ROHIT DEORUKHKAR

PGDM- BD
ROLL No- 21
 Overview

Marico Industries Limited is an Indian consumer goods

company providing consumer products and services in the
areas of Health and Beauty.

Founded in the year 1987.

Headquartered in Mumbai.

Apart from India, it has its presence in South Africa, Middle

east and South east Asia.
Product portfolio
Male
Hair care Healthcare Skincare
grooming/Styling

Hair Healthy refined Deodorants Body Lotion

Nourishment edible oils Hair
Hair colour Functional foods cream/Gels/Wax

Parachute Hair oil Saffola oil Set Wet Parachute

Parachute Saffola oats Parachute after advanced (Body
advanced shower (cream) lotion)
Nihar Naturals Livon
(Sarso) Silk & Shine
Nihar Naturals Zatak
(Amla)
Mediker
Hair & Care
Flagship Product

Parachute coconut hair oil

Flanker
Parachute coconut oil is the flagship product of Marico.
The revenue generated by parachute in FY2015 is INR
1500 crores with portfolio share of 19%

Parachute markets its product on the basis of following

aspects which made them No.1 hair oil brand in India
Reduces breakage
Stress management
Reduces protein loss
Softens hair
Improves thickness, strength and length
Healthcare/edible oils

Saffola is the leader in super premium refined edible

oil segment with 58% Volume Market Share in India.

Major reasons in making Saffola a successful brand in

India :
Increasing trend of cardiovascular diseases, diabetes &
hypertension in India
Rising incomes and higher level of heart health
Male Grooming

Marico acquired SetWet & Zatak in May 2012

Tail wind categories with low penetration
Synergies with existing business
Leverage widespread Distribution network

Achieved market leadership in Gels/Creams with 44% value

share
Will focus on growing the market

Deo market expected to consolidate in the next 4-5 years

BCG Matrix (Haircare category)

STAR QUESTION MARK

Parachute advanced Hair & Care
Parachute Jasmine Nihar Sarso

CASH COW DOGS

Parachute Mediker
Form Extension

Sachet
Bottle
Line Extension

Parachute
Advanced
Jasmine
Parachute
Advanced

Parachute
Category Extension

Male Grooming

Skincare/Body Lotion
Divestment of Sweekar
Sweekar owned by Marico is a national brand in refined
sunflower oil category which was introduced in the
market in 1988. According to Emkay Global Financial
Services Ltd the brands revenue was 100 crores. In
2011, Marico divested Sweekar to Cargill India Pvt. Ltd.

Cargill Inc. is an American privately held, global

organisation
which started its operation in India in 1987. It mainly
processes,
Reasons for divestment:
Sweekar had limited fitment in Maricos portfolio as it also had
Saffola in their same category which was doing a great business.

One of the major reason was the rising competition in the refined
edible oil category which affected the pricing power

Marico wanted to focus more on beauty and wellness products

Marico's focus on wellness is a major reason why Marico is strongly

investing behind Saffola, whose equity has been extended to other
functional foods as well.
Thank you