes health and hygiene education through the Shakti Vani Programme, and creating access to relevant information through the iShakti community portal. The program now covers 15 states in India and has over 31,000 women entrepreneurs in its fold, reaching out to 100,000 villages and directly reaching to 150 million rural consumers.

Slide 12:

Hand-wash demo in schools

LIFEBUOY SWASTHAYA CHETNA:

LIFEBUOY SWASTHAYA CHETNA It is rural health and hygiene initiative which started in 2002. LBSC was initiative in media dark villages in (UP, MP, Bihar,Orrisa )with the objective of spreading awareness about the washing hands with soap. Being India’s Leading personal wash health brand lifebuoy saw a role for itself in propagating the message of hygiene and health in village . LBSC is multi-phased activity which works towards effecting behavior change amongst the rural population it touches. It target children as they are the harbinagers of change in society they are the custodians of health. The first interaction with students is then replicated with women and finally the rest of the community.

SHAKTI ENTREPRENEUR PROGRAMME:

SHAKTI ENTREPRENEUR PROGRAMME One in eight people on the planet lives in an Indian village. It helps women in rural India set up small businesses as direct-to-consumer retailers. The scheme equips women with business skills and a way out of poverty as well as creating a crucial new distribution channel for Unilever products in the large and fast-growing global market of low-spending consumers. By 2010 the Shakti network aims to have reached 600 million consumers.

iSHAKTI COMMUNITY PORTAL :

iSHAKTI COMMUNITY PORTAL The Internet-based rural information service, launched  in Andhra Pradesh, in association with the Andhra Pradesh Government's Rajiv Internet Village Programme. iShakti has been developed to provide information and services to meet rural needs in medical health and hygiene, agriculture, animal husbandry, education, vocational training and employment and women's empowerment. The vision is to have 10,000 kiosks across the state by 2011

Slide 16:

Project Shakti is unleashing the potential of rural India.

DISTRIBUTION:

DISTRIBUTION It is the combination of the 3 ways: Door to door selling (11%margin on sales) Sells from own home (11% margin on sales) Retailers (3% margin) Average sales: Rs.10000-Rs.15000/month Profit-Rs.1000/month

OTHER ACTIVITIES:

OTHER ACTIVITIES I mprove the business skills of the SHG women, extensive training programmes are being held . Workshops have already covered a large number of Shakti Entrepreneurs in Andhra Pradesh, Karnataka, Gujarat, Madhya Pradesh, Uttar Pradesh, Tamilnadu, Chattisgarh and Orissa. As part of their training programme, all HUL Management Trainees spend about 4 weeks on Project Shakti in rural areas. The factories that HUL continued establishing in less-developed regions of the country have been engaged in developing rural market in adjacent villages. These factory-centered activities mainly focus on training farmers, animal husbandry, generating alternative income, health & hygiene and infrastructure development.

SHAKTI ACTIVITIES:

SHAKTI ACTIVITIES Free Health Camps in Shakti Village Free Dental Camps in Shakti Villages

WHY ALL THESE PROGRAM? :

WHY ALL THESE PROGRAM? To take people aware. To increase the consumption. To increase the income. To increase behavior in- Awareness & living standard lifestyle Self consciousness

ISSUES:

ISSUES Low margins Difficulty in acquiring finance. Transportation Low disposable income (dependence on monsoon.

PARTICIPATED STATES:

PARTICIPATED STATES Andhra Pradesh Karnataka Madhya Gujarat Chhattisgarh Maharashtra Orissa Punjab Rajasthan Tamilnadu Uttar Pradesh West Bengal Bihar Haryana Jharkhand

CONSEQUENCES:

CONSEQUENCES COMPETITION: Cavin Kare Emami MARKET PENETRATION: Consumption of Hindustan Lever’s (HUL) products in rural households has increased by 15-20%.

RECOMMENDATIONS:

RECOMMENDATIONS Increase the number of shakti dealers. Availability of credit. Increase the margins. Introduce new products. ‘Man’power.

CONCLUSION:

CONCLUSION Project Shakti is enabling families to live with dignity and in better health & hygiene,education of the children and overall betterment in living standards. It creates a win-win partnership between HUL and the rural consumers for mutual benefit and growth.

FUTURE ORIENTATION:

FUTURE ORIENTATION Plans are also being done to bring in partners involved in agriculture , health, insurance, and education to catalyze overall Rural Development.