Hindustan Unilever Limited (HUL) recently launched its first e-commerce initiative as a pilot to tap the grocery segment. A recent study by Bain & Company and Google said that online sales in fast-moving consumer goods (FMCG) categories, such as male grooming, beauty, food and beverages and infant care, would reach $5 billion by 2020, accounting for more than 5% of total FMCG sales.