Hindustan Unilever (HUL), India’s largest fast-moving consumer goods company, is undergoing a major overhaul to solidify its dominance in the Indian market, aligning with Unilever’s global strategy under new CEO Fernando Fernandez. With India identified as a critical growth engine, HUL is launching an ambitious productivity program to boost agility, enhance consumer responsiveness, and capitalize on the country’s dynamic market potential.
Fernandez, who assumed the CEO role in March 2025, has tasked HUL with “owning the Indian market,” a directive that underscores India’s importance as Unilever’s second-largest market, contributing 12% to global sales. Facing consumption slowdowns in mature economies, Unilever sees India as a beacon of opportunity. However, HUL’s growth has slowed over the past year due to inflationary pressures and shifting consumer preferences, prompting a need for rapid adaptation.
“We’re in a fast-evolving market where consumer needs change quickly,” said BP Biddappa, HUL’s executive director and chief people, transformation, and sustainability officer. “Our focus is on deep consumer understanding and building speed to stay ahead. This isn’t just about cost—it’s about execution and relevance.”
HUL, known for brands like Rin, Lux, and Sunsilk, is restructuring to make its operations leaner while investing in capabilities tailored to Indian consumers. The company is also expanding global roles in India, particularly in R&D, finance, and procurement, to strengthen its innovation pipeline. Despite challenges in personal care and beauty—where it faces competition from both legacy players and new-age digital brands—HUL has gained 200 basis points in market share over the past three years.
Fernandez remains optimistic, predicting an improved economic outlook for India in the second half of 2025. “India’s potential is exceptional,” he said at a recent Barclays event in London. For HUL, the path forward involves sharper execution, faster decision-making, and a relentless focus on staying connected to consumers in a highly competitive landscape