Marico bets on AI, creators and Tier-II push to define FMCG's next cycle
Marico's leadership says brand-building, AI-led consumer insights and deeper distribution will shape FMCG's next phase. Digital now tops 50% of media spend, with 55% of campaign budgets going digital. Upcoming Parachute Advansed shampoo launch will mobilise 3,000+ creators alongside a sharpened Tier-II rollout.
Marico executives outline next-cycle FMCG strategy centered on AI-led consumer insights and content production, creator-driven marketing, and Tier-II distribution. Digital now exceeds 50% of media spend; new Parachute Advansed shampoo launch will engage 3,000+ creators.