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Higher dependence on hair oil segment puts Marico on slippery slope

Saffola volume surges by a fourth, but 8-11% volume fall in hair oil pulls down top line by 7%

Topics
Lockdown | Coronavirus | Marico

Shreepad S Aute  |  Mumbai 

While there have been expectations of a change in consumers' buying behaviour amid the Covid-19 pandemic with a preference towards essential items, such as food and hygiene products, Marico’s higher dependence on its hair oil category (Parachute rigid and value-added hair oil or VAHO), which is relatively discretionary in nature, has taken a toll on its performance in the March 2020 quarter (Q4).

In fact, Marico’s management indicated a change in strategy, depending on the demand pattern. This includes lowering investments in most-discretionary personal care ...

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First Published: Mon, May 04 2020. 21:01 IST
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