Hindustan Unilever Limited (HUL)

Hindustan Unilever Limited exemplifies adaptive radiation in business - the rapid diversification that occurs when an organization encounters new environments with open niches. Entering India in 1888 as Lever Brothers selling premium soap to urban elites, HUL chose to radiate into newly accessible rural markets after India's independence (1947) and economic liberalization (1991).

HUL created hundreds of product variants optimized for Indian micro-environments: sachets (single-use packets at 1-5 rupees), Ayurvedic formulations, regional brands, and distribution innovation through 'Project Shakti' recruiting rural women as micro-distributors. This is identical to Darwin's finches - one ancestor encountering open niches and diversifying into micro-adapted variants. Revenue grew from 10B rupees (1995) to 619B rupees (2024).