Marico bets next FMCG cycle on AI, creators and quick commerce as digital tops 50% of spend
Marico says brands, AI and distribution will define FMCG's next cycle. Digital media share has crossed 50%, up from 30%, with the new Parachute Advansed shampoo launch riding 3,000+ creators and a 55% digital allocation. Tier-II aspiration and quick commerce anchor the playbook.
Marico executives outline next-cycle FMCG playbook centered on AI-led marketing, creator partnerships, quick commerce and Tier-II aspiration. Digital now exceeds 50% of media spend; new Parachute Advansed shampoo launch leverages 3,000+ creators with 55% digital allocation.