What Lever started doing was it started advertising more aggressively for Nihar and acquiring another coconut oil brand Cococare to win the market leadership. Marico has 8 factories in India located at Puducherry, Perundurai, Kanjikode, Jalgaon, Paldhi, Dehradun, Baddi and Paonta Sahib. Every drop of this oil has the same consistency and viscosity, thereby keeping your hair healthy and strong, with every use. I would prefer not to own a single factory, but would like to sub-contract everything, because that’s not where we add value.

It owns brands in categories of hair care, skin care, edible oils, health foods, male grooming, and fabric care. At one stage, Marico faced 100 copycats of Parachute and were losing about 20% of their sales to them. Even though highly refined oils (classified as Group 3) are not suspected to be carcinogenic, available information is not sufficient to classify them as harmless.

Made from the finest coconuts in automated machines, Parachute Coconut Oil currently leads the branded coconut oil market of the country. All eyes were on Parachute now, this product was the major target of Keki and for Harsh it was the one to be protected the most.

Marico invests Revolutionary Fitness (Revofit); [15] launches a new brand – True Roots [16] that delays hair greying and launches its first digital exclusive brand – Studio X; [17] launched Saffola Fittify. Embrace the goodness of onion, aloe vera, jasmine, amla, tulsi, hibiscus, and many more botanical wonders infused in pure coconut oil.Marico also started a Kalpavriksha program that is aimed at the welfare of coconut farmers which was initiated at Tanjore as a pilot project. Marico has a significant presence in Bangladesh, South East Asia, Middle East, Egypt and South Africa. Marico casts footprint in Africa, acquires Fiancée and Hair Code in Egypt and Caivil, Black Chic and Hercules in South Africa. It’s a common household name in India and gains great respect in the markets of Bangladesh and other surrounding countries. Harsh Mariwala envisioned a branded FMCG market for coconut and refined edible oils in small consumer packs and sets up a national distribution network for Parachute.

Marico and Parachute was the brainchild of Harsh and defeat was not acceptable and there was no question of selling out.It has cut down on waste generation by optimizing the packaging design, reducing packaging material, introducing lightweight bottles, recycling, and reusing. We had a low market share in this segment and we thought, “Can we do something in the sachet segment, wherein it looks like a bottle.

Parachute to date remains the kind of coconut oil in India with more than 59% market share all around the country. It has undergone a 5-step purification process to ensure that what you get is nothing but pure and fresh coconut oil for your hair. Most of their manufacturing locations carry the ISO:14001 Environment Management System certification, with the largest manufacturing plant at Baddi having the ISO: 50001 Energy Management System certification. These efforts have won the company several accolades in green manufacturing like the CII Water Conservation award, CII Energy Conservation award, Greentech Environment Excellence award, National Energy Conservation Award, and CII Excellence in Energy Management award.The copra was then poured into an oil extractor, and the result of the extraction was the coconut oil after all the filtering for about a day. So we imported certain machines and packaged it in mini-bottles, and our market share just jumped up. We took pictures of the cage and gave them to our field force saying “You take these pictures, explain to the traders, ask them to keep three to six bottles first and test it out.