4

The White Space Beyond

Creating New Markets

One does not discover new lands without consentingto lose sight of the shore for a very long time.

—André Gide

India is home to 16 percent of the world’s population. It is also home to 28 percent of the world’s hair, which is a very good statistic if you happen to sell shampoo.1 Hindustan Unilever took advantage of these statistics to nearly triple its sales and profits between 2004 and 2009.2

The company had been a market leader in personal care products for years, initially finding success among India’s rising middle class and then introducing a wide range of brands appealing to low-income market segments. Leadership in such a rapidly developing market might seem to guarantee a long run of growth. ...

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