93
members in the R&D Team
Integrated Annual Report 2022-2023
Consumers
Consumer aspirations are ever evolving. Our strategy is to understand those aspirations with sensitivity and care in order to deliver products that address their unmet needs and elevate their experiences. Consumers remain at the centre of our value creation approach. Our foremost priority is to provide exceptional product experience at affordable price points.
Marico’s agile operation model, advanced production facilities, experienced research teams and robust supply chain network all work together to create and deliver products that stand out in the market for their quality and reliability. In addition, we ensure that our products are readily available and easily accessible to our customers through our well-entrenched distribution network.
The culture that we have nurtured at Marico is deeply consumer centric. It empathises with consumer needs, values their feedback, believes in timely response and looks forward to bringing satisfaction and delight to every consumer.
members in the R&D Team
Number of Patents
R&D Spend
New Products Launched
Marico’s R&D efforts have always pursued deep science for understanding food, skin and hair structure and its interactions with products that consumers use.
Through our best-in-class research and development (R&D) facility at Mumbai, we ensure that every product we develop meets the highest quality standards. The team comprises 93 domain experts (of which 49 are women) with extensive experience in science, technology, and pharmacology.
members in the R&D Team
patents filed
Trainings are conducted in all manufacturing locations at different levels. A comprehensive induction programme is deployed for every new member, which includes functional and organisational overviews. Based on the appraisal programmes, the functional training needs of the members are taken and periodic action plans are prepared and monitored. We ensure every member is covered for functional and soft skills training at least in 2 to 3 training sessions in a year according to needs identified.
Training is based on skill matrix and every manufacturing location organises training, which covers technical skills such as Good Manufacturing Practices, Good Housekeeping Practices, Good Storage Practices, Good Laboratory Practices; regulatory skills such as FSSR, Legal Metrology, Drug & Cosmetic Act; organizational skills related to FSSC, ISO, USFDA and soft skills such as communication skills, time management, decisionmaking acumen and behavioural requirements. Marico’s development philosophy involves a 70:20:10 rule, i.e., 70% Experience, 20% Coaching and 10% Training, thus employees are put on-the-job projects resulting in empowerment and exposure.
In FY23, we conducted 11 trainings sessions on technical topics on new product categories, new technologies, Ayurveda, safety, and HR guidelines. The frequency of the training is monthly with forums such as Tech-Byte. In addition, members are sent for subject matter specific trainings as per their skill needs and projects entrusted to members.
We collaborate with research institutes in India and internationally to understand the science behind our products. We work with these government recognised centres of excellence for taking our research initiatives forward.
In FY23, Marico signed MoUs with very distinguished research centres such as Indian Institute of Millet Research (IIMR), Indian Institute of Toxicological Research (IITR) and Indian Fisheries Institute.
Marico’s Quality Management Framework governs ingredient safety and product quality at each stage in the value chain. Well-defined implementation and monitoring systems help in achieving 100% compliance with regulatory requirements.
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.
We perform exhaustive quality audits for suppliers and maintain stringent controls on reliability and traceability. It enables us to ensure the quality of raw materials and packaging essentials.
Our manufacturing units are USFDA, Halal, FSSC-22000, HACCP certified, which ensure that robust systems and processes are in place to deliver high quality output.
Strict controls on the quality of final packaging is maintained to ensure a pleasant consumer experience.
Our teams ensure that the formula is compatible with its packaging throughout the shelf-life duration mentioned on our products
International Standard Organisation (ISO); European Union (EU); Gulf Standard Organisation (GSO); Toxic Substances Control Act (TSCA); Vietnam chemical database system; Taiwan’s chemical substance inventory (TCSI); Korea- National chemical information system; Australian Inventory of Chemical Substances (AICS); Industrial Safety and Health Law (ISHL) - Japan; China Cosing Database; Philippines Inventory of Chemicals and Chemical Substances (PICCS); Chem Sec (SIN)- Sweden; ECHA SVHC - European Chemicals Agency (ECHA) (Substances of Very High Concern (SVHCs);
We have established comprehensive procedures for ensuring quality and safety in every raw material and packaging material. R&D team leads the procedures for product testing and the corporate quality assurance team leads the verification processes. The products are also validated for its quality till the end of the life mentioned and verified by testing the product at its different life cycle and end of the life to ensure the quality is met.
All raw materials, packaging materials and finished goods are tested for physical, chemical and micro parameters at in-house laboratories in every manufacturing location. The product testing laboratory is NABL accredited. Our products are tested as per the FSSAI/FDA standards and released to the market. Manufacturing facilities are certified for FSSC 22000, HALAL, ISO 9001, HACCP, GMP, Drugs & Cosmetics Act as applicable. Some manufacturing facilities are USFDA Inspected/FSVP certified. No products are tested on animals.
Samples are tested at external labs for additional support/ parameters as per the specifications. At Marico, we check plant samples and market samples regularly in an externally accredited NABL/FSSAI/FDA laboratories (India and Overseas) for defined parameters.
Marico follows a stringent quality and safety compliance check before inducting raw material/packaging material suppliers in the system. The supplier facility is audited based on food safety and quality checklist. Design of this checklist is based on various national and international food safety and quality standards (FSSC 22000, FSSAI Schedule IV,
USFDA, Halal, HACCP). The USP of this checklist is a reputation risk score (based on risk assessment and identification of critical areas) and is a key enabler towards preventive approach to protect the brand reputation and consumer safety.
The raw material quality testing is conducted according to the quality testing plan, Marico’s specifications and internal test procedures. Chemists are calibrated, and R&R is conducted as a part of the chemist induction plan. Chemists are also participating in Inter Lab Comparison, Proficiency Testing that ensures the competency of individuals.
Risk assessment framework is in place and deployed across the value chain right from vendors to distribution chain. For identified risks/blind spots, mitigation plan is in place and monitored. There is an emergency preparedness and recall plans in place to mitigate any major quality and product safety concerns in the market.
Supplier Training / Joint sessions are planned based on the operational needs identified. Marico has a Supplier Quality Excellence annual meet; a forum for Cross-functional engagement and training. This forum also enables strategic alignment and opportunities for cross-learning as well.
Local culture, lifestyle preferences and affordability are three major parameters in shaping our strategy for emerging markets. We conduct market research, leverage local partnerships and develop new products to cater to the dynamic and diverse market needs.
In FY23, we launched 14 New Products in Saffola Masala Oats, Saffola Munchiez, Saffola Soya, Saffola Honey, Saffola Mayonnaise, Saffola Fittify, Saffola Immuniveda and Prachute Advance Product Range.
We set targets for product reformulation through the annual operating plan. The targets are set based on consumer and market feedback. The reformulations plan also forms part of the designed review mechanisms in Marico i.e., monthly, and periodic management reviews.
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 consumers’ growing needs.
Under the EAT Right India with FSSAI, we have pledged to reduce sodium in the relevant products. We are working on technological advancements to reduce sodium in some of the Saffola Masala Oats variants.
We support conferences, seminars and sessions organised by scientific bodies and educational institutes to promote science-based dialogues on health and nutrition. We also promote Saffola science on these platforms wherever applicable. We also participate in several F&B initiatives to drive consumer relevant agendas. Additionally, we have undertaken programmes to increase offering of organic food materials and vegetable-based ingredients in our product range. We are engaging with many suppliers to maintain the organic attributes in Saffola Honey and exploring the possibilities of extending the organic offerings beyond Honey. We have recently launched Savoury Oats product range that contains dehydrated vegetables.
The R&D team is leading the efforts to offer food products with reduced sugar, sodium and fat content. Currently, we offer product options with ‘No Refined Sugar’. Saffola Fittify range offers product with ‘no added sugar’. We are also exploring alternate options for refined sugar across our entire food products range. In our product range, Munchiez Ragi Chips, we have achieved reduction of saturated fat by 50%. We do not use artificial flavours or artificial colours.
We are taking steps to further increase nutritional content of food products through fortification techniques. In our product range, Saffola Fittify, we are fortifying the edible oils with vitamin A and D. We are also driving initiatives to offer portion-controlled options, especially for indulgent sweets and smaller SKUs with controlled calories.
We conduct life cycle assessment of our products to understand their impacts across the lifecycle. We are taking actions to reduce product carbon footprint (PCF) and developing a product sustainability index (PSI) to guide our strategy on product development.
We communicate the nutritional benefits on our labels designed as per the Food Safety and Standards (Advertainment and Claims) Regulation 2018 and mention benefits of balanced diet and exercise for our consumers.
We ensure that our entire portfolio of food product labels display relevant nutrient details, including Saturated fat, Trans fat, Added Sugar, Sodium, and Dietary fibres on the product labels.
The Quality team at Marico maintains strong connect with our consumers through various initiatives that are designed to enrich consumer experience, capture their insights, preference and incorporate their feedback to improve product configuration.
Proactive approach undertaken includes tracking online reviews posted by consumers, preparing 360-degree questionnaire to engage with them, sharing new product samples with select consumers with personalized messages.
Understanding and responding to our consumers’ needs, concerns and interests are of utmost importance to Marico. For this purpose, the team conducts customer satisfaction index surveys every year. As on FY23, the satisfaction index is at 96%.
The Customer Service Cell responds to consumers' queries and feedback based on FAQs to attempt first call resolution. If unresolved, levelbased escalation matrix is followed. Escalated complaints and queries are immediately addressed by Corporate Quality Assurance team either through personal visits or email or phone/video calls.
An internal knowledge portal consisting of defined protocols, FAQs, SOPs and so on is developed for contact centre. Technical dockets of consumer complaint responses are made available to Quality team members.
Parachute Kalpavriksha Foundation launched a multi-pronged campaign to affirm its commitment to positively impact 1 lakh farmers by generating J 1000cr of incremental farm income by FY2026. The objective of the campaign was to pay tribute to India’s farming communities by celebrating their innate spirit of resilience, nurture and growth. The integrated campaign spanned print, digital and social media channels, released an ad film that narrates how Marico sees a nurturer in every farmer. As the second leg of the campaign, Parachute Kalpavriksha Foundation also launched a special farmer edition, featuring their real-life inspirational stories on the pack of Parachute Advansed Gold. To enable consumers to be a part of this journey, the pack came with a seed paper neck tag which when sowed in soil and watered regularly, grows into a plant.
Parachute Advansed launched a unique campaign titled ‘En Mudi En Adaiyalam’ (My Hair, My Identity) celebrating the women of Tamil Nadu. Led by a TVC, the campaign emphasised the importance of hair and the role it plays in defining the quintessential Tamilian woman’s identity. Taking this integrated campaign, a step further, Parachute Advansed also unveiled murals across key locations in Tamil Nadu that depict hair and its role in one’s identity.
Saffola FITTIFY brought onboard Bollywood actress Janhvi Kapoor as the new face of the brand for the healthy Peanut Butters and The Perfekt Gummies category. The campaign film with Janhvi Kapoor shows her grooving to the tune of ‘FIT-FIT-FITTIFY and shares that the Saffola FITTIFY Peanut Butter is the secret to her healthy cravings. She demonstrates how the product is power packed with the goodness of high protein and high fibre in a tasty and delicious way, thereby compelling the audience - Ab Health Ko Rakho FIT-FIT-FITTIFY !
Saffola Masala Oats campaign featuring celebrities Kareena Kapoor and Neetu Kapoor leverage the ‘foodie’ image of the Kapoor family. The ad further builds Saffola Masala Oats as a yummy snack, and reinforces ‘mazedaar khao jee bhar ke’ as the key proposition.
One woman in India is diagnosed with breast cancer every four minutes! Livon threw light upon this staggering statistic through an engaging self-check guide to prevent breast cancer. The 40-second video creatively linked the brand’s biggest asset – hair – to the cause by reimagining double donut buns as breasts. The captivating video reiterates why every woman in India must practise self-check. With the hashtag #KeepAbreastAndLivon, the brand urges women to check for breast cancer every month in an effort to beat the disease.
The brand has partnered with Dr. Lakshmi Sukumaran, a breast cancer survivor herself, to guide followers in the right way to self-check.
Nihar Shanti Amla, India’s No. 1 value added hair oil brand onboarded Bollywood superstar - Alia Bhatt its face. Nihar Shanti Amla’s new TVC, with the motto – ‘Baal Badhenge, Bachche Padhenge’ seamlessly delivers the brand’s dual message - beautiful hair and, its commitment towards girl child education.
The new campaign by True Elements’ breaks away from the conventional category route of rational, left-brained communication by telling their story with a dash of humour. Through their campaign, the brand encourages the audience to choose ‘Food That Does Not Lie’ and tastefully declares that it is not just a health brand, but also a transparent and honest one. Through a series of four films, True Elements encourages people to tell what’s true without being bitter.
Taking a satirical approach, leading men’s grooming brand Beardo is prompting men to throw away their girlfriend’s shampoo in their latest Ad film featuring the king of wit, Vir Das. The ad-film humorously exposes the duality of male grooming in India, where, while masculinity is preached and practised like the law of the land, the narrative completely shifts when it comes to men’s shampoos. As a disruptive force standing up for masculinity, and celebrating manhood, Beardo is leading the charge to change this narrative using a comical approach, urging men to use #MardonWaalaShampoo which is designed for them.
Given the scientific rationale that men’s scalps are different from women, given that they are thicker and oilier, Beardo identified and brought to the market three power-packed shampoos designed for manly hair problems.
With #HairyMasculinity, Beardo celebrated OG masculinity in all its glory. The brand reinforced through this campaign that Masculinity should be celebrated as much as feminism and its belief in the persona of the original traits of masculinity - being real, ambitious, courageous that have a high resonance with the bearded look. Not only is the bearded look timeless and classy, it makes a statement about the kind of men who have the courage to don it and the patience to groom it. The digital film features Hrithik Roshan who brings out this sizzling Raw, Real & Unfiltered avatar of #HairyMasculinity.
Parachute Advansed Beliphool continues to be a leading value-added hair oil brand in Bangladesh. To widen its reach, the brand launched its new TikTok Hairstyle Campaign featuring several TikTok influencers and renowned TV actresses. Participants of the campaign shared their rendition of hairstyle transition videos on their TikTok pages, with hashtags #PABeliphool #PerfectHairstyle #fyp #tiktokbangladesh. Five participants with the highest number of views on their posts were selected as winners for an exquisite gift hamper. The campaign ended on a high note with millions of organic views and numerous participations.
The brand launched its latest initiative, Parachute Just for Baby, Doctor’s Advice with an aim to answer some new mothers’ queries on safe baby care.
The program, hosted by popular actress and mother Masuma Rahman Nabila, featured two expert pediatricians, who answered real mothers’ queries shared on Parachute Just for Baby’s Facebook page. With this campaign, the brand is now one step closer to fulfilling its mission of ensuring safe baby care for all babies of Bangladesh.
With a promise to reduce hairfall within 45 days, the brand brought onboard Trichologists (Hair experts) to give “Parachute Extra Care Hairfall expert solution”. As a part of the campaign, the consumers could ask questions related to hairfall to the experts through social media and seek specific solutions. The unique packaging that comes with root applicator is also well received by the consumers and is first among the hairfall control brands in the country.
With Red King’s core message - ‘Tension-Free Sleep, like a King’, the new TVC featured a King who could not sleep and a Hakim who recommended his unique creation of a power tube with cooling crystals. The focus was on creating awareness on the product’s suprior cooling properties with its power cooling tube.
Isoplus is a leading hairstyling brand within the South African ethnic haircare market, offering a wide portfolio of hair styling products.
In October 2022 Isoplus launched the Isoplus Wrap & Styling Foam, a trending styling tool in the current market. The launch was supported through high digital presence with increased brand investment. The campaign was hashtagged “#WrapItUp” and was driven through social media advertising, influencer content, online display banners, video content, search optimisation and print advertising in leading titles. Online consumer promotions were run to create awareness and Word of Mouth influence.
