rural

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 Todayo 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

ParachuteOil

ParachuteAdvansed

ParachuteJasmine

ParachuteTherapy

ParachuteAftershower

ParachuteHot 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 22Parachute 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

Marico’s Market Shares in Various Product Categories

Major Competitorso 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.

Arun add distribution channel & also pricing