Marico

Marico Limited

Logo
Type	Public company (BSE: 531642)
Industry	Consumer goods
Founded	1987
Headquarters	Santa Cruz (East), Mumbai, India
Key people	Saugata Gupta[1]
Products	Edible Oil, Hair Oils, Skin Care, Fabric Care, etc.
Revenue	4008.3 crore (US$640 million)[2]
Number of employees	1000 (2010)
Website	www.marico.com

Marico ( (BSE: 531642) is an Indian consumer goods company providing consumer products and services in the areas of Health and Beauty based in Mumbai.^[3]

During 2009–10, the company generated a turnover of about Rs 2,660 crore (USD 600 million),^[4] in respect of its food, hair care and skin care related activities. Marico's own manufacturing facilities are located at Goa, Kanjikode, Jalgaon, Pondicherry, Dehradun, Baddi, Paonta Sahib,Perundurai and Daman.

In Bangladesh, Marico operates through Marico Bangladesh Limited, a wholly owned subsidiary. Its Manufacturing facility is located at Shirirchala, near Gazipur.

Brands

The organisation holds a number of brands including Parachute, Saffola, Hair&Care, Nihar, Mediker, Revive, Manjal, Kaya Skin Clinic, Livon, Set Wet, Zatak, Fiancee, HairCode, Eclipse, X-Men, Hercules, Caivil, Code 78 and Black Chic.

Parachute

Parachute is the flagship brand of Marico which consists of edible grade coconut oil. Marico manufactures and markets its coconut based hair oils under its popular brand – Parachute Advansed and a series of extensions thereof.

Others

Marico's brands and their extensions occupy leadership positions with significant market shares in a number of health and beauty areas.

Saffola is essentially blended refined edible oil which is claimed to be beneficial for Heart health. It is marketed under the names of New Saffola, Tasty and Active. All of them contain blended vegetable oils in various proportion. The main type of oils which are blended include Rice Bran oil, Kardi oil or Safflower oil, Corn oil and Soya oil.

In addition to being a producer of consumer products the organisation also operates Kaya Skin Clinic (of which (as of 2010) 81 exist in India, 13 in UAE) and 2 in Bangladesh. Marico recently acquired the aesthetics business, of the Singapore based Derma Rx Asia Pacific Pte. Ltd. (Derma Rx), under the Kaya portfolio. All the services offered at Skin Clinic are designed and supervised by a team of over 250 dermatologists and carried out by certified skin practitioners who have undergone more than 300 hours of training. The services are US FDA approved and tested in-house, and conform to the highest international quality standards. Kaya Skin Clinic has over 600,000 satisfied customers.

Harsh Mariwala is the chairman and Saugata Gupta is MD and CEO of this organisation. The company has 3 divisions the Consumer Products Group(CPG), The International Business Group and Kaya Skin Clinic. CPB is headed by Saugata Gupta. Kaya Skin Clinic is headed by Ajay Pahwa.

The company in recent years has been known for its foreign acquisitions in countries such as South Africa, Egypt and Singapore. Marico Ltd has reported 27.36% increase in net profit at Rs 157.72 crore for the first quarter ended June 30, 2013.^[5]

Marketing

Indian expatriates in the Middle East had been smuggling Parachute oil with them for their daily use when export of the oil was restricted prior to the 1991 economic liberalisation. Marico decided to try to sell products in that market after liberalisation, but found that Arab customers did not like the scent of coconut, wanted a less sticky hair product, and needed a product to counteracted the high level of chlorination in their water. When Marico reformulated its product, its market share in the Arab Mideast grew from 2% in 2002 to more than 20% by 2008.^[6]

References

External links

Official website

• Kaya Skin Clinic India
• Kaya Skin Clinic Arabia