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Marico SWOT & PESTLE Analysis

ID : 5278253| Apr 2019| 15 pages


Business Sector :FMCG

Operating Geography :Asia, India

About Marico :

Marico, started by Harsh Mariwala in 1990 targeting the coconut oil and refined edible oils market, is now one of India’s leading consumer products companies which primarily operates in the nourishment and beauty space. The product portfolio for Marico Ltd consist of hair care, skin care, refined edible oils, health foods, male grooming and fabric care.

Marico Revenue :

INR 6,417.7 crores (FY ending 31st March 2018) - consolidated
INR 6,033.2 crores (FY ending 31st March 2017) - consolidated

Competitive Analysis of Marico

The SWOT analysis for Marico is presented below:
1. Massive distribution network
2. Strong presence in Asia and Africa
3. Strong financial performance
4. Advanced quality check systems
5. Gender diversity in leadership roles
1. Largely dependent on Parachute and Saffola brands
2. Limited global presence
3. Heavy dependence on monsoons
1. Strong economic indicators for India
2. GST implementation benefits
3. Promising growth in rural markets
4. Organic/Inorganic growth opportunities
1. Disruption in FMCG sector
2. Political risks
3. Commodity price fluctuations
4. Foreign currency exposure
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Detailed SWOT Analysis of Marico



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1. Increased demand in the economy to drive consumption: Increased demand in the rural economy, buoyed by better agriculture and non-farming activities will lead to drive in consumption. Further factors such as rising income, rising urbanization, rise of nuclear households, as well as a growing workforce will drive growth in FMCG sector in India which will increase the market potential for Marico. India as an economy is no longer fragile, with strong capital inflows which boosted the foreign exchange reserve to USD 350 billion. The economy’s GDP is witnessing strong growth of 7.6% in FY16 with the projected GDP growth for FY17 being 7.8%. Consumer inflation has come down significantly to 5% from double-digit figures in 2013. In addition, the FMCG sector valued at USD 38.8 billion is one of the largest in India. The sector has grown by a CAGR of 5% over the last 5 years. With researchers forecasting a normal monsoon, Marico can continue focusing on its strategy of “fewer products, higher volumes” strategy to drive sales growth.

2. Benefits from implementation of GST: The Indian Government’s implementation of Goods and Services Tax (GST) from July 2017 will result significant benefits for a company like Marico in terms of logistics and freight costs in the long term. The implementation will also help the company in the ease of doing business and decrease input costs.

3. Promising growth in rural markets: As the Indian government plans significant investments in developing rural infrastructure, its presents a positive growth area for Marico with rural consumption heavily dependent on nourishment (approx. 50%), Marico can leverage its already robust distribution network to establish strong presence in rural markets. This applies to markets with similar demographics in Bangladesh, Egypt, Vietnam and South Africa.

4. Investments in health, fitness and next-gen consumer businesses: Investments in next-gen consumer focused businesses such as healthtech and fitness; men’s grooming; e-commerce are the new growth opportunity areas. Marico in line with the trends has made significant investments and is one of the leading players in the Indian male grooming segment. With Set Wet and Parachute Advansed Men in its portfolio, the company acquired 45% equity stake in Zed Lifestyle Pvt. Ltd., the parent company of Beardo. Beardo is a specialized brand for the urban men who are looking for options to grow and maintain their beard. As per a recent BCG analysis report, the INR 8,600 crore male grooming market is expected to grow rapidly at around 20% CAGR over FY17-20. Further in April 2018, Marico has also acquired 22.5 per cent stake in Revofit, a fitness and wellness solutions app, thus entering the health and fitness space. Leveraging its power-brand Saffola, Marico is entering into brand extension with proactive health solutions and nutraceuticals segment with products such as Saffola Active Slimming Nutri-Shake and Saffola Active Soups.


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Major Brands :

  • Parachute
  • Saffola
  • Hair&Care
  • Nihar
  • Mediker
  • Revive
  • Manjal
  • Livon
  • Set Wet
  • Zatak
  • Fiancee
  • HairCode
  • Eclipse
  • X-Men
  • Caivil
  • Hercules
  • Code 10
  • Black Chic
  • Kaya
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SWOT & (2020). Marico SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 03 Jul, 2020].

In-text: (SWOT &, 2020)

Copyrights and Disclaimer

Marico SWOT and PESTLE analysis has been conducted by Deepanker Pandey and reviewed by senior analysts from Barakaat Consulting.

Copyright of Marico SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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