Marico plans to accelerate launch of digital brands, step up investment

Company may look at 5-6 launches a year as the market for premium and niche products grows

Consumer goods major Marico proposes to step up launch of digital brands in areas such as male grooming and female hair nourishment as the market for premium and niche products grows, driven by affluent and tech-savvy consumers.

The company may look at 5-6 launches (of digital brands) a year as internet penetration steadily grows. To put things in perspective, there are nearly 500 active internet users in the country and India’s online market is second to only China’s, recent reports by bodies such as the Internet and Mobile Association of India says.

Analysts from BCG and Google say 40 per