Marico’s D2C Portfolio Clocks INR 525 Cr ARR In Q2 FY25

Marico’s direct-to-consumer (D2C) portfolio of personal care brands achieved an annualized revenue run rate (ARR) of INR 525 crore in the second quarter of FY25. The company projects that its digital-first portfolio will exit the fiscal year with an ARR of nearly INR 600 crore. Marico’s D2C brands include Beardo, True Elements, Just Herbs, and Plix. Beardo, in particular, has scaled up ahead of expectations and is poised to deliver a double-digit EBITDA margin in FY25. The company’s digital-first brands have maintained strong momentum, contributing significantly to Marico’s diversification strategy. The success of these brands highlights the growing importance of digital channels in the FMCG sector. Marico’s performance in the D2C segment reflects its strategic focus on expanding its digital footprint and leveraging online platforms to reach consumers directly. The company continues to invest in its digital-first brands to drive growth and enhance profitability.