Marico's journey in Egypt began in 2006-07, when it acquired the leading local hair care brands-Fiancee and Hair Code along with their manufacturing facilities. Marico currently enjoys a leadership position in the hair styling category, commanding a market share of more than 55%. It is present in the hair styling market with its range of hair gels, hair creams as well as hair cream-gels.
In a further signal of its commitment to the Egypt market, Marico set up a Greenfield factory in 2008 in Sadaat city, around 150 kms outside Cairo.
With this factory, Marico intends to make Egypt a sourcing hub for products sold within the Middle East and North African (MENA) region. Two of Marico's factories were also awarded the ISO 9001 certification in 2009-10.
In 2010, Marico launched the Parachute range of hair care products including hair creams and hair oils in the local Egyptian market. Through its innovative marketing programmes and digital marketing initiatives, Hair Code won the coveted SuperBrand status in 2009 for several years amongst other awards.
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