5f7b22fc06ecc HUL TechTonic 2020 Case Study PDF
5f7b22fc06ecc HUL TechTonic 2020 Case Study PDF
5f7b22fc06ecc HUL TechTonic 2020 Case Study PDF
Background
COVID-19 is the greatest challenge the world has faced in decades. It has transformed people’s
lives at unprecedented scale and impacted every industry in ways that weren’t foreseen by
anyone. But one thing that emerged as a clear need for everyone, is to adapt & innovate. The
need for innovation is now greater than ever, driven by new challenges that are more disruptive
than most we have ever faced.
For Hindustan Unilever Ltd., once the nation-wide lockdown was implemented, there was a
huge disruption in market due to the unavailability of salesmen, which could have resulted in
potential loss of sales. To address the challenge of market disruption through technology, HUL
leveraged its Shikhar app. Launched in 2018, the Shikhar app is an eB2B platform aimed at
digitisation of the general trade.
Leveraging Technology
Fulfilling the demand from stores and keeping the supply available for their consumers was of
the utmost importance. This was where the Shikhar app was a key driver in helping HUL connect
with the General Trade store in a no-touch, digital manner. This was ensured by:
Journey so far
During the last few months, the app’s adoption has increased by a staggering 173% with more
than 1.5 lakh orders being placed during the lockdown period. Overall, the sales have increased
over 3X in the last 9 months. Currently, Shikhar sales contribute to over 10% of the total sales
in transacting stores, and 2.7 lakh stores have been onboarded pan India. Even post the
lockdown, the Shikhar app continues to support HUL retailers as they embark upon a journey
of digital transformation.
pg. 1
The Ask:
We need you – top thinkers from all over India – to become drivers on innovation in these
challenging times. HUL needs you to think tactically, but also have a future-fit vision.
Adoption strategy
What should be the strategic vision for Shikhar app? Considering the near future, how can
HUL increase and sustain adoption?
Fulfilment strategy
Delivery for direct orders might seem like a challenge for some distributors. Suggest a fulfilment
model to ensure overall customer satisfaction.
App feature
Suggest one feature you would want to add to the app to enhance the value to the end user?
Please note that your ideas should be a good balance of Technology & Strategy.
Evaluation Criteria:
pg. 2