Marico entered Malaysia’s hair styling market in January 2010, with the acquisition of the Code 10 brand from Colgate-Palmolive. Backed by strong consumer equity and investments, Code 10 is set to chart a new growth trajectory, providing Marico a platform for faster organic growth in this market. Marico leads the market in key hair styling segments in the MENA region and hopes to replicate the same in South-East Asia.