Authors: Askani Shanker, Associate Professor Dr. Sivaji Jinka
Abstract: Supply Chain Management (SCM) plays a vital role in the Fast-Moving Consumer Goods (FMCG) industry, where products must reach customers quickly, efficiently, and at low cost. This study focuses on the supply chain management practices followed by Marico Limited, one of India's leading FMCG companies known for brands such as Parachute, Saffola, Hair & Care, Livon, Set Wet, and Nihar Naturals. Marico has built an extensive supply chain network that includes procurement, manufacturing, warehousing, transportation, distribution, and retail operations across India and international markets. The main objective of this study is to understand how Marico manages the flow of raw materials, production, inventory, and product distribution to ensure timely delivery and customer satisfaction. The study also examines the company's use of modern technologies, demand forecasting, supplier relationship management, and digital solutions to improve supply chain efficiency. Marico has increasingly invested in analytics, digital planning, responsible sourcing, and agile distribution to improve responsiveness and resilience The research highlights that an effective supply chain helps Marico reduce operational costs, improve inventory management, maintain product quality, and respond quickly to changing consumer demand. The company has also strengthened sustainable sourcing, supplier partnerships, and traceability, making its supply chain more reliable and environmentally responsible. The distribution network of Marico is one of its major strengths. The company serves millions of consumers through a large network of distributors, wholesalers, retailers, supermarkets, and online platforms. Effective transportation and logistics systems enable the company to deliver products quickly and efficiently across urban and rural markets. Warehousing facilities are strategically located to reduce transportation costs and improve delivery speed. Technology plays a significant role in Marico's supply chain operations. The company uses Enterprise Resource Planning (ERP) systems, supply chain analytics, automation, and digital tracking systems to monitor product movement and improve decision-making. These technologies help increase visibility, enhance operational efficiency, and reduce delays in the supply chain. The study also highlights the challenges faced by Marico, including fluctuations in raw material prices, changing consumer preferences, transportation disruptions, and increasing competition in the FMCG industry. To overcome these challenges, the company continuously improves its supply chain processes through innovation, supplier collaboration, risk management, and sustainability initiatives.
