Marico aims to build FMCG's largest D2C arm as distribution moats erode
At Citi India Conference 2026, Chairman Harsh Mariwala said traditional FMCG distribution advantages are crumbling against digital-native insurgent brands and quick commerce. Marico has set up a separate D2C structure to become its categories' largest D2C player, with HUL, Tata Consumer and ITC reshaping similarly.
At Citi India Conference 2026, Marico Chairman Harsh Mariwala said traditional FMCG distribution moats are crumbling against digital-native 'insurgent' brands and quick commerce. Marico built a separate D2C structure aiming to become its categories' largest D2C player, with rivals HUL, Tata, ITC reshaping similarly.
Why this matters
Builds on Marico's premiumization push alongside HUL and its rewiring of playbooks with Nestle and Orkla as Gen Z drives 35% of India's consumption spend, signaling a structural shift toward digital-first retail.
Omni-channel remains steady with 463 signals logged over the past 90 days.