12REVIEW OF LITERATUREHindustan Unilever Limited is the Indian arm of the Anglo-Dutch

company –Unilever. BothUnilever and HUL have established themselves well in the Fast Moving

Consumer Goods(FMCG) category. In India, the company offers many households brands like, Dove,

Lifebuoy,Lipton, Lux, Pepsodent, Ponds, Rexona, Sunsilk, Surf, Vaseline etc. Some of its efforts were

alsorewarded when four of HUL brands found place in the ‘Top 10 brands’ list for the year

2008published in The Economic Times.Unilever was a result of the merger between the Dutch

margarine company, Margarine Unie, andthe British soap-maker, Lever Brothers, way back in 1930.

For 70 years, Unilever was theundisputed market leader but now faces tough competition from

Proctor & Gamble and Colgate-Palmolive.HUL is also known for its strong distribution network in

India. In order to further strengthen itsdistribution in the rural areas and to empower the local women,

HUL launched a Project Shaktiin 2000 in a district in Andhra Pradesh. The idea behind this project

was to create womenentrepreneurs and provide them with micro-credit and training in enterprise

management, whichwould enable them to create self- help groups and become direct-to-home

distributors of HULproducts. Today Project Shakti is present across 80,000 villages in 15 states and is

helping manyunderprivileged women earn their livelihood.As the per-capita income of India is

increasing along with the Indian population. So, the futurefor the FMCG Companies is bright. To

analysis the past performance & the future demand ofHUL, FMCG products we have considered

following points:We have a listed the different FMCG product lines of HUL.We have done competitor’s

analysis in which the market share of top FMCG companiesare analysed & the market share of HUL’S

different categories product are analyzed withcomparison to its competitors.Then performance

analysis is made by taking 10 year financial data from 1998-2007.The profit & sales growth is

analyzed we have done SWOT analysis to know the threat& opportunities of HUL in present

market.The future opportunities for FMCG products are taken into consideration by analyzingthe

increased per capita income & increased disposable income to forecast the futuredemand of HUL.