Marico’s flagship brand Saffola Fittify has entered into an exclusive collaboration with OneGreen. The collaboration would enable Saffola Fittify to enter the rapidly growing conscious consumer market. It will also help the latter build a mainstream ecosystem facilitating conscious living.
As part of the deal, OneGreen is slated to be the exclusive new-age D2C/e-commerce partner for the existing range of Saffola Fittify, Marico’s Healthy Gourmet unit catering to the health-conscious segment of the FMCG market.
“Consumer beliefs and behaviors are changing fast and the pandemic has disrupted nearly every ingrained habit and the way people shopped earlier. Brands are wary of the consumers’ pursuit of a more conscious and healthier lifestyle which is evident in their buying behavior. The trend has brought about a new synergy between the market giants and new-age disruptors carving a niche with their sustainable business models. The Marico-OneGreen association is testimony to this welcome new wave that aims to bring the healthy living into the mainstream,” said Neha Gahlaut, Co-founder of OneGreen.
Brands like Saffola Fittify are well-versed in this change and have been taking steps to address the consumers’ concerns effectively. The coming together of manufacturers and digital retail platforms augurs well for the future growth of the segment. It is also expected to significantly boost the ease of access for conscious consumers.
“We could see a strong connection between the brand philosophy of OneGreen and Saffola Fittify’s commitment to building healthy food choices. Having Marico products on our platform would be a matter of pride and instrumental in building market confidence in conscious and healthy lifestyle products”, said Abhijit Bhattacharya, Founder, and Chief Business Officer, OneGreen.
Today, for any conscious and relevant brand, it is pertinent to reach out to almost 100 million conscious consumers in India via a platform like OneGreen that provides everything from personal care to groceries and staples; from baby to intimate hygiene, from home care to food and beverage and healthy snacks - aiming to satisfy an array of needs of its consumers in terms of availability and by assuring them of the quality.
“With our strong focus on cost control, distribution expansion, aggressive marketing campaigns and driving penetration, we expect to deliver double-digit growth with healthy margins in the second half,” said Harsha V Agarwal, Vice Chairman and Managing Director, Emami.