Meesho Mall brings P&G India, HUL, Himalaya brands to its platform amid rising personal care demand

Meesho Mall brings P&G, HUL, Himalaya brands to its platform amid rising personal care demand

Meesho Mall has onboarded leading FMCG companies, Procter & Gamble (P&G) India, Hindustan Unilever (HUL), and Himalaya, to expand its personal care offerings as demand for such products surges across India’s smaller cities.

Meesho Mall is an e-commerce initiative launched by the Indian e-commerce platform Meesho to offer customers a selection of branded products.

The partnership will make brands like Pampers, Whisper, Head & Shoulders, Pantene, Gillette (P&G); Ponds, Dove, Vaseline, Sunsilk, Tresemme (HUL); and a range of Himalaya products available to Meesho’s user base, particularly in tier-2 and tier-3 cities.

The move comes as beauty and hygiene products become daily-use staples beyond metros. Meesho said the expanded assortment would cater to consumers in cities like Varanasi, Raipur, Madurai, and Jodhpur, where demand for trusted personal care brands is growing rapidly.

The SoftBank-backed e-commerce firm is aiming to strengthen Meesho Mall, its curated platform for branded goods, as it competes with Flipkart and Amazon in the value commerce segment.

Meesho currently has a share of 8.5 percent in India’s e-commerce market, which is expected to go to 10 percent over the next six years, according to a report by CLSA.

The company has reached a Gross Merchandise Value (GMV) run rate of $6.2 billion for FY25, and is projected to grow at a compound annual growth rate (CAGR) of 26 percent through FY31, the report said.

Despite have a lower market share, Meesho accounts for 37 percent of ecommerce orders in India and is expected to play a key role in deepening ecommerce penetration in non-metro regions. The platform is already averaging 4.9 million orders per day, with over 85 percent of its 187 million annual transacting users coming from Tier 2 and smaller towns.

The homegrown e-commerce platform is also gearing up to go public later in the year and plans to raise around $1 billion through an initial public offering (IPO), Moneycontrol reported earlier.

Meesho has picked Morgan Stanley, Kotak Mahindra Capital and Citi as advisers for its IPO. The firm is looking at a potential valuation of $10 billion.

Meesho operates a zero-commission, pure marketplace model with negative working capital, enabling it to scale without investing in inventory or warehouses. It earns revenue primarily through advertising and logistics fees, making Rs 82–85 per order despite not charging sellers a commission.