Marico Limited is one of India's leading consumer products companies operating in the

beauty and wellness space. Currently present in 25 countries across emerging markets
of Asia and Africa, Marico has nurtured multiple brands in the categories of hair care,
skin care, edible oils, health foods, male grooming, and fabric care. Marico's India
business markets household brands such as Parachute, Parachute Advansed, Saffola,
Hair & Care, Nihar, Nihar Naturals, Livon, Set Wet, Beardo, Mediker and Revive among
others that add value to the life of 1 in every 3 Indians.

Currently Marico is connected to around 900 Distributors across India catering to

approx. 9L retailers directly. Sales force team collects orders from retailers across rural
& urban markets through PDA devices (Personal Digital Assistants) and uploads the
orders to our server for O2B, order to billing process fulfilled by the distributors.

During COVID 19 outbreak, a lot of sales representatives are unable to connect to their
key retailers to capture orders as they had either gone back to their hometowns or left
the respective jobs. Capturing retailer’s orders is the biggest challenge currently, and
hence leading to significant amount of order loss for the organization. To address this
issue, Marico is looking for technology solutions and alternate go-to-market models to
reach out to the retailers through a combination of various channels, thereby collecting
orders from them to be fulfilled by the distributors.

As a group, we need to design alternate GTM model to be implemented immediately

during this pandemic and strategize to scale it up post-COVID era.

The following requirements needs to be discussed for creating a shot-term and

long-term plan:

1. Identify various models and possible technology solutions to reach to the retailers
and collect orders from them

2. Assess, finalize and plan to formalize the setup

3. Identify key success factors for operationalization and scale-up of the finalized
solutions