The of Marico Limited, Marico Bangladesh Limited

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The key strength
of Marico’s in the Indian market is its extensive distribution network that has
reach to about 17 lakh retail outlets spread across the country. The
distribution network constitutes of 5 regional offices, 30 company depots and 6
consignment sales agents that in turn supply to 850 distributors in the urban
areas and 11 super distributors in the rural areas. The super distributors also
service more than 2600 stockists. A marketing and distribution alliance with
Indo Nissin Foods for Top Ramen has also been signed by Marico. The company has
6 manufacturing facilities located at Jalgaon, Saswad and Sewree in
Maharashtra, Palakkad (Kerala), Ponda (Goa) and Dehradun (Uttaranchal). Its products
also get manufactured through subcontractors.

Marico has three
subsidiaries – Marico Bangladesh Limited that manufactures and sells branded
coconut oil in Bangladesh, skin care services and retails products provided by Kaya
Skin Care Limited  and Sundari LLC, USA
which carries Ayurvedic skin care products business. The majority stakeholders
in the company with 66.6 per cent share are the promoters. Foreign
institutional investors own 12.1 per cent of the shares and Indian financial
institutions have 11.1 per cent share. Indian public, non-promoter corporates,
trusts and non-resident Indians hold the remaining shares.

Over the past
quarter century Marico has progressed into a consumer focussed FMCG company in
the beauty and wellness space via 12 well-established brands. It has primarily
has three business segments – Consumer Products (this comprises of the consumer
products business of Marico Limited, Marico Bangladesh Limited and MBL
Industries Limited), Skin Care (services and products retailed through Kaya
Skin Clinics) and Global Ayurvedics (Sundari).

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Consumer Products segment includes the following
product lines: coconut oil, hair care, anti-lice treatment, refined edible oil,
fabric care and processed foods. The brands and their extensions in this
segment occupy leadership positions with significant market shares in their
respective product categories. The flagship brand taken over from BOIL –
Parachute has captured a market share at over 50 per cent in India in the
coconut oil category. In the skin care services segment, Kaya Skin Clinics
offer US FDA approved dermatological procedures like anti-ageing services,
permanent hair reduction, face rejuvenation, pimple removal, etc as well as
beauty products. Beauty products include skin lightening complex, under-eye
gel, moisturising sunscreen and night creme. 

Categories: Marketing


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