Major Player in India’s FMCG Sector: Marico Ltd. is intensifying its focus on the growing healthy snacking market through its flagship brand, Saffola. The company aims to capitalize on rising consumer demand for wellness-oriented products that combine taste and convenience, according to Vaibhav Bhanchawat, Chief Operating Officer, India & Foods Business, Marico Ltd.
Marico is strategically positioned to tap into the increasing urban demand for nutritious and easy-to-prepare snacks and is focusing on convenience aligning with the evolving consumer preference for healthy snacking, offering ready-to-eat and ready-to-cook solutions that fit modern lifestyles.
Marico’s healthy snacking portfolio under the Saffola brand includes popular products like Saffola Crunchiez, Saffola Masala Oats, and millet-based snacks such as Saffola Masala Millets. These offerings have been designed to cater to health-conscious consumers seeking snacks that provide both nutrition and flavour.
To further strengthen its foothold in the healthy foods market, Marico recently signed a Memorandum of Understanding (MoU) with the National Institute of Food Technology Entrepreneurship and Management (NIFTEM). This collaboration will focus on skill enhancement, technology sharing, and capability development within Marico’s research and development operations, a move Bhanchawat sees as crucial for future growth.
The company’s goal is to significantly boost its food segment revenue, targeting a compound annual growth rate (CAGR) of 20–25% to double the revenue by FY27. The company’s Q1 FY25 report indicates robust growth in its foods segment, which saw a 37% year-on-year value increase. Saffola Oats, in particular, achieved over 20% growth, with newer product lines performing as expected.
Bhanchawat emphasized that Marico is leveraging its extensive distribution network to drive the growth of Saffola’s healthy snacking range across urban, semi-urban, and rural markets. “Marico’s strong distribution network, extending to about 2.5 lakh outlets, is helping us ensure that our products reach consumers in diverse regions, supported by both traditional and modern retail channels,” he stated, citing a Nielsen report on the company’s reach.
The company is also investing heavily in its online presence through major e-commerce platforms and integrating quick commerce (Q-commerce) into its strategy to deliver snacks rapidly to consumers, an area that Bhanchawat sees as pivotal for meeting the demands of modern, time-pressed consumers.
In the future, Marico aims to continue innovating within the healthy snacks category, introducing gourmet flavours and expanding its product range to appeal to a wider audience. The company remains committed to deepening its distribution channels to reach consumers across both urban and rural markets.