Strategic Priority

  • Extending leadership in our core categories and geographies
Capitals Impacted
  • Social and

  • Financial

  • Human

  • Intellectual

  •  Macroeconomic factors
  •  Exchange rate volatility
  •  Competitive market conditions and new entrants to the market
  •  Focused 3 by 3 growth strategy
  •  Growth potential in priority markets
  •  Superior quality, affordable products that provide great value
Key Focus Area
  •  Building leadership in Hair Care, Home Care, and Personal Care in Asia, Africa, and Latin America
Material Issues Impacted
  •  Responsible marketing and communication
  •  Skill development and training

Value Created

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 through leadership market positions, category penetration, and consumption rates, has improved. This has led to the strengthening of our Financial Capital metrics.

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 10,000 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 R&D investments.


Our globalisation strategy

A broad emerging
markets portfolio

In fiscal year 2011-12, 22% of our overall revenues came from international businesses. In fiscal year 2021-22, it is 44%.

Geography Salience

Category Salience

A portfolio of
power brands

₹1,000 Crore+

₹500-1,000 Crore

₹250-500 Crore

Top 10 brands contribute ~70% of revenue

Strengthened brand positions across key markets and geographies

Home Care

Range of products across Household Insecticides, Air Care, Fabric Care, and Home Hygiene

#1 Household Insecticides
#2 Air Care
#2 Fabric Care
#1 Household Insecticides
#1 Air Care
#2 Personal Wash and Hygiene

Personal Care

Range of products across Personal Wash and Hygiene, Hair Colour, and Premium Beauty and Professional Products

#1 Hair Colour
#2 Personal Wash and Hygiene
#1 Hair colour
(Ethnic hair | Sub-Saharan Africa)
#1 Premium Beauty and Professional Products
(Hair extensions | Sub-Saharan Africa)
#3 Hair Colour
(Caucasian hair colour | South Africa)
Leader in Premium Beauty and Professional Products
(Hair care and maintenance products | Africa & USA)
#1 Hair Colour
#1 Premium Beauty and Professional Products
(Hair fixing sprays | Argentina)**
#1 Premium Beauty and Professional Products
(Depilatory products | Chile)
#2 Premium Beauty and Professional Products
(Hair styling products | Argentina)*
#2 Hair Colour