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Brands & Branding and Private Labels Case Study

Case Title:

Brand Extensions: The Marico Way

Publication Year : 2004

Authors: D Gayatri, T Phani Madhav

Industry: Food, Diary and Agriculture Products


Case Code: BBP0009

Teaching Note: Not Available

Structured Assignment: Not Available

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Marico Industries Ltd., India, known for its flagship brands Parachute and Saffola, was the market leader in hair oil and edible oil segments and enjoyed 100% market share in some niche categories. It pioneered the concept of branding hair oil in the country with its brand, Parachute, which went on to become synonymous with coconut hair oil. But when the company found that its dependence on two of its biggest brands was turning out to be a weakness in the light of growing competition from FMCG (fast moving consumer goods) majors like HLL (Hindustan Lever Limited), P&G (Proctor and Gamble), and other players, it introduced a slew of products extending its popular brands.

Pedagogical Objectives:

  • To discuss how Marico used its brand and line extensions effectively to combat competition.

Keywords : Brand extensions, Marico Industries, Line extensions, Capitalising on brand popularity, Brands & Branding Case Study, Flagship brands, Product innovations, Value added products, Umbrella brand, Sub brands, Brand loyalty, Product variants


  • Introduction
  • The early years
  • Brand extensions
  • Marico's plans for future
  • Market Share of Marico in Various Product Segments in the Hair Oil and Edible Oil Industry

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