The company continued to forge strategic joint ventures in businesses as diverse as diapers, insect repellents and skin care. Mr. Datta's predecessor, Mr. Ganguly, put into effect Hindustan's simple marketing plan. He focused on the rural market and was able to establish an unparalleled distribution network. In the late 1980s, Hindustan marketing managers traveled dusty roads in vans fitted with video players and dish antennas. They lured villagers by showing Hindi-language films while marketing their wares.
Food is the biggest market and the amount of money spent on food is far more than anything else.
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