1.

Core Ideology:

1.a) Core Values:

 Consumer Centric: Keeping consumer as the focus and a partner in creating and
delivering solutions.
 Transparency & Openness: Allowing diversity of opinion by listening without bias,
giving & receiving critique, with mutual respect & trust for the other.
 Excellence: Continuous improvement of performance standards and capability
building for sustained long-term success
 Global Outlook: Sensitivity and adaptability to cultural diversity and learning from
different cultures.
 Bias for Action: Preference for quick thoughtful action as opposed to delayed action
through analysis.
 Innovation: Experimentation and calculated risk taking to increase success
probability of radical/pioneering ideas to get quantum results.
 Opportunity Seeking: Identifying early opportunity signals in the environment to
generate growth options.
 Boundarylessness: Seeking support & influencing others beyond the function &
organisation to achieve a better outcome/decision without diluting one's
accountability.

1.b) Core Purpose:

Core Purpose in simple words is “Make a Difference”

To transform in a sustainable manner, the lives of those we touch, by nurturing and empowering
them to maximise their true potential.

To provide products and services of superior value that improve the lives of world’s
consumers.  Empowered with freedom and opportunity, we work to make a difference to
the lives of all our stakeholders - members, associates, consumers, investors and the society
at large
2. Envisioned Future:

2.a) Big Hairy Audacious Goals (BHAG):

 Marico flagship program: KALPAVRIKSHA launched in 2017 – has improved coconut farmer’s
yield by 16%. Conducted 100+ farmer trainings and about 11,800+ farmers enrolled under
the program till date. The program aims to increase farmer income by INR 5 billion by 2022
and INR 10 billion by 2027.
 Marico which is currently adding value to the life of 1 in every 3 Indians, will be
reaching to every 2 in every 3 Indians in next 15 years. (Parachute Advansed,
Saffola, Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker and Revive
among others that add value to the life of 1 in every 3 Indians.)
 To enter into top 3 companies in next 10 years.(HUL(38k), ITC, Neste(12k),
Britannia(11k), Godrej(10k), Dabur(8k))
 To increase the reach of its products, 5Million retail stores to 8 Million retail stores in
nxt 15 years (highest HUL- 8 million retail stores, ITC- 6 Million)
 Society: Aim to use 100% energy from renewable sources in nxt 5-10 years(79%
energy from renewable source)

Vivid Description:

 To constantly work towards achieving excellence through innovation leading to

increased efficiency and thus creating environmentally and financially sustainable
solutions which would not only benefit the customers but also help in improving the
quality of life.
StrategyL

DIFFERENTIATED
STRATEGIC TRADE OFFS ACTIVITY FIT
POSITIONING

Premiumize within Core Hair

oil products (Value Based)
Maintaining high quality
Kalpavriksha program :
Helping farmers
Broadening and Scaling up
Healthy food segment
Extending into complete
range in Male grooming
  Hair Care, Skin Care, Hygiene, Grooming,
Healthy food & Edible Oils segment
 12 acquisitions
 Retail stores, Modern Trade, Online stores
made in 12 years
 Urban, lower urban and rural
 Penetrating into
Male Grooming Arena
Sector- high
growth segment
(acquired Setwet,  25 National Depots, 4
Beardo) Redistribution Centres, 4
 Penetrating into Economic Regional Offices & 8 Plant
Staging Vehicles Locations
value based hair Logic
oils, entering into  Acquired 55% stake in
fruit based hair oil, Beardo – Men grooming
Anti-Hairfall. startup
 Focusing on Health  12 acquisitions made in 12
based products as Differentiators years(Nihar, Livon, SetWet,
per Consumer’s X-Men, Isoplus, Revofit..)
changing trends.


 Reliable Quality
