MAM
Innovation and pioneering helped Marico grow: Harsh Mariwala
MUMBAI: Harsh Mariwala transformed his family's trading business in spices and edible oils into Rs 7,300-crore FMCG giant Marico, led by flagship brands such as Saffola and Parachute which sell in 25 countries. The company recently launched Saffola FITTIFY, a range of healthy soups and shakes. Mariwala's other businesses include Kaya, a chain of skin care clinics.
The company also scouts for young Indian entrepreneurs and facilitates the start-up ecosystem through the mentoring platform Ascent Foundation.
Mariwala is someone who walks the talk and lives by example – a catalyst of positive change, said Raj Nayak during a tete-a-tete with the affable Marico founder.
“We started in phases, earlier the name of the company was Bombay Oil Industries. It's an edible oil business where we were selling coconut oil, refined oils to trade as well as some industries. That business was not doing too well, lots of businesses depend on how well you cover your raw material or how the raw material prices behaved, so it was very erratic in terms of margin and performance,” shared Mariwala.
So he thought of converting the oils business from unbranded to branded in order to make it more profitable and sustainable, a bold move which paid off. And that’s how it all started. He started travelling to internal markets, appointed distributors, talent managers, advertising agencies in the interiors of Maharashtra and Gujarat. The consumer product is highly de-licensed, which helped Mariwala to gain profit. Apart from licensing, one clear no for him was entering the high-tech business.
Mariwala mentioned that while his iconic Parachute brand was a success, it was mainly selling in 50 litre tins. Initially, the retailers would buy it and sell it in bottles which were later purchased by consumers. Back then, the market of packed coconut oil was much smaller than what it is today. Later, the idea struck him to create a packaged product which was sold in various parts of Maharashtra. Mariwala’s initial foray was to scale up the existing business across India.
Another well-known brand, Saffola was neglected for a very long period of time, he revealed. After starting the business, his focus was to identify further opportunities. He added, “I wanted to be in the number one position, to be a market leader, as it helps you to get more margin. We grew by innovating in the coconut oil market, during that time the whole market worked on tin containers, then we converted it to plastic. It was not an easy journey; it was a tough conversion. However, it ensured that our growth rate jumped up multiple times. We applied the same innovation in Bangladesh, and now we are the leading coconut player in the Bangladesh market.”
Another key innovation was the lice-killing hair product Mediker, a must-have in Indian households with young kids.
“We acquired Mediker from Proctor & Gamble and introduced it in oil format, the sales just doubled. So, innovation and pioneering helped us to grow,” the business tycoon remarked.
Relating an interesting anecdote behind how the Revive detergent was launched in the early ‘90s and creating a market for a product where none existed, Mariwala said, “We came up with our product Revive out of a personal necessity. I liked crisp clothes, that is how we made Revive which helps to starch clothes without any hassles.”
According to him, for any product, there must be a consumer need which is big enough to build a brand. Moreover, to become a market leader, advertising is very important and once a certain mass is created, one can go back to devising effective cost structures and improving margins.
Everybody still wonders, from where the name Parachute emerged. Mariwala jokingly said that is the question that the nation wants to know. He shared that Bombay Oil Industries was formed in 1947, shortly after the second World War when a lot of Indians got to know about parachutes – and that’s how Mariwala’s uncle thought of creating a brand by this name, which is now a huge success.
On the subject of world wars, Mariwala opined that there is an ongoing war for talent, and one has to treat hiring like marketing. “When there is a shortage of good talent, you have to market yourself first,” he quipped. “That means you have to identify what is unique about you, you arrive at what we call employee value proposition, which is unique in the job market. In our case, unlike big MNC corporations where decisions are taken in closed headquarters, we empower our employees.”
Spoken like an entrepreneur who knows how to make a difference.
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
