Meesho Mall pushes into personal care with P&G, HUL and Himalaya tie-ups
Meesho is extending its Mall branded-products vertical into personal care via partnerships with P&G India, HUL and Himalaya, targeting tier-2 and smaller cities. Mall drew 3.2 crore shoppers over six months as orders rose 35% in 2024 and users climbed 25% to 175 million.
What happened
Meesho is expanding its Mall branded-products vertical into personal care via partnerships with P&G India, HUL and Himalaya, targeting tier-2 and smaller
Key facts
- 3.2 crore shoppers over six months
- 35% order growth 2024
- 175 million users
- users up 25%
Why this matters
Meesho's direct tie-ups with P&G, HUL and Himalaya deepen its branded-vertical moat and position it as a preferred distribution partner for CPG majors targeting India's smaller-city consumers.
What to watch
- Mall GMV/order-growth disclosures over next 2 quarters vs the 35% baseline
- Repeat-purchase and AOV metrics specific to personal care
- Brand pricing/MOP disputes or public channel-conflict statements
- Quick-commerce expansion into tier-2 cities eroding delivery-speed gap
- Meesho pre-IPO financials signaling monetization pressure on Mall margins
- Meesho expands Mall category roster to include more FMCG verticals (food, home care) using the same brand-partnership template
- Brands negotiate exclusive SKUs or pack sizes for Meesho to avoid direct price collision with other channels
- Investment in tier-2/3 logistics and cash-on-delivery to support personal-care fulfillment economics
- Competitor counter-tie-ups and promotional bursts in the same geographies