Best known for Parachute and Saffola brands, Marico Industries Ltd., (Marico) is one of the fastest growing FMCG companies in India. Its brands are market leaders in categories such as coconut oil, hair oils, anti-lice treatment, refined edible oils, fabric care and food products. With its well-known brands, innovative marketing initiatives and an enviable distribution network, Marico is in a strong position to emerge as a leading player in the FMCG market.
Marico
Industries Ltd., (Marico) best known for its Parachute
and Saffola brands, is one of the India's leading FMCG
companies. Its brands are market leaders in categories
such as coconut oil, hair oils, anti-lice treatment,
refined edible oils, fabric care and food products like
jams (as shown in Table I). Out of its 12 brands, 3
(Parachute, Mediker and Revive) are market leaders in
their respective segments (as shown in the Table I)
1. Parachute (occupies 35th rank)
and Saffola (occupies 66thrank) are among
India's top 100 most trusted brands. Marico's famous
brands are Parachute, Jasmine, Saffola, Sweekar, Hair
& Care, Shanti, Mediker and Revive. In recent times,
Marico has added substantially to its portfolio of businesses
by venturing into skincare clinics (Kaya Aesthetics),
high-end cosmetics (Sundari LLC) and Soya-foods (meal
maker). A key attribute of Marico's brands is the widespread
availability of the company's goods throughout India.
Marico sells over 4.6 crore packs to around 10 crore
people every month through 17 lac retail outlets serviced
by its nation-wide distribution network.
A
debt free company 2, Marico is growing at
a CAGR of 17%. Its turnover has grown more than seven-fold
during the last 12 years {Rs. 104 cr (1990-91) to Rs.
775 cr (2002-03)}. Profit too has gone up from Rs. 4.5
cr to Rs. 64 cr in the same period. Also, for the past
ten years, Marico's EVA3has never been negative
and has grown at an impressive CAGR of 20.62 %
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