Business Case Studies, Going Global & Managing Global Businesses Case Study, Marico

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Going Global & Managing Global Businesses Case Study

Case Title:

Global Footprints of the Indian MNC, Marico: The 3L Strategy

Publication Year : 2010

Authors: Fathima Reshma Taj,Saradhi Kumar Gonela

Industry: Manufacturing


Case Code: GGL0055

Teaching Note: Available

Structured Assignment:  Available

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Marico has doubled its turnover in 3 years and achieved what only a few Fast Moving Consumer Goods (FMCG) companies would have been able to pull off; it has transformed from a pure oil player to a major in beauty and wellness segment and from being an Indian firm to a global entity. The case study brings to light the transformation of the company from a commodity company to India’s largest FMCG company. It highlights Marico’s strategy: following consumer preferences and catering to their needs. The ‘Uncommon Sense’ approach has helped the company push beyond the existing boundaries. The case study also focuses on Marico’s future expansions plans. Towards the end, the case study discusses how important it is for a company to adapt and learn the local culture to sustain in the international markets. It also analyses why Egypt was considered as the manufacturing hub for the Middle East and North Africa (MENA) region.

Pedagogical Objectives:

  • To analyse the brand building strategies of Marico for its flagship products – Parachute oil and Saffola
  • To debate on the importance of learning and adapting cultures of the target markets to expand and sustain globally
  • To debate on how Marico shares its best international practices as Egypt becomes the manufacturing hub for MENA region.


  • Marico Industries: An Overview
  • Growth of Parachute Hair Oil and Saffola Edible Oil
  • Going Global
  • Challenges Faced by Marico
  • Tapping New Markets

Keywords : Going Global, Global Expansion, Global Expansion Strategies, International Expansion, International Marketing, Localization, Localization Strategies, Going Global Vs Localization, Glocalization, Product Customization, FMCG Products, MNCs from Emerging Markets

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