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The CEO Factory: Management Lessons from Hindustan Unilever
For six decades Hindustan Unilever has remained among India’s top five most valuable companies. No other Corporation in the world has done so well for so long. Its brands sit in most Indian homes (nine out of ten Indians use an HUL product every month), its financial indicators are among the best in Dalal street and it is famously a factory for CEOs. For the first time comes a book that decodes how this great business works – from a director of the company who has spent his whole career there. Why are there so many CEOs across industries in India who are ex-unilever people? What is the company’s secret management training sauce? Why is marketing at the heart of every business? Why is it easier to create a new market than to grab a slice of an existing one? How is it actually smarter to stock your product in smaller quantities in a store than to aggressively push orders? And why you should never, ever believe that pricing down your product will get you more customers. Sharp, insightful and entertaining, the CEO factory is an MBA course in a single book.
206 pages, Kindle Edition
Published December 17, 2019
328 people are currently reading
2309 people want to read
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Displaying 1 - 30 of 197 reviews
January 15, 2020
Sudhir Sitapati's 'The CEO Factory' would make for an ideal accompaniment to Kotler's book in b-school. With some brilliant statistics (such as 'More Indians use an HUL product, than those that have running water/electricity') and profound marketing wisdom, this book is a quick, breezy read. While it doesn't take too long to read through, the lessons it provides are deep and lasting.
This is a great ringside view into the functioning of one of India's most-loved and respected companies, and why it is a breeding ground for leaders.
The only two grievances I have - as a vegan, it was distasteful to read about artificial insemination of cows and the author's view of rooster-fighting. In addition, there's a 2x2 matrix, which I thought was incorrectly labelled.
Nevertheless, there are some amazing books to grow one's reading list, lots of pithy anecdotes, and brilliant marketing insights about some very familiar products.
I wish I'd found this book a decade ago - it would've really brought those marketing lessons to life.
This is a great ringside view into the functioning of one of India's most-loved and respected companies, and why it is a breeding ground for leaders.
The only two grievances I have - as a vegan, it was distasteful to read about artificial insemination of cows and the author's view of rooster-fighting. In addition, there's a 2x2 matrix, which I thought was incorrectly labelled.
Nevertheless, there are some amazing books to grow one's reading list, lots of pithy anecdotes, and brilliant marketing insights about some very familiar products.
I wish I'd found this book a decade ago - it would've really brought those marketing lessons to life.
March 18, 2023
Another great business book - the second I read for this year - and a must read for professionals and entrepreneurs engaged in retail.
Sudhir Sitapati describes the various aspects (and key success drivers) of the HUL India business over the past decades:
- company history and culture
- marketing division
- advertising division
- sales division
- pricing aspect
- product development/management aspect
- hiring and human resources aspect
Each of these topics is covered in a separate chapter which includes the evolution of the division/aspect, along with what made it tick - explained with several examples from HUL's brand portfolio and the Indian retail industry at large. Each chapter also includes an analysis of why each course of action taken by HUL worked/failed against the actions of the industry and why HUL continues to remain THE marketing stalwart in India.
The entire book is written in a very personal manner - with Sitapati's stories and those of the several other alumni of HUL. This book is a condensation of the several factors/rules of thumbs/methods that drive success in retail business in India - almost like an essentials of marketing and sales packed into 240 pages - which makes it a fantastic read!
Did not rate it 5/5 because in some places (especially in the chapters relating to pricing and management there were quite a few generalisations - which can be countered with several famous contradicting examples).
Sudhir Sitapati describes the various aspects (and key success drivers) of the HUL India business over the past decades:
- company history and culture
- marketing division
- advertising division
- sales division
- pricing aspect
- product development/management aspect
- hiring and human resources aspect
Each of these topics is covered in a separate chapter which includes the evolution of the division/aspect, along with what made it tick - explained with several examples from HUL's brand portfolio and the Indian retail industry at large. Each chapter also includes an analysis of why each course of action taken by HUL worked/failed against the actions of the industry and why HUL continues to remain THE marketing stalwart in India.
The entire book is written in a very personal manner - with Sitapati's stories and those of the several other alumni of HUL. This book is a condensation of the several factors/rules of thumbs/methods that drive success in retail business in India - almost like an essentials of marketing and sales packed into 240 pages - which makes it a fantastic read!
Did not rate it 5/5 because in some places (especially in the chapters relating to pricing and management there were quite a few generalisations - which can be countered with several famous contradicting examples).
May 31, 2020
One of the finest Indian Management books coming from a top management veteran from HUL. I can't top what Piyush Pandey has said about it - An MBA in a book. But its honest, practical and highly relatable. I wish this came out earlier before my own summer internship.
Highly recommended read for B-schoolers.
Highly recommended read for B-schoolers.
May 16, 2021
Full of anecdotes about brands we all know and love - 3 stars for that.
The author talks about diversity at HUL as well and how much better it is than 10 yrs ago. But still - only 3 women are mentioned in the entire book. Yes, 3, in a book where almost every paragraph is a mini case study quoting middle/senior management. -1 star for that.
The author talks about diversity at HUL as well and how much better it is than 10 yrs ago. But still - only 3 women are mentioned in the entire book. Yes, 3, in a book where almost every paragraph is a mini case study quoting middle/senior management. -1 star for that.
June 9, 2021
Exceptional!
January 23, 2020
“All writing is useless that doesn't contain a stimulus to activity", Nietzsche.
I can't top Piyush Pandey saying, 'An MBA in a book', but If I have to describe the book in least words then it will be, An Honest Book. However I would take liberty of adding another word, An Honest Practical Book.
There are very few books, after reading them you don't remain same, as it changes you for better. This book along with How Brands Grow has been such 2 books for me. It not only changed me, it stimulated an activity - to apply its principles.
This book will not only reveal HUL to outsiders, it will also be a revelation to employees within.
The book covers a journey of an institution and an individual, from inception to maturity, like a classical Product Life Cycle - which is reinventing itself to remain relevant. Both are Gritty as its best.
This book should be recommended as a 'How To' for every individual who considers Marketing as a career stream. It should also be made a pre-read for MBA students, who are assigned 'How to read Financial P&L statement' before joining MBA curriculum. A better editing and keeping global audience in mind, will make this a global best seller.
A close friend of mine with some knowledge of HUL working told me, some divisions work with fear and some work at random, but Sudhir's division works with pure reverence for him.
No wonder this book reveals why he is revered. I am glad this is my first book for 2020, a solid foundation for next decade, and hopefully for many more to come.
I can't top Piyush Pandey saying, 'An MBA in a book', but If I have to describe the book in least words then it will be, An Honest Book. However I would take liberty of adding another word, An Honest Practical Book.
There are very few books, after reading them you don't remain same, as it changes you for better. This book along with How Brands Grow has been such 2 books for me. It not only changed me, it stimulated an activity - to apply its principles.
This book will not only reveal HUL to outsiders, it will also be a revelation to employees within.
The book covers a journey of an institution and an individual, from inception to maturity, like a classical Product Life Cycle - which is reinventing itself to remain relevant. Both are Gritty as its best.
This book should be recommended as a 'How To' for every individual who considers Marketing as a career stream. It should also be made a pre-read for MBA students, who are assigned 'How to read Financial P&L statement' before joining MBA curriculum. A better editing and keeping global audience in mind, will make this a global best seller.
A close friend of mine with some knowledge of HUL working told me, some divisions work with fear and some work at random, but Sudhir's division works with pure reverence for him.
No wonder this book reveals why he is revered. I am glad this is my first book for 2020, a solid foundation for next decade, and hopefully for many more to come.
November 7, 2021
Good concise book, especially interesting chapters on marketing, sales, pricing- which forms the backbone of the mammoth that Unilever today is. Would have liked to hear more perspective on how the Board, Leadership function , role/interest/involvement of Unilever global in HUL etc. Commendable effort from someone who wrote in on the job. Hopefully, Mr. Sitapati will write a more expanded version post retirement- we need more such documented stories of instituional and successful India businesses.
April 2, 2021
This was FMCG 101 for me. Critical areas such as Marketing, Pricing strategy, Brand development and Sales have been explained by the industry veteran Mr Sudhir Sitapati.
Anecdotes from his 20+ years of experience at HUL along with analytical insights have been a treat!
Too many praises for HUL throughout, but this was expected given that the author still serves the organisation :D
Anecdotes from his 20+ years of experience at HUL along with analytical insights have been a treat!
Too many praises for HUL throughout, but this was expected given that the author still serves the organisation :D
April 7, 2023
The secrets behind HUL's assembly line of top executives and what makes them live up to their TRI - Trust, Reputation and Integrity. The author has used amazing examples from the grassroots to show how a company like HUL consistently doles out leaders and moulds them into great business minds, and even better human beings. Their mantra towards sales & marketing (input-based targets for growth, quality over quantity) and towards the end their moral values towards their people stood out. Something that all companies around the world can look to emulate even if in part.
April 20, 2020
A great read for all young marketeers and here's why I felt so :
1) A vast number of readers / readers in the making shy away from management books as most of them end up being a deja vu on marketing theory or simply seem far away from reality of Indian markets. However within first few pages of this book happy realization dawns that "Hey I was that ASM on streets of this town selling to that store", so yeah here's a bit of me in there.
2) While the book still goes back to fundamentals of great brand building it does so beautifully from the eyes of consumer and not that of Philip Kotler or Byron Sharp , the real life examples making those concepts seem so simple and obvious.
3) It hits you hard as you realize that more often than not , in the flurry of meeting deadlines , we have all been sidestepping the basics and then spending hours and hours analyzing why that volume didn't go up or why the shares are still not growing ( or even better does it really matter if the share is growing ?)
4) And it does so all the while maintaining a tone of earnestness and some humor , keeping even the most fickle reader engaged.
1) A vast number of readers / readers in the making shy away from management books as most of them end up being a deja vu on marketing theory or simply seem far away from reality of Indian markets. However within first few pages of this book happy realization dawns that "Hey I was that ASM on streets of this town selling to that store", so yeah here's a bit of me in there.
2) While the book still goes back to fundamentals of great brand building it does so beautifully from the eyes of consumer and not that of Philip Kotler or Byron Sharp , the real life examples making those concepts seem so simple and obvious.
3) It hits you hard as you realize that more often than not , in the flurry of meeting deadlines , we have all been sidestepping the basics and then spending hours and hours analyzing why that volume didn't go up or why the shares are still not growing ( or even better does it really matter if the share is growing ?)
4) And it does so all the while maintaining a tone of earnestness and some humor , keeping even the most fickle reader engaged.
May 16, 2021
I'd picked this book up from my flatmate, even before I knew that the author will finally join our company as the CEO. And I'm glad that after I moved out, I found the added impetus to complete the book, after the news was announced.
As you read the book you can't help but become awestruck by what a mammoth HUL is. So many brands are powerhouses on their own and I'm sure there will be 2-3 brands you'll later realize that you never knew were a part of HUL.
The author focuses on every aspect that makes HUL a CEO factory (a lot of ex-Leverites are CEOs of great companies themselves) - Sales, Marketing, Advertising, HR, Values etc. The anecdotes, summary section at the end, pop culture references and short size of the book make this a breezy read.
Read it if you are working for/interested in the FMCG sector. Do not expect the spicy secrets or inner workings of HUL to be revealed in this book because Mr. Sitapati was still an employee of the company when he wrote and published this book.
As you read the book you can't help but become awestruck by what a mammoth HUL is. So many brands are powerhouses on their own and I'm sure there will be 2-3 brands you'll later realize that you never knew were a part of HUL.
The author focuses on every aspect that makes HUL a CEO factory (a lot of ex-Leverites are CEOs of great companies themselves) - Sales, Marketing, Advertising, HR, Values etc. The anecdotes, summary section at the end, pop culture references and short size of the book make this a breezy read.
Read it if you are working for/interested in the FMCG sector. Do not expect the spicy secrets or inner workings of HUL to be revealed in this book because Mr. Sitapati was still an employee of the company when he wrote and published this book.
September 13, 2020
Great read overall, particularly full of interesting insights about the Indian consumer goods market and, of course, HUL. You come away with the feeling that this institution really knows the pulse of the nation - from how women prefer washing clothes in rural India to correlating crop growing and pack sizes of household goods. What worked for me was also the fact that the author, being an insider, was able to convey these concepts in a simple manner, avoiding the verbosity that often creeps in with external studies.
Yes, there is some name dropping that needs contending with, but that didn’t take away from my enjoyment in any way.
Yes, there is some name dropping that needs contending with, but that didn’t take away from my enjoyment in any way.
April 24, 2021
One of the few Non-fictions which will immerse you in right from the start and enrich you with insights without setting a monotonous tone.
This book covers all the horizons of the business practices undertaken by the institution famously known as HUL, which set itself apart in creating a diverse culture and values which has given India and the world great business leaders.
This book covers all the horizons of the business practices undertaken by the institution famously known as HUL, which set itself apart in creating a diverse culture and values which has given India and the world great business leaders.
July 19, 2023
Very short book. Conversational style. Extremely well structured. Reads like a breeze. Powerful principles. HUL is indeed a CEO factory.
Go for it.
Go for it.
April 13, 2024
I’m surprised how all successful big companies think and act similarly.
November 27, 2020
4.5★
Good insight about working of FMCG companies and it's sales/distribution. Wisdom on cost and margins. Well written.
Good insight about working of FMCG companies and it's sales/distribution. Wisdom on cost and margins. Well written.
Read
August 20, 2021As part of my coursework I was required to submit a review of a book detailing organizational change. Following are a few excerpts from that submission:
The author of the book - Sudhir Sitapati - is an HUL man through and through having joined the firm right after his MBA from IIM Ahmedabad. For over two decades he has held various positions and in the process has learned the HUL way of doing business in spirit and in truth. His writing is intended to be a distillation of the same. The title of the book is chosen because of the fact that “there are currently around 400 HUL alumni who are CEOs/CXOs across corporate India”.
The preface sets the tone for the entire book. It is filled with high praise and adulation for HUL and all its brands. It presents HUL as an institution larger and older than any other in India which has impacted the country in ways that not even the Union Government could have. The book pays proper homage to the holding company by dedicating a few pages to the greatness of English marketing & ‘social conscience’ and the perseverance of Dutch acumen & ‘Protestant work ethic’. The HUL however has another crucial component in its Indian entrepreneurship and thriftiness.
In the walkthrough of HUL’s history there is a brief but illuminating depiction of the three eras of the company: Unilever had operated Hindustan Vanaspati Manufacturing and Lever Brothers since the early 1930s in India. However HUL was formed by their merger only in 1956. The three phases of the company are deeply intertwined with its environment and describe the organizational change in a cause and effect manner.
With deep insights on sales and marketing the book is a treasure trove of information on HUL. The author is successful in conveying hard learned understandings in a pithy and engrossing manner. The book is also a quintessential PR exercise and leaves no stones unturned in glorifying the company. But the reviewer acknowledges that it does so in a strikingly brazen fashion which surprisingly makes it highly palatable.
PS: I remember that there is a mention of another publication - 'Early Indians' by Tony Joseph - which is about the Aryan Invasion Theory and how India has always been a country of "immigrants". Mr. Sitapati seems to have fallen hook, line and sinker for the bunkum printed in that book as he remarks how the variation in lactose intolerance between the regional populations in India has a racial basis. He seems to be under the impression that such rationalizations could be useful in development and marketing of products. This is but the most glaring of the many misconceptions regurgitated in The CEO Factory. Perhaps what is said of management graduates remains true even after working in the industry for many many years. Good luck to Sudhir as he joins P&G.
The author of the book - Sudhir Sitapati - is an HUL man through and through having joined the firm right after his MBA from IIM Ahmedabad. For over two decades he has held various positions and in the process has learned the HUL way of doing business in spirit and in truth. His writing is intended to be a distillation of the same. The title of the book is chosen because of the fact that “there are currently around 400 HUL alumni who are CEOs/CXOs across corporate India”.
The preface sets the tone for the entire book. It is filled with high praise and adulation for HUL and all its brands. It presents HUL as an institution larger and older than any other in India which has impacted the country in ways that not even the Union Government could have. The book pays proper homage to the holding company by dedicating a few pages to the greatness of English marketing & ‘social conscience’ and the perseverance of Dutch acumen & ‘Protestant work ethic’. The HUL however has another crucial component in its Indian entrepreneurship and thriftiness.
In the walkthrough of HUL’s history there is a brief but illuminating depiction of the three eras of the company: Unilever had operated Hindustan Vanaspati Manufacturing and Lever Brothers since the early 1930s in India. However HUL was formed by their merger only in 1956. The three phases of the company are deeply intertwined with its environment and describe the organizational change in a cause and effect manner.
With deep insights on sales and marketing the book is a treasure trove of information on HUL. The author is successful in conveying hard learned understandings in a pithy and engrossing manner. The book is also a quintessential PR exercise and leaves no stones unturned in glorifying the company. But the reviewer acknowledges that it does so in a strikingly brazen fashion which surprisingly makes it highly palatable.
PS: I remember that there is a mention of another publication - 'Early Indians' by Tony Joseph - which is about the Aryan Invasion Theory and how India has always been a country of "immigrants". Mr. Sitapati seems to have fallen hook, line and sinker for the bunkum printed in that book as he remarks how the variation in lactose intolerance between the regional populations in India has a racial basis. He seems to be under the impression that such rationalizations could be useful in development and marketing of products. This is but the most glaring of the many misconceptions regurgitated in The CEO Factory. Perhaps what is said of management graduates remains true even after working in the industry for many many years. Good luck to Sudhir as he joins P&G.
June 25, 2020
Written by a currently serving Executive Director of a company that has given 400+ CEOs/CXOs to corporate India, I found this book highly engaging. Easy, practical and relatable, it was well structured and full of stories and anecdotes. With chapters on marketing, advertising, product, pricing, sales and the lot, this book is a must read for anyone even slightly impressed by HUL's brand building and performance over the years.
January 21, 2022
I wish the book had been published while I was doing my MBA, would have been a good collection of case studies to go along with Kotler.
Very interesting consumer insights, leaves you to think, do we do market research enough in everyday practice to be fairly accurate in our decisions.
Though the book doesn't capture any of the changing climate to digital marketing, it is overall a good read for Marketing enthusiasts.
Very interesting consumer insights, leaves you to think, do we do market research enough in everyday practice to be fairly accurate in our decisions.
Though the book doesn't capture any of the changing climate to digital marketing, it is overall a good read for Marketing enthusiasts.
April 1, 2022
A good collection of ideas and anecdotes about Hindustan Unilever, perhaps the most important yet not-so-visible consumer goods company of India. The author is generally honest, talking about shortcomings as well and providing helpful ideas.
Highly recommended for students/professionals in the consumer products segment.
Highly recommended for students/professionals in the consumer products segment.
March 22, 2020
An enthralling collection of tales from the best in class FMCG company that India has ever seen.
What are the KSF for a negative working capital company, ROCE of 90% and brand leadership the size of Everest? The answer is simple - people development, values and supply chain efficiency. Sounds easy right? No, this is India, where it is shown how hard it to really do business. To not only survive but also thrive in this by tapping into the hearts and tastes of rural populace - that is why HUL is where it is today.
Favourite parts included the WC efficiency based on velocity, the product development which touched upon the interlinkages of the ingredients to attributes valued by the customer, the wonderful tales of Sudhir in solving the conundrum in MP West and east and the entire talent process. It is no wonder to me that HUL is amongst the top companies today and happy to stay invested in it as I am sure it will continue to do so going forward.
What are the KSF for a negative working capital company, ROCE of 90% and brand leadership the size of Everest? The answer is simple - people development, values and supply chain efficiency. Sounds easy right? No, this is India, where it is shown how hard it to really do business. To not only survive but also thrive in this by tapping into the hearts and tastes of rural populace - that is why HUL is where it is today.
Favourite parts included the WC efficiency based on velocity, the product development which touched upon the interlinkages of the ingredients to attributes valued by the customer, the wonderful tales of Sudhir in solving the conundrum in MP West and east and the entire talent process. It is no wonder to me that HUL is amongst the top companies today and happy to stay invested in it as I am sure it will continue to do so going forward.
January 28, 2021
If you like me are facinated with one of India's leading FMCG company and how it is managing to influence so many lives each day, do give it a read.
As a marketing communications student I found this an insightful read and like Piyush Pandey says an MBA inside one book
As a marketing communications student I found this an insightful read and like Piyush Pandey says an MBA inside one book
May 9, 2021
A brilliant book! Clear and concise. Filled with interesting anecdotes and intelligent takeaways. I cannot describe it better than the review by Mr. Piyush Pandey that's showcased in the book itself - This is indeed an MBA in a book.
October 2, 2021
Gem of a book if you are interested to know the ethos of HUL which has touched lives of almost every Indian (9 out of 10).
Some of the anecdotes will make you cry, specially the ones on 'care'.
I dont think there are other books on HUL so this is your best chance to get an inside view of HUL and that too from someone who is still working for HUL.
Some of the anecdotes will make you cry, specially the ones on 'care'.
I dont think there are other books on HUL so this is your best chance to get an inside view of HUL and that too from someone who is still working for HUL.
June 25, 2023
Rating a book 5/5 after five years! This is not some TEDx level random gyaan, I've worked in FMCG industry long enough to appreciate the gems this book has to offer. I would urge people working in any product based business to read this one!
March 29, 2020
A distinctly Desi handbook on how HUL is run at various level starting from Sales to Corporate culture. While it's almost always tooting the horn, nuggets of information hidden between makes a wholesome case for successful marketing in India. A better read for Indian MBA students than Kotler (which of course will serve as a Bible)
May 13, 2020
This book decodes why HUL is called as "CEO factory" in India. Book gave an excellent opportunity to learn from best in the industry. Must read for every marketing professional in India.
June 30, 2020
The CEO factory by Sudhir Sitapati, as the name suggests is a collection of lessons in management from HUL. While at times the author seemed excessive in his praise for the company and there's very little he talks about HUL's failures and lessons from those (which he himself admits), I wouldn't fault him as he continues to still work at the organization. Nevertheless, it contains nuggets of wisdom sprinkled all over it, and the author's writing style in this book is full of anecdotal examples and extremely relatable, making it an enjoyable read. It's definitely one to re-read.
August 29, 2020
True to its title "management lessons...". A fair overview across functions and a good read for MBA candidates.
June 21, 2021
Crisp, albeit the slight sugar coated feeling in certain chapters. The book has good management principles but perhaps the political correctness takes away from giving it a more practical and unbiased view of an organization's working
Displaying 1 - 30 of 197 reviews