The establishment of Fair& Lovely foundation was a right step in a right direction but only that as an action to correct the damage to HLL corporate image and the negative impact to the women segment of the Indian society is not enough. However pulling off those unethical advertisements off air; sponsoring career fairs in over 20 cities; offering counseling in over 110career areas and supporting 100 rural scholarships for women on vocational programs helped tore position Hindustan Lever Ltd as a socially responsible corporate organization. The establishment of the foundation and withdrawal of the unethical adverts pushed up Fair &Lovely annual sales growth between 15% to 20% while expanding the market share of skincare product market by 42.7%. We believe to counter the charges of unethical advertisement leveled by AIDWA, Hindustan Lever Ltd needs to sustain the foundation to continue to discharge the corporate social responsibilities that informed its establishment. Behaving in an ethically and socially responsible way should be the hall mark of every business entity behavior, domestic or international However HLL should innovate new promotional strategy that will align positively with the Indian culture.