The Hindu Business Line : HLL links up its network, `dial-in' shopping units

IN what may well be the beginning of synergising the operations of its two divisions, HLL has decided to award bonus points for its network employees if they happen to buy from its dial-in shopping service - Sangam Direct. As of now, HLL network consultants can gain one bonus point for every Rs 150 worth of purchase from the dial-in shopping service.

Speaking to Business Line, Mr K.K. Rajesh, General Manager, Hindustan Lever Network, said, "This will help our network consultants choose from a wider basket of goods and at the same time they can also earn points. Currently we are experimenting with this arrangement and will be exploring more synergies once the business expands."

Under the HLL Network scheme, the consultants have to buy the HLL network brands to gain points. Additional purchases through Sangam Direct would help accumulate bonus points for the consultants. "It will get easier for the consultants to do business with us," says Mr Rajesh.

Currently HLL's Sangam Direct operations are limited to the central suburbs of Mumbai, such as Chembur, Thane and Navi Mumbai. With discounts offered on a range of products, the service is expected to take care of one's monthly grocery needs through a dial-in facility. However the products being sold are not limited to HLL brands alone.

Apart from gaining bonus points and incentives through Sangam Direct, HLL Network Consultants would get added points if they were able to garner new customers into the dial-in service. "It will help our consultants to get points quickly and thus qualify to get commissions under the network," he added.

HLL has already announced its plans of expanding these services for the rest of Mumbai city in course of time. The growing base of HLL's network consultants will, however, be temporarily restricted by the limited operations of Sangam Direct.

In future, HLL is looking at locating more opportunities to link businesses of these two divisions. Added Mr Rajesh, "Both the operations have direct-to-consumer dealings and we are looking at more ways to synergise the operations of these divisions."

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