Hul -shakti Amma 125g6u

Indian Management

Wed, 01 Feb-12

Pg# :87

Size : 1602 sq.cm.

INCLUSIVE

P

GROWTH

roject Shakti is a rural distribution in itia ­ tive o f Hindustan Unilever Lim ited (HUL) that targets sm all villa g es populated by less than 5,000 individuals. It is a unique

w in -w in in itiative that catalyses rural affluence even as it benefits business. Project Shakti benefits business by s ig n ifi­ cantly enhancing HUL's direct rural reach, and by enabling HUL's brands to communicate effectively in m edia-dark regions. It also im ­ pacts society by creating liv e li­ hood o p p o r tu n itie s fo r u n d e r­ p rivileg ed rural wom en. Project Shakti impacts society in two ways — the Shakti Entrepreneur p ro ­ gram me creates livelih ood op p or­ tunities fo r underprivileged rural women. The Shakti EntreDreneur (SE) program m e recognises that w hile m icro-credit plays a key role in a l­ leviating poverty, its ability to do so depends on the availab ility o f investm ent opportunities. Shakti contributes by creating profitable micro-enterprise opportunities for rural women. Armed with m icro­ credit, rural women become Shakti entrepreneurs: Direct-to-home dis-

Hindustan Unilever's Project Shakti shows how economic development can be brought about through micro enterprise TO SUBSCRIBE TO INDIAN MANAGEMENT-SMS 'IMM' TO 57007

INDIAN

M A N A G E M E N T -F E B R U A R Y

2012

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INCLUSIVE

GROWTH

Through the' Shaktimaan initiative, men in the Shakti Amma families distribute HUL products

SH AKTI ENTREPRENEUR EA R N S

^ 700-^ 1,000 A MONTH

to villages ading the respective Shakti village

tributors in rural markets. This m icro-enterprise

the Project Shakti network) across the country now.

offers low risks and high returns. The products

The revenue earned by the Shaktimaan further aug­

distributed are some o f the country's most trusted

ments the household income o f the 'Shakti' fam ­

brands o f consumer goods, and include a range

ily. Shaktimaans covering about five to six villages

o f mass-market products especially relevant to

ading the Shakti village.The revenue earned by

rural consumers.

the Shaktimaan further augments the household

Moreover, HUL invests its resources in training

income o f the respective 'Shakti' family.

the entrepreneurs, helping them become confident,

Through Project Shakti and Shaktimaan, HUL

business-sawy professionals capable o f running

reaches over 100,000 villages across 15 states in

their own enterprise.The SE is also called as 'Shakti

India and over 3 m illion households every month.

Amma' — 'Shakti' means 'power/empowered' and

HUL works closely w ith various NGOs, banks and

'Amma' means 'mother' inTelugu the language spo­

both state and local governm ent departm ents,

ken in Andhra Pradesh where Project Shakti was

who recognise the potential for econom ic growth

first piloted in 2000. Project Shakti has proved to

by encouraging women to becom e entrepreneurs.

be a great success fo r HUL and for rural im p ov­

On an average, a SE earns ?700-?l ,000 a month,

erished women in India. The project started in a

and since most o f them live below the poverty line,

few pilot villages in Andhra Pradesh in 2000. In

this earning is sign ifican t, often doubling the

2002 it expanded to tw o states and by the end o f

household income. With the roll out o f Shaktimaan

2004 had grow n to over 13,000 Shakti women en­

initiative, Shakti fam ilies have an opportunity to

trepreneurs in 12 states. Today there are about

further augment their income. HUL is also eval­

45,000 Shakti Ammas across 15 states in India. In 2010, HUL rolled out the Shaktiman in itia ­

uating various opportunities to further strengthen the income o f Shakti Ammas.

tive through Project Shakti. Through the Shakti­

HUL has continuously endeavoured to augment

maan initiative, men in the Shakti Amma fam ilies

the income o f its Shakti Ammas. In 2011, HUL part­

distribute HUL products to villages ading the

nered with the State Bank o f India to bring bank­

respective Shakti village. Through the G eograph­

ing services to low-incom e people in small Indian

ica l In fo rm a tio n System , v illa g e s around the

villages through the Shakti Ammas.The Shakti A m ­

'Shakti' fam ilies are tracked and based on this they

mas are already trusted by local communities and

are allotted five to six villages. They go to these

make them a friendly and accessible way to pro­

villages and sell HUL products. The Shaktimaan

mote access to banking in rural communities and

have also been given bicycles to ensure smooth

thus promote financial inclusion.

im

travelling between villages. HUL now has over 26,000 Shaktimaans (through

TO SUBSCRIBE TO INDIAN MANAGEMENT-SMS 'IMM’ TO 57007

Contributed by Hindustan Unilever.

INDIAN

MANAGEMENT-

FEBRUARY

2012

89