How Unilever International scales speed and agility across Southeast Asia
5 Oct 20256 min read
Summary
- Unilever International (UI) operates on a rapid product launch model, releasing new items nearly every day by leveraging seamless cross-functional collaboration and real-time data from integrated systems like SAP and Salesforce. This approach supports a portfolio of over 10,000 products and more than 500 innovations annually, allowing UI to time launches precisely with market trends and pop culture events.
- UI targets complex and fragmented markets often overlooked by competitors, serving diaspora communities and SMILE geographies while scaling local brands globally. Facilities like the Philippines Foods factory combine automation and local manufacturing to boost capacity and meet both domestic and export demand efficiently.
- Digital tools, AI, and cloud-based platforms enable UI to navigate uneven infrastructure, shifting tariffs, and rapid e-commerce growth in Southeast Asia. An entrepreneurial culture empowers teams to experiment and adapt quickly, turning the most challenging 20% of markets into a source of competitive advantage and sustained growth.
In the fast-moving world of consumer goods, speed is often the difference between leading the trends and missing it altogether. While most fast-moving consumer goods (FMCG) companies measure product development in months, Unilever International (UI) works on a shorter timeline, with new products on a daily basis.UI was established in 2012, designed to reach markets and consumers that the company’s mainstream could not always prioritize. What began as an effort to serve the underserved has developed into a significant contributor to growth, addressing demand in fragmented markets and among diaspora communities worldwide.Value Chain Asia speaks to Amit Mohta, Head of Supply Chain at Unilever International, about how the company sustains near-daily product launches, manages complexity as an advantage in the competitive scene, and prepares for the next wave of growth in Southeast Asia.
Building a System That Can Launch a Product a Day
Launching a new product everyday may sound unusual for business operations, but for UI it reflects a business model that prioritizes speed with purpose.
“
“Our ability to launch nearly a product a day is only made possible through seamless collaboration across all functions of the business,” Mohta says. “From supply chain to marketing, finance and HR, each function plays a critical role in helping us move quickly, cohesively and effectively.” he adds.
In the Philippines, the product line sold out within three hours and became top-ranked lip balm on Lazada and Shopee, contributing to a 40% increase in brand growth.
Members Only Content
To read the full article and access exclusive content, please login or register as a member.
Member Benefits:
- • Full access to all articles
- • Exclusive industry insights
- • Apply Supply Chain jobs in asia