Consumer product multinational Unilever has started replicating its successful Project Shakti in a number of other international markets. The project, run by Hindustan Unilever (HUL), supports women-led rural micro-enterprises in India.

Project Shakti, which was launched in 2001, aims to empower underprivileged rural women by training them in health and hygiene and in how to generate their own income. The women, known as Vanis (communicators) sell soap, shampoo and other personal care products through social forums like schools and village gatherings. There are currently over 45,000 Shakti entrepreneurs in more than 135,000 villages across 15 Indian states.

Awareness of products and brands is lower in rural areas than in 'media-dark' urban markets, but the project has helped HUL enhance its reach in these areas and improve sales of personal care products. Around 50% of its revenues in India now come from rural markets.

Shakti is now being adapted in other Unilever markets such as Sri Lanka, Viet Nam and Bangladesh, and is also being considered for Latin American and African markets.

Related news:

• South Asia: millions of children take part in Global Handwashing Day, Source South Asia, 30 October 2008;
• Lifebuoy sells handwashing along with 2.6 billion bars of soap across Africa and Asia, Source Bulletin, May 2007

Web site:Project Shakti

Source: Kala Vijayraghavan, The Economic Times, 19 Jan 2009

Tags: financing, gender, hygiene promotion, south asia