Mamaearth Case Study

Mamaearth is a consumer goods brand with a product offering that ranges from skincare to haircare.

It comes under the parent company Honasa Consumer Pvt. Ltd. Along with Mamaearth, The Derma Co, Aqualogica, Ayuga, BBLUNT & Dr. Sheths comes under Honasa Consumer Pvt. Ltd.

Honasa Consumer Pvt. Ltd. was founded by the couple Ghazal Alagh and Varun Alagh on 16 September 2016

In addition to its online presence, Mamaearth has an offline presence via its own brick-and-mortar stores (a traditional street-side store). As well as through retail partnerships with multi-brand outlet chains like The Body Shop.

The popularity of organically produced products is palpable because they have few or no side effects on the skin, hair, or any other part of the body. Taking advantage of this demand for organic products, Mamaearth has grown into an incredible startup in the beauty industry, with products that have the American Made Safe Certification. This is the first nontoxic cosmetics seal in use today.

Mamaearth is a consumer goods brand with a product offering that ranges from skincare to haircare.

Mamaearth is a consumer goods brand with a product offering that ranges from skincare to haircare. The brand’s products are available online and offline, including in-store locations such as drugstores, department stores, and beauty supply stores. In addition to its core line of skincare products, Mamaearth also offers hair care solutions for men and women.

Intended Audience

Mamaearth began by selling pregnancy, baby care, and hair care products to mothers and their babies. They also offered toys, accessories, and clothing. When the company first began to grow, it focused on the millennial generation by selling chemical-free cosmetic products such as creams and serums, face wash, hair oils, and lotion. The company also catered to THE MALE by selling lotions, aftershave, and hair oils.

Mamaearth Case Study

What makes Mamaearth unique and successful?

Mamaearth is a unique brand in the beauty industry because it not only sells but also creates products. It’s not just a cosmetics company, but an entire ecosystem built around the brand and its products. This is why Mamaearth has grown so quickly in such a short period of time.

The first thing you should know about Mamaearth is that it is one of the world’s fastest-growing beauty brands. The company has achieved this incredible growth by developing innovative products and services for its customers, the majority of whom are millennials.

According to Mamaearth’s case study, it has been able to achieve impressive growth by developing unique products and services for its customers, who are primarily millennials.

Mamaearth’s business plan

The Mamaearth business model has been successful because it allows the company to offer a diverse range of products at various price points without losing its identity or compromising on quality. It also enables the company to launch new products without committing too much capital upfront. The company’s distinct value proposition: a one-stop shop for all of your holistic needs.

The company sells organic food, skincare, and household items, as well as services such as yoga classes, massage therapy, and acupuncture.

Mamaearth’s business model is unique in that it combines health and wellness with other product lines. Mamaearth provides services such as yoga classes and massages through partnerships with other brands.

Mamaearth marketing strategies

For its goods and services, Mamaearth is a well-known company that has been in business for a long time. Through its marketing strategies, the company also assists people in promoting its products.

Influencer marketing

Influencers are those who have a huge following in a certain area. They can raise brand recognition and have a favorable impact on your company’s overall success. Influencers are so valuable that many businesses would pay them to promote their products or services.

Brand endorsement

When an influencer endorses your products or services on their social media page or blog post, this is known as a brand endorsement. This is a frequent technique for firms to employ influencers for marketing reasons since it allows them to reach out to a new audience. It also contributes to customer trust and credibility since they see someone who looks like them supporting something they use or wear every day.

Digital ads

Online advertisements are another option for firms to employ influencers for marketing reasons because they are simple to set up, cost-effective, and allow you to reach a large number of people at once. You may also select the type of ad you wish to run based on your budget and campaign objectives.

Mamaearth largely advertises on the internet. They have effectively used digital advertising to expand their consumer base. Their commercials are incredibly catchy and successfully represent their companies.

Mamaearth – Funding, and Investors

Mamaearth received $126 million in investment across eight rounds. The company’s most recent capital of $759 K was received on September 15, 2022, as Angel money. Prior to this, the firm raised $37.5 million on December 28, 2021, headed by Sequoia Capital, and $50 million on July 26, 2021, led by Sofina Ventures, in a Series C equity transaction.

Date	Stage	Amount	Investor
September 15, 2022	–	$759 K	Angel round
December 28, 2021	Series D	$37.5 Million	Sequoia Capital India
July 26, 2021	Series C	$50 Million	Sofina Ventures
January 2020	Series B	$17 Million	Sequoia Capital India
September 2018	Series A	$4 Million	Fireside Ventures, Stellaris Venture Partners
April 2018	Venture	$250K	Shilpa Shetty
September 2017	Venture	$1 Million	Fireside Ventures
December 2016	Seed	$125K	Fireside Ventures

Mamaearth received a $125,000 pre-seed round from a group of investors in 2016. In 2018, Stellaris Ventures, Fireside Ventures, Marico’s Rishabh Mariwala, who oversees Sharp Ventures, and Snapdeal founders Kunal Bahl and Rohit Bansal led a $4 million Series A round.

Shilpa Shetty Kundra joined as an equity investor in April 2018.

Mamaearth raised around Rs 140 crores in a fundraising round headed by Sequoia India, with participation from previous investors Fireside Ventures, Stellaris Venture Partners, and Sharp Ventures in January 2020.

Financials of Mamaearths Parent

The company comes into profitable in the financial year 2022.

Operating revenue

FY22	FY21
₹943 crore	₹460 crore

Net Profit

FY22	FY21
₹19.8 crore	₹24.6 crore

Mamaearth – Future Plans

“Our plan is to build Mamaearth into an Rs. 500 crore brand by acquiring five million new consumers in the next three years. We are also looking at launching more brands under the Honasa umbrella, which would be focused on the needs of the new-age, millennial consumers,” 

Ghazal Alagh

Furthermore, the firm intends to increase brand recognition in the next years through influencer marketing and targeted digital funnels.

Mamaearth may go public this year.