Harsh Mariwala on D2C disruption
From Citi India Conference 2026 LIVE | Harsh Mariwala On Leadership, Growth & India's Consumer Story · · CNBC-TV18
“Until about five years back this was perceived to be the most defensive sector. You needed a huge distribution infrastructure, 20 lakh 30 lakh outlets, need big advertising money. So we thought we are sitting very high until all the D2C brands started coming in. And I must say thanks to Indian entrepreneurs the number of D2C brands which have been launched is unimaginable across all sectors. So naturally it's a threat to FMCG. Can they take away share from you? It's also an opportunity.”
On , Harsh Mariwala, Chairman at Marico, spoke about D2C disruption during Citi India Conference 2026 LIVE | Harsh Mariwala On Leadership, Growth & India's Consumer Story on CNBC-TV18.
About Harsh Mariwala
Harsh Mariwala, chairman of Marico, said in a podcast that he was certain he would not work for anyone else and wanted to be in his own business. He discussed his approach to succession, stating that he appointed a professional as managing director because it was in the interest of the organization, not the family, and that the decision has paid dividends. Mariwala also said that once a company goes public, it is no longer the founder's company, as it is owned by many other shareholders. He described his relationship with his son as having been strained, and said he used "green balls"—people his wife respects who agree with his views—to influence her in family disputes. Speaking at the Citi India Conference 2026, Mariwala said that direct-to-consumer (D2C) brands pose both a threat and an opportunity to traditional FMCG companies. He noted that India's demographics are "so bad" due to rising rates of heart disease, pre-diabetes, and fatty liver disease among young adults, and said that preventive healthcare will account for 30% of Marico's capital allocation. Mariwala emphasized the importance of innovation and differentiation for creating new brands, and said the biggest deterrent to innovation is the fear of failure, particularly among management graduates who are risk-averse. He added that he spends 25% of his time on philanthropic activities, including mental health and entrepreneurship.