Unilever subsidiary Hindustan Lever Ltd (HLL), in an offensive against the still-nascent multi-level marketing challenge from multinational rivals, is all ready to launch its first venture in direct marketing, beginning with the launch of a host of international cosmetics brands.
The company is planning to set up a separate outfit or a subsidiary, like Indexport, and the multi-level marketing activity will initially be undertaken by HLL.
From Indianexpress.com:
“Aviance” is a major skincare brand that will be launched through this route in Mumbai shortly, said sources. While the company is tightlipped about the development, sources told The Financial Express that “Aviance” and similar brands will be launched in the next fortnight.
While initially the multi-level marketing activity would be undertaken by HLL, the company is planning to set up a separate outfit or a subsidiary, like Indexport, to take on this business at a later stage, sources said.
The company will unfold over a hundred product ranges through the multi-level marketing network within two months, sources added. The initial launch phase will be in Mumbai and would eventually be taken in other metro cities as well.
The FMCG giant, which manages a chain of 3,000 distributors, will bypass its entire much-vaunted distribution force, and sell its new product range through a “multi-level marketing distribution network”.
It was pointed out by industry analysts that direct selling industry can become a Rs. 1,000 crores industry if it continues to grow at these consistent levels of 50-100 percent.
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