September 2015
Intermediate to advanced
168 pages
5h 43m
English
Content preview from Cases in Corporate Strategy
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CASE 10
Marico: Growth through Strategic Innovation and Diversifi cation
This case study is based on our video interview of Harish Mariwala, Chairman and Non-Executive Director, Marico Ltd
SYNOPSIS
The fast moving consumer goods (FMCG) industry has a quick turnover with relatively low cost. This includes products like toiletries, soap, cosmetics, tooth-cleaning products, shaving products, detergents, personal care products like hair oils, deodorants, cooking oils, breakfast items, etc. In India, the FMCG sector is the fourth largest sector in the economy and creates employment for more than 3 million people. The FMCG market in India is in excess of, ₹ 85000 crores and is currently growing in double digits every year.
The FMCG Industry is characterised ...
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