E-commerce platform Meesho is focusing on increasing its presence in the personal care category and has onboarded leading FMCG companies Procter & Gamble (P&G), Hindustan Unilever (HUL) and Himalaya, the company said in an announcement on Wednesday.
The move is a part of the company’s effort to expand Meesho Mall, its branded products vertical.
The announcement comes at a time when the demand for such products is rising across the smaller cities, which are typically considered more price-sensitive.
These partnerships mark a shift in the platform’s strategy of positioning itself as a low-cost e-commerce platform, with a focus on unbranded products.
The expanded assortment brings well-known brands like Pampers, Gillette, Dove, Pantene, Vaseline and Head & Shoulders to a much larger base of consumers.
“Shoppers are turning to personal care brands for their everyday essentials — from face wash and lipstick to baby diapers and sanitary pads. Meesho Mall is uniquely positioned to meet this growing demand with a wide selection of reliable, high-quality brands,” the announcement said.
According to brokerage firm CLSA, Meesho has reached a gross merchandise value (GMV) run rate of $6.2 billion for FY25, making it the third-largest e-commerce platform in the country.
By order volume, it commands the largest share of 37% of the e-commerce market.
With 4.9 million daily orders and 180 million monthly active users (MAUs), the platform now leads in order volume and user engagement metrics. Its average order value (AOV), however, remains low as compared to Amazon and Flipkart, at Rs 315–Rs 350.
The report pegs Meesho’s GMV and revenue to grow at a 26% compound annual growth rate (CAGR) over the next six years, driven by deepening e-commerce penetration in non-metro markets.
Meesho is planning to go public later this year and is looking at a potential valuation of $10 billion.