In September 2016, the incredible journey of mamaearth started when the dynamic duo, Ghazal and Varun Alagh, founded this visionary cosmetics company. Based in the thriving city of Gurugram, mamaearth has quickly grown into a trusted household name thanks to its commitment to safe and non-toxic products. This dedication has been rewarded with the coveted American Made Safe Certification, making it the first cosmetics brand in India to achieve this prestigious status. With a firm foothold in the market and a dedicated clientele, mamaearth has truly revolutionized the cosmetics industry with its innovative and sustainable approach.
Mamaearth Team – Founders/Owners
Mamaearth, a company dedicated to producing natural and toxin-free products, came into existence in 2016 thanks to the efforts of Ghazal and Varun Alagh. With the creation of Honasa Consumer Private Limited and the subsequent launch of the Mamaearth line in December of that year, the couple set out to ensure that every baby in India had access to chemical-free products. Fast forward to today, and Mamaearth has grown into a much larger and all-encompassing organic products manufacturer, serving not just babies but everyone from moms and dads to grandparents. Join the Mamaearth movement and make the switch to natural, safe, and effective products!
- Varun Alagh
The Chief Dad of Mamaearth, Varun Alagh, is the co-founder and Get Stuff Done Officer of Mamaearth. In addition to a BE degree in Electrical Engineering from Delhi College of Engineering, Varun Alagh is an MBA graduate from XLRI Jamshedpur. His previous career had included positions at Hindustan Unilever, Smirnoff, and The Coca-Cola Company before he founded Honasa Consumer Pvt. Ltd., Mamaearth’s parent company. His expertise in brand management stands out.
Startup Story of mamaearth How did it get started?
Essentially all private consideration items and childcare items contain destructive synthetic substances. After her visit there, Ghazal began checking the fixings before buying any childcare thing, which drove her to turn out to be more aware of the items she was utilizing.
Varun and Ghazal saw that the childcare items they went over were destructive to their children (the couple was in India at that point) and that there could have been no more secure other options. Since they couldn’t find safe items in India, the couple’s group chose to import dependable items fabricated somewhere else all things considered. Later on, the organization started requesting items from the US, yet it demonstrated costly and awkward.
Additionally, they realized that they were not the only ones struggling with the same issue in India. Finding no answers at hand, Varun and Ghazal Alagh decided to make baby products safer and more affordable. They devoted sleepless nights to create a new brand, chose an R&D team for it, and obtained the necessary certification. Mamaearth was born due to all these factors and soon became Asia’s first brand that offered toxin-free, natural baby products that were made safe.
Target Market Size of mamaearth company
According to a report from Technavio, a market research company, the baby care market in India is anticipated to expand at a CAGR of 17% over the next three years.
Mamaearth products categories
- Gift packs.
Mission and Vision
The brand aims to be a friend to all parents, including you. An understanding friend who cares about you and tries to solve most of your problems The brand that mothers and expectant mothers can rely on and that aims to improve and enhance their lives. introducing a brand that introduces all of our infants to a safe and healthy world. They not only want to provide parents and babies with safe, international-standard products that are free of toxins, but they also want to take care of them from head to toe. As per the “Our Central goal” part of its site, it is similar as affection.
Safe, harmfulness free, and global standard items are intended to take care of the issues repeating among youthful guardians, assisting them with appreciating their children’s happiness without the problems related with it. Organic products from MamaEarth are ideal for babies, their mothers, grandparents, and other members of the family.
Mamearth’s meteoric rise to a Rs. 100 crore company – The secrets behind their success revealed!
In just four years, Mamaearth has achieved a turnover of Rs 100 crore, making it one of India’s fastest-growing brands. Varun says that there was a strong emotional connection between the parents when they talked about this accomplishment and how they made it happen. He asserts, “We reached where we are today because of the brand’s proposition and the dire need for toxin-free baby care products.” “Where there is a will, there is a way,” as the saying goes, “Jahan chah hai wahan raha hai.” We were confident that we would be able to fill the industry’s void, and we were successful thanks to love and good fortune.
Competition and Challenges
As Varun, the company’s founder, puts it, staying relevant in today’s market is a major challenge. It’s not enough to simply keep up with the competition – constant innovation and differentiation are essential. This is especially true for a company like theirs, which is committed to producing non-toxic products in a market saturated with offerings from large FMCG companies. Finding the right ingredients to create safe, effective products at reasonable prices is a top priority. But despite the challenges, the company remains dedicated to providing their customers with high-quality, environmentally friendly options that they can feel good about using.
Mamaearth has already taken the lead in offering natural and non-toxic products to the informed millennials while other big brands are still struggling to make their products toxin-free. Their future plans are as impressive as their current offerings. Varun, the man behind the brand, intends to build Mamaearth into a Rs 500 crore brand and take their one million consumers to 10 million over the next five years. The plan includes a strong focus on influencer marketing and targeted digital funnels to spread brand awareness. Mamaearth also aims to expand its presence in tier-ii and iii cities and introduce a new range of products. With talks already underway with prime industry investors, the company plans to raise more funds soon. This brand’s commitment to natural and non-toxic products while simultaneously expanding their offerings and presence make Mamaearth one to watch in the coming years.
Business and Revenue Model
Mamaearth formulates products that are then produced by contract manufacturers under a license from the Mamaearth brand. Mamaearth is a trademark owned by Honasa Consumer Pvt. Ltd.
Mamaearth is a digital-first FMCG company whose revenue model is based on the offers that are posted on the D2C platforms(Amazon, Flipkart, etc.) and their eventual sales along with the sale of products displayed at traditional offline stores. The team at Mamaearth follows the blue system with an omnichannel presence, according to which innovative products steer growth.
When Mamaearth was launched in 2016, it had only 6 products in its catalog. The product range now comprises more than 140 natural and toxin-free products that are used by over 1.5 million Indian consumers. Besides, Mamaearth is now available in more than 700 cities.
The company is hailed for the growth it began to achieve since it launched. Mamaearth scaled fast with 30 lahks in revenue within just 6 months of operations. Mamaearth began to sell entirely online, where the customers were new. The brand began to acquire consumers directly. Mamaearth achieved the landmark of 2 crores in revenue, but that was not the best that Mamaearth successfully achieved. The company then onboarded Shilpa Shetty as its angel influencer, thereby ushering in an influencer mom. With this, the company soon reached the milestone of 100K customers, and by 2019, it achieved Rs 25 crore in revenue. By 2020, Mamaearth reached the 100 crore mark in revenue within just 3 years of operation.
With the Covid19 outbreak, Mamaearth simply got a Covid booster in its growth. The physical stores were closed down, but the sales of the Varun and Ghazal Alagh-led brands simply skyrocketed online. The company received Rs 460 crore in revenue by the end of 2021 and in the wake of 2022, it turned unicorn. It is important here to note that Mamaearth has also turned profitable, and is currently eyeing an IPO ahead, with $3 bn of valuation in sight.
Here’s delving into the growth highlights of Mamaearth:
- Popularly hailed as the fastest-growing D2C brand in India, Mamaearth crossed the Rs 100 crore mark in just 3 years.
- Prized for its organic products, Mamaearth is Asia’s first brand with a MadeSafe certification
- Mamaearth is recognized for its plastic recycling initiatives, one of the few Indian brands to do so
- The company has Shilpa Shetty Kundra as its brand ambassador, who often speaks of the genuineness of the products that Mamaearth delivers
Rewritten Paragraph: Mamaearth, the popular organic customer products brand, has recently partnered with TV veteran and new celebrity mother, Anita Hassanandani. Her strategic collaboration with the company will undoubtedly assist with the growth of its haircare, skincare, and baby care categories in the future. The timing of this partnership is impeccable, especially since Anita just gave birth to a baby boy, making her an advocate for all things baby-related. Additionally, Mamaearth has also enlisted the help of Bollywood icon, Shilpa Shetty Kundra, to endorse its vitamin C facewash. The company released a 30-second film, “Goodness Inside,” featuring the actress, which premiered on March 20, 2021. Mamaearth’s partnership with Shilpa is just one of the many high-profile collaborations the brand has cultivated. In fact, before Kalki Koechlin and Sumeet Vyas’ movie, ‘Ribbon,’ was released back in 2017, Mamaearth had already partnered with the stars. The brand became the “official mama’s partner” of the film, cementing its position as a go-to for organic and natural customer products.
During the 2nd edition of ET Brand Festival 2019, Mamaearth was recognized as “One of the Best Brands” in India.