Why HUL, Marico, ITC and L'Oréal are buying India's D2C darlings
FMCG majors are absorbing D2C brands like Minimalist, Oziva, Yoga Bar and Wellbeing Nutrition to capture quick-commerce demand, plug innovation gaps in beauty and wellness, and offer exits to startups as capital tightens. Online still under 5% of FMCG sales, but the acquisition pace is reshaping ownership of India's challenger shelf.
What happened
Indian D2C M&A · Analysis of why Indian FMCG giants like HUL, Marico, ITC and L'Oreal are acquiring D2C brands: capturing online and quick-commerce demand,
Key facts
- below 5%
Why this matters
With online still under 5% of FMCG but deal pace accelerating, move on beauty and wellness D2C targets before rival majors lock up the challenger shelf at higher multiples.