HUL launches iSight to track demand trends, competition on real-time basis

Hindustan Unilever introduces iSight app exclusively in India, enabling employees to share real-time feedback on products, market trends and competitors to strengthen brand strategies

Hindustan Unilever (HUL), one of India’s largest fast-moving consumer goods (FMCG) companies, has recently launched an app iSight with which its employees can report market trends and give insights into competitors’ on ground strategies.

 

Through iSight, employees will be able to share feedback and information about HUL’s products, their placement and market trends. They can give observations of the market place and also include suggestions made by family and friends.

 

Through the app, the company intends to understand its product efficacy and shelf place.

 

It also wants an idea on competitive products and contribute towards addressing specific issues in various categories. 

 

While this initiative by the maker of Lux is exclusively for India and was launched in April-end, the app already has 1,000 of its employees enrolled and generated 300 insights since launch. 

 

“Our employees are our most passionate consumers. With iSight, we’re putting the power of market insights directly into their hands — to observe, engage, and shape the future of our brands. 

 

The goal is to scale this as a force multiplier — not just through campaigns, but by enabling every employee to be a constant consumer and customer-tracker,” Rohit Jawa, chief executive officer & managing director, Hindustan Unilever, told Business Standard. 

 

After the feedback from its employees comes in, its consumer markets insights team collates and extracts key findings. These are then forwarded to relevant teams to take further action.

 

While the company earlier had the option for its employees to send in their feedback from the market through emails or customer care lines, this is the first time it has rolled out a dedicated app for this. 

 

Through iSight, HUL has already run two ‘missions’ for its brands Glow & Lovely and Lifebuoy and is in the process of analysing the ideas and insights. 

 

In a conference call with analysts after its results, Jawa said that both Lifebuoy and Glow & Lovely have undergone a comprehensive relaunch in response to changing consumer needs. 

 

“Lifebuoy has been dedicated to preventing infections and promoting health for over a century, continually evolving with changing consumer preferences. After enhancing the product with Stardust technology, the brand has now elevated its proposition from illness protection to advanced skin protection benefits,” Jawa said. 

 

He added, “We also stepped up our investment behind on trend demand spaces by relaunching Lifebuoy Lemon and Aloe Fresh within the freshness segment. We introduced Glow & Lovely with an elevated proposition of newer brighter skin every day and modern packaging.”

 

While the application gives HUL real-time insights into trends in the market, the company is also incentivising its employees for providing feedback while shopping and earning points for their contribution.