Problem / Objective:

In the FMCG sector, a distributor could face financial issues and drop out of business. This could lead to loss of business for an FMCG company. Therefore, the latest technologies, such as AI and analytics, are being used to identify such issues to improve the company’s business and of its distributors too.

Solution / Approach:

In 2018, Marico Limited deployed AI and analytics to enhance its own business and business prospects. The company uses ML and prescriptive analytics to provide recommendations and course of actions for avoiding financial trouble or business losses. ML helps the company to seek patterns and predict behaviours. Marico is also leveraging its tie-ups with e-commerce companies to use their real-time data and insights for predictive and prescriptive analytics. Marico is using machine learning, predictive analytics and prescriptive analytics to launch new offline products, expand categories and create new categories.

Impact / Implementation:

By using this suite of analytics and data, the company launched a new range of premium products called Studio X under its male grooming brand (Set Wet on Amazon and another brand called True Roots on Flipkart in 2018).

Image by Sujin Soman from Pixabay