Distribution

HUL started UPL (unilever premier league) program and BETTER stores concept. Earlier it was super value concept: In this concept the retailers were paid on giving their shelves to the company for displaying their product and also they were given a target on achieving for which they were given rewards.

HUL has introduced kiosk channel to strengthen the distribution set up.These kiosks helped the company to increase their sales in the rural areas and they got a good hold of the customers and set up a good distribution channel to keep the customers intact. This made it difficult for the competitors to get hold of that market.

To penetrate the rural markets, HUL launched a four-tier distribution system in which markets were segmented based on their accessibility and business potential.

Direct Coverage: HUL appointed a common stockist to service all outlets within a town.

Indirect Coverage: HUL targeted retailers in accessible villages close to larger urban markets.

Streamline: Reaching markets inaccessible by roads

Project Shakti targeted the very small villages and tapped into the rural women group.

HUL’s products are distributed through a network of 4000 re-distributors, stockist covering 6.3 million retail outlets reaching the entire urban population and about 250 million rural consumers. 

Today,Kissan Jam has a strong distribution network.It is widely available in almost all local stores.