Priyanka Tiwari
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Marketing, a word derived from the Latin "mercatus," meaning marketplace or trade, has evolved in today’s hyper-digital world. With technology continuously reshaping its very core, Hindustan Unilever Limited (HUL) proudly celebrates 16 years of L.I.M.E, India’s premier B-school case study competition, that has become a stepping stone for young minds aspiring to make their mark in the world of marketing.
Through L.I.M.E, HUL empowers aspiring marketers by equipping them with essential skills and knowledge to navigate the ever-changing marketing landscape. The competition challenges participants to think critically, creatively, and strategically, preparing them to become the marketing leaders of tomorrow.
Shaping the Future of Marketing: L.I.M.E as a Platform for Innovation
L.I.M.E. stands as a unique platform where young marketers are tested on their resilience, ingenuity, and ability to tackle complex business scenarios. The competition immerses participants in real-world business challenges, encouraging them to come up with innovative solutions that align with the fast-paced evolution of the global economy.
The theme for this year’s competition, 'Sustainable Quick Commerce Disruption in Tier 2,' perfectly reflects today’s dynamic market. The theme explored the rise of Q-commerce (quick commerce), the transformation of retail in Tier 2 cities, and the critical need for sustainable business practices to balance this growth.
The Finalists: Bright Minds from Top B-Schools
The competition saw fierce participation from top B-schools across the country. After overcoming rigorous challenges, the finalists who showcased exceptional marketing acumen were:
- Three Broke Girls from the Indian School of Business (ISB)
- Key Lime Pie-Rates from ISB
- DEL - BLR from the Indian Institute of Management Bangalore (IIM-B)
- Visionary Vixens from SPJIMR
- Zephyr from SPJIMR
Insightful Conversations and Expert Discussions
The event kicked off with an insightful conversation between Rohit Jawa, CEO and MD of HUL, and Shereen Bhan, Managing Editor at CNBC-TV18, discussing the future of sustainable Q-commerce in Tier 2 cities. The discussion explored the evolving landscape of consumer behavior, especially among Gen-Z and digitally native generations, and emphasized the importance of embracing digital platforms, quick commerce, and omnichannel retail experiences. Rohit Jawa shared his thoughts on staying ahead in a digitally charged environment, stating, “We are paranoid because we do not want to be left behind, so we follow the curve and try to get there as soon as we can.”
Jury Panel and Thematic Discussions
The finalists’ presentations were followed by a rigorous Q&A session with the esteemed jury panel:
- Arun Neelakantan, Executive Director, Customer Development, HUL
- Srinandan Sundaram, Executive Director, Home Care, HUL
- Sairam Krishnamurthy, COO, Swiggy Instamart
- Piyush Pandey, Chief Advisor, Ogilvy Advertising
- Chandan Mendiratta, CMO, Zepto
The jury dove deep into the complexities of Q-commerce and retail transformation, moderated by Aditya Kasyap, Head of Fabric Cleaning, Home Care, India at HUL.
Engaging Analogies and Thought-Provoking Insights
During the discussion, Piyush Pandey drew a striking analogy between Q-commerce and the Garba festival, saying, “First, you create excitement around the idea, then you provide the infrastructure such as buses, stalls, attractions to drive participation. Similarly, Q-commerce first generated buzz about ultra-fast delivery and then expanded its ecosystem to fulfil the demand aspect.”
Sairam Krishnamurthy emphasized that the key challenge in smaller towns is middle-mile efficiency, stating, “With better data, stronger integration with partners, and the right supply chain design, there are numerous solutions available today.”
Victory and Recognition
The evening concluded on a high note with Key Lime Pie-Rates from ISB being declared the winners of the competition, earning a cash prize of ₹10 lakh. The first runner-up, Visionary Vixens from SPJIMR, secured ₹3 lakh, while Three Broke Girls from ISB claimed the second runner-up position, winning ₹2 lakh. DEL-BLR from IIM-B rounded off the top four, winning ₹1 lakh as the third runner-up.
Conclusion: Fostering Innovation and Leadership
L.I.M.E continues to serve as a cornerstone for nurturing future marketers, equipping them with the tools to lead and innovate in the world of marketing. By providing a platform for young talent to showcase their strategic and creative abilities, Hindustan Unilever helps shape the next generation of marketing leaders. With the rapid rise of Q-commerce and other digital innovations, L.I.M.E has proven to be a vital arena for testing and recognizing marketing brilliance.
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