- Harsh Mariwala sees big potential in D2C brands, with Marico buying four.
- He credits his success to hiring top talent and learning from them.
- Mariwala fought off a buyout from HUL, proving his grit in the FMCG world.
At BT MindRush 2025 in Mumbai, Harsh Mariwala, Chairman of Marico Ltd., shared his excitement for new opportunities in the fast-moving consumer goods (FMCG) market. He highlighted how the rise of digital marketing has shaken up the industry, making it easier for direct-to-consumer (D2C) brands to grow. “Five years ago, FMCG was tough for newcomers—needing huge distribution and budgets. Now, with digital, we’ve gone from 30 to over 200 D2C brands,” he said. Marico jumped on this trend, snapping up four D2C brands set to hit Rs 1,000 crore in sales next year, outpacing many rivals in profitability.
Mariwala, who built Marico into a household name, said talent has been his secret weapon. Starting young in the family business without a fancy degree, he learned on the job by hiring smart people. “I transformed an unbranded business into a branded one, and my team taught me a lot,” he explained. He told entrepreneurs that winning the “war for talent” is as vital as grabbing market share. “A great idea with weak talent won’t work—you need a strong team to succeed,” he stressed, a strategy that paid off as Marico thrived against global giants.
He also recalled a fierce battle with Hindustan Unilever (HUL) in the early 2000s. HUL tried to buy Marico after taking over other brands, even threatening to crush them. “They called me directly, saying sell or you’re done. I said no—I’m not here just for money,” Mariwala shared. Refusing to back down, he outmaneuvered HUL in the haircare market, cementing Marico’s place. His story at MindRush showed how talent and bold moves in spaces like D2C can keep a business strong, even in tough times.
