Parachute
3 Item(s)
per page
Grid List
-
3 Item(s)
per pageGrid List
About Parachute
Parachute is a brand name for a range of coconut-based oil manufactured by Marico. Parachute Coconut Oil, a leader in its category, is known for its purity and quality. The packaging of the company has seen several changes throughout the years.
When Harsh (Mariwala) joined Bombay Oil (in 1971), he realised that the oil business, the mainstay of Bombay Oil, was a commodity business with low margins. Parachute and Saffola were not getting the required attention through a brand lens. Parachute was sold in bulk, in tins of 15 litres to wholesalers, and Saffola was a niche business, selling in south Bombay (now Mumbai) and the posh localities of New Delhi.
Harsh had heard his uncles talk of a company in Calcutta (Kolkata) selling coconut oil in smaller packages under the brand Shalimar and making a higher margin than Bombay Oil. He also heard of distributors in Nagpur and the Vidarbha region selling smaller packages of Parachute coconut oil. Harsh wanted to see the success of the smaller packs himself.
Parachute is the flagship brand of Marico. Before the 1992 economic liberalisation in India, the government classified vegetable oils as an essential commodity. In the late 1990s, Marico made its first serious entry into foreign markets by setting up a manufacturing plant in Bangladesh. Parachute's market share rose to 70% within ten years.
Marico makes two kinds of coconut oil, Parachute edible grade hair oil, and Parachute Advansed Hair oil. Parachute edible oil contains 100% coconut oil, whereas Advansed hair oil contains coconut oil along with fragrance and Vitamin E.
