4
The White Space Beyond
Creating New Markets
One does not discover new lands without consenting to lose sight of the shore for a very long time.
âAndré Gide
India is home to 16 percent of the worldâs populationâbut to 28 percent of the worldâs hair.1 This is a very good statistic if you happen to sell shampoo, and itâs one of the reasons why Hindustan Unilever has nearly tripled its sales and profits over the last five years.2 The company has for years been a market leader in personal care products, initially finding success among Indiaâs 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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