Marico, a leading Indian FMCG company, is prioritizing the growth of its direct-to-consumer (D2C) business as traditional distribution models face challenges. Chairman Harsh Mariwala noted that innovations such as quick commerce, artificial intelligence-led marketing, and the rise of digital-first brands are transforming the competitive environment. These shifts are prompting FMCG companies like Marico to adapt by strengthening their digital presence and direct consumer engagement. This strategic focus aims to address the changing consumer behaviors and distribution dynamics in the Indian market, positioning Marico to capitalize on emerging opportunities in the evolving FMCG sector. Marico Chairman Harsh Mariwala said quick commerce, AI-led marketing and digital-first brands redraw the competitive landscape.