Hindustan Unilever Limited (HUL) has launched a premiumisation strategy aimed at tapping into India’s expanding premium consumer market. By 2030, more households are expected to earn between $8,500 and $40,000 annually, presenting a growing opportunity for HUL’s premium products. The company’s extensive portfolio, including brands like Surf Excel, Dove, and Lakme, will focus on categories such as face care, hair care, body wash, and well-being.
HUL plans to introduce global premium brands, particularly in beauty and wellness, to capture aspirational consumers. However, it faces competition from successful D2C brands like MamaEarth and The Moms Co. While HUL’s scale and resources give it an advantage, its challenge lies in maintaining the agility that smaller D2C brands possess.
Despite the risks of clashing with its mass-market legacy, HUL’s strategy aligns with broader trends in India’s rising middle class and digital growth. The next few years will be critical in determining whether HUL can balance its established brand reputation with the innovation of newer, smaller competitors.