Mamaearth : Case Study, Company Profile, Founding Team, and Many More

When it comes to the cosmetics sector, customers are always worried about the processes used to create the products. This is why the world is witnessing a new era of organic, natural cosmetics manufactured with the aid of natural products that are free of toxins and other chemicals. Mamaearth

The passion for organic products is apparent simply because they are safe for our skin, hair, gut, and overall health. Mamaearth has pushed itself as a promising business in the cosmetics market, with the American Made Safe Certification, the first nontoxic seal for products in use today, thanks to this drive for organic products.

Mamaearth, a subsidiary of Honasa Consumer Pvt Ltd, is the first firm in Asia to be accredited by Made Safe, a non-profit organisation based in the United States that offers a complete human health-focused certification for non-toxic product manufacturing.

Mamaearth is a firm run by moms, for moms, and for the benefit of moms. Over 200 young moms are involved in the product development process, helping to conceptualise, try, test, and formulate the items. The products are only put into production when they have been properly approved. It is committed to providing toxin-free products for mothers and their children.

Company Highlight:

Startup Name	MAMAEARTH
Headquarters	Gurugram, India
Sector	Personal Products
Founders	Ghazal Alagh and Varun Alagh
Founded	2016
Parent Organization	Honasa Consumer Pvt. Ltd.
Total funding	$109.87 mn (December 2021)
Valuation	$1 bn+ (December 2021)
Revenue	$66.02 mn (FY21E)
Website	mamaearth.in
Contact	care@mamaearth.in

WHAT IS MAMAEARTH AND HOW IT WORKS?

Made-Safe, a US-based non-profit organisation that provides a complete human health-focused certification for creating non-toxic products, has certified them as the first company in Asia. Unlike larger players in the industry, the company’s core team is focused on expanding the brand, while manufacturing is done by third parties.

The cost of operations is considerably reduced as a result of this. Mamaearth has already made a profit of Rs 25 crores in FY 2018-19 and plans to make a profit of Rs 100 crores in FY 2019-20, establishing it as an AFMCG (atomically fast moving consumer goods). According to 6Wresearch, the market for India Baby Care Products is expected to develop at a CAGR (compound annual growth rate) of 10.1 percent from 2018 to 24.

Mamaearth has attempted to alleviate a prevalent Indian parenting concern through an innovative product range. It delivers items that are safe by international standards and infused with the goodness of nature in a country where the majority of infant products available do not meet safety norms.

It is sometimes credited with being the first Asian brand to receive the “MADE SAFE” certification. The company’s products are devoid of all known chemicals that are banned in the majority of countries. Mamaearth is more than just a commercial brand; it takes delight in creating items with love and care. If you’re curious about Mamaearth’s country of origin, it’s India, having its headquarters in Gurugram (Gurgaon).

Apart from retailing through their Magento-powered eCommerce website, they have a presence in 150 major cities across the country and on various eCommerce platforms such as Amazon, Nykaa, and Firstcry.

 WHO ALL ARE THE FOUNDING TEAM MEMBER OF MAMAEARTH?

Ghazal Alagh and Varun Alagh, Mamaearth’s co-founders, formed Honasa Consumer Private Limited in 2016 and launched the Mamaearth line of toxin-free products in December of that year. The pair had made it their mission to ensure that all babies in India have access to clean, chemical-free items. The business has expanded to include organic products for newborns, mothers, fathers, grandparents, and everyone else.

Varun Alagh :

Varun Alagh, Mamaearth’s Co-Founder, Get Stuff Done Officer, and Chief Dad, comes from the FMCG industry. Varun Alagh graduated from Delhi College of Engineering with a bachelor’s degree in electrical engineering and an MBA in finance and marketing from XLRI Jamshedpur. Varun previously held major leadership positions at Hindustan Unilever, Smirnoff, and The Coca-Cola Company before launching Honasa Consumer Pvt. Ltd., Mamaearth’s parent company. He is well-known for his brand management expertise.

Alagh Ghazal :

Ghazal Alagh, also known as the Chief Innovation Office, is another Mamaearth Co-Founder. Ghazal graduated from Panjab University with a BCA in Information Technology. She then worked as a Corporate Trainer at NIIT before starting Dietexpert in February 2012 and then Mamaearth in 2016 under Honasa. Ghazal has also taken intensive courses in Modern Art and Applied Arts at the School of Visual Arts and the New York Academy of Art, and is considered one of India’s top ten female artists, both domestically and internationally.

MISSION AND VISION :

We aim to build a brand which is your friend, every parent’s friend. A friend who understands you, knows your issues and tries hard to resolve them, well most of them. A brand which every parent like you and me can trust, which intends to make lives of mums & expectant mums better and beautiful. A brand which welcomes all our babies to a healthy and a safe world. We aspire to take care of every parents & baby’s wellbeing from head to toe with safe, toxin free, international standard products which you can choose without having to think twice. Well it’s a lot like love, Awwww, as mentioned on the “Our Mission” section of the Mamaearth website.

The brand aims to solve the recurring problems of young parents with safe, toxin free, and international standard products, which will help them cherish the joy of parenting without any hassles.

 IS IT SAFE TO BUY FROM  MAMAEARTH?

Mamaearth products for children are safe, mild, and made with sensitive skin in mind. These products are formulated with essential vitamin oil and other organic ingredients, making them safe for children to use.

It’s products are designed with natural components to provide you with a toxin-free skincare line. It was the first Asian brand to receive the “Made Safe” certification.

WHO ARE THE PARTNERS OF MAMAEARTH?

On February 26, 2021, Mamaearth teamed with Anita Hassanandani. Anita had just given birth to a baby boy, which is why the company’s strategic partnership with the new celebrity mother is so important. Mamaearth expects to see development in the hair care, skincare, and baby care sectors as a result of this partnership.

On March 20, 2021, Mamaearth released its national television advertisement, which consists of a 30-second video followed by a 15-second edit in which Shilpa Shetty Kundra collaborated with the brand to promote the Vitamin C facewash that Mamaearth offers to its clients. The primary purpose of this film was to promote the phrase “Goodness within.”

WHO ALL ARE COMPETITORS ?

MNCs like Himalaya and Johnson & Johnson, as well as e-commerce portals like Nykaa, compete directly and indirectly with Mamaearth. There are a number of firms, both large corporations and small businesses, that provide products in areas such as baby clothes, toys, and accessories that compete directly with it.

The cosmetics sector, on the other hand, is dominated by organised competitors such as Johnson & Johnson, Kimberly Clark, Procter & Gamble, and Unilever, all of whom compete with Mamaearth. Furthermore, more and more enterprises are springing up with a toxin-free philosophy these days, increasing it’s overall competition.

DEVELOPMENT :

Mamaearth had only six products in its portfolio when it first started in 2016. Over 1.5 million Indian consumers use the product range, which today includes over 80 natural and toxin-free goods. Mamaeath is now available in over 500 cities worldwide.

It saw an increase in operational revenue, which increased to Rs 110 crores in FY20 from Rs 16.8 crores at the end of FY19. The company’s losses have also been kept to a minimum of Rs 5.9 crores, which is rather commendable. The company may exceed the Rs 500 crore mark in FY21, according to a study issued by investment bank Jefferies.

OFFICE OF MAMAEARTH :

THE OFFICE OF MAMAEARTH IS:

Gurugram (HQ),India

4th floor, Plot No. 63, BLM tower Marg, Sector 44

Website :

https://mamaearth.in/

FAQS :

Is Mamaearth an Indian Brand?

The Mamaearth company is an Indian brand and is based out of Gurugram, Haryana. It was founded by Varun and Ghazal Alagh in 2016 to provide toxin-free, natural baby care, skincare, haircare products, and more for babies and everyone else.

Are Mamaearth products good?

Mamaearth proclaims itself as Asia’s first brand to be certified 100% non-toxic by “MADE SAFE”. The ingredients used to manufacture Mamaearth’s products are completely natural. Thus, they are safe to use.

Is Mamaearth Ayurvedic?

It is an innovative brand that uses Ayurveda and science to develop natural, toxin-free products.

Is Mamaearth organic?

The products delivered by Mamaearth are 100% natural and manufactured using organic and safe ingredients. It takes pride in promoting a non-toxic and chemical-free product catalog.

Is Mamaearth vegan?

It is certified “cruelty-free” by People for the Ethical Treatment of Animals (PETA). It does not promote or conduct animal testing.

Is Mamaearth Shampoo sulfate-free?

It relies on natural ingredients. The shampoo is sulphate-free and does not harm the user.

Is Mamaearth available in stores?

It’s products can be found in stores. One can also purchase them online at discounted rates.

How do you buy Mamaearth products?

It’s products are sold online at Nykaa, Amazon, and such as well as in brick-and-mortar medical stores.

CONCLUSION

Mamaearth growth is an inspiration for new startups in India. Since It has a great marketing team that works seamlessly and makes every campaign effective. The brand is popular on social media as many Youtubers review their personal care and baby care products. The company has mixed reviews on the internet.