Aseem Puri’s expertise in the FMCG industry guides us through the complexity of digital transformation. As he enters the room, it is immediately clear that his knowledge is exceptional, responding with a depth and clarity that leaves no room for doubt. His commanding presence and articulate delivery captivate listeners, making it evident that as a keynote speaker at the summit, Puri represents not only his role as CEO of Unilever International but also his position as a leading authority in the industry. Unilever International is the white space partner for Unilever across many countries across the globe. In 2012, Unilever International (UI) was set up to serve emerging – and fast-growing – geographies, consumers, customers, and channels worldwide that were created by trends like globalisation, migration, travel and digital commerce
In a rapidly evolving landscape, Rockbird media explored the insights of Aseem when it comes to the industry being transformed by the digitization and automation of Fast-Moving Consumer Goods (FMCG) processes. Aseem highlighted Unilever International’s significant strides in digitizing its operations. “We have created a platform that integrates demand visibility with supply management,” he explained. This comprehensive approach allows for real-time tracking of forecasts, orders, and logistics, ensuring timely manufacturing and customer satisfaction. The company is now focused on further digitizing and automating its forecasting and shipment documentation processes. “The journey has just begun,” Aseem noted, emphasizing a continuous commitment to identifying and addressing operational pain points through technology.
Utilizing Unilever International’s worldwide expertise, Aseem also explored the significance of capitalizing on global trends and quick innovation. He demonstrated this with a notable example of beauty products from Korea that became popular globally. He supports an approach to innovation that is fast and flexible, where ideas are tried out with little investment before being expanded. Aseem emphasized the importance of fast market feedback and iterative development, stating their belief in “The launch is better than the test”, which he stated “we take a small amount of money, identify a channel, identify a country, and quickly pilot and test whether we are getting traction with the brand, getting traction with the product.”
The CEO also addressed the competitive pressures faced by large FMCG brands from nimble startups and private label products. He proposed a dual strategy: enhancing product premiumization to outperform private labels and embracing agile experimentation to stay competitive. “Developing a business model that allows for agile experimentation and potential acquisitions is essential,” Aseem advised. He also highlighted the ongoing challenge of direct-to-consumer sales, noting that while many companies have explored this avenue, a proven, scalable model remains elusive.
Aseem Puri’s vision for Unilever International embodies a progressive approach that blends technological innovation with agile practices. By consistently adapting to global trends, utilizing digital tools, and balancing immediate strategies with long-term brand development, Unilever International is well-equipped to effectively manage the complexities of today’s consumer environment.
Don’t miss your chance to dive deep into the future of Retail and E-commerce with Aseem at the Summit Asia! Join us on September 26th at One Farrer Hotel, Singapore, for a day of transformative learning and networking. Let’s seize the future together—register now and be part of the excitement!
