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... (Venky) Venkatesh, 42, is one of Hindustan Levers field generals in this campaign. He is regional sales manager for a chunk of India (total population: more than one billion) that is home to more than 200 million people -- as many as reside in Russia and the Ukraine combined -- comprising some 150,000 villages. ... He smells soaps to make sure that the scent is fresh. ... In a nation where more than one-third of rural consumers watch TV (everything from Ally McBeal to religious soap operas), and even more visit commercial centers, people arent naturally inclined to settle for throwaway versions of the real deal -- if the companies that make the real deal bother to explain the difference. ...
It is a crucial growth opportunity for Hindustan Lever, perhaps the most effective way for it to retain its number-one position in consumer goods. ... Marketing executives make frequent two-day visits to low-income areas. ... Each of them had saved money from their daily wages or crop sales and were committed to finding ways to make their collective savings grow. ... Anjamma is the local leader of the Telugu Desam political party, and she runs one of the larger womens microcredits. ... "I thought that we could sell the products for less than at the store and still make a profit," says Maheshwari, the leader. ... One man is worried that hes not strong enough to do his work. ...
One strategy relied on science. ... In a culture in which many poor women still avoid any appearance of self-indulgence, hair grooming is often their one luxury. ... One reinforced a prevailing consumer habit, that of using soap for hair and body wash. ... But that development still didnt acknowledge the fact that consumers use one soap because its more convenient and because it costs less. ... One-third of Indias 60. ... "
More than one-third of Indias rural residents live below the poverty line, but thats down from more than half two decades ago. ... Thavarekere, a village in Karnataka, has a bike-repair shop and one retail store.
Approximate Word count = 3689
Approximate Pages = 14.8
(250 words per page double spaced)
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