Background

o Bombay Oil Industries Ltd.(BOIL) specialized in coconut

oil extraction, vegetable oil refinery and chemical
manufacturing.
o BOIL separated its marketing division under the name
Marico.
o In October, 1988 Marico was incorporated under the name
Marico Foods Ltd.
o Which was later renamed as Marico Industries Ltd.
Marico Today
o Year 2009-2010
o Turnover Rs. 2661cr
o Net Profit Rs. 232cr
o 1 out of every 4 Indians is a Marico consumer.
o Marico distribution network covers over 33lac retail outlets
o In short Marico is a leading Indian group in consumer
products and services in the global beauty and wellness
space.
Harsh C. Mariwala:
Chairman & Managing Director (Promoter)
o He has transformed a traditional commodity driven business into a leading
Consumer Products & Services Company, in the Beauty and Wellness
space.
o Under Harsh's leadership, Marico has achieved several other recognitions
such as the Best in Class Award(second highest) for the Large
manufacturing category by the Asia Pacific Quality Organization.
o Also Talent Management Award at the CNBC TV18 India Business Leader
Awards 2009.
o And NDTV Profit Business Leadership Award 2009 for Best Business
Leadership in the FMCG (Personal Hygiene) category.
Products / Services
Products / Services
Hair Care Market Heart Care Market Skin Care Market
Mediker
Parachute
Hair & Care
Nihar
Shanti Badam Amla
Parachute
Oil
Parachute
Advansed
Parachute
Jasmine
Parachute
Therapy
Parachute
Aftershower
Parachute
Hot Oil
Sweekar
Hair & Care Silk N Shine
Saffola
Oil Salt Plus Arise Functional Foods
Manjal Soap Kaya Clinic
PRODUCT MIX
BRANDS TARGETED CUSTOMER'S
PARACHUTE Primary Target Women Of All Age's
PARACHUTE ADVANCED Young Girls (College & School Going)
HAIR & CARE Appealing To Both Men & Women of All Age's
SHANTI AMLA Customer Looking for Value for Money (H.OIL+
Badam)
SILK & SHINE Primary Target Female Of age 18 34
MEDIKER Young Children Age Group 3-13 (Lice Problem)
SWEEKAR Primary Target Housewives
SAFFOLA All Health Conscious People(Heart Patient's)
REVIVE Housewives of Urban Area (Higher & Middle
Class).

Domestic
Business Brands
Category Market share
range %
Rank
Parachute, Oil Of
Malabar, Nihar
Coconut Oil 55-57 1
Hair Oil (Hair &
Care, Parachute
Jasmine, Hair Oils
22
Parachute
Advansed, Shanti
Badam Amla,
Nihar)
Hair Oils 14-17 2
Saffola Refined Safflower
oil
16-18 2
Mediker Anti-lice Treatment 100 1
Revive Instant fabric
starch
100 1
Maricos Market Shares in Various Product Categories
Major Competitors
o Hindustan Unilever Ltd.
o Nihar and Coco care were major competitors for
Marico's parachute.

o Procter & Gamble Hygiene & Healthcare Ltd.

o Dabur India Ltd.

o ITC

o Jyothy Laboratories Ltd.

o Godrej Consumer Products Ltd.



Strength
Understanding of Indian
consumer behavior in the
hair oil segment

Weakness
Not strong within the
shampoo segment

Opportunities
Large Domestic Market
Entry into beauty and
healthcare market
Untapped rural market

Threats
Intense competition from
global brands in
international market


SWOT
Arun add distribution
channel & also
pricing