How MARICO's Saffola beat ITC & Hindustan Unilever in EDIBLE OIL WAR in India?: Business Case study

ET Money Genius: etmoney.onelin...
VIDEO INTRODUCTION:
Saffola is one of the most legendary companies in Indian Business history, in the past 21 years, the stock price of its parent company Marico has shot up by 17,200% going from just 2.67 Rs to 487Rs in 2022!! and if you look at the market share of Saffola in its category it stood at an insane market share of 81% of 2021!! and they have literally been the undisputed king in the ultra-premium edible oil segment for the past 30 years!!
The question is, How did the Mariwala family turn Saffola into such an iconic brand in India?
What exactly was the business strategy that enabled them to stay ahead of their giant competitors like ITC AND Hindustan Unilever?
and most importantly, what are the business lessons that need to learn from the iconic rise of Saffola in India!
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#thinkschool #businesscasestudy #saffola
Thumbnail by [e-mail] Credits: CNN-News 18, WION, NBC News, Money control pro, Business standard, TV18,Business Today, ABC news, CNBC, ET now ,Bloomberg originals, Financial Times, DW documentary, AL Jazeera English, BBC news, Firstpost. Fair use - This video is for educational purposes only. All materials used in this video, including images, audio, and video clips, are the property of their respective owners and are used here under the doctrine of fair use. This video is intended to provide commentary, criticism, research, and education on the subject matter. We believe this constitutes a fair use of any such copyrighted material as provided for in Section 107 of the US Copyright Law.

[@vedantmungre1702]

This type of content is what makes Think School special. Not on generic billionaires (I mean on the top 10,20 Forbes list) and their quotes, rather lessons from unknown legends we don't hear about because they don't come in news.

[@RohitRaj-iy5kh]

Agree 💯

[@shinchannohara9511]

Agreed😀😀❤️❤️

[@sivaramireddyvanga5592]

agreed

[@Karan-te9yi]

Totally agree 😌 💯

[@davidsumanth4530]

True

[@srikanthreddykurri1908]

I am doing my masters on supply chain management in united states and I don't even know how many times I have gone through your videos for my project ideas. i even recommended many of the videos to my american colleagues. thank you for your efforts brother. Cant thank you enough.

[@ThinkSchool]

Thanks bhai ❤️

[@vedantchapale1262]

Plz let me know about your university, work experience, fees and gmat score 🎓🎓

[@srikanthreddykurri1908]

@@vedantchapale1262 university of houston. ielts 7.5, gre 316. fee is around 50k. i didnt have any work experience. but i had experience in a failed start up for 2 years.

[@shrirangsavale7862]

Hello, I am a newbie coder and I want to gain some experience by creating professional websites. If you are a aspiring entrepreneur then I can help you build a amazing website to kickstart your business. If you want work done contact me here.

[@nitinjaisinghanig-177]

Brother how do you make these videos ...!?like seriously..that depth in knowledge and the video editing part...is superb...and thats how the subjects should be taught..it catches our attention and makes the subjects interesting...!now looking at this ..more people would desire to become an entrepreneur..like they would add their creativity in the business by learning through your channel...hats off

[@prakashchoudhary9628]

Sometimes I doubt even Harvard can't provide us these business lessons.... One Salute to Ganesh Bhaiya

[@sauravbohra2073]

That's just exaggeration although think school is decent

[@Hard_Wood_]

Dude Harvard is not about study it's about the value of degree just like Delhi University in india

[@VinayKumar-vd7th]

Yes 👍

[@prabhashranjan9853]

@@Hard_Wood_ You are completely wrong. Harvard is known for its very high research activities across its program.

[@Hard_Wood_]

@@prabhashranjan9853 forgot to include 'just' after 'not' in my above statement...my fault

[@AnshMehraa]

I've returned to this channel after a long gap and so proud to see the new camera, mic, lighting, thumbnail designs and faster scripts. Not to mention, the multiple languages channels! Your consistency and hard work is truly inspiring. Hope to impart some of it in my content journey as well. See you soon

[@suchitasingh123]

Woww 👍 nice

[@thefinancevictory]

Bhai paisevale ho tum

[@thecryptohacker9976]

​@@thefinancevictory 1000 rupiya Dene se suppoort karne se paisewala hogaya ?😂.rickshawalas,poverty lower middle class people spend 60 to 100rs daily on biris and alcohol.this is better investment than that

[@shreyasshrotri9684]

There are a few suggestions I would like to give in this video 1) Saffola is just one aspect of Marico. Parachute oil has been an equal contributor in its success. U could have covered that in brief... 2) Sweekar brand was great. But because of low profit margins, it was divested by Marico and sold to Cargill , u should have mentioned that... 3) The competition from Parachute oil was so tough for HUL that it had to finally sell its Nihar Shanti oil to Marico despite rebranding and relaunching it several times.. 4) Continuing about Parachute oil, it was first a b2b business and the oil was sold in big cans, Harsh mariwala, realising the potential sold it in 100 ml packets 5) parachute oil when started to sell in square bottles, they were leaky and even caught mice. As a result, Marico developed them circular so that mice couldn't hold the bottle. They also kept a bottle in a rat cage so many days to validate it..... That's all from my side, hope you address the fact....

[@raghunandan5556]

Got this from the unusual billionaires, right bro ?

[@TheRandumbGuy112]

The title of the video is, "How MARICO's Saffola beat ITC & Hindustan Unilever in EDIBLE OIL WAR in India?: Business Case study"

[@AntuNeelesh]

Although I love your case studies and their presentation, but wish you could have warned your viewers about how these processed oils are extremely bad for one's health and a major contributing factor in METABOLIC SYNDROME (insulin resistance etc.) All such ultra processed oils are pro-inflammatory. No wonder with ever increasing usage of these oils since 1980s, the cardiovascular issues have increased many a fold all over the world!!

[@gregoryanto3673]

Absolutely!

[@vishan3388]

So true dude split poly like it's supposed to be good but it's completely opposite

[@Mady2207]

But those warnings will directly effect the brands and there is a chance that brands can look against think school to get it closed. So he always talks about strategy and not about how good or bad to an individual.

[@onlypranav]

Yes exactly! Interested people look up the process of refining. It's actually like they are refining petroleum. Completely damages the oil and creates free radicals.. stick to ghee (best) or cold pressed oil

[@Spandeesh]

This channel tells us how business strategies fool us to push their products into market. We should have the wisdom to choose what to buy.

[@rhutajoshi9288]

Ah unsung Indian business heroes again!! Thanks! Was waiting for these for a long time... Haldiram, MDH, Amul, MTR and finally this one... Now waiting for PARLE and CHITALE

[@dashb0y647]

why not emami ...

[@chrisjoe3629]

@@dashb0y647 yea reservation shd b everywhere

[@triples5399]

Mind and Parachute works only when it is open- Tagline of Marico Just finished reading Harsh Realities of Harsh Mariwala sir Some of the interesting lessons from the book was- *Marico opened their mill at kerala even though many people suggested not to do(due to communism and labour unions) and in turn it helped marico greatly. *Innovation in the product packaging design of Parachute oil *Focusing on stakeholders (employees, shareholders and consumers) *How to diversify your buisness (Parachute was contributing more than 60% of revenue so they wanted diversification) *Mergers, acquisitions and JV's effect on a company *How to outperform competitors *What should be the role of board of directors in a companany And last but not the least on how to build a good work culture in an organization

[@Sachin_Bee]

Sir please make a video on Quick Commerce

[@vikaskumarsahu2298]

Wow❤️❤️ Mr. Mariwala is definitely an underrated entrepreneur. I remember there was an another success story of taking over the brand Nihar from giant HUL by Marico 👍 Really a genius person.🙏..Kudos to the team ' Think School '...what a brilliant presentation as always 👍

[@pavankalyan_nvs]

Great Content 💯🔥

[@suhelseth6154]

This is the kind of content we've been waiting for. Absolutely unique and unlike what's out in KZbin.

[@vedantmungre1702]

Bro Ganesh ka content hai, unique to hoga hi!

[@suhelseth6154]

@@vedantmungre1702 you mean the Think School team..

[@vedantmungre1702]

@@suhelseth6154 for the majority part Ganesh was only the producer. In the earlier days, he used to script, shoot, edit and post vidoes. And his partner Parsh would post on other social media websites. It's just now that they've started hiring and have a team of maybe 5-10 people

[@suhelseth6154]

@@vedantmungre1702 did I say Ganesh isn't a part of the Think School team?

[@suhelseth6154]

@@vedantmungre1702 let it rest here. They are good people doing great things.

[@ankitmeena8143]

Hello sir good evening actually. I am a student of agriculture and agriculture play an important role in all over world. So will you pls make a video on indian agriculture problems of indian agriculture and solution for that pls sit I hope you'll do it. And thank you for your amazing content.

[@ThinkSchool]

will look into it bro

[@justin-lt6bx]

@@ThinkSchool plz make it helps in civil service prepration also

[@pallavirashinkar294]

@@justin-lt6bx think school makes videos on geo political series and business case study

[@unknownpage123]

@@ThinkSchool Yeah goog move . I am a son of Middle class farmer family.I hope solving that problems in Future

[@ankitmeena8143]

@@ThinkSchool thank you so much❣️

[@karnatakaanimesociety5009]

Psychological marketing!!! I'm remembering your Maggi and General Mills cake mix case studies

[@paryansharma621]

Earlier I used to visit super markets without any business thinking. But now when I visit any mall, I start remembering your case studies when I see the products of companies on which your case studies were made. I start thinking about why people are buying some products in big numbers even if prices are higher from other competitors e.g Saffola vs Fortune. Thanks for changing my way of thinking Ganesh Bro. 🔥

[@jayaprakashk5582]

Harsh Mariwala is Legend when it comes to FMCG business and innovation.. Thank you so much Ganesh Prasad and team for creating this incredible pieces of content that hugely helps us to increase our business acumen...

[@bhakavathyadithan]

we are moving to cold pressed traditional gingely, coconut and groundnut oil in South India... Saffola prevents heart disease is a gimmick.

[@ketakizambre6613]

Exactly. Refined oils are worst for health. Brands like idhayam gingelly oil is best.

[@varunprakash6207]

Saffola - Good heart ❤️ The logo show they oil for heart 💓 The edible oil in india competition between Marico company vs ITC vs Hindustan Unilever Ltd The education of product awareness with heart health campaign The premium price of saffola oil and sub brand Sweekar market competition 👍 Obstacles makes enterprises into business The unsung Hero of india Mariwala on the oil business strategy 👍 Think school 🏫 explore The saffola oil and it's brand in india way of presentation 👌 by Ganesh anna with research analysis semma super Great work bro 👍

[@ThinkAboutThiss]

From think school's growth , it's clearly evidict that if you provide quality Content then your growth is guaranteed .

[@ThinkAboutThiss]

Mai video dekh hi raha tha aur itne me heart mil Gaya 😅

[@113uineo]

No he hacked tube recommendation algorithm😂😂

[@ThinkAboutThiss]

@@113uineo 😂

[@rkmuktha]

You are reminding me of my MBA classes. What a reasearch you guys do and what a presentation of the content by you 👏👏. Thanks for awesome content and fantastic presentation. I loved it. 🙏😊

[@amarnathnonia6301]

Over the last past year, Your channel has added a lot of value to my business intellect and your content is only what satisfies my knowledge appetite. Thanks, brother! ❤️🤜🤛 Coming to Bangalore next month would love meet you.

[@alistonviegas7860]

I believe you could warn the viewers about using these types of refined oils cause I'm sure you would do that if you made a case study on any successful company that sold tobacco or its products. Either way for those that do happen to read this comment please don't be inspired to switch to this oil. Just watch this video for a business learning and not for any health related changes. Good info as always though ❤

[@dakshparekh9015]

What a mind boggling video Sir.. Looking forward to upcoming business and political studies ❤ keep em comin' 🙌

[@riyajain8932]

Your unique case studies make you an extraordinary content creator... Great content 💯

[@Jai_BharatMata]

Harsh Mariwala transformed his family's trading business in spices and edible oils into consumer goods giant Marico. Marico, which is best known for its Saffola cooking oil and Parachute hair oil, sells in 25 countries. The company also sells Saffola FITTIFY, a range of healthy soups and shakes. It has ntroduced immunity boosting products under Saffola ImmuniVeda. Mariwala's other interests include Kaya, a chain of skin care clinics. In July 2021, he published Harsh Realities, a book chronicling his entrepreneurial journey, co-authored with veteran business consultant Ram Charan

[@kalpeshdarji8997]

Harsh Mariwala sells Parachute oil as edible oil. But They market it as hair oil. Because there's high tax to be paid for hair oil than edible oil. I guess Ganesh will cover this point.

[@RolexMrFit]

Ganesh I Can See Harsh Mariwala Sir Smiling With Joy After Watching This Beautifully Crafted Success Story Video Essay of Him 💎 Keep it coming 🔥🚀

[@meenaannam6433]

Excellent information and thank you for such a detailed discussion

[@brk3995]

At <a href="#" class="seekto" data-time="95">1:35</a> why do I feel its Bhavish Agarwal the (ola founder) in the video. The guy with the black luggage bag on the phone. 😀😀

[@ManojPachigolla]

Whenever I watch a usecase in ThinkSchool, I feel that I’m going to MBA ….. Big thanks to their research

[@jayakrishna737]

Hi, Can you please make a video on why India doesn't have tire retail gaints like 'Discount Tire'....? Please make a video on tire retail industry in India.

[@eknag106]

So many lessons in one video.your content and voice will be crystal clear.I am huge fan of yours.

[@arvinshyam9074]

Honestly this is such a great channel with such great information, thank you for making me smarter

[@N.R.K.9]

your production quality is so good I request you to make an episode on your own practice.

[@MrNaik73]

You are on a rampage :) Frequency of videos has increased many folds. Kudos.

[@VikrantSharan]

Great video. Found it really useful. Please keep up the good work.

[@ltm_links_2u-newtelugumovi400]

Could You Please Tell Me.. How You Are Uploading This Videos... I Mean Where You Are Getting The Source..

[@ktk1144]

usually not one source they research on major economic reports from popular sources in written media and the enough data is available on net about stock prices etc.

[@indiansniper7025]

*Lessons-* 1. Just because you have invented amazing solution to problem doesnot mean market will straight away embrace you. So ,you have to educate consumer about existing problem & then educate about the product which is solution to the problem. 2. If you have cultivated the ability to command the premium price ,never ever dilute the brand perception because of your competition.( You can make sub brands based on customer segments like HUL does from Lifebuoy to Dove for various customer segments) 3. "An obstacle in business can either be treated as obstacle or competition killer". Become first mover in industry,convince the govt for its rule etc.

[@mistakesandsolutionincivil3539]

how did you get this information......aswm bro ,love from j&k

[@sarth_shanbhag]

Good quality case study..Thank you Think school for this!

[@knagaraj2104]

The content more educative and crystal clear... Thank you

[@hrpatil1147]

Man your videos brings more awareness in our lives. thank you for sharing such an informative and educational videos. keep it up.

[@rashishmaheshwari1]

I have researched marico thoroughly and I have a large position in that stock that I intend to keep

[@chrisjoe3629]

envious..whats ur avg price mate

[@komalsadvilkar6758]

Your unique Case Study that you Show as was Really 👍 Amazing my time is really wealth at , to watch your Case Study video , Really appreciated your work. Keep more Case Study video to Do.

[@gregoryanto3673]

While this is a good business case study, it is silent on a few things. I wish you had researched or spoke about them. 1) Unsaturated oils and refined vegetable oils are so highly unnatural in the human diet. Promotion of these oils which are so highly processed that they might as well be synthetic is one of the contributors to metabolic syndrome which has led to an explosion of cardiovascular disease. 2) Roping in medical professionals (directly or indirectly) to promote a product (which happens to be harmful) is something disgusting. It is this nexus between big industry and medical profession and the government in capitalist systems which is being decried around the world (especially in developed economies) for the harm it has brought to the wellbeing of the common people. We shouldn't be silent on these issues lest these actions be viewed as innovative and enterprising when in fact they are deeply harmful. 3) sunflower and such seed oils were never 'ultra premium' and i doubt they ever would be. Neither in India nor anywhere else. . historically cold pressed oils and animal fat / dairy fat were used and it was always something rare and with a reasonably short shelf life. Olive oil, coconut oil, mustard oil, butter, ghee. . The rarity and preciousness of this is what has led to its use in rituals across cultures and if consumed right is extremely healthy and nutritious. Ghee in india is an example. . Fresh unprocessed fats are the only ones which have been and will always be ultra premium. Not this nearly-synthetic mass-produced lubricant. Edit: safflower oils were never ultra premium

[@neversynk8488]

Case study on this would be great value add

[@mostuseless4607]

Awesome

[@JimsVarkey]

Well said!

[@mukulpreetam]

True!

[@PS-ug7nm]

An opinion on your comment is that his telling case study on growth of this company rather than promoting it I believe as consumer, we must have/develop wisdom to choose good product

[@narendragohil41]

Fan of thinkschool...Fabulous content as always...Just one question regarding safola that now a days most dietician suggests to avoid refined oil as it's treated at very high temperature...They suggest Filtered or kachi Ghani oils....Safola is only branding??

[@santhoshrg7355]

yes, scam

[@PramodSubramanyam10]

The case study so interesting!. Waiting for u to make a video on how you structure the info from case study to make a video!

[@lokendrarajput5714]

Ganesh sir hats off to you 🎉🎉🥳🥳

[@sameerkharade7750]

Bro please cover the new wage laws. As a middle-class person I'm quite concerned about the changes that new law might bring. Your insight on the topic would be beneficial to us.

[@kalpeshdarji8997]

Hey, Ganesh. Great content as always. Keep it up!

[@kushalagrawal7992]

Great video Sir!!!

[@trishanuray3833]

Now I remember outbreak of dropsy in 1998. Its poisoning caused due to consuming adulterated mustard oil. Seems some businesses tried to tarnish Safola's study. Kudos for the elaborate case study. Wanted to learn about Marico.

[@chandrakanthgs1499]

Really impressive bro :) Started watching all your previous videos

[@rohanmahadik7351]

I bet you... U won't find a single channel in entire KZbin like this 🔥

[@dineshkamnani]

The way saffola is marketed has big lesson i.e. Understanding wheather the consumer is descision maker Or not and than conveying the marketing message

[@nishant3403]

That is huge success of brand we today know as Marico 🔥🔥🔥

[@verynice2see]

Very nice information ..

[@abhignanm7630]

The silent endemic: my father has passed away a month ago due to cardiac arrest with no history of health issues, a full body check done a month before his death and didn't found a darn thing in heart irregular beat.

[@Krishnarahul7]

Bro literally i am saying you are superb in analyzing the bussiness model and problem statement and how it is going to handle it bro.Please make a course on this type of content bro please

[@vaibhavkamath4302]

Was waiting for this video from a long time

[@devashishjoshi6901]

Gem of a channel and Gem of a Guy.......Big thumbs up to the entire think School team.....God bless ❤️🕉️🙏⚫

[@freejack1]

Although named after Safflower (not Sunflower), Saffola no longer contains Safflower oil. It only contains Rice bran oil and sunflower oil

[@vigneshraajvicky2098]

Thanks for stopping music... It's soo cool for my ears now.... No headache... Keep it up

[@kalpeshzaveri9833]

Gr8..as always

[@ahmedmustafa2342]

Hi, Your in-depth studies re this Saffola & other episodes re pros n cons are very interesting and compelling. You have done your homework before uploading contents. You are doing a great job; which are educative for me n millions of persons around the Globe. Please keep up the good work and guide us from financial aspects of points. BTW, I am an Environmental Engineer from Canada. But, my roots are from India Sub-Continent & I feel honored. All the best for yourself; and I will follow your uploads. Thanks Bob

[@ahmedmustafa2342]

Thanks n take care !

[@shrirangsavale7862]

Hello, I am a newbie coder and I want to gain some experience by creating professional websites. If you are a aspiring entrepreneur then I can help you build a amazing website to kickstart your business. If you want work done contact me here.

[@JUBILEEHILLSREALTOR]

Thank you for kindly information or Case Study 🙏

[@triptee2411]

Soo informative👍🤗 Keep up the good work!!!😊❤️💙

[@ruturajyadav5130]

Ganesh Bhai there is a retail chain in US called Patel Brothers started by Indian immigrants, they have their own brands like swad and almost command a market monopoly in US for Indian groceries. Please see if you can make a video.

[@sanath111]

That's really a great video on unsung heroes....thanks for the info brother

[@amrutasawant1284]

Amazing information. Keep growing.

[@hharishkumar61]

Amazing content. Thanks for providing a complete video. In previous of your video u have attached some meme in videos which I felt disturbing as a viewer when I dwell into the topic of your video. Thought of sharing my view point. Thanks for the amazing content as always 💯

[@tusharsharma7025]

Great content.

[@vbestmovieclips6890]

Will it be able to compete with Wilmar in the future..as Marico is losing revenue from oil recently..

[@_iewmbunny]

Always being valuable for information

[@skd2026]

Proud to be a shareholder of marico

[@yanpvuokikon]

Your case studies are absolutely insightful and educational! Please also do a case study in the logistics sector - bluedart/DHL, delhivery etc

[@siddharthsingh2786]

It's just amazing to watch n hear, the way u take the audience along with yourself through your case studies. U r just amazing man, keep it up! We love u ❤️.

[@mayurparmar9492]

Keep digging up , you are doing incredible job think school This will empower business knowledge to common people ♥️

[@rakesha8626]

once upon a time we were suppliers of saffola we do still have a wall clock which iwas given to suppliers...wall clock still working like a charm!!

[@KKKKKKK492]

Amazing deep dive into food oil industry

[@samuraijack2857]

Hi Ganesh, I like your in-depth analysis and case studies of businesses, economics, and geopolitics. *I just want to make a small suggestion.* Your videos are very good and helpful but because they are about 20 min long and are quite densely packed. I have observed that it is possible that you can put timestamps and divide the video into different segments/chapters. Why I am saying so? Because when you segue into different territory or change perspective, I just have to roll back and understand what the previous part meant. I don't mean to say to copy but like how Mohak does it in his videos on @Soch by Mohak Mangal.

[@NikhitaPrabhudesai]

Mind blowing. Especially how Marico convinced the govt. to blend oils! *_* Kudos to their ability to pivot, innovate and thrive.

[@Sourav_MadridCF]

Love From Odisha ❤️❤️

[@naseemkhan-yc8yb]

Thanks...

[@ShivamKumar-xl4ls]

Actually it is true as a consumer I am telling, there saffola oils are much better than any other oil in the market including fortuner , Dhara , or any other so far I have consumed

[@nishant54]

Haha don't be a fool. It's a refined oil which has very harms.

[@sampath1016]

Please make a video on Tata Consumer Products' growth strategy and their aggressive expansion plans through acquisitions.

[@ahmedkeyse949]

Great presentation,great business analysis Thank you 🙏🙏♥️♥️

[@ShubhamPandey-wf4zm]

your scripting explaning the thing, everything is wonderful

[@UjjwalKumar-]

Love your Content .....

[@guddukakitchen6666]

Great video

[@gauravsinhamahapatra3155]

Tremendous production quality, content quality and the lucidity! Mind Boggling! Keep working hard, I admire you❤😇

[@vitsboy46]

Well done ❣️

[@madhukarvarma6293]

Hello, Think School We need a video of Maharastra Politics in detail... Please consider.

[@jitukumar.4001]

Great work man..... 👏👏

[@ABHISHEKKUMAR-em6du]

Hey ganesh , why you use dollars pic in the video instead of rupres while telling about profit and other stuff.?

[@vishwajeetvaze3380]

This is called Pure Content ❤️✨

[@devrajchoudhary2395]

Presence of HUL and ITC in edible oil is very very less. Edible oil still has many local players with very significant hold of market. All such companies are based on their regional market. But now some bigger brands have got some significant chunk in the market viz Fortune, Emami,Dalda,Gokul,Ruchi,naturefresh etc However soffola has its presence in all over india,but the sales have never became significant. People still uses saffola only in Premium occasions. It's value has been branded as Premium. Example- I have business of wholesale groceries. For each selling of 100 tins of local palm oils, we sell 30 cartoons/tins of Fortune or naturefresh and only 1 cartoon of safola. See the difference!

[@OfficialDJSanty]

Very informative!

[@krameshpillai]

Shekhar Kamal comments.....True We most of Indians away from our origin cook oils... Production from Agriculture not fulfilling our huge population ................ The Sucees of edible oil or cooking oil not only from advertising & offers The main..... Womens to Womens sharing their practical results ....Viz Quality with price Lower class Lower middle class Middle class Upper middle class All over India

[@sidharthabehuray776]

Amazing 🔥🔥