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3 Key Marketing Insights from HUL’s Strategy in 2025

hindustan unilever


Hindustan Unilever Limited (HUL) is a shining star in the FMCG industry, with its legacy of iconic brands and deep market presence. For students and professionals passionate about marketing, studying how HUL adapts and innovates is a masterclass in strategic thinking, product management, and distribution excellence.


In this detailed look at HUL’s 2025 marketing strategy, I’ll share three core highlights that not only explain their success but also offer lessons you can apply in your own marketing career.


1. Understanding HUL’s Diverse Business Segments and Financial Health


HUL operates across multiple segments—home care, personal care, beauty and well-being, and foods—each serving different consumer needs with specialized products. In 2025, their financial reports showed solid revenue growth nearing 62,000 crores with a strong profit margin (~16%), making HUL one of India’s most profitable companies.


Career Tip: Learning to analyze a company’s segmented business and financial data is crucial. Understand how different product categories contribute to revenue and margins. For HUL, home care leads, but foods and beauty segments are also key drivers. This segmentation allows marketers to tailor strategies suitably.


Also notice how profit margins and challenges vary by segment. For example, in 2025, personal care faced some headwinds while beauty and well-being thrived. Such insights help marketers customize their approach to category dynamics.


2. Product Portfolio Evolution and Focused Marketing Spend


HUL categorizes its products into core (stable), future core (growth-oriented), and market makers (innovative disruptors). In 2025, they shifted over 2% of turnover from core to future core and market makers—indicating active innovation and premiumization efforts.


Marketing Lessons:


  • Portfolio management matters: balancing steady performers with growth bets ensures sustained success.

  • Be ready to back innovation aggressively. HUL increased digital media spends substantially—over 50% of total advertising—in contrast to declining TV budgets. This highlights the shift to digital-first marketing, especially for new product launches.


For aspiring marketers, this is a call to develop sharp skills in digital marketing, data analytics, and consumer behavior to stay relevant in evolving channels.


3. Distribution Strategy and Channel Innovation


HUL’s distribution is a case study in scale and diversity. Traditional general trade (kirana and small stores) remains dominant, but modern trade and e-commerce continue growing rapidly. Notably, India is unique in seeing quick commerce (instant delivery platforms) gain traction, accounting for around 2% of HUL’s sales.


In 2025:

  • HUL focused on expanding weighted distribution—the share of high-sales outlets they cover—which is critical in FMCG for premium brand penetration.


  • Trade receivables (credit extended to distributors) rose about 30%, reflecting business expansion yet hinting at cash flow pressure—marketers must balance growth with financial prudence.


Career Insight: Distribution and channel management are vital skills for marketers. Understanding numeric vs weighted distribution, channel-specific strategies, and how to collaborate with sales and finance teams to optimize coverage and cash flow management is a valuable asset.


Final Thoughts: What You Can Learn from HUL for Your Marketing Career


Studying HUL reveals the importance of:


  • Deep financial and category knowledge for sound marketing decisions

  • Being agile with product innovation and digital marketing investments

  • Mastering distribution strategies to maximize market reach and profitability


For students and professionals, building expertise across these areas prepares you to contribute meaningfully in FMCG or any consumer-centric industry.


HUL’s journey is an inspiring benchmark—combining legacy strength with modern marketing rigor. Emulating their strategic mindset and learning from their successes and challenges can accelerate your own career growth.


Explore more such insightful content and practical marketing courses with Direction One to sharpen your skills and boost your professional journey.


For those of you who prefer watching a video - enjoy.






Maneesh is an MBA from IIM Bangalore and started his career with ITC. He runs Direction One, a corporate training & digital agency services company.





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