International Business Group (IBG)
Marico’s International Business is one of the top three among the Indian Consumer Goods companies.
Marico reaches, more than fifteen countries in the Middle East and the Asian sub-continent. Marico’s product offerings in the international markets include Parachute Coconut Oil, Perfumed Oils, Hair Creams and edible oils.
IBG’s product offering
The portfolio comprises:
Parachute Coconut Oil
Parachute Gold - a hair oil
Parachute Hair Cream
Parachute Beliphool – a perfumed hair oil
Parachute Rose – a perfumed hair oil
Parachute Shanti Him Kesh Tel – a cooling hair oil
Saffola and Sweekar Refined edible oils
Geographical Reach
Our products reach several countries in the Middle East and the Asian sub-continent:
UAE, Saudi, Oman, Qatar, Bahrain, Kuwait, Yemen, Bangladesh, Pakistan, Nepal, Bhutan, and Sri Lanka, US, Canada, Singapore, Malaysia, Australia and Afghanistan
About Parachute
Parachute is premium edible grade oil, a market leader in its category. Synonymous with pure coconut oil in the market, Parachute is positioned on the platform of Vital Nourishment today.
From a loosely available commodity to a path-breaking brand, Parachute pioneered the switch from coconut oil sold in tins to plastic. Parachute is also available in pouch packs, to service the rural sectors, increasing penetration.
The positioning of Parachute has evolved over time. From the initial stand of purity to that of clarity to the `Coconut Dream' theme, with a new look and logo, to today's positioning of vital nourishment.
The Coconut Dream logo is seen as an opportunity to transform Parachute from being the largest coconut oil brand into a mega brand with several value added products under the 'Coconut Goodness' umbrella
Innovations in Parachute
To support its continuing endeavour to provide high quality Parachute Coconut Oil to its consumers, Marico has been constantly innovating for this brand. Some of the examples of innovation for Parachute are:
Flip Top Cap for Parachute bottles to enhance the safety and protect the purity of Parachute.
Easy Jar of Parachute to facilitate usage especially during winters.
Parachute Mini - a bottle shaped small pack being sold at an MRP of Re. 1
Parachute blister pack.
These innovations have not only ensured protection of existing franchise; they have propelled further penetration, enabling conversion of loose oil consumers to packaged Parachute Coconut Oil. Innovation will continue to be at forefront in Marico's efforts to strengthen this brand.
Our consumers
Parachute's primary target has been women of all ages. The brand has a huge loyalty, not only in the urban sections of India but also the rural. Parachute has several brand extensions, each filling existing need gaps, acquired from consumer insight.
Quality
Quality is all about satisfying consumers. It is not about profits or efficiencies but keeping the consumer happy, so that he/she stays loyal. One of the basic requirements to do this is to give the consumer a consistent product.
Marico’s International Business is one of the top three among the Indian Consumer Goods companies.
Marico reaches, more than fifteen countries in the Middle East and the Asian sub-continent. Marico’s product offerings in the international markets include Parachute Coconut Oil, Perfumed Oils, Hair Creams and edible oils.
IBG’s product offering
The portfolio comprises:
Parachute Coconut Oil
Parachute Gold - a hair oil
Parachute Hair Cream
Parachute Beliphool – a perfumed hair oil
Parachute Rose – a perfumed hair oil
Parachute Shanti Him Kesh Tel – a cooling hair oil
Saffola and Sweekar Refined edible oils
Geographical Reach
Our products reach several countries in the Middle East and the Asian sub-continent:
UAE, Saudi, Oman, Qatar, Bahrain, Kuwait, Yemen, Bangladesh, Pakistan, Nepal, Bhutan, and Sri Lanka, US, Canada, Singapore, Malaysia, Australia and Afghanistan
About Parachute
Parachute is premium edible grade oil, a market leader in its category. Synonymous with pure coconut oil in the market, Parachute is positioned on the platform of Vital Nourishment today.
From a loosely available commodity to a path-breaking brand, Parachute pioneered the switch from coconut oil sold in tins to plastic. Parachute is also available in pouch packs, to service the rural sectors, increasing penetration.
The positioning of Parachute has evolved over time. From the initial stand of purity to that of clarity to the `Coconut Dream' theme, with a new look and logo, to today's positioning of vital nourishment.
The Coconut Dream logo is seen as an opportunity to transform Parachute from being the largest coconut oil brand into a mega brand with several value added products under the 'Coconut Goodness' umbrella
Innovations in Parachute
To support its continuing endeavour to provide high quality Parachute Coconut Oil to its consumers, Marico has been constantly innovating for this brand. Some of the examples of innovation for Parachute are:
Flip Top Cap for Parachute bottles to enhance the safety and protect the purity of Parachute.
Easy Jar of Parachute to facilitate usage especially during winters.
Parachute Mini - a bottle shaped small pack being sold at an MRP of Re. 1
Parachute blister pack.
These innovations have not only ensured protection of existing franchise; they have propelled further penetration, enabling conversion of loose oil consumers to packaged Parachute Coconut Oil. Innovation will continue to be at forefront in Marico's efforts to strengthen this brand.
Our consumers
Parachute's primary target has been women of all ages. The brand has a huge loyalty, not only in the urban sections of India but also the rural. Parachute has several brand extensions, each filling existing need gaps, acquired from consumer insight.
Quality
Quality is all about satisfying consumers. It is not about profits or efficiencies but keeping the consumer happy, so that he/she stays loyal. One of the basic requirements to do this is to give the consumer a consistent product.