Traditional trade
Customers
Capital
linkage
Financial
Capital
Social and
Relationship Capital
Intellectual Capital
linkage
Financial Capital
Social and
Relationship Capital
Intellectual Capital
SDGs
linkage
linkage
Our distribution reach
We build and maintain partnerships across a wide spectrum of channels, from multinational customers to multi-generational dealers, some of whom have collaborated with us for decades. We are proud to highlight our long-standing legacy of serving our consumers facilitated by our robust distribution system.
9 Mn+
retail outlets sell our brands3,500+
distributors90+
years of collaborating with our customersWe are privileged to have a long-standing relationship with our customers, from traditional Kirana stores to Modern Trade and from e-Commerce to q-Commerce.
In an evolving marketplace, it is our endeavor to ensure that our brands are where the shoppers are and to unlock more value, we are enhancing our strong distribution network with new-age capabilities to strengthen our presence in the channels of the future.
Kedar Lele Executive Director, Customer Development
Driving a future-fit
distribution landscape
Our distribution landscape continues to undergo a shift, driven by changing consumer behaviour and digital advancements. We are moving towards a digital future by embracing a data-driven approach and building and leveraging competitive moats across the three pillars of our distribution ecosystem: Demand generation, Demand capture and Demand fulfilment
Building a future-proof demand generation engine
We are collaboratively working with our customers to create growth plans based on shopper centric innovations and activations. We continue to amplify our D2C brands tailored to align with shopper preferences, convenience, and evolving retail experience. To promote diverse assortment, elevate retailer engagement and accelerate retailers’ order frequency via our Shikhar app, we have significantly invested towards building enhanced functionalities which include loyalty programmes, superior analytics, best in class app features, AI led customised advertisements and customer relationship management tools.
10 D2C
websites reaching 19,000 pin codes
Shikhar: Every retailer’s partner in excellence
Shikhar, our demand capturing application for eB2B, covers over 1.3 Mn stores and is used by over 70% of our Shakti partners (in rural villages) highlighting the ubiquitousness of digital adoption across the country. It has simplified placing orders and enhanced delivery service, empowering our retailers with flexibility and convenience. Shikhar also offers seamless credit facilities through tie-ups with banks.
1.3 Mn+
stores empowered through Shikhar
HUL’s fulfilment frontier ‘Samadhan’
Pushing the boundaries of demand fulfilment, we introduced Samadhan to deliver goods directly from our warehouse to the retailer. The fulfilment process is optimised and tracked end-to-end with semi-automated picking, crate and warehouse management in the depot, optimisation of truck planning and last mile delivery when in transit, real-time delivery tracking, and integrated retailer order to cash cycle.
4,000+
orders delivered daily in Chennai
Did you know?
Our Shikhar app facilitated AI-led customised advertisements for retailers to increase shopper footfall in their stores. Using this facility, retailers generated multiple video advertisements for consumers to boost their sales.
Evolving distribution landscapes
While we continue to innovate our traditional distributor ecosystem and partner with our large, organised trade players, we are also fostering and building strong collaborations with the evolving B2B, e-Commerce and q-Commerce players.
Selling with purpose
Project Shakti
In line with our belief of 'Doing well by doing good', our flagship Shakti initiative continues to empower women in rural communities across India by nurturing the spirit of entrepreneurship and financial independence. Our Shakti Ammas ensure our products are available to consumers in deep rural areas.
2 lakh+ women
empowered in rural India through Shakti
Project Ahilya
Ahilya is an initiative that has emerged as a pivotal force driving the inclusion and participation of women in frontline sales. Through Ahilya, we create sustainable livelihood opportunities and nurture confidence among women.
1,400+ Ahilyas
serving in HUL’s frontline general trade salesforce
How we empower our customers
I've been part of the Shakti program for 15 years. It has significantly improved my financial status, allowing me to start a successful small business and provide a better life for my family. I'm deeply grateful for the opportunities and empowerment Shakti has given me.
Neelam Antil, Haryana
After joining Shakti, I have gained more respect in our village. People now come to me for ideas to grow their businesses, and I feel proud to share my knowledge and experience with them.
Kanta Devi, Sonipat
मैं घर बैठे बैठे भी शिखर ऐप पर ऑर्डर कर सकता हू और सामान रिसटॉक कर सकता हू!
Chandan Gupta, Uttar Pradesh
शिखर ऐप पर ऑर्डर करने से पॉइंटस मिलते हैं जो अगले ऑर्डर में इस्तेमाल कर सकते हैं, काफ़ी मुनाफ़ा होता है इस से!
Ashok Chaudhary, Mumbai
