Leading with purpose: 10 lessons for new-age brands from Harsh Mariwala’s journey to success

Ever heard of Saffola, Parachute, Livon, Mediker, Hair&Care, Nihar, Beardo and all?

Surely, you must be using at least one of these products. All these products come under ‘Marico’, which is one of India’s leading consumer products companies in the global beauty and wellness space, by Mr. Harsh Mariwala.

Here’s the story of how a simple man with great visions became a huge business tycoon and how what started off as a small scale manufacturer of something as simple as coconut oil shook the entire business world in the coming years. 

Harsh Mariwala, a native Gujarati, born in Mumbai in 1951 completed his Bachelor’s degree in Commerce from the Sydenham College of Commerce and Economics in Mumbai and later joined his family business, Bombay Oil Industries, which was primarily involved in the production of edible oils. However, he soon realized that he wanted to start his own venture and set out to establish his own business and impart his own vision into the company and establish something of his own rather than just taking forward what is already inherited to him. 

So, when, his inherited Bombay Oil Industry was carved into several subsidies in 1987, Mariwala finally had the autonomy and hence founded ‘Marico Limited’ with a vision to create a company that would be synonymous with high-quality, innovative, and affordable consumer products.

Initially, the company focused on manufacturing and selling coconut oil, which was a common staple in Indian households. However, Mariwala soon realized that he needed to diversify his product line to stay competitive, so over the years, Marico continued to innovate and expand its product line, introducing new products such as Saffola cooking oil, Set Wet hair styling products, and Livon hair serum. Mariwala was always focused on creating high-quality products that met the needs of his customers, and he was not afraid to take risks and try new things and naturally, under Harsh Mariwala’s leadership, Marico has grown from a small-scale manufacturer to a multi-billion-dollar company with a presence in over 25 countries.

Mariwala’s first major breakthrough came in the early 1990s when he introduced a new hair oil product called “Parachute’’, which was 100% pure coconut oil and by-far the best in town! 

This product quickly became a household name in India. Mariwala recognized the importance of brand building and marketing, and he invested heavily in advertising and promotion to make Parachute a success.

In addition to his business acumen, Mariwala was also known for his leadership skills and commitment to his employees. He believed in building a strong organizational culture and invested in employee development and training programs. Mariwala also encouraged innovation and creativity, and he was always open to new ideas and perspectives.

Which basically displays Harsh’s passion which was not just making profit but a difference as all his products are high quality and very much consumer centric where the focus is to satisfy and meet the needs of the consumers and not just making money off of them. And naturally, money followed as people absolutely gave the love back to Marico when he thought of their needs. 

The main motto of Marico was not to make profit but to “make a difference” as the tagline says. The vision that Harsh had was and still is imparted in the company as they believe that they don’t have employees, rather they have members who are determined to prosper and grow with the company and they have ownership and not responsibility and they are given opportunities and not tasks and these members are empowered with freedom to achieve their aspirations and maximize their true potential. 

With its simple vision and so many great minds coming together, Marico was successful in establishing itself. 

In recognition of his contributions to the Indian business landscape, Harsh Mariwala has received several awards, including the Ernst & Young Entrepreneur of the Year award in 2009, the Economic Times Business Leader of the Year award in 2016, and the Padma Shri award in 2019, one of India’s highest civilian honors.

And with its tagline “Make a difference” Marico was able to make a huge difference in so many peoples’ lives. 

Lessons for new-age brands to learn from Harsh Mariwala:

Harsh Mariwala’s journey to success offers several lessons for new-age brands. Here are a few key takeaways:

1. Focus on innovation: Mariwala’s success can be attributed to his focus on innovation. He was quick to identify emerging trends and develop products to cater to the changing consumer needs. For instance, Marico’s Parachute brand, which started as a pure coconut oil brand, evolved into a range of hair care products to meet the needs of consumers looking for hair nourishment and styling solutions.
2. Build a strong brand: Mariwala understood the importance of building a strong brand and invested in creating a brand that resonated with consumers. He believed that a strong brand could differentiate his products from the competition and help him charge a premium price.
3. Embrace technology: Mariwala was an early adopter of technology and used it to streamline his operations and improve efficiency. He invested in advanced manufacturing technologies, supply chain management systems, and data analytics to stay ahead of the curve.
4. Invest in people: Mariwala understood the importance of investing in people and building a strong team. He nurtured talent and created a culture of innovation, collaboration, and continuous learning.
5. Focus on sustainability: Mariwala’s success was not just about profits but also about creating a sustainable business. He believed in responsible business practices and focused on sustainability initiatives like reducing carbon footprint, water conservation, and waste reduction.
6. Adapt to changing times: Mariwala was quick to adapt to changing times and market dynamics. For instance, when the government liberalized the economy in the 1990s, he leveraged the opportunity to expand his business and enter new markets. Similarly, when the market shifted towards healthier lifestyle choices, he introduced Saffola, a range of heart-healthy cooking oils.
7. Build a strong distribution network: Mariwala understood the importance of building a strong distribution network to reach out to consumers across the country. He invested in building a robust distribution network, with a presence in both urban and rural areas, to ensure that his products were easily accessible to consumers.
8. Be patient and persistent: Mariwala’s success was not overnight but the result of years of hard work, patience, and persistence. He believed in his vision and was determined to achieve his goals, even in the face of challenges and setbacks.
9. Give back to society: Mariwala believed in giving back to society and was actively involved in philanthropy. He established the Mariwala Health Initiative, which works towards improving the health and wellbeing of marginalized communities in India.
10.  Be ethical and transparent: Mariwala believed in conducting his business with integrity and transparency. He adhered to ethical business practices and ensured that his employees, suppliers, and customers were treated with fairness and respect.