Mumbai, June 6 :     The Rs 10,918 crore Hindustan Lever Limited has set itself a challenging goal: to turn its personal products business into a whopping $ 1 billion dollar (Rs 4,400 crore) business by the year 2001. The personal products business - one of the top three personal products businesses in the Unilever world - has been growing ahead of the market in the past and has consolidated its position as the No. 1 personal care business in India. Hindustan Lever has a short, pithy slogan for its personal products business: its called BIM - 'to make a Billion in the new Millennium (BIM)' by 2001 which it intends to achieve by going for top-line growth. The personal products segment is one of the fastest growing segments in the fast moving consumer goods (FMCG) market in the country. Moreover, personal products is Hindustan Lever's most value creating business, which scored 15 per cent growth in terms of turnover and its stable of products notched some notable victories against competition. According to analysts tracking the company, the personal products business contributed roughly Rs 1800 crore to HLL's top line in 1999. While admitting that personal products is the fastest growing businesses in the FMCG segment, they are however guarded when asked to comment on the possibility of HLL achieving its goal. Most acknowledge that the targets are challenging, while some reckon that HLL might just pull it off. It is challenging because of concern regarding slowdown in UVG (Underlying Volume Growth) to 12.9 per cent in 1999 from 33.3 per cent in 1996. However, sources reveal that out of 180 million households, not more than 25 million had been tapped, many with only one Hind Lever personal product. The growth in personal products will be fuelled by focus on key brands and accelerated rural and small-town penetration. The new initiatives will come from focusing on new segments such as youth and the top-end, as well as venturing into new businesses. Driving the growth in personal products business for HLL will be its speciality businesses in the category. Lakme is expected to grow to its full potential profitably in the current year while Aviance - its direct selling brand - will see housewives partnering HLL in providing services and innovative products to every urban consumer. The growth drivers in the personal products business for HLL will come from beauty services through franchised Lakme beauty salons. The branded parlour chain plans to expand its operations through the franchise system. HLL has also rolled out prestige brands like Calvin Klein and Elizabeth Arden. The company had earlier projected imports of Unilever products worth Rs 300-400 crore into the high-end cosmetics and personal care segment. By introducing top-of-the-line products, Hindustan Lever plans to straddle the entire consumer products segment. Calvin Klein brand includes fragrances priced at Rs 1,600 to Rs 2,300 and are targeted at the top-end customer. The personal products blueprint for growth will be aided by cost savings such as focusing on managing the supply chain and creating world class manufacturing processes at Indian costs. Thus, the PP business along with popular foods business will play an important role in making Hindustan Lever a Rs 20,000 crore company by 2004. By then, HLL will truly be a $ 5 billion company and will be shooting for a place in the Fortune 500.