Marico began as Bombay Oil Industries, which separated its marketing division to form Marico Foods in 1988. Marico is now a leading consumer products company in India with a turnover of Rs. 2661 crore and net profit of Rs. 232 crore in 2009-2010. Under the leadership of Chairman and Managing Director Harsh Mariwala, Marico has transformed from a traditional commodity business into a leading beauty and wellness company with several awards. Marico's popular brands include Parachute, Saffola, Hair & Care, and Mediker, serving hair care, skin care, and heart care markets. The company has a market share of 55-57% in coconut oil and distribution reach

2. 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.

3. 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.

4. 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.

5. Products / Services
Products / Services
Hair Care Market Heart Care Market Skin Care Market
Mediker Shanti Badam Amla Hair & Care Sweekar Saffola Manjal Soap Kaya Clinic
Parachute Nihar Hair & Care Silk N Shine Oil Salt Plus Arise Functional Foods
Parachute Parachute Parachute Parachute Parachute Parachute
Oil Advansed Jasmine Therapy Aftershower Hot Oil

8. 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).

9. Marico’s Market Shares in Various Product Categories
Domestic Category Market share Rank
Business Brands range %
Parachute, Oil Of Coconut Oil 55-57 1
Malabar, Nihar
Hair Oil (Hair & Hair Oils 14-17 2
Care, Parachute
Jasmine, Hair Oils
22
Parachute
Advansed, Shanti
Badam Amla,
Nihar)
Saffola Refined Safflower 16-18 2
oil
Mediker Anti-lice 100 1
Treatment
Revive Instant fabric 100 1
starch

10. 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.

12. Arun add distribution
channel & also
pricing