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Interesting
In the 1970s, coconut oil in India was sold in metal containers, and Marico Limited's Parachute Oil faced the challenge of being perceived as a premium brand. Harsh Mariwala, the chairman, aimed to transform its status.
Identifying key changes, he introduced selling smaller packages nationwide, following the success in Nagpur and Vidarbha. Shifting from tin to plastic containers was proposed, although initially resisted due to rats being attracted to the coconut oil smell.
To counter this, Mariwala introduced a cylindrical plastic container, making it rat-resistant and retaining the coconut smell. Retailers embraced this change, leading to the iconic blue teardrop-shaped bottle we know today. The money saved from production changes was invested in marketing campaigns, contributing to Parachute's current 54% market share.
This inspiring story highlights the significance of innovative packaging in transforming a product's perception and success. Quality product, coupled with creative packaging and effective marketing, proved to be a game-changer for Parachute Oil.