FMCG major Hindustan Unilever Ltd (HUL) on Friday announced its joint venture with Smollan Holdings, a leading ?in-store execution and field services? company in South Africa. The new company has been named as Hindustan Unilever Field Services Private Ltd (HUFS) and will work exclusively on behalf of HUL in modern trade channel only. HUL?s new joint venture will be operational from January 1, 2008.
The objective behind HUL?s move is to build long term capabilities and bring ?in-store? execution focus in servicing the company?s modern trade customers. Announcing the news, Sanjiv Kakkar, executive director, sales & customer development, HUL, said: ?This JV will bring in world class execution excellence in the market and build the right capabilities to deliver the company?s marketing strategy in modern trade.?
According to Kakkar, HUL?s strategy for success in the rapidly growing modern trade sector is to win at point-of-purchase with its shoppers. In the international marketing arena, Smollan Holdings is known for its expertise in servicing modern trade focused on shelf filling, logistics for merchandising materials and in store execution.