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, as 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 11,257 team members across 23 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 R&D investments.
Our globalisation strategy (named '3 by 3') has been very deliberate. Guided by this, over the last 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 2010, 23 per cent of our overall revenues were derived from international businesses. In fiscal year 2020, it is 46 per cent, with Indonesia and Africa accounting for 41 per cent.
Geography Salience (FY10)
Geography Salience (FY20)
We have moved from an over 50 per cent soaps portfolio in 2010 to a more balanced and strategic category portfolio. Today, we have three core categories, namely household insecticides, personal wash, and hair care. We have entered into a new category to serve 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 (FY10)
Category Salience (FY20)
India (FY20)
Indonesia (FY20)
Africa, USA and Middle East (FY20)
₹1,000 Crore+
₹500-1,000 Crore
₹250-500 Crore
Top 10 brands contribute ~70 per cent of revenue
Range of home care and personal care 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 products,
and colour cosmetics
Source: *Nielsen, **Scentia
