India is a country with multi-cultural, multi-lingual, and multi-regional ethos. The Indian consumers are also increasingly becoming more diverse. At one end we see the emergence of the more digitally connected, higher socio-economic class, metro consumers; we have the middle-class consumers trickling from semi-urban cities; and then, the consumers in rural hinterlands.
India’s Digital Ecosystem is also fast changing. At 761 million, the current base of internet users in India is as much as the population of European countries. Our data cost at US$ 10c is amongst the lowest in the world and we have seen the average monthly data consumption go up significantly to 13 GB a day from 0.8 GB in 2015.
Added to this is a score of digital initiatives by the government and a vibrant start-up ecosystem, all these have a profound impact in the way consumers engage with brands and in the way they shop, hence giving us an immense opportunity to create new capabilities across our business.
The vision of Reimagine HUL is to create an Intelligent Enterprise that is data led, machine-augmented and is fit for the heterogenous nature of the country so that we can power growth for the next decade.
With this vision in mind, we are moving our business from a linear FMCG value chain of yester years to an Intelligent Enterprise built on a connected ecosystem of Consumer, Customer, and Operations with Data, Tech and Analytics at the centre.
As the Indian consumer gets more digital savvy, we are building capabilities that are helping us get better insights, pick up consumer trends and leverage technology to enhance the speed of launching innovations. We have built digital capabilities with content hubs that span the consumer journey from consideration to purchase. It is also equally important we bring in efficiencies in our media deployment, as we ensure we reach the right audiences, with the right messaging and at the right time, thus driving increased relevance of our products.
HUL operates in a large complex trade environment spread across traditional trade and a growing modern trade ecosystem along with new age omni and e-Commerce channels. This ecosystem entails three key pillars: Demand Generation through e-Commerce & D2C, Demand Capture being led by our eB2B ordering app called Shikhar and Demand Fulfilment, powering faster and efficient deliveries to our distributors and retailers.
HUL has a proven track record of operational excellence at scale, and an approach of continuous improvement. To build a new age Operations Ecosystem, our supply chain is undergoing a massive transformation across the verticals of Plan, Source, Make and Deliver.
We manage data as an enterprise asset across the three ecosystems of Consumer, Customer and Operations. This is anchored through the HUL Data Strategy with focus on maximising leverage across the business while ensuring continued consumer trust and compliance.