Known as Hindustan Lever Limited (HLL) until 2007, Hindustan Unilever Limited (HUL) is Indias largest fast-moving consumer goods company, with annual sales of $1.8 billion. Its distribution covers over one million retail outlets across India directly, touching the lives of two of every three Indians with over 20 distinct categories in home and personal care products and food and beverages. This case discusses how HLL has been rebranded as HUL and moved to a new corporate identity as mandated by Unilever. The identity changes at HLL are driven by Unilevers attempt to create a uniform corporate brand across the world.

How did the competitive environment confronting Unilever change during the 1990s?

What changes did Unilever make in its strategy and structure to compete effectively in the new environment?

Does the new corporate identity of HLL fit the new strategy and environment?

Is Unilever pursuing a global standardization strategy or a localization strategy? Please explain in detail.