"Hindustan Lever is after us"

Marico, an FMCG giant, dominates the coconut oil segment with its 'Parachute' brand. But did you know that in the 1990s, the company was at war with Hindustan Unilever (HUL) for market dominance? Marico's founder, Harsh Mariwala, and his friend Professor Ram Charan have captured the company's journey, including this rivalry, in their book, 'Harsh Realities.' In one of the chapters, the duo delve deep into the challenges posed by HUL and how they overcame them. We share the entire event in a nutshell. HUL's entry After demerging from Bombay Oil Company, Marico had established itself as a leader in the coconut oil segment by 1993. Meanwhile, HUL, the Indian subsidiary of Unilever, went on an acquisition spree under its then Chairman, Keki Dadiseth, to solidify its position as an FMCG giant. It acquired brands like Kwality, Dollops and International Best Foods. Professor Ram Charan writes, "Along with mergers of some of the group businesses, he knew he could strengthen Lever's position by acquiring promising companies." HUL's eyes were n

This article was originally published on March 01, 2024.