In 2024, Marico noticed a shift in consumer behavior towards prioritizing health and wellness, with a growing preference for scientifically backed strategies. The company leveraged personalized marketing, storytelling, and artificial intelligence to create interactive digital experiences and connect with audiences. Influencer marketing also played a key role, with celebrity endorsements and partnerships with medical experts. Marico’s “Step Up For Your Heart” campaign, which integrated AI, registered 2.5 million people in 35 days. The company used AI to streamline content creation, monitor campaign metrics, and optimize marketing efforts.
In 2025, Marico expects to focus on conscious consumerism, personalized storytelling, and AI-driven content creation. The hair oil market is expected to evolve with a strong emphasis on natural ingredients and personalized products. Consumers will seek authentic connections, driving brands to prioritize transparency, social responsibility, and environmental sustainability. The company plans to continue driving innovation and creating meaningful consumer experiences that align with evolving preferences. On a personal front, the CEO’s New Year’s resolution is to further cement Marico’s position as a leader in the FMCG space by driving innovation and creating meaningful consumer experiences.