• Digital ad spending: Digital spends on Marico's core brands are set to cross the 50% threshold this year, while digital-first brands remain 100% digital, with certain international product lines in Vietnam and the Middle East also operating entirely on digital channels.
• D2C brand strategy: Marico utilizes a model of taking majority stakes in digital brands and allowing founders to operate them for three years to adopt high-velocity innovation and content agility, while simultaneously incubating organic digital-first brands like Astroman and Lashe in Vietnam.
• Brand investment discipline: Marico has avoided cutting advertising spends across the past 12 to 16 quarters, prioritizing volume-driven growth and top-of-the-funnel brand equity building over pure performance marketing under its "fewer, bigger, bolder, faster" 2030 framework.
• Legacy portfolio innovation: Core brands are being kept relevant to younger consumers through format transformations and problem-solving products, such as hair serums and masks under Parachute, alongside category expansions into savory snacking and breakfast oats under Saffola.
• AI and content generation: The company is expanding the use of AI to accelerate creative production, packaging design, and multilingual consumer research, while emphasizing authentic creator partnerships over sheer volume.