Akankshya Mukherjee(intern@imaws.org)
Marico’s flagship brand, Saffola Fittify, has formed an exclusive partnership with OneGreen, Asia’s leading eCommerce marketplace for clean, conscious, and organic products.
The partnership would allow the brand to enter the rapidly expanding conscious consumer sector. It will also assist the latter in developing a mainstream ecology that promotes conscious living.
As part of the agreement, it will be the sole new-age d2C/e-commerce partner for the existing Healthy Gourmet unit, which caters to the health-conscious segment of the FMCG market.
“Consumer views and behaviors are evolving quickly, and the pandemic has upset practically every engrained habit and the way people shopped previously. Brands are mindful of consumers’ desire for a conscientious and healthy lifestyle, which is reflected in their purchasing habits. The tendency has resulted in a new synergy between market titans and new-age disruptors carving out a place with their sustainable business methods. The Marico-OneGreen alliance exemplifies this welcome new wave that aspires to mainstream healthy living” said Neha Gahlaut, Co-founder of OneGreen.
