Marico aiming for 500 crore revenue from D2C brands in next 2 years

The fast-moving consumer goods giant Marico is aiming for 500 crore revenues from its direct-to- consumer D 2 C brands in the next two years, according to Chairman Harsh Mariwala.

Mariwala believes that the emergence of D 2 C brands is a significant disruption for the fast-moving FMCG sector in India, as entry barriers have been reduced, while digital marketing and e-commerce have boosted business.

We have acquired three brands, which are D 2 C brands. Beardo is a product that is related to beards. The second one is Just Herbs, which is in personal care and we have just made an acquisition for healthy foods through True Elements. The D 2 C business is not the same as it is to have the same mindset to manage the FMCG business. So we put all three brands, plus our own brands in a different location, manned by a different team, much younger in age, and they have to work nimbly like a small outfit. Can you scale them up? And I think that's the key thing. For example this year, we expect a 100 crore business from Beardo. Mariwala said that fear of failure is the biggest stumbling block to innovation in any organisation. Unless one won't experiment, one won't be able to learn.

Mariwala said I would like to step down as chairman over a period of time, and I am grooming my son to be chairman of Marico. He would be doing what I am doing. But it is not an operational full-time role as a managing director in Marico. Marico is one of the leading consumer products companies in India, operating in the global beauty and wellness space. Marico owns brands like Mediker, Hair and Care, Nihar Naturals, Hair and Care, and others.