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Mamaearth Case Study
Mamaearth Case Study

MamaEarth Case Study : Mamaearth is a producer and retailer of cosmetics and infant care objects for children and girls. When it goes to the restorative business, clients are continuously involved in the cycle thru which the merchandise fabricate. This is the motive we at present see a tremendous buzz about herbal items, everyday hair care things, unadulterated pores, and skin fitness administration cosmetics. Consumers want to warranty that they are using fantastic first-class items.

Mamaearth is a very regular employer. That was once installed in 2016 to make skincare merchandise rather fashionable then again with the most intense consideration. Ghazal Alagh and Varun Alagh based Mamaearth. Now the organization settle in Gurugram (India) and is a famous online platform. That provides normal and facets effects-free wholesome skincare products.

Mamaearth Founder:

Varun Alagh and Ghazal Alagh are the co-founders of the organization Mamaearth.

Both joined Honasa Consumer Private Limited and dispatched the Mamaearth scope of side-effects-free gadgets in December 2016. Varun Alagh and Ghazal Alagh are a couple and had made it their fundamental aim to make protected,  no chemical merchandise available to all youngsters in India.

Varun Alagh is from the FMCG (Fast Moving Consumer Goods) enterprise. And he has labored with the bloodless drink employer Coca-Cola and with Hindustan Lever as well. On the different hand, Ghazal Alagh stuffed in as a company educate in the Information Tech sector. And she is the chief at Mamaearth.

Mamaearth Journey:

In the US, there is strong mindfulness about the unfavorable chemical substances. Its observed in the most typically utilized non-public merchandise and infant care items. During Ghazal’s go to there, she became out to be extra conscious of the kind of gadgets. She used to be the usage of and started out checking the fixings listing before buying any baby care thing.

At the factor when Varun Alagh and Ghazal Alagh have been watching for their first child (the couple was once in India at that point), they understood that the children care objects they went over contained detrimental chemical substances and extra impervious alternatives weren’t handy in the market.

Thus, they started out importing non-public care merchandise from the United States. But that ended up being a luxurious and badly designed sports plan. They moreover understood that it wasn’t solely them. There are a ton of guardians in India fighting with a comparable concern. Since the spouse-wife crew couldn’t song down any infant pleasant objects for young people in India. They give up using Indian merchandise and imported reliable gadgets made in exclusive nations.

After appreciating the want and issues of the consumer, they launched their very own thinking with Mamaearth and performed the title of Asia’s 1st company to provide “MADE SAFE” licensed merchandise that had been toxin-free, and had no aspect effects, and load with the herbal goodness toddlers deserve.


Business Model Of Mamaearth:

The comapany Mamaearth figures gadgets that are then created with the aid of contract producers below a allow from the Mamaearth brand. Mamaearth enterprise mannequin revolves around an easy product-promoting model. Mamaearth is a manufacturer title claimed via Honasa Consumer Pvt. Ltd.

The company Mamaearth is a superior first Fast Moving Consumer Goods organization whose profits mannequin relies upon providing unmistakable gadgets to the clients through direct-to-shoppers structures like Amazon, Snapdeal, Flipkart, and extra traditional disconnected stores. The team at Mamaearth follows the blue device with an omnichannel presence whereby creative gadgets steer development.

Mamaearth Revenue Model:

Mamaearth, which manage using Honda Consumer, nowadays has a yearly income of greater than Rs. 710 crores ($100 million).

For the fiscal yr ended in March 2022, Mamaearth’s parent, Honasa Consumer Pvt Ltd, registered an income of $130 million, with a small profit, stated one of the three sources.

“From a small profits base of Rs. 17 crores in FY2019, Honasa Consumer has considered a transient ascent with FY2021 income at about Rs. five hundred crores. The base portfolio has developed properly and new dispatches have likewise contributed,” stated Jefferies’ analysts in a record on April 2021.

Mamaearth Funding:

Mamaearth backe with the aid of outstanding monetary buyers like Snapdeal organizers Kunal Bahl and Rohit Bansal, Shilpa Shetty Kundra, Sequoia India, Stellaris Ventures, Fireside Ventures, Marico’s Rishabh Mariwala, and many extra amongst specific investors.

According to Crunchbase, Mamaearth has raised whole funding of extra than $23.3 Million.

At the fund closing tournament in January 2020, Kanwaljit Singh of Fireside Ventures observed that Mamaearth has crossed INR 300 Crore in profits for this economic yr 2021. Going on like this, the employer relie upon to enhance greater than 2.7x contrasted with FY2020.

In September 2017, the agency accomplishes $1 million and in April 2018, it accomplishes $250,000 of funding. September 2018, it achieves $4M in Series A. In January 2020, it achieves $18M in Series A.


Growth Process:

Mamaearth is one of India’s quickest creating manufacturers crossing the INR one hundred crore turnover mark in solely four years. Discussing this accomplishment and how the crew received it going, Varun says it used to be a compelling passionate parent-to-parent associate.

Mamaearth is one of solely a handful of few plastic high-quality manufacturers in India. The employer endeavors to ration Mother Earth for humans in the future of kids. With an endeavor known as “We need to Recycle”, the employer reuses extra plastic than it at any factor makes use of and spreads mindfulness via making the customers a contributor to the program.

Marketing Strategy:

Influencers Marketing:

On online media, Mamaearth works collectively with influencers and pitches the focused clients of these influencers. Influencers have steadfast adherents who admire what they propose. Mamaearth works with greater than 5 hundred mom bloggers to unfold casual change on superior stages.

At the factor when an influencer suggests something, at that point, it traile through their nearby place folks in mild of the truth that their work is to affect individuals. These influencers submit about the consequences of Mamaearth and their decency and promote the brand.

Digital Ads:

Mamaearth’s promotion efforts run more often than not on digital platforms. The utilization of the net is increasing and most customers impact these computerized degrees for any data. So the manufacturer advertising device takes up these superior degrees to construct their picture mindfulness and contact a greater tremendous audience.

Brand Endorsement:

Mamaearth’s pace of improvement increased shortly after the famous Bollywood actress Shilpa Shetty Kundra grew to become a company ambassador as properly as an investor of the brand. She is a piece of the way towards making new objects and showcasing efforts. Shilpa Shetty Kundra took her online media to promote the brand. She has very famous and has a sturdy presence on social media giving the manufacturer an extensive reach.


Mamaearth Competitors:

Mamaearth opponents are ITC Limited,  Johnson & Johnson, The Moms Co, FirstCry, Lotus Herbals, Marico, Unilever, Emami Limited, Dabur India, Bey Bee, Hul, Patanjali Ayurved, ITC, and many more.

The company Mamaearth faces enormous opposition straightforwardly and in a roundabout way from more often than not massive Multi-National Companies. These days an ever-increasing quantity of businesses are springing up with the toxin-free philosophy.

Awards :

Mamaearth chose as ‘One of the Best Brands’ in India at the 2d version of The ET Brand Festival held in the yr 2019. The company has acquired an award in the Young Turks Startup of the yr class at CNBC-TV18’s India Business Leader Award 2022. Mamaearth grew to be the first unicorn of 2022 when its mum or dad Honasa Consumer raised $52 million on January 1 in a spherical led with the aid of Sequoia, at a valuation of $1.2 billion.

The agency presents greater than eighty “toxin-free, herbal products”, which include bamboo-based child wipes, face masks, lotions, and hair-care products. Mamaearth additionally launched a 2nd brand, Derma Co, late in 2019. Its merchandise has hit an annual income run charge of over Rs five hundred crores, something few new-age client manufacturers have managed to do.

India’s fastest-growing company crosses Rs a hundred crore turnover mark.


Mamaearth increase is an idea for new startups in India. Since Mamaearth has an exquisite advertising group that works seamlessly and makes each marketing campaign effective. The company is famous on social media as many Youtubers evaluate their private care and child care products. The enterprise has blended opinions on the internet.

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