Meesho partners with Marico to bring personal care Brands to Tier-II+ India
This move underscores the growing importance of e-commerce platforms in democratizing access to daily essentials throughout the country.
INDIA – Meesho Mall, an Indian e-commerce platform, has entered into a strategic partnership with Marico Limited to bring a curated range of Marico’s personal care and wellness brands to consumers in India’s Tier-II and smaller cities, collectively known as Tier-II+ markets.
This collaboration aims to enhance the accessibility of trusted household names such as Parachute Advansed, Parachute Advansed Baby, Livon, Kaya, Bio Oil, and Set Wet across a rapidly growing consumer base beyond metropolitan centres.
Since the launch of this partnership, the platform has seen strong consumer traction in essential personal care categories, including hair oils, serums, and grooming products.
The highest demand has been observed in cities such as Lucknow, Bhopal, Kochi, Surat, and Guwahati, underscoring the increasing appetite among value-conscious consumers for affordable yet branded products in smaller urban and semi-urban markets.
Looking ahead, Meesho plans to broaden its personal care portfolio by introducing more brands, offering affordable, smaller pack sizes, and launching curated product combos.
With its extensive reach into tier-2+ towns and cities, Meesho aims to deepen relevance and trust among millions of Indian households by providing convenient access to quality personal care items.
This alliance not only strengthens Meesho Mall’s product offering but also aligns with Marico’s vision of expanding product availability and engagement in emerging markets across India.
This partnership is a significant move in bridging the gap between trusted personal care brands and a vast segment of consumers that are often underserved by conventional retail.
This move comes after Marico recently announced plans for double-digit growth in its domestic business starting next quarter, driven by core brands and the expansion of new ventures.
On the international front, Marico expects mid-teen growth in constant currency terms, reflecting confidence in its global strategy.
The broader FMCG sector is also set for stronger volume growth this fiscal year, supported by a gradual recovery in urban demand and steady expansion in rural markets.
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