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A ‘Desi’ Multinational –A Case Study of Hindustan Unilever Limited


  • Raj, Keerthana
  • Aithal, Sreeramana


India has become a second home to many multinationals’ over the years. The fact that India has second largest population in the world is alluring because it translates itself into a huge opportunity to encash for marketers across the globe. Hindustan Lever Limited which set foot as the subsidiary of Unilever has been one such multinational which has almost become a home grown brand. The strategies adopted by this corporate leaves no stone unturned in cashing in on the tiniest niche markets available. Reaching the four billion populations in the base of the pyramid markets has been a topic of research in recent times. Lot of exploratory and case studies have been made in this field. This paper is a study on the strategies developed by Hindustan Lever Limited which has been one of the most successful companies to foray into the emerging markets in South East Asia and successfully tapped the base of the pyramid in India. A case study using archival material and secondary information sources suggest that having a global lookout and one world one market strategy is not successful when attempting to cut into base of the pyramid segments in emerging markets. The critical aspect here is developing grassroots’ connection and social empathy which should translate to a cooperative spirit which will leverage the strengths and overcome the weaknesses.

Suggested Citation

  • Raj, Keerthana & Aithal, Sreeramana, 2018. "A ‘Desi’ Multinational –A Case Study of Hindustan Unilever Limited," MPRA Paper 85699, University Library of Munich, Germany, revised 25 Jan 2018.
  • Handle: RePEc:pra:mprapa:85699

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    References listed on IDEAS

    1. Ted London & Stuart L Hart, 2004. "Reinventing strategies for emerging markets: beyond the transnational model," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 35(5), pages 350-370, September.
    2. Aithal, Sreeramana & Jeevan, Preethi, 2016. "How Service Industries can Transform themselves into Green Business Industries," MPRA Paper 71767, University Library of Munich, Germany, revised Apr 2016.
    3. Aithal, Sreeramana, 2016. "The concept of Ideal Strategy and its realization using White Ocean Mixed Strategy," MPRA Paper 71770, University Library of Munich, Germany.
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    More about this item


    Base of the pyramid; Grassroots; Marketers; Multinationals; Niche; Strategies;

    JEL classification:

    • A1 - General Economics and Teaching - - General Economics
    • A14 - General Economics and Teaching - - General Economics - - - Sociology of Economics
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics

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