Social and
Relationship
Capital
Financial
Capital
Human
Capital
Intellectual
Capital
We have enhanced value creation through organic and inorganic growth and in line with our 3 by 3 growth strategy. Consequently, Social and Relationship Capital, measured in leadership market positions, category penetration and consumption rates, has improved. This has led to our Financial Capital metrics being strengthened.
Our multi-local strategy translates into serving diverse geographies, consumer preferences, and socio-economic contexts. As a result, we have significantly diversified our Human Capital. Today, we have over 11,000 team members across 17 countries. We continue to build diversity as a competitive advantage. In line with our approach to democratising categories, we are making world-class products available at affordable prices. We do this through ramping up our design-driven innovation capabilities and Intellectual Capital, measured through patents, brand valuation, and Research & Development investments.
Our globalisation strategy (called ‘3 by 3’) has been very deliberate. Guided by this, over the past decade, we have created significant value through M&A and established strong beachheads in three categories (home care, hair care, and personal care) in three emerging geographies (Asia, Africa, and Latin America).
In fiscal year 2008-09, 22 per cent of our overall revenues came from international businesses. In fiscal year 2020-21, it is 44 per cent.
Geography Salience (FY 08-09)
Geography Salience (FY 20-21)
We have moved from an over 50 per cent soaps portfolio in 2009 to a more balanced and strategic category portfolio. Today, we have three core categories: household insecticides, personal wash, and hair care. We are a leading global player serving the hair care needs of African women. Air care, which we forayed into a few years ago in India, has now become the fourth global category for us.
Category Salience (FY 08-09)
Category Salience (FY 20-21)
India (FY 20-21)
Indonesia (FY 20-21)
Africa, USA and Middle East (FY20)
₹1,000 Crore+
₹500-1,000 Crore
₹250-500 Crore
Top 10 brands contribute ~66% of revenue
Range of personal care and hygiene products,
household insecticides, hair colour,
liquid detergents, soaps, and air fresheners
Source: Management estimates
Range of products across hair extensions,
hair care, hair colour, personal wash,
home care, and household insecticides
Source: Management estimates
Range of household and personal care
products — household insecticides,
air fresheners, hair colour, and wet wipes
Source: Management estimates
Range of hair colour, hair care,
depilatory, colour cosmetics,
and hygiene products
Source: *Nielsen, **Scentia
