BOP or Bottom of the Pyramid approach constitutes the poorest, but the largest socio-economic group. To define it more particularly, it includes those organizations who through their deliberate efforts are trying to fulfil the needs of the society through the utilization of new and innovative techniques.This approach supports organizations such as Hindustan Unilever not only in its economic aspect but also in its social realm in accordance with the environment.
Its economic and social responsibility or approaches are worth mentioning. It is a company, known for its execution of social responsibility. Adhering to the CSR report, Hindustan Unilever, through its long-term financial solidity, executes its social responsibility. This has been projected in C.K. Prahalad’s famous book, The Fortune at the Bottom of the Pyramid. It is considered as crucial to the achievement of the private concerns and the public goals.
Hindustan Unilever considers corporate responsibility as integral so as to make visual differences in the minds of each and every individual (Karnani, 2007, p.100) Adopting the bottom line model, Hindustan Unilever entrusts the large corporations to create stable and long-term benefits of the Company. The Company, Hindustan Unilever, strongly believes in the contribution of the stakeholders-community members, employees and the consumers in its operations.The Company carries out its social responsibility in the fields of corporate agenda, social, economic and environmental agenda. An example of the social agenda is the identification of the health, nutrition, and empowerment of the women. The instance of the environmental agenda is the water conservation, cutting off the greenhouse gases as an enhancement of the livelihood.
Project Shakti is a CSR initiative of Hindustan Unilever. This initiative is an address to the social goals of empowerment of women and creating an awareness of health and sanitation through its propagation (Prado et al. 2009). Through this project, Hindustan Unilever created employment opportunities for the underprivileged rural women in accordance with the micro-enterprise sustainability. This projects the corporate social responsibility of the Company, through the execution of which stability is created in the lives of the public domain. This constitutes the political approach. The companies cater to the needs of the individuals and society as a whole with this approach. They execute this task through its collaboration and adherence to the ethical and legal norms.