

Premium personal care push begins paying off for FMCG firms
₹350 crore, its managing director and chief executive Saugata Gupta said during the December-quarter earnings call.Gupta said the company’s broader digital-first portfolio, which includes specialized and online-led brands, is also scaling rapidly and is expected to exit 2025-26 with an ARR exceeding ₹1,000 crore.Premiumization has also played a key role in its core hair oil business. Gupta said the value-added hair oils category delivered another strong quarter with market share reaching an all-time high of nearly 30%, reflecting “considerable progress towards premiumization of the mix”.Marico's group chief financial officer, Pawan Agrawal, said this shift towards higher-value products has also supported profitability.
“Value-added hair oil has better margins,” he said, noting that the category helped the company deliver resilient profit growth despite inflation in raw materials such as copra.Dabur India Ltd remains focused on expanding its premium hair care offerings. “We remain focused on premiumization and expansion into new-age offerings in both hair oils and shampoo,” its CEO Mohit Malhotra said during the company’sDecember-quarterearnings call.Malhotra added the company’s premium variants in the Chyawanprash category, such as Gur Chyawanprash and Ratnaprash, are growing significantly faster than the base product.“The higher margin portfolio has done significantly better… as the premium portfolio should inch up, margins should be a little bit better compared to last year,” he said.At Emami Ltd, management said their innovation-led premiumization strategy is gaining traction among younger consumers.
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