The Annapurna Salt Story: Public Health and Private EnterpriseThe Public Health Crisis: Iodine and IDDIodine DeficiencyExcess IodineIodine SupplementationSalt MarketDiverse MarketsIodized Salt in IndiaIodine Characteristics and K15 TechnologyIodine Loss in Indian SaltThe Business of Salt In IndiaTata SaltDandi SaltOther CompetitorsHLL Company ProfileHLL's Entry Into Branded StaplesThe Evolution of Annapurna SaltHindustan Lever Research CenterHLRC and Annapurna SaltHLL Salt Target MarketHLL Product Line and PricingHLL Market StrategyAnnapurna's MessageAdvertisingMarket FragmentationMarket ShareHLL Manufacturing and DistributionHLL's Salt ProductionGandhidam FactoryProduction Costs and Western India's Role in Decreasing ThemTransportInnovations in TransportRetail Price SchemesDirect Distribution to Reach Rural IndiaProject Shakti BackgroundShakti Business GoalsImplementation ApproachSite SelectionLeveraging Government Relationships in Site SelectionGender ConsiderationsProject Shakti Local Organization and ProcessShakti DealerDealer EvaluationShakti PracharaniMarket StrategyMarketing Annapurna Through Project ShaktiStimulating Demand Through LinkagesStimulating Demand Through EducationShakti Sales and MarginsCompetition2002 Results2003 PerformanceChallengesLong-Term VisionLeveraging Know-How GloballyConclusionsEndnotesSelling Health: Hindustan Lever Limited and the Soap MarketDiarrheal DiseaseWhat Causes Diarrheal Disease?Handwashing as a Preventive MeasureThe Need for Behavior ChangeA Public Health Issue in the Private RealmHindustan Lever LimitedThe Largest Soap Manufacturer in IndiaHLL's Ability to Reach the MassesHLL's Formula Is WorkingBusiness Opportunity Through HealthThe Worldwide Soap MarketSoap in IndiaThe Large Unmet Consumer NeedLevering Health Messages Through the Global Public-Private Partnership for Handwashing with SoapPartnersThe Kerala ProgramHLL and the PPPLeveraging Health Messages for Lifebuoy SoapThe History of LifebuoyBrand Revitalization on a Health PlatformProduct, Cost, and Marketing StrategyNew Communication Channels: Multicontact Programs and Swasthya ChetnaHealth Messages and the Rural ConsumerProgram Design: Low-Cost, Scalable, and SustainableCreating Behavior ChangeContact 1: School and Village PresentationContact 2: Lifebuoy Village Health DayContact 3: Diarrhea Management WorkshopContact 4: Launch of the Lifebuoy Health ClubHLL and Lifebuoy Swasthya ChetnaCONCLUSIONWhat Does HLL Gain from Marketing Public Health Messages about Soap?Methods for Increasing Market SalesScalabilityImpact on Behavior Change and Soap SalesDeveloping the Expertise to Sell HealthEndnotes