Hindustan Unilever (HUL) will double down on high-growth demand spaces, as the firm eyes fewer, but bigger bets, under the leadership of CEO and MD Priya Nair. The focus will be on emerging niche categories or “market makers” as consumers increasingly premiumise.

HUL is also bringing its focus back on volume growth, as commodity prices remain soft and GST cuts reduce prices on 40% of its portfolio.

While Nair, who took over in August, is going back to the company’s well-documented playbook of tapping both mass and premium consumers with a portfolio that “straddles the price pyramid”, analysts say she may have to make a choice in the current environment. That is, either go mass to ensure consistent volume growth or premiumise to improve margins.

Experts also point to competition from

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