The war on the ground

This folktale of ruling the rural soil commenced way back in 2000, when ITC rolled out its first e-Choupal. At that time, ITC was in the phase of metamorphosing itself from a tobacco major to a FMCG conglomerate and this definitely was a landmark initiative taken by the company to cash in on the lucrative rural economy. But strangely, HUL, being in the country for long time and in touch with rural soil since 1976, never thought of creating such an internet-based intervention and procurement oriented networking model. Trailing ITC in such an endeavour, HUL integrated a model of its own in 2001, which encouraged rural women to become selling agents for HUL products. Christened as ‘Project Shakti’, this model viewed the villagers as buyers, which was a clear lack of strategic focus.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2007

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

Read More:-
The Sunday Indian - Greatest News weekly
IIPM, GURGAON
Olay Olay for P&G in India!
Mahindra goes all out in used car segment
Committing for a lifetime…
The ‘democratic’ route to self-destruction?

Nine Jersey Nights...
Lung ‘crack’ers!
David or Goliath?
New dress up games
Just try & stay away!
“Europe is anti’ american”