Marico raises focus on digital brands, eyes more acquisitions after Beardo

Firm has seen share of its e-commerce sales within domestic FMCG business rise to 8% from 5% in one year, thanks to the restricted lifestyle of people

Consumer goods major Marico intends to continue investing in digital brands after tasting success with the acquisition of Beardo in the men's grooming category. In the June quarter, Marico acquired the remaining 55 per cent shareholding in Zed Lifestyle, Beardo's parent firm, after first picking up a 45 per cent stake in the company three years ago.

The men's grooming category, according to experts, has grown over three times in the last four years to touch Rs 10,000 crore, led by a number of start-ups. Marico's rivals such as Emami, Wipro Consumer Care and Colgate-Palmolive have already picked up minority