"We will continue to look at digital brands from an acquisitions perspective. Investing behind entrepreneur-driven brands is great from both a learning as well as a growth point of view," Gupta said in an interaction with Business Standard.
Areas the company had identified for acquisitions especially in the digital space include segments such as hair care, skin care, male grooming, healthy foods and nutraceuticals.
Digital has increasingly become a key pillar for most fast-moving consumer goods
after the Covid-19 pandemic accelerated adoption of online habits in the lives of consumers.
has seen the share of its e-commerce sales within its domestic FMCG business increase to eight per cent from five per cent in one year, thanks to the restricted lifestyle of people, triggered by the pandemic, which has forced many to depend on online channels or neighbourhood stores for their grocery and other requirements.
About 77-78 per cent of Marico's overall topline comes from India, while 22-23 per cent comes from international markets.
A recent report by Avendus Capital estimates that the share of e-commerce for FMCG companies
could get into double-digits in the next three to four years as online adoption grows steadily.
The report says that online will be India’s organised retail in the next few years and that consumer-facing businesses would have to think digital-first to survive the new normal. Direct-to-consumer brands, it said, would become an important part of the portfolio of companies, implying that investments would have to be made now to take advantage of the trend.
Gupta says that Marico would continue to offer differentiated products using the digital channel as it sought to tap into the online momentum.
During the pandemic, Marico had launched a slew of new products including sanitisers (under the Mediker brand), honey and immunity-boosters (under the Saffola brand) and fruit and veggie cleaners on e-commerce platforms as well as the company's new direct-to-consumer platform.
Gupta says that the company proposes to keep up the pace of digital-first launches and is looking to scale up its direct-to-consumer platform in the months ahead.