Marico presented its strategic blueprint for transforming into a Digital-First Consumer Company, detailed in a presentation for an investor conference call held on Friday, February 13, 2026. The strategy rests on 5 pillars aimed at leveraging its existing portfolio (Foods, Personal Care) while scaling up digital-native acquisitions like 4700BC and Cosmix. Key themes include aggressive diversification, profitable scaling of digital brands, and a global digital expansion playbook.
Marico’s Strategic Shift: Legacy Incumbent to Digital-First
Marico outlined its ambition to transition from a Legacy FMCG Incumbent to a Digital-First Consumer Company, supported by 5 Strategic Pillars: Evidence Backed Acquisitions, Operational Discipline, Synergy Acceleration, Prudent Capital Allocation, and a Repeatable Playbook. This transformation is enabled by focusing on Capabilities and Talent, a robust Tech & Data Backbone, and Integration Excellence.
The Digital Imperative and Market Opportunity
The strategy capitalizes on significant digital growth opportunities in India and Vietnam. Key figures highlighting this imperative include 96 Cr active internet users by 2030 in India, where the D2C Market is set to grow 3x between 2025-30. In Vietnam, internet penetration is expected to reach ~87% by 2030, supporting growth in E-Com Channel (~27% CAGR).
Marico’s Digital Chessboard Focus Areas
The digital focus is structured around three main portfolios:
- Digital Foods Portfolio (King): Encompassing brands like Saffola, True Elements, the new acquisition 4700 BC (Gourmet snacking), and Cosmix (Functional wellness).
- Digital Personal Care Portfolio (Knight): Including Beardo, Plix, the new acquisition Candid (Actives based Skincare), Kaya, and Just Herbs.
- Global Digital Portfolio (Rook): Focusing on asset-light, early-entry replication models in emerging markets.
Deep Dive: 4700BC (Gourmet Snacking)
4700BC targets the ~₹24,000 Cr Western Snacking Portfolio, a segment growing at ~20%. It currently has an Annual Run Rate of ₹140 Cr, aiming for 3.5X growth by FY’30. Its success blueprint involves retaining founder DNA while leveraging Marico’s supply chain synergy.
Deep Dive: Cosmix (Functional Wellness)
Cosmix, a digital-native clean nutrition brand, targets a ₹100 Cr ARR by FY25, aiming for 3X growth by FY’30. Its growth is fueled by a Critical Market Gap: 73% of Indians are protein deficient. The brand emphasizes a 100%+ CAGR in revenue growth (FY24-FY26E).
Deep Dive: Personal Care Acquisitions
- Beardo: Achieved a ~5x Scale Up Velocity and a +1900 bps Shift in EBITDA Margin from acquisition to FY26E.
- Plix: Demonstrated a ~6x Scale Up Velocity and a +1100 bps Shift in EBITDA Margin, driven by strong content marketing.
- Candid (Vietnam): A premium beauty play targeting ~₹100 Cr revenue by CY25, relying heavily on social commerce, with 55% of channel mix from E-Com.
FY30 Diversification Blueprint and Outlook
The diversification blueprint projects significant growth for both new and established digital segments:
- Digital-first PPC Exit ARR: Projected to reach ~5x (from X in FY24) by FY30E.
- Digital-first PPC EBITDA Margin: Expected to reach the Double Digit range by FY27E and enter the Teens by FY30E.
- Foods Revenue: Anticipated to reach ~15x (from X in FY20).
- Share of Foods & PPC (incl. Digital-first) in India Revenues: Expected to increase to ~33% by FY30E (from ~11% in FY20).
The global playbook for digital expansion includes securing first-mover advantage in high-growth markets like Vietnam ($28 B E-Commerce Market) and the UAE & KSA (~99% Smartphone Penetration) using an asset-light model.
Source: BSE
