Success Editor Team
In the ever-evolving landscape of Indian consumer goods, Saugata Gupta, CEO of Marico Limited, has emerged as a visionary leader steering the legacy brand into the future. Best known for iconic products like Parachute Coconut Oil, Set Wet, and Saffola, Marico is now making bold moves in the Direct-to-Consumer (D2C) space, recognizing the shifting preferences of India’s digital-first generation.
The Vision Behind Marico’s Transformation
Appointed as CEO in 2014, Saugata Gupta has overseen Marico’s journey from a traditional FMCG company to a digitally agile and innovation-driven brand. Under his leadership, the company has not only expanded its presence in global markets but also embraced a consumer-centric approach powered by data, agility, and digital transformation.
In a recent conversation with Success Magazine, Gupta shared his perspective on India’s evolving consumer landscape. “We are witnessing a tectonic shift in how consumers discover, engage with, and buy brands. For a company like Marico, adapting to this change is not a choice — it’s imperative,” he stated.
Marico’s D2C Play: Beyond Traditional Retail
Marico’s entry into the D2C space isn’t just experimental — it’s strategic. The company has launched and acquired several digital-first brands targeting niche yet high-potential consumer segments. Notable D2C ventures include:
- Beardo – A leading male grooming brand, acquired to tap into India’s growing men’s personal care segment.
- Just Herbs – A clean beauty and Ayurvedic skincare brand aligned with the demand for natural, chemical-free products.
- Coco Soul – Marico’s in-house premium coconut-based personal care brand targeting health-conscious millennials.
By incubating and investing in such digital-native brands, Marico is building a multi-brand ecosystem that can cater to diverse and evolving needs, particularly in urban and tier-1 markets.
Leveraging Data and Agility
One of the core pillars of Marico’s D2C success lies in its data-led decision-making. With D2C platforms offering direct consumer insights, the company is now able to iterate products faster, optimize marketing spends, and enhance customer experiences.
“Unlike traditional retail, D2C allows us to test new formats, gather feedback in real-time, and scale what works. It’s a more agile and responsive model,” Gupta explains.
The Future of Indian Consumer Brands
According to Gupta, the future belongs to brands that can build authentic connections and deliver real value. “In a market as diverse as India, personalization, trust, and sustainability will be key differentiators,” he notes.
Marico’s evolving portfolio — a blend of legacy brands and new-age ventures — showcases the company’s commitment to innovation without losing its core identity.
Final Word
Saugata Gupta’s leadership at Marico is a textbook example of how legacy companies can reinvent themselves in a digital-first world. By embracing D2C, fostering innovation, and staying rooted in consumer trust, Marico is not just adapting to change — it’s shaping the future of Indian FMCG.
Keywords: Saugata Gupta Marico, Marico D2C strategy, Indian consumer brands, Parachute Coconut Oil, Marico CEO interview, Marico digital transformation, Beardo Marico, Just Herbs Marico, FMCG trends India, direct-to-consumer brands India
