From India to the world: Why FMCG brands are going global with influencers

FMCG giants, Marico and Unilever, are ramping up their global influencer marketing efforts, unveiling major initiatives to expand their partnerships with content creators worldwide. Industry experts highlight that FMCG companies increasingly rely on hyper-local influencers who resonate with local communities, leveraging their deep cultural understanding to build trust and drive consumer engagement.

Dabur is focusing on the MENA region and actively collaborating with over 2,400 influencers, generating 4.45 billion impressions and 1.45 billion video views while promoting natural health products. 

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Godrej Consumer Products used influencers in Africa and Argentina, particularly for its hair care brands, like Darling and Inecto, to introduce new styles and products. 

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Unilever’s CEO Fernando Fernandez to increase influencer-led marketing 20x

Unilever, the global FMCG behemoth that owns brands like Dove, Hellmann’s and Lux, is aggressively increasing its influencer marketing budget to 50% of total ad spend to win over skeptical customers.

CEO Fernando Fernandez, in his first interview after taking over, highlighted the importance of influencer marketing. “Today, brands—by definition and by default—are met with skepticism when their messages come directly from corporations. Creating marketing activity systems where others can speak for your brand at scale is incredibly important,” he said in a conversation with Warren Ackerman, Head of European Consumer Staples Research at Barclays.

He emphasized Unilever’s commitment to influencer partnerships, noting that the company’s marketing spend on social media will increase from 30% to 50%, with a 20x increase in influencer collaborations.

“There are 19,000 ZIP codes in India and 5,764 municipalities in Brazil. I want at least one influencer in each of them. In some, I want 100. That’s a significant shift,” Fernandez stated.

Unilever has already made significant strides in this direction. In 2023, the company partnered with TikTok to launch the #CleanTok content hub, which garnered over 98.5 billion views in its first year. The success of this initiative underscores the growing power of social media influencers in shaping consumer behavior.

Marico calls for influencer collaborations in USA

Marico is actively seeking influencers in the USA to collaborate on its beauty and wellness brands, including Parachute Advansed. Ishita Desai, Brand Manager at Marico, recently took to LinkedIn with an open call for influencers willing to create content around their product launches.

“We’re looking for passionate influencers based in the USA who are eager to collaborate with Parachute Advansed and Marico's exciting new brands! If you're interested in creating amazing content and being part of some incredible product launches, we want to hear from you!” Desai wrote.

Beyond individual influencers, Marico is also scouting for a creative agency with expertise in beauty and wellness marketing. Desai emphasized the need for a partner capable of producing visually compelling campaigns and managing social media to build a strong digital footprint. Additionally, an influencer agency with a well-established network in the US is a priority.

“The agency should have a strong network of relevant beauty influencers, experience managing influencer partnerships, and a track record of driving engagement and conversions,” Desai posted.

Agencies like Shobiz (a part of Havas Group), Cresco, Wit and Chai, and several independent consultants have expressed interest in working with Marico on this initiative.

Marico’s latest financials highlight its growing global ambitions. The company recorded revenue from operations at Rs 2,794 crore for Q3 FY25, marking a 4.8% increase from the previous quarter. International revenue stood at Rs 693 crore, reflecting a slight but steady growth of 1.16%. The company's advertising and sales promotion expenses also rose by 19% year-on-year, demonstrating its focus on brand building.

Talking about the trend, Adani Group’s General Manager - Digital Media, Chandan Sharma, explains, "Indian FMCG companies are using influencer marketing to grow worldwide. For example, the Good Glamm Group, formed by merging MyGlamm, POPxo, and BabyChakra, uses influencers to strengthen its content-to-commerce model and expand internationally."

He further added that a few well-known names, like fashion designer Sabyasachi Mukherjee, partner with influencers to promote Indian craftsmanship globally, blending traditional and modern styles.

According to him, by working with influencers who understand local cultures, Indian FMCG brands can introduce their products to new markets, build strong customer relationships, and increase sales, making their brands more recognized worldwide.

He also emphasized that today's generation trusts influencers more than traditional ads, making brand messages feel authentic.

“Platforms like LTK have helped 8,000 retailers collaborate with influencers, leading to 419 influencers becoming millionaires and boosting product sales. By partnering with influencers who speak local languages and understand cultural preferences, brands can create deeper engagement, build credibility, and reach diverse consumers in different countries more effectively,” he added.