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Marico's Distribution Network

Marico's distribution width and penetration is acknowledged as one of the best in the industryand is a leverageable strength.Every month, 56 million consumer packs are sold to about 1.8 million households through 1.6million retail outlets spread across the country.Marico's distribution network covers almost every Indian town with a population of over20,000. The chart below depicts Marico's distribution network in the urban & rural markets:

Thus, 1 out of every 10 Indians is a Marico consumer.

Distribution Alliance:Our distribution strength has been recognised by Indo Nissin Foods Ltd. through their

association with us for the distribution of Top Ramen products on a national basis.

Rural Sales & Distribution:Marico's parallel rural sales and distribution network ranks among the top three in theindustry and contributes 24% to the company's topline.

Their infrastructure comprises 882 direct distributors, 153 super distributors, catering to 2393small stockists and 4523 van markets. A dedicated team of Territory Sales Executives andPilot Sales Representatives distribute Marico's as well as alliance brands through this vibrantnetwork.

Sales Capacity:

They have made significant progress in the areas that enhance sales capacity. Quality of ourdistributors Quality and number of the distributor field force Upgradation in the role of thecompany's front-line sales force.

Technology (IT) in Sales:Marico has been making investments in IT to ensure:Supply Chain efficienciesAvailability of the SKU at the right distributor point,at the right time in right quantitiesTimely availability and reliability of SalesMIS, which help in taking prudent decisions on a real time basis.

In order to reap maximum benefits from its sales and distribution network, Marico embarkedon an internet-enabled application - MI-Net - to establish a network between Marico and itsdistributors through a web interface. This project is aimed at providing real time informationon the status of various business operations between Marico and its distributors. Thisinitiative is expected to provide business benefits in the form of increased penetration by thesales force, reduced communication costs, reduced working capital requirements, etc. Theproject went live on April 1, 2002 with connectivity to 330 urban distributors, who together

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account for about 3/4th of Marico's domestic turnover. The business benefits are expected toaccrue over a period of time.