Consumers
Consumers
Marico’s bond with consumers is blended with our purpose of adding value to their lives in ways that are novel and delightful. With uncompromised quality, trusted brands and product innovations, our endeavour is to provide superior value to our consumers, thus making a difference in their lives.
Indian households (urban+rural) reached during the year
Our approach is pivoted on the concept of consumer-driven excellence which embraces an end-to-end consumer focused culture. Together with a combination of products and services that meet our consumers’ evolving needs, we strive to focus on customisations, innovations, multiple access mechanisms, rapid response and vigilance protocol and other forward-looking process excellence approaches that align with the changing market landscape.
Affordability
Offer benefit to the consumers through affordable and fair priced products
Availability
Establish robust distribution network, digital and e-commerce channels to make products available across the breadth and depth
Early Innovation
Meet evolving needs of consumers by catching early trends and innovation across product categories
Product Responsibility
Reinvent product formulation, packaging or format to suit modern consumer lifestyles and provide the desired experience
Purposeful Brands
Products with strong purpose covering beauty, wellness, health and nutrition
Innovation
To deliver on our consumer value proposition of providing exceptional product experience at affordable price points, we are constantly innovating and creating unique and differentiated product offerings that address stated and unstated needs. Through our best-in-class research and development (R&D) facility at Mumbai, we ensure that every product we develop meets the highest standards of quality.
Invested in R&D activities in FY21
R&D Focus Areas
Marico R&D is focused on creating cutting edge technologies in the areas of personal care, health and wellness. The personal care categories that have seen significant innovations in FY21 are hair oils and serums. The focus areas for innovation included formulation development, hair biology, scalp health, fibre science and surfactant science.
Under healthy foods, our major focus has been Heart Health management, which we continue to deliver through a library of blended oils, that work on a principle of correcting prominent biomarker deviations. Two new focus areas in FY21 were in immunity foods and healthy snacking products’ space. Choosing the right and safe ingredients coupled with the provision of balanced nutrition has been the specific goal adopted during this pandemic.
filed during FY21 in edible oil and premium hair care space
Innovative products to support the fight against COVID-19
We continued to research and innovate into product categories, keeping the consumer need and value proposition as the topmost preference In FY21. Pandemic-related impacts led us to prioritise consumers’ health and nutritional requirements as we observed a remarkable shift in the consumption habits, and growing preferences towards preventive solutions in health and immunity boosting space.
The R&D team at Marico ensured minimum or no-contact production to assure the consumers regarding COVID-19 related safety protocols. We ventured into contemporary format innovations of healthy foods like Saffola Honey and a new range of Saffola ImmuniVeda ayurvedic products, like - the Kadha Mix, the Golden Turmeric Milk Mix and Chyawanamrut. The Immunoveda products focus on traditional recipes with added natural herbs which brings in convenience, taste and at the same time have immunity boosting benefits.
Another megatrend which Marico followed was to innovate in the space of guilt free snacking. We recently launched Saffola Oodles – No-maida Noodles which brings the blend of convenience and healthy ingredients like oats, and also delivers indulgence through tasty snacking solutions in the form of fun filled ring shaped noodles.
Hygiene-based products like the Veggie Clean was launched to support consumers in ensuring good health of their loved ones through safety and cleanliness of fruits and vegetables that are consumed daily. Others innovative hygiene-related products introduced in FY21 were sanitizers, disinfectant sprays, foot sanitizers and laundry sanitizers to address the pandemic demands.
In-house product testing facilities
Marico’s R&D is well equipped with analytical facilities that cover wet chemistry as well as high-end sophisticated analytical instruments (HPLC/GC/MS) based methods. The facility is used extensively to analyse levels (ppm to %) of key ingredients/actives/contaminants across entire Marico product portfolio. Inputs from analytical teams are critical for storage stability studies, quality checks, nutrition labelling, claims substantiation, process optimisation, competition benchmarking and new vendor clearance as per Marico standards.
We also have cell culture facility for efficacy testing and measurement science facility for evaluating benefits of products such as shine, strength of hair, compatibility of hair, hair breakage, skin moisturisation, skin lightening and so on. Collaborative partnerships and tie-ups with reputed analytical labs are also available to support testing on every commercial batch.
Inspiring consumers to lead with good health
Marico is a keen proponent of healthy and active lifestyle. We not only reach out to consumers with our healthy products, but also engage with the government and industry associations to bring a behavioural change towards making the right choice in eating and healthy living.
OFFERING SAFE, HEALTHY NUTRITIONAL CHOICES TO CONSUMERS
Nutrition has become a topmost priority amongst today’s contemporary consumers. It is also recognised as a global goal under the United Nations Sustainable Developmental Goals (UN SDGs). Marico has always taken cognisance of consumer needs by keeping the right balance of nutrition and taste. This includes adding more fibre, vital proteins, vitamins, and minerals into the products, while combining them with healthy and tasty solutions.
ASSURING THE PURITY OF HONEY
Recognising the need for superior quality immunity-boosting products, Marico has forayed into the Ayurvedic segment under Saffola, a brand synonymous with healthy living. We strived to deliver efficacy at the same time, maintain the highest level of food safety. A major value proposition has been built by an indepth research and implementation of NMR technology, as a comprehensive testing protocol for checking the purity of our Honey.
REDUCING FAT AND SODIUM CONTENT IN FOODS
Marico has put in extra effort to meet its commitments towards the ‘Eat right’ programme for fat and sodium reduction in food products. For Saffola Masala Oats, we have been following the strategy of gradual reduction, with a long term objective to reduce sodium to a considerable level. We also ensure that the products are made without any artificial colour and flavours. Efforts are currently in progress towards building knowledge and technology in glucose management.
USE OF NATURAL INGREDIENTS
We use edible oils, whole grains, spices and condiments and natural herbs in our F&B products. Recently we have explored new medicinal herbs, which are rich in immunity boosting actives. Additionally, we are continuously working on increasing the amount of whole grains in our products, which will help us to further extrapolate our journey of providing healthy, tasty and convenience filled food products.
Product Quality and Compliance
Product quality takes the topmost priority at Marico. Not only do we have well-defined systems to ensure compliance with regulatory requirements but have also developed a clear assessment of quality and safety aspects of our products, at each stage of the lifecycle. All our products are tested in accordance with the applicable regulations at laboratories conforming to ISO/IEC 17025 and are certified by the National Accreditation Board for Testing and Calibration (NABL).
Raw materials
We meticulously select the best quality raw materials and packaging essentials. This is to ensure that they are of the finest quality and are in-line with consumer expectations. We follow a rigorous safety process to analyse every ingredient before we consider it for our products.
Suppliers
Perform exhaustive suppliers’ quality audits and maintain strict controls with respect to reliability and traceability. It enables us to ensure the quality of raw materials and packaging essentials.
Manufacturing
Our manufacturing units are USFDA, Halal, FSSC-22000 ver 4, HACCP certified, which ensure that robust systems and processes are in place to deliver high quality output.
Packaging
Strict controls on the quality of final packaging is maintained to ensure a pleasant consumer experience.
Finished products
Our teams make sure that the formula is compatible with its packaging throughout the shelf life duration mentioned on our products.
On-job trainings and capacity enhancement towards quality, safety and operational excellence
As part of Marico’s efforts to deliver uncompromised quality of products that lead with safety, good health and responsible manufacturing principles, a series of technical and functional trainings are conducted for the Marico members and business associates across facilities.
In FY21
delivered across facilities for 8,500 man-hours
Marico members and 100% business associates undertook these trainings
Training topics include
COVID-19 protocols,Packaging and Product quality, IMEM, Legal compliance, Operations and Inspections SOP, Food Safety, HALAL, NABL, GMP, GHP, GLP, IMS training, FoSTac, HACCP and FSSC 22000, FOSCOS, USFDA, First Aid and Fire Safety, SWAM and others
100% COMPLIANCE WITH INGREDIENT SAFETY STANDARDS
At Marico, a comprehensive Quality Management Framework governs ingredient safety and uncompromised product quality. Value chain partners are mandated to undertake certifications related to product quality compliance, ingredient safety (including efficacy, use of artificial/hazardous substances), responsible and ethical sourcing. Ingredients are procured only from those partners who have successfully completed the mandatory certifications and screening metrics. Compliance with global regulations pave the route for registration of products across geographies.
The product formulation is prepared on the basis of rigorous stability. Although, we primarily operate in the ASEAN, Middle East, and African markets, we are committed to meet the global recommendations and requirements for Substances of Very High Concern (SVHCs) and Substitute It Now (SIN) list. It is our continual commitment to minimise chemicals highlighted in the list and find suitable alternatives.
Key alliances to accelerate India’s journey towards good health
To promote shared goals on futureproofing consumers’ health and safety, we participate in several industryled thought leadership initiatives and represent on various national and international regulatory forums to understand and provide inputs for framing regulations related to ingredient safety. In association with Food Safety and Standards Authority of India (FSSAI), we run a diverse range of programmes including:
Heart Health
A plethora of initiatives under the Saffolalife programme along with FSSAI
Safe and Nutritious Food
To educate school children on safe and healthy eating habits
Eat Right India
A collective effort by FSSAI and other key stakeholders, to spread the message of food hygiene to India’s masses
Marico and the Eat Right Movement
Led by FSSAI, Eat Right Movement is a collective effort to promote nutrition through demand and supply-side intervention. Under Eat Right Movement, Marico initiated 2 programs – SNF@School and Eat Right Campus (ERC).
The purpose of this program is to create awareness about eating healthy and safe food by encouraging citizens to choose nutritious and fortified foods in right proportions, ensuring food safety to avoid food borne diseases and imparting knowledge about hygiene and sanitisation.
“Marico Limited has taken several initiatives to support various Eat Right India programs through their CSR budgets and voluntary commitments over the past four years. FSSAI is very happy to see the progress in several areas especially training and capacity building of unorganised sector. FSSAI conveys its deepest gratitude towards commitment of their leadership team and active participation of their employees for this important cause. Marico has been engaged in promoting right messaging around safe food and healthy diets through various interventions and has successfully demonstrated that it is a socially responsible business.”
Ms. Inoshi Sharma
Director - Social & Behavioral Change Dept (SBCD), Food Safety and Standards Authority of India (FSSAI), Ministry of Health and Family Welfare (Government of India)
SNF@School
In FY21, Saffolalife covered 16 schools in Maharashtra, Gujarat and Chandigarh for this activity. The programme engaged students, teachers and parents in various activities to emphasise the following:
Magic box placed in
awarded to canteens
covered and certified their canteens as Eat Right Canteens
sensitised on safe and nutritious food choices
Progress
Impact
Clean Street Food Hub
Saffolalife collaborated with FSSAI and local FDA authorities of states to target public eating places i.e., the street food hubs and improve their condition with respect to hygiene and sanitation. The three main important activities for a street food hub to be certified as Clean Street Food Hub are given in the adjacent representation.
Pre-audit
Food safety training and certification (Fostac) training of the food handlers
Final audit
Apart from these activities, water testing according to IS:10500 standards and testing of food for microbiological parameters were also performed.
Eat Right Campus
Saffolalife believes that if the people of the country have to stay fit and healthy, it is necessary to encourage them to Eat Right. Going ahead with this, Marico Saffolalife decided to certify various campuses of the country as Eat Right Campuses. For this program, few campuses from the state of Gujarat and Maharashtra were selected to be certified as Eat Right Campuses.
The programme included focus on water quality inside the campus, hygiene of the food served, medical records of the food handlers, food handling practices, serving of healthy food in the campus, availability of seasonal fruits and vegetables, etc.
The steps involved in implementation of Eat Right Campus (ERC) program are:
Glimpses from Saffolalife healthcare Initiatives
India
Parachute Advansed Gold ‘Thank you Nurses’
On the occasion of Onam, Parachute Advansed Gold launched a heartening digital campaign that honoured the unparalleled spirit of nurses across the country. It is due to their commitment that countless COVID-19 patients had returned home to their families for Onam. The campaign called upon every individual to proudly dedicate their Pookalam (a popular floor decoration with flowers) to these heroes and their valiant efforts by designing it with a ‘Thank you’ motif.
Nihar Shanti Amla ‘Thank you Teachers’
While it has been difficult for students to learn from home during the pandemic, it has been equally challenging for teachers to impart education online. To celebrate their relentless efforts and commitment, Nihar Shanti Pathshala Funwala launched an emotionally resonating campaign #ThankYouTeachers. Through this digital film, Marico, a brand that has always championed the cause of children’s education, aimed to convey a heartfelt message – ‘Thank you teachers for learning, so that the country’s future can keep learning!’ During the lockdown, Nihar Shanti Pathshala Funwala has successfully trained over 1 Lakh teachers to help improve English education with its digital first programme in partnership with the Government of Madhya Pradesh.
Nihar Naturals #ThirdEye
Nihar Naturals marked the 2020 Durga Puja with a first-of-its-kind campaign – #ThirdEye, aimed at making pujo pandals in Kolkata safer for everyone. As a part of this initiative, Nihar Naturals partnered with key pandals across Kolkata to set up a network of surveillance cameras disguised as Maa Durga’s #ThirdEye, to watch over pandal hoppers and keep them safe. In addition to the on-ground campaign, Nihar Naturals also brought alive stories of some of the most remarkable women – heroines from real life – who have acted as one another’s protective “third eye” and have strived to ensure the safety of other women.
Saffolalife ‘World Heart Day’
Saffolalife has always championed the cause of heart health with a vision to create a ‘Heart Healthy India’. To raise awareness and bring effective change, Saffolalife launched an impactful campaign on World Heart Day – #CareForHerHeart that raises awareness for the cause of women’s heart health. The campaign started with a digital film that highlighted the stress that women go through every day as they play multiple roles. The campaign urged her loved ones to put her and her heart first, as she continues to be our hero without a cape.
Saffola Honey: Certificate of Purity
Saffola encouraged consumers to receive their very own Saffola Honey Certificate of Purity for every bottle they buy to be completely assured of the quality. Saffola guaranteed that every batch of Saffola Honey is NMR tested (Nuclear Magnetic Resonance test, which is one of the most advanced tests in the world for detecting adulteration in honey). Consumers could receive the Saffola Honey Certificate of Purity by sending an image of the batch number of the bottle to csc@marico.com. This certificate assured them that from beehives to the pack, Saffola Honey goes through 60+ quality checks. Further, to create awareness among consumers on purity of honey, a note titled “Facts on Honey Crystallisation” was also published.
Saffola Oodles
The communication campaign for the newly launched Saffola Oodles revolved around the evening snack time. The TVC highlighted how Oodles enables the mom to play the role of fun mom at snack time. The yummy, ring-shaped, no-maida noodles made with oats, allows the mom to give her kid something he/ she would love to eat, whilst at the same time being reassured that it’s healthy.
Veggie Clean #TheRightWay to clean
Veggie Clean’s #TheRightWay to clean campaign urged people to clean their fruits and vegetables using the right solution and in the right way. The integrated communication used the rising trend of new home chefs to educate consumers about the effectiveness of Veggie Clean through a fun relationship between a loving, newage father and his millennial daughter. To further engage with consumers and drive home the message, Veggie Clean has collaborated with Chef Ranveer Brar and other celebrity influencers such as Karishma Kapoor, Shilpa Shetty and Soha Ali Khan to name a few.
BEARDO
DON Beardo
Beardo launched Hrithik in a never before seen avatar of a Don, giving him the character “Don Beardo”.
The strong, authoritative alpha, yet suave and stylish persona hit the bull’s eye with more than 10 Million impressions in the first week itself. Such strong was the resonance that Hrithik posted the creative on his own personal social media handles without any ask just because of the sheer love the character received.
It was topped with a Don Beardo mega event - The Return of the Beardo Mafia on www.beardo.in with special curated kits like Don’s Signature, Don’s Favourites and more.
DON BEARDO’ ft. Hritik Roshan which has already garnered over 20 Million impressions paving way for many new consumers to join the club.
Beardo Mooch Swag
If we own the beard, why not the stache too?
Since more men don the stache than Beards, Beardo decided to use the stache as a tool to celebrate what’s good and great about manhood through India’s first Mooch Anthem!
With participation of multiple A listers like Hritik, KL Rahul, Kunal Kapur, Beyounick we produced multiple social media content pieces around how to groom the mooch right and wear it with pride. A fun AR filter with the anthem playing in background asked the consumers to dance and flaunt their moustaches out of which the best ones were featured on official social media handles. Timed with the end of lockdown, Moochswag grabbed a lot of attention among the consumers and garnered over 5 Million impressions and helped raise more than just the moustache handles - the very spirits of millions of men who treat their moustaches as symbols of male pride.
Bangladesh
Parachute Naturale Shampoo
Parachute Naturale Shampoo comes in four exciting variants: Nourishing Care, Anti Hair-Fall, Damage Repair and Hijab Fresh. The variants are paraben-free, dermatologically tested and enriched with the benefits of natural ingredients such as coconut milk protein. The brand rolled out multiple thematic communications, highlighting its unique proposition through “Say Yes to Parachute Naturale Shampoo” in the launch year.
Parachute Just for Baby
Parachute Just for Baby is so safe that globally, lakhs of mothers recommend the brand. The new communication portrays how an experienced mother recommends safe baby care to a new mother which is in line with the brand’s core proposition of “So safe, it’s recommended by mothers.”
Vietnam
Parachute Advansed 100% organic EVCNO #OrganicSkincare
The product was launched to address the growing consumer need for organic products for daily use. Keeping the authenticity of “100% Organic & Natural” at the core of our proposition, an extensive digital marketing campaign in the region was launched with a series of creatives.
Marico Consumer Services Cell started its journey in March 2007 with the advent of the GSR 425 (E) w.e.f 13-1-2007 wherein every unit pack mandatorily needed to incorporate contact information of company for consumer feedback. Since 2014, the cell has been ISO 10002 certified, testifying Marico’s focus on creating a consumer-driven quality approach at all levels. The cell is equipped to handle a response rate of 6,500+ calls against 1,200 monthly calls during inception, and with the advent of social media, the cell devised mechanisms to address such responses.
To address complaints/queries from end-consumers, we have a structured and well-defined system with the following attributes:
VISIBILITY
Consumer feedback contact on every pack, websites and e-mail connectivity to the consumer cell
SOCIAL CHANNELS
Dedicated Online Reputation Management (ORM) Desk to track social media response and standardised responses.
TEAMS
External contact centre and quality team members from Marico, handle the consumer responses
TRAINING
Robust documented procedures, standardised training material for refreshes and new joiners.
PROCESS
Presence of a comprehensive FAQ library that can be referred to by the team to address consumer responses independently ensuring first call resolution. There is a structured escalation matrix defined basis nature (technical, non-technical), severity, consumer profile etc. Escalated complaints and queries are immediately addressed by Corporate Quality Assurance team either through personal visit or telecon or virtual redressal of complaints through a video call or email responses.
KNOWLEDGE MANAGEMENT SYSTEM (KMS)
Internal Knowledge portal consists of defined protocols, FAQs, SOPs etc. for contact centre. Technical dockets of consumer complaint responses are available for Quality team
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Online logging of consumer complaints and queries is carried out through a quality portal ‘Darpan’. This system helps team to maintain a strong consumer database, improve product and packaging quality and also gather consumer insights.
MONITORING AND RISK PROCESS
Crisis management protocols/playbook and holding statements are readily available for reference. Measurable metric is in place like Abandonment Rate, AHT, Call Quality, FCR etc. so as to continuously quantify and improve the consumer response management process.
Consumer connect initiatives
In line with our core value of ‘Consumer Centricity’, our Quality team embarked on a journey to increase effective and efficient engagement with consumers. The purpose of this initiative is to capture the ‘Voice of Consumers’.
CONSUMER CONNECT: DAWN TO DUSK
A 360-degree questionnaire based methodical approach has been formulated to proactively understand the stated and unstated needs of the consumer and augment the consumer insights.
FOSTERING EMOTIONAL BONDS
This initiative is aimed at sustaining our consumers’ emotional bond with Marico brands and capture insights on new products through personalised messages and interactions that respect and appreciate the consumers’ relationship with Marico. The feedback is looped back into the product configuration model and also used as a mechanism to connect personally with consumers.
E-COMMERCE/ SPRINKLR TRACKING
For all new products launched on e-commerce, the team captures social intelligence signals from platforms like Flipkart, Amazon, Big Basket etc. Mystery purchases are done from the channels to evaluate product, packaging quality, possibilities of any damages in transit and product parameters.
Ensuring continuity of operations during the pandemic
We had to manage a quick turnaround of setting up the remote working of the entire process i.e infrastructure, resources, conducive work environment, with no impact on business. Marico was one of the few companies to be fully operational from day one of the lockdown.
D2C – Customer Service Cell
Our consumer service team was instrumental in setting up the entire remote customer service operations for the ‘Direct to Consumers’ initiative. The set up included infrastructure, monitoring/reporting methods, metrics, building the knowledge and training material, equipping the agents through training on process, online interfaces like order booking, dispatch portals etc. Currently the team is fully functional handling over 1,500 queries/complaints per month.
Rewards and recognition
Marico Consumer Services Cell is ISO 10002 certified
Marico’s Guwahati facility won the Platinum award in the 39th CII National Kaizen Competition in Restorative Category
The Puducherry facility won Gold Award in the 15th National Champion’s trophy Kaizen Competition, Platinum award in 39th CII National Kaizen Competition under Renovative Category and Gold Award in the Restorative Category
The Perundurai facility won first place in Global Performance Excellence Award from Asia Pacific Quality Organisation (APQO) on Business Excellence
Consumers’ testimonials
Dear Sir / Madam,
I am from Mumbai. Recently l tried, your ‘Saffola’ Masala ring Oodles. The shape and taste, were yummy. Thanks to your great innovation. After eating ‘spiral’ noodles for so many years, this is indeed a first great revolution in the noodles industry. Thank you ‘Saffola’, for the first time in India product. Hope you introduce more Indian masala flavours like Sambar, Chicken etc.
Regards, Yours truly,
Ajit Kumar Pillai
Dear Sir / Madam,
My self Jaspreet Kaur, age 34 years, I am Assistant Professor in a reputed college in Ludhiana (Punjab). Since childhood we had been using parachute oil, I still remember that steel or iron tin box with lid. I am writing this email to compliment company for such a long journey. Basically I want to share something with you. I have quite a long hair, but lately people started criticising me for my long hair. I used to tell all “mere baal meri jaan hai” and today suddenly I saw this ad on YouTube. I really appreciate it, you have displayed natural beauty, natural hair types nothing artificial or over glossy hair, as other hair product companies display.
Thank u i felt as if this advertisement is for us. Compliments to company.
Jaspreet Kaur
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