hair oil for African consumers to coconut gels for Indonesians,
that Indian FMCG companies are now looking beyond the
Indian the consumer. CNBC-TV18 reports.
Vatika oil that we see on store shelves isn't what sells
in Egypt Dabur makes an olive oil variant especially
for that country. You won't find hair gel from Marico
in India, but the product has captured 21 per cent of
the UAE market. Indian FMCG companies are globalising
operations, an initiative that involves much more than
simply taking local brands abroad.
S Subramaniam, CEO, international business, Marico,
says, "Over time, we have evolved from an organisation
which operated from an export mind set to that of a
global mindset. By global I mean understanding your
target consumer, target market, and its diversities
and compete effectively."
Parachute available in 26 countries, it's hardly surprising
that international business contributes 10 per cent
to Marico's topline.
Dabur, with five foreign manufacturing facilities, wants
to rake in Rs600 crore by 2010 from its overseas operations.
international business grew 19 per cent in the last
financial year. Even Godrej Consumer Products' exports
grew 10 per cent last year. Many companies see their
foreign businesses picking up rapidly.
Duggal, CEO, Dabur says, "Presently, 13 per cent
of our revenues are derived from overseas. Very little
is exported out of India, mostly it is manufacturing
overseas that is the fulcrum of our overseas expansion.
I see this creeping up to 20 per cent three years from
are moving abroad. Dabur says it will develop health
foods for the US. Godrej wants to hard-sell hair colour
in Britain and China. Indian companies are indeed charting