Mariwala: Whole-family products prevent household brand fragmentation
Harsh Mariwala · Marico Limited founder on Sustainability, Growth and Hiring ft. Harsh Mariwala · Jul 19, 2021 · at 32:46
Harsh Mariwala, founder of Marico, explains to Siddharth Ahluwalia why flagship brands like Parachute and Saffola were advertised with family-centric messaging rather than targeting individuals.
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“Most of parachute and safola are bought for the family. It is not brought For an individual, for example, you may have a shampoo where some individual may like one set of shampoo, somebody else will like some other brand of shampoo. In this case, we were very clear that the whole family should be using and if the family uses, then you do not have multiple brands in the family.”
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