HUL (Hindustan Unilever Limited) SWOT Analysis, Competitors, STP & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of HUL (Hindustan Unilever Limited) analyses the brand/company with its strengths, weaknesses, opportunities & threats. In HUL (Hindustan Unilever Limited) SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like HUL (Hindustan Unilever Limited) to benchmark its business & performance as compared to the competitors and industry. HUL (Hindustan Unilever Limited) is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top HUL (Hindustan Unilever Limited) competitors and includes HUL (Hindustan Unilever Limited) target market, segmentation, positioning & Unique Selling Proposition (USP).

HUL (Hindustan Unilever Limited) SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
HUL (Hindustan Unilever Limited) Brand Analysis
Parent Company

Unilever Limited


Consumer Products, Food & Beverages



Tagline/ Slogan

Small Actions, Big Difference


HUL (Hindustan Unilever Limited) is India's largest fast-moving consumer goods company

HUL (Hindustan Unilever Limited) STP
HUL (Hindustan Unilever Limited) Segmentation

Products and services for daily needs

HUL (Hindustan Unilever Limited) Target Market

Every Indian household especially the middle class

HUL (Hindustan Unilever Limited) Positioning

Being the largest FMCG company, HUL's little efforts make a huge difference in the lives of people

HUL (Hindustan Unilever Limited) Product Portfolio

Consumer Products

1. Active Wheel               2. Cif                     3. Comfort Fabric
4. Domex                         5. Rin                     6. Surf Excel
7. Vim                               8. Aviance            9. Axe
10.Ayush                         11.Clear                12.Clinic Plus
13.Close Up                    14.Dove                15.Fair & Lovely
16.Hamam                      17. Lakme             18.Lifebuoy
19.Liril 2000                    20.Lux                   21.Pears
22.Pepsodent                 23.Ponds              24.Rexona
25.Sunsilk                       26.Vaseline

Food & Beverages

1.Brook Bond                2.TajMahal                  3.Bru
4.Kissan Jam                  5.Kissan Squash       6.Lipton
7.Kwality Walls              8.Kissan Ketchup

The above mentioned brands are the prominent products under the HUL (Hindustan Unilever Limited) product portfolio.

HUL (Hindustan Unilever Limited) SWOT Analysis
HUL (Hindustan Unilever Limited) Strengths

Below are the Strengths in the SWOT Analysis of HUL (Hindustan Unilever Limited):

1. HUL is a part of the Unilever group, hence strong brand equity
2. It has over 18000 employees
3. Hindustan Unilever has a reach of 6.4 million retail outlets which includes direct reach to over 1.5 million retail outlets
4. Two R&D centres in India in Mumbai and Bangalore
5. Products with presence in over 20 consumer categories with over 700 million Indian consumers using its products
6. As a part of CSR, HUL has initiatives like project Shakti, plastic recycling, women empowerment etc

7. Strong legacy of the HUL brand since its inception in 1934

HUL (Hindustan Unilever Limited) Weaknesses

Here are the weaknesses in the HUL (Hindustan Unilever Limited) SWOT Analysis:

1. Market share is limited due to presence of other strong FMCG brands
2. Hindustan Unilever faced controversies like skin lightening creams, pollution etc

HUL (Hindustan Unilever Limited) Opportunities

Following are the Opportunities in HUL (Hindustan Unilever Limited) SWOT Analysis:

1. HUL can tap rural markets and increase penetration in urban areas
2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing demand

HUL (Hindustan Unilever Limited) Threats

The threats in the SWOT Analysis of HUL (Hindustan Unilever Limited) are as mentioned:

1. Intense and increasing competition amongst other FMCG companies can affect business of HUL
2. FDI in retail thereby allowing international brands
3. Competition from unbranded and local products can hurt Hindustan Unilever's market

HUL (Hindustan Unilever Limited) Competition

Below are the top 7 HUL (Hindustan Unilever Limited) competitors:

1. Marico

2. L'Oréal

3. Nirma Ltd

4. ITC Limited

5. Colgate-Palmolive

6. Procter and Gamble

7. Dabur India

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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