Marico to exit branded rice segment- Arise

07 Feb 2013 Evaluate

Marico has decided to exit the branded rice segment with Arise, which existed under its Saffola brand franchise, as it is not going to be the route to profitability in the long term. This brand is currently restricted to certain modern trade outlets.

FMCG major had also introduced a commercial highlighting the benefits of eating Arise and segmented the brand under ‘every day’ rice and a basmati variant. However, it has been observed that customers were not ready pay a premium for rice as it is still perceived to be a commodity.

Marico is engaged in the business of branded fast moving consumer goods and branded services. The company operates in two segments, i.e., consumer products and others. The company’s consumer products include coconut oils, other edible oils, hair oils and other hair care products, male grooming products, fabric care products, healthy foods, soaps, health care products, female beauty care products.


 

Marico Share Price

736.55 22.15 (3.10%)
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Peers
Company Name CMP
AWL Agri Business 252.70
Patanjali Foods 551.50
Gokul Agro Resources 198.45
Marico 736.55
BCL Industries 32.05
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