Leading fast moving consumer goods (FMCG) company Marico is considering developing a Thrasio-style model. It hopes to achieve synergies and scale up direct-to-consumer brands through this model. They intend to use a common technology platform, a supply chain, and customer relationship management to accomplish this.
The model is part of the FMCG company’s larger strategy to expand into new segments, with a greater emphasis on the online space, according to ET. However, it wishes to build overall operations with greater agility in order to avoid disrupting its traditional business. Marico has recently been on an acquisition spree in the D2C space. It purchased several brands, including Just Herbs, Beardo, and True Elements. Furthermore, the FMCG company revealed plans to expand into new categories by investing in more brands.
