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Marico Buys New Brand to Open Segment in Youth Market

In a bid to gain a foothold in the male grooming and youth brand segment, Marico has acquired erstwhile Paras personal care brands from Reckitt Benckiser. This transaction is Marico’s second largest acquisition in India, after the acquisition of the Nihar brand from Unilever, a few years back.

Marico Logo

Marico Logo

Marico has also made six brand acquisitions other countries, such as Egypt, South Africa, Malaysia and Vietnam. These acquisitions have enabled the company to expand its presence to overseas markets, dealing in hair styling, grooming and deos, which were lacking in its portfolio.

The company’s acquisition of Zatak, Set Wet and Eclipse, will provide Marico with an entry into the quickly growing deodorant market, says says Mr Saugata Gupta, CEO, Consumer Products Business.

While the company may have a larger overall distribution, this acquisition will give it a wider market share in the north and west, where Paras brands are strong.

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