Product details

Marico Limited, an Indian fast moving consumer goods (FMCG) company had started off as an oil business company during the 90s with just two brands. Over the years, the company grew focusing on the beauty, health and wellness segments. By 2010, Marico was one of the major FMCG companies in India with its product portfolio consisting of coconut oil, hair oil, edible oil, anti-lice treatment product, fabric starch, food products etc. Meanwhile, FMCG industry in India was facing challenges in terms of inflation and intense competition and many domestic FMCG companies started entering the emerging nations to enhance growth. Following this trend, in addition to its business in the domestic market, Marico also captured the share in international markets in Asian and African countries. Marico extended its presence in the emerging nations through acquisitions and organic mode. In 2010-11, Marico acquired four companies to capture greater market share. By 2011, the growth of Marico’s international business group was faster than its domestic division. Marico aimed to further expand its business in Asian and African countries and enhance its growth. The case study highlights the strategy adopted by Marico to become a global conglomerate by extending its reach in Middle East, Asia and Africa and the challenges and opportunities pertaining to it.