HUL was the first company to step into Indian rural marketing. HUL started its first effort towards going rural 1960’s onwards, through indirect coverage of accessible rural market through its urban network stockiest and distributors.

HUL proactively engaged in rural development in 1976 with Integrated Rural Development Program in Etah district of Uttar Pradesh. In 1990, HUL launched ‘Operation Streamline’ for distribution of products to inaccessible rural markets with high potential using unconventional transport like bullock carts, tractors and bicycles and appointed rural distributors and star sellers.

In 2000, HUL started Project Shakti to reach inaccessible low potential rural markets. This project has reached 100,000 villages. HUL embarked upon Project Samuriddhi in 2003 to create sustainable villages in Dadra and Nagar Haveli.