1. I N C L U S I V E G R O W T H
P
roject Shakti is a rural distribution initia­
tive of Hindustan Unilever Limited (HUL)
that targets small villages populated by
less than 5,000 individuals. It is a unique
win-win initiative that catalyses rural affluence
even as it benefits business.
Project Shakti benefits business by sign ifi­
cantly enhancing HUL's direct rural reach, and by
enabling HUL's brands to communicate effectively
in media-dark regions. It also im ­
pacts society by creating liveli­
hood opportu nities for under­
privileged rural women. Project
Shakti impacts society in two ways
— the Shakti Entrepreneur pro­
gramme creates livelihood oppor­
tunities for underprivileged rural
women.
The Shakti EntreDreneur (SE)
programme recognises that while
micro-credit plays a key role in al­
leviating poverty, its ability to do
so depends on the availability of
investment 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
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3. I N C L U S I V E G R O W T H
Through the'
Shaktimaan initiative,
men in the Shakti
Amma families
distribute HUL products
to villages adjoining the
respective Shakti village
tributors in rural markets. This micro-enterprise
offers low risks and high returns. The products
distributed are some of the country's most trusted
brands of consumer goods, and include a range
o f mass-market products especially relevant to
rural consumers.
Moreover, HUL invests its resources in training
the entrepreneurs, helping them become confident,
business-sawy professionals capable of running
their own enterprise.The SE is also called as 'Shakti
Amma' — 'Shakti' means 'power/empowered' and
'Amma' means 'mother' inTelugu the language spo­
ken in Andhra Pradesh where Project Shakti was
first piloted in 2000. Project Shakti has proved to
be a great success for HUL and for rural im pov­
erished women in India. The project started in a
few pilot villages in Andhra Pradesh in 2000. In
2002 it expanded to two states and by the end of
2004 had grown to over 13,000 Shakti women en­
trepreneurs in 12 states. Today there are about
45,000 Shakti Ammas across 15 states in India.
In 2010, HUL rolled out the Shaktiman initia­
tive through Project Shakti. Through the Shakti­
maan initiative, men in the Shakti Amma families
distribute HUL products to villages adjoining the
respective Shakti village. Through the Geograph­
ical Inform ation System, villages around the
'Shakti' families are tracked and based on this they
are allotted five to six villages. They go to these
villages and sell HUL products. The Shaktimaan
have also been given bicycles to ensure smooth
travelling between villages.
HUL now has over 26,000 Shaktimaans (through
SHAKTI ENTREPRENEUR EARN S
^700-^ 1,000A M ONTH
the Project Shakti network) across the country now.
The revenue earned by the Shaktimaan further aug­
ments the household income of the 'Shakti' fam­
ily. Shaktimaans covering about five to six villages
adjoining the Shakti village.The revenue earned by
the Shaktimaan further augments the household
income of the respective 'Shakti' family.
Through Project Shakti and Shaktimaan, HUL
reaches over 100,000 villages across 15 states in
India and over 3 million households every month.
HUL works closely with various NGOs, banks and
both state and local government departments,
who recognise the potential for economic growth
by encouraging women to become entrepreneurs.
On an average, a SE earns ?700-?l ,000 a month,
and since most of them live below the poverty line,
this earning is significant, often doubling the
household income. With the roll out of Shaktimaan
initiative, Shakti families have an opportunity to
further augment their income. HUL is also eval­
uating various opportunities to further strengthen
the income of Shakti Ammas.
HUL has continuously endeavoured to augment
the income of its Shakti Ammas. In 2011, HUL part­
nered with the State Bank of India to bring bank­
ing services to low-income people in small Indian
villages through the Shakti Ammas.The Shakti Am­
mas are already trusted by local communities and
make them a friendly and accessible way to pro­
mote access to banking in rural communities and
thus promote financial inclusion. im
Contributed by Hindustan Unilever.
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