Marico to focus on e-commerce to boost sales of premium products
Fast-moving consumer goods brand Marico Limited is banking on e-commerce to drive the growth of its premium products in the Indian market.
Marico’s e-commerce business has quadrupled in less than a year and currently contributes around 5 percent of the company’s India business.
Going forward, the company expects sales from e-commerce to grow and has launched personal care products such as Coco Soul, Kaya Youth O2, and Set Wet Studio X on e-commerce firms like Amazon and Flipkart.
Marico has identified e-commerce as one of its key focus areas in terms of its distribution channels. Currently, 43% of Marico’s e-commerce business comes from premium products and new items in foods and personal care.
Marico views e-commerce as an opportunity for test marketing to drive the premium portfolio through digital channels — given the significant mass of internet penetration.
For the financial year 2018-19, Marico had posted a net profit of Rs 1,135 crore ($164.8 million) with revenue of Rs 7,334 crore.
Marico is one of India's leading consumer products companies with a strong presence in the beauty and personal care segments.
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