Meesho expands focus on personal care, onboards HUL, P&G

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.