HINDUSTAN UNILEVER LIMITED INDIA’S LARGEST FMCG COMPANY

This is the whole Distribution Chain of HUL to cover the rural market. The company have remarkably worked
upon to make the supply chain from manufacturers to retailers simple with very few number of mediators and jobbers. It
has helped them to maintain the transparency in the cycle and also have let them established a prompt delivery process.
The products are manufactured in the factories all across India and then is supplied from there to the various Carriage and
Forwarding (C&F) units which are 5-10 per state depending on the area they have to cover and are established by the
company. These C&F units then supply the products to the various Wholesalers confined to their area only and according
to the wholesalers demand. The wholesalers then supply the products to the semi-wholesalers and the retailers as per the
volume of their order. Then the semi-wholesalers deliver the products to the retailers and customers.

In this stage the products reach to the Carriage and Forwarding unit from various manufacturing units established all
across India. The volume of the delivery depends upon the quantity required/ordered by the C&F unit. The depot sends the
request of the volume of the products to the Head Office, which then order the various factories to supply the products to
the mentioned depot. The supply is met within a week. HUL has 45 C&F’s with 7000 stockists and 2000+ suppliers and
associates to target the market.

STAGE 2-

The C&F then supplies the products according to the demand of various wholesalers. Each of the
depot cover a region assigned to them.

Each C&F acquires 5-7 trucks and hire 4-5 more trucks to supply products everyday.
They work on the concept of advance payment by DD by the wholesalers and deposit them in the bank
which is transferred to the head office.
 STAGE 1

IN Rural Geographic Regions of India the product which should be made by the manufactures can be
delivered through by C & F unit and these unit provide stock in the hand of the merchant wholesalers.
Wholesaler delivers the product or stock to the different retailers (who sales stock in breaking bulk)
through by agents. The main difference in urban and rural areas distribution networks are the agent who
made relation between merchant wholesalers to retailers. Retailers can sell stock in small quantity to
the ultimate consumers.
 CHAPTER- 4 RESEARCH METHODOLOGY

Methodology of Data Collection

The Data for this project was collected through Primary and Secondary sources.
PRIMARY DATA:

It is essential to collect PRIMARY DATA to make sample survey. A successful and the most popular

technique of data collection is through a questionnaire, thus a questionnaire was framed and distributed

manually among different people who are residing in the CHATTISGARH region.

SECONDARY DATA:

DATA COLLECTION TOOL:

I have collected all the information with the help of Internet, Journals and Secondary source.

SAMPLE PLAN

Units- People residing in the Chhattisgarh region.

Size- 43 respondents.
Two preliminaries should be followed for analyzing the data:-

1. Editing

2. Classifying
 CHAPTER-5 ANALYSIS AND FINDINGS

ANALYSIS OF DATA

1. Do you keep products of HUL in your outlet/shop?

a).Yes 88 b). No 12 .
2.Why don’t you keep the products of HUL in your shop or why did you stop keeping its
products?

a). erratic supply 4

b). lack of demand 2

c). low margin 2

d). no supplier 3

e). don’t know about the company 1

3.How do you rate the delivery process of the distributor/dealer?

a Excellent 25
b Above Average 33
c Average 38
d Below Average 4
e Extremely Poor 0

4.Are you satisfied with the distributor/dealer behavior?

Yes 68

No 32
5.Are you satisfied with the delivery of the goods supplied by distributor/ dealer?

Yes 71

No 29
6. Are they providing you adequate supply of goods? Yes
7.Is the distributor taking the damages/ compensation regularly?

Yes 78
No 22
8. What is the mode of payment to the distributor/ Dealer by Retailer?

Cash 62

Credit 24

Cheque 14
9.Can agents regularly make aware you about the new products of HUL regular or
not?

Yes 72

No 28
 CHAPTER 6-FINDINGS

1. 88% of distributer keep HUL product in their outlet.

2. 25% of retailor purchase our product from distribute.
40% of retailor purchase our product from dealer or agents.
18% of retailor purchase our product from
agencies. 17% of retailor purchase our
product from wholesaler
3. 68% of retailor are satisfied with our distributer or dealer behavior.
4. 71% of retailor satisfied with the delivery of goods supply by distributer /dealer.
5. 76% of dealer providing adequate supply if goods
6. 52% of dealer providing cash discount.
7. 72% of distributer provide information about new launch of HUL products.
8. Majority of 33% of retailor do not keep the stocks due to low margins.
CHAPTER- 6 CONCLUSION
 CONCLUSION

With the study of the topic we can know about the distributor relationship with the

retailers of the largest firm in retail Sector are:

HINDUSTAN UNILEVER LIMITED.

With the study it can be easily known how the retailers are been selected HINDUSTAN

UNILEVER LIMITED (Super value store) and what the terms and conditions regarding

the selection of the retailers and what are the benefits being provided to the retailers

and what are the various benefits being provided to the retailers in order to increase their

sales.

The company is making there strategies regarding the customer and the various product

assortment being provided to the retailers and whether the distributor is helping the

retailers in managing the demand of the retailers and also the sales agent behavior and

delivery man behavior affects the sale of the retailers as well as the distributor.

So, my study is visualize the distribution channel of the HINDUSTAN UNILEVER

LIMITED in rural areas and they say that retailers liked