Parachute is the flagship brand of Marico Ltd. Marico is one of the well-known FMCG companies in India that have successfully created brands in the largely commoditised business of hair oils and edible oils. Marico has a very strong nationwide network, which makes the brands available for the customers with just a snap of finger!
BLAZE TO BRILLIANCE
It has been a long road for Parachute (the first branded coconut oil in the Indian market) and the journey began more than four decades ago. Today, the blue bottle is a strong metaphor for the coconut oil category and reaches out to around 18 million households every year in the country. The regular usage of Parachute promotes hair growth, prevents pre-mature graying and controls dandruff.
Parachute’s market share rose to 70 per cent within 10 years and it has become one of the most recognised and trusted brands in India. Parachute has maintained a market share of nearly 50 per cent by coming up with regular packaging innovations, increasing user base with low-cost blister packs targeted at lower income classes and with focused micromarketing initiatives.
ENGAGEMENT THAT ENTHRALLS
Parachute hair care range includes Parachute hair oil, Parachute hair cream, Parachute hair gel, Parachute after shower hair cream and Parachute hair therapy.
The company’s history can be traced back to 1948 when the Mariwala family having a presence in the trading business set up ‘Bombay Oil Industries Ltd. (BOIL)’. The company founded by the Mariwala family is headquartered in Mumbai, India. In the late 1990s, Marico made its first entry into foreign markets by setting up a manufacturing plant in Bangladesh. Marico has nurtured multiple brands in the categories of hair care, skin care, health foods, male grooming, and fabric care.
The brand extensions in the valueadded coconut oil segment have already grown to command remarkable shares in the segment in India and are extremely popular with the users in the international markets.
1. Parachute is the flagship brand of the company Marico
2. Parachute reaches around 18 million households every year in the country
3. Parachute’s market share rose to 70 per cent within 10 years and it has become one of the most recognised and trusted brands in India
4. Parachute has maintained a market share of nearly 50 per cent by coming up with regular packaging innovations Parachute is not only a leading brand in the hair oil industry but also one of the oldest brands that took the market of hair care to the next level