Parachute 100% Pure Coconut Oil- 175ml

Product Information

Marico was giving tough competition to them and was getting more and more market share and Nihar was not even near to them. Harsh Mariwala, Chairman of Marico, left the cozy cocoon of his oil trading family business at the age of forty to go on and start Marico in 1990. Before the 1992 economic liberalisation in India, the government classified vegetable oils as an essential commodity. It has undergone a 5-step purification process to ensure that what you get is nothing but pure and fresh coconut oil for your hair. When Marico reformulated its product, its market share in the Middle East grew from 2% in 2002 to more than 20% by 2008.

By this time due to Levers efforts, Nihar also gained the market share which was doubled from 7% to 15%. Seeing this potential, the company started to appoint distributors and gave them retail packs of Parachute oil to sell. The main type of oils which are blended include Rice bran oil, Kardi oil or Safflower oil, Corn oil and Soya oil. What Lever started doing was it started advertising more aggressively for Nihar and acquiring another coconut oil brand Cococare to win the market leadership.It seems about 10 years before us, someone else had come in with coconut oil in plastics and they had packed them into square-shaped bottles. The year also marks the launch of Parachute Gold hair cream in the Middle East market targeted to women which today has great equity amongst the consumer. This coconut oil has been manufactured using hand-picked coconuts and it has undergone a 5-stage purification process for enhanced purity. Keki knew how to skilfully close a deal successfully when it comes to acquisition and he was confident that they could add Marico to their portfolio. For example, when I started working, I’m talking about early ‘80s, coconut oil was sold 100% in tins.

FMCG is one of those sectors that flourish even in a recession and therefore commands very high quality and quantity premiums. This coconut oil has been made using hand-picked coconuts from India, thereby making it authentic and pure.Parachute edible oil contains 100% coconut oil, whereas "Advanced" hair oils contain at least 50% mineral oil along with coconut oil.

We took about eight to ten bottles and some rats, and put them in a cage for a few days – no problem! The whole journey of building this brand has been primarily because of innovation and through packaging. Even the corporate office in Kalina, Mumbai, is a Green Building that controls illumination through intelligent light sensors and saves water. This 100% coconut hair oil, as claimed, currently enjoys over 60% market share and contributes to around 40% of its parent company, Marico Ltd’s sales.We add value in the area of brand building and distribution which is done fundamentally through good talent and innovation.