Marcio eyes e-commerce boom with new brands

By

Isabelle Crossley

Published
Dec 15, 2017

The Indian consumer goods company Marcio will launch a new range of brands designed specifically to generate online sales and boost their online presence.

The fast moving consumer goods giant, Marcio, has decided to push an omni-channel approach and use its online presence to generate more revenue. In order to do this, the business has announced that it plans to push new brands as exclusive online in categories such as beauty and wellness.

“For consumer packaged goods [CPG], digitisation is more of an opportunity rather than a disruption threat,” said Saugata Gupta, the Managing Director and CEO of Marcio. “While CPG has been lagging in digitisation, I think there is huge opportunities not just for productivity and efficiency but also for long-term growth,” Gupta explained.

Marcio recently launched a brand internally to test the idea and Gupta decided that this was the way forward. “What we intend to do in future is actually have a series of digital brands which will be only in e-commerce and limited physical availability at modern trade,” Gupta concluded. The product that Marcio launched as a test was a meal replacement beverage called Saffola Nutri-Shake but, in the future, products in its cosmetics and beauty category will also be given this treatment. Marcio owns the beauty brands Parachute and Nihar and similar such brands may well be rolled out online soon.

Marcio has set up a new internal team to push forward this development and it has been named Engine 2. “It is not that digitisation is happening only in Engine 2, it is more of a revenue generation which is the Engine 2,” explained Gupta. The aim for this initiative, as Gupta put it, is that, “if two-three initiatives can contribute beyond 5 per cent revenue by 2022, that’s good enough.”