Composed by Unnati Agrawal
A BRAND BY THE PARENT, FOR THE PARENT
Mamaearth is a natural beauty brand that has beaten all odds against conventional cosmetics. Started by parents, and new age entrepreneurs, Ghazal and Varun Alagh, Mamaearth has become a synonym for an “organic” brand.
As parents, Ghazal and Varun faced the problem of toxic baby products as they had their newborn. Alternatives of those products were /hard to find in the Indian market, so they turned their demand towards the western market. The imported products were expensive and difficult to procure.
As they say, necessity is the mother of invention, Ghazal and Varun founded Mamaearth in 2016 which has become popular in India with its range of toxin-free products. These products are mother-baby friendly, meet stringent international standards and are made with the mother’s touch.
The founders faced bottlenecks with their research, vendor approvals, and manufacturing partners; who were ready to work with a specified set of ingredients. After successful research, the founders ensured that the customers know the answer to “why Mamaearth”.
Mamaearth positioned itself as Asia’s only made-safe certified (a non-toxic seal for products and personal care brand). The best way to connect with a prospective customer in India is to build a mother’s connection.
The graph shows the incredible growth of revenue, expenses and profits of the company.
The consumer-first approach, and word of mouth publicity by “influencer” moms, allowed Mamaearth to reach INR 25-30 lakhs in turnover within six months of launch.
The following has helped Mamaearth grow:
- Focused category on beauty
- Strong positioning as natural ingredients
- Product innovation
- Scaled D2C as a format
On the onset to become the market leader in organic cosmetics, Mamaearth has reached its feathers out to bang on 1.5million customers and has been 1st Asian company to own the tag of – made safe!
Mamaearth, is indeed, producing cash cow products and striving impeccably in terms of quality and service to become the mom of Indian beauty brands.