The key strengthof Marico’s in the Indian market is its extensive distribution network that hasreach to about 17 lakh retail outlets spread across the country. Thedistribution network constitutes of 5 regional offices, 30 company depots and 6consignment sales agents that in turn supply to 850 distributors in the urbanareas and 11 super distributors in the rural areas. The super distributors alsoservice more than 2600 stockists. A marketing and distribution alliance withIndo Nissin Foods for Top Ramen has also been signed by Marico.
The company has6 manufacturing facilities located at Jalgaon, Saswad and Sewree inMaharashtra, Palakkad (Kerala), Ponda (Goa) and Dehradun (Uttaranchal). Its productsalso get manufactured through subcontractors. Marico has threesubsidiaries – Marico Bangladesh Limited that manufactures and sells brandedcoconut oil in Bangladesh, skin care services and retails products provided by KayaSkin Care Limited and Sundari LLC, USAwhich carries Ayurvedic skin care products business. The majority stakeholdersin the company with 66.
6 per cent share are the promoters. Foreigninstitutional investors own 12.1 per cent of the shares and Indian financialinstitutions have 11.1 per cent share. Indian public, non-promoter corporates,trusts and non-resident Indians hold the remaining shares.Over the pastquarter century Marico has progressed into a consumer focussed FMCG company inthe beauty and wellness space via 12 well-established brands. It has primarilyhas three business segments – Consumer Products (this comprises of the consumerproducts business of Marico Limited, Marico Bangladesh Limited and MBLIndustries Limited), Skin Care (services and products retailed through KayaSkin Clinics) and Global Ayurvedics (Sundari). Consumer Products segment includes the followingproduct lines: coconut oil, hair care, anti-lice treatment, refined edible oil,fabric care and processed foods.
The brands and their extensions in thissegment occupy leadership positions with significant market shares in theirrespective product categories. The flagship brand taken over from BOIL -Parachute has captured a market share at over 50 per cent in India in thecoconut oil category. In the skin care services segment, Kaya Skin Clinicsoffer US FDA approved dermatological procedures like anti-ageing services,permanent hair reduction, face rejuvenation, pimple removal, etc as well asbeauty products.
Beauty products include skin lightening complex, under-eyegel, moisturising sunscreen and night creme.