The consumers of the cosmetics industry are concerned about the way the products are produced. This has resulted in the rise of organic cosmetics made of natural ingredients and free of harmful chemicals. Organic products are preferred by consumers since they are suitable for our hair, skin, and general well-being. Mamaearth has benefited from this trend and is now an established cosmetics company.
It is a proud holder of an American Made Safe credential, the first non-toxic seal that is used for products of today. In September 2016, Mamaearth was established with the benefit of Ghazal along with Varun Alagh, Mamaearth strives to create a stylish skincare experience and safe, while focusing on safety. The company is located in Gurgaon, Haryana, India Mamaearth is an online marketplace that offers safe and natural skincare products that are free of toxins.
In this post, we’ll examine Mamaearth’s story of success its founding team and goals the revenue model, its funding growth, challenges, and much more.
CONTENTS AVAILABLE AT THIS PAGE
- 1 Quick Info about Mamaearth
- 2 What is Mamaearth?
- 3 Industry
- 4 Who is The Founder of Mamaearth?
- 5 Shareholding pattern as of October 2023
- 6 Mamaearth Startup Story
- 7 Target Market Size
- 8 Startup Launch
- 9 Mission and Vision
- 10 Product/Services
- 11 Business & Revenue Model
- 12 Mamaearth Funding and Investors
- 13 Company Growth
- 14 Awards & Achievements
- 15 Future Plans
Quick Info about Mamaearth
| Brand Name | Mamaearth |
| Founded | 2016 |
| Founder | Honasa Consumer Pvt. Ltd. (Ghazal Alagh and Varun Alagh) |
| Headquarters | Mumbai, India |
| Product Range | Haircare, skincare, personal care and wellness products |
| Key Products | Shampoos, face masks creams, serums, moisturizers products for the body |
| Specialty | Natural and toxin-free components |
| Certifications | ISO-certified, cruelty-free |
| Availability | Online (official website and e-commerce platforms) as well as offline retailers |
| Target Audience | All ages With specific products designed to suit different hair and skin types |
| Website | Mamaearth |
What is Mamaearth?
With an innovative line of products Mamaearth efforts to address a prevalent Indian parenthood issue. In a country where the majority of products for infants are not safe, Mamaearth offers products that are safe as per international standards, and filled with natural goodness.
Mamaearth is frequently hailed as the first Asian brand to have a “MADE SAFE” certification. The products Mamaearth offers to the market are free of any known toxic substances that are prohibited in many countries. Beyond being an established brand, Mamaearth takes great pride in creating products made with the love and affection of its customers.
Industry
The Statista report forecasts it is likely that the Indian personal care market will be growing substantially by 2024, reaching an estimated total value that is $14.31 billion. The research suggests an annual rate of 3.34 percent from 2024 until 2028. This forecast demonstrates how strong the industry is and the constant need for personal hygiene products in India. The report also outlines patterns and trends that will impact how the industry will develop in the coming years. hygiene business and provides valuable information for those involved.
Who is The Founder of Mamaearth?
Ghazal Aagh and Varun Alagh launched Honasa Consumer Private Limited in 2016 and introduced Mamaearth’s toxins-free products in December of that year. Their mission was to give safe, chemical-free, and safe products to all infants in India. Mamaearth has since grown to include organic products for parents, babies, and grandparents.
Varun Alagh, co-founder CEO, Co-Founder, and chief dad of Mamaearth has experience working in the rapidly changing consumer products (FMCG) business. He holds a B.E. with a degree in Electrical Engineering from the Delhi College of Engineering and an MBA in Finance and Marketing from XLRI Jamshedpur. Before establishing Honasa Consumer Pvt. Ltd., he was in the position of a leader in Hindustan Unilever, Smirnoff, and The Coca-Cola Company, where the expert gained experience in managing brands.
Ghazal Alagh, co-founder and Chief Innovation Officer at Mamaearth is a graduate of the BCA with a major in Information Technology from Panjab University. She was an Instructor at NIIT and co-founded Dietexpert in 2012 before launching Mamaearth in the year 2016. Ghazal has also completed studies in Modern Art and Applied Arts and is regarded as being among India’s best ten women artists. She was Sharks in Shark Tank India Season 1.
Mamaearth is a mother-driven company that works with many mothers during the product development process. Ghazal Alagh believes that this bond with mothers is crucial to the company’s success. The company employs over 200 mothers who benefit from the creation and testing of products, making sure only those with positive reviews can be made available for mass production. According to LinkedIn, the company employs 51,200 employees.
More Story:- Top 30 Best Moral Stories in Hindi | Top 30 नैतिक कहानियाँ हिंदी में!
| SHAREHOLDING | PERCENTAGE |
|---|---|
| Peak XV Partners | 19.38% |
| Fireside Ventures | 10.34% |
| Stellaris Ventures Partners | 9.45% |
| Sofina | 9.45% |
| Sequoia Capital | 4.51% |
| Ghazal Alagh | 3.22% |
| Rishabh Mariwala | 2.92% |
Mamaearth Startup Story
In the US Many people are aware of the dangers of harmful chemicals used in the most common baby and personal care products. In the time she was in America, Ghazal became more aware of the products she was using and began to check ingredient lists before purchasing products for babies.
At the time Varun Ghazal and Varun Ghazal had their first baby in India They discovered that many products for baby care were contaminated with harmful chemicals and safe alternatives were hard to come by. In a bid to find products that were safe in India and therefore, they ceased with the local brand and began importing trusted products of other regions. They started ordering from the US however this was costly and difficult to use. They also realized that families in India were facing the same issues.
To find a solution Varun as well as Ghazal looked into ways to make baby products safe and less expensive. They stayed up all night creating a brand new and enthralling development and research development team and sought the required certifications. This led to the development of Mamaearth which was the first Asian brand to provide MADE SAFE-certified products that are non-toxic and brimming with pure goodness for infants. Ghazal Alagh states, “We are determined to alleviate stress for parents and continue to boost our products to ensure the safety of our world for babies as well as their parents.
Target Market Size
- Baby
- Beauty
- Hair
- Face
- Body
- Gift packs
Startup Launch
Mamaearth is a company founded by the Mamaearth group that believes in the motherhood of mothers and chooses to pay attention to mothers. The founders were confident that once their customers efforts Mamaearth’s products they’d help spread the word.
They also utilized influencer marketing and social media to connect with parents who want to serve accurately for their children. Their principal goal is to develop digital material that demonstrates how their products can solve problems and explain why they’re accurate. They collaborate with more than 450 mom bloggers and constantly create new products to meet the requirements of the market alike the Ghazal Alagh.
One of the key initiatives that was instrumental in helping Mamaearth expand included the Lean Innovation Cycle which is focused on the launch, learning, and scaling quickly. This method helped them determine the needs of their customers. The speed of their experiments allowed the team to evaluate and increase concepts for products in real-time, leading to better customer satisfaction as well as faster launch of new products.
Mission and Vision
We’d like to build a brand that can be described as an ally to each parent. The brand is a friend who understands your struggles and is determined for to benefit you. Our company’s mission is to be reliable in boosting the lives of expectant and mothers. moms. We will welcome all newborns into a safe, healthy, and happy world.
We are committed to ensuring the health of every baby and parent by providing products that are safe and free of toxins and conform to international standards. Our products are available to purchase with confidence. As stated in the What Do We Want to Attain? area on Mamaearth’s Mamaearth site, the Mamaearth company is designed to tackle the common problems that young parents are confronted with. The Mamaearth brand strives to bring safe, non-toxic products that allow you to have fun with your children without stress.
Product/Services
Mamaearth provides a variety of products for infants and mothers, including more than 300 natural options. Some of their most unique products include the first in India made of bamboo baby wipes as well as a tummy wrap-on made of Hing and Fennel for relief from colic and natural toothpaste for children aged 0-10.
They also offer additional hair and skin care products made of well-known organic ingredients such as onions Ubtan, tea tree vitamin C argan and coco as well as charcoal. Mamaearth has expanded its offerings to cater to mothers too, offering products such as stretch marks removal cream and sunscreen. The Onion line of products is very popular with mothers.
Business & Revenue Model
Mamaearth operates a simple, transparent business structure. The company creates its products and collaborates with contract manufacturing companies to offer them for sale. The majority of sales for Mamaearth occur via direct-to-consumer channels, such as Amazon, Flipkart, and various other websites for e-commerce. The company has also built a solid presence in retail shops. This ensures that Mamaearth’s products are readily available to meet the demands of numerous clients.
Mamaearth’s revenues come from many sources.
- product sales The majority of their revenue is from the sale of a range of haircare, skincare and health products directly to clients.
- Subscriber model: Mamaearth offers subscription services to assure regular deliveries of products and generating a regular source of income.
- advertising revenue: Mamaearth boosts its revenues through strategically-planned advertising, such as collaborations, partnerships both offline and online advertisements as well as sponsored material.
Mamaearth Funding and Investors
| DATE | STAGE | AMOUNT | INVESTOR |
|---|---|---|---|
| December 5, 2023 | Post-IPO Secondary | Rs 290 crore | Norges Bank |
| September 15, 2022 | Venture Round | Rs 6 crore | Shilpa Shetty |
| December 28, 2021 | Venture Round | $37.5 million | Peak XV Partners |
| July 26, 2021 | Series C | $50 million | Sofina Ventures |
| January 7, 2020 | Series B | Rs 130 crore | Peak XV Partners |
| September 10, 2018 | Series A | $4 million | Fireside Ventures, Stellaris Venture Partners |
| April 20, 2018 | Venture Round | $250 K | Shilpa Shetty |
| September 12, 2017 | Series B | – | – |
| December 20, 2016 | Seed Round | $125 K | Fireside Ventures |
Acquisitions
| ACQUIREE NAME | ACQUIRED DATE | PRICE |
|---|---|---|
| Dr Sheth’s for Indian Skin | May 16, 2022 | $3.53 million |
| BBlunt | February 14, 2021 | Rs 135 crore |
| Mompresso | December 24, 2021 | – |
| Mompresso MyMoney | December 24, 2021 | – |
Company Growth
Mamaearth is referred to as the D2C company with the fastest growth in India. It has grown to over 100 crore in only three years. Mamaearth is known for its organic products, and is the first company in Asia to carry the Made Safe certification. Mamaearth is also focused on recycling plastics, making it one of the very few Indian brands that do this. As of January 20, 2023, Mamaearth has over 5 million customers across 500 cities. Its market value is $1.2 billion at the time of the end of October 2023.
For FY22, the company’s operational income was 943 crore which in the year FY23 grew to 1 493 crore. The total expenses were 942 crore during FY22, and the figure was Rs 1,502 crore for FY23. The gain was at Rs 14 crore in FY22 and four crore in FY23.
In Q3 FY24, Mamaearth’s operating revenues were Rs 488 crore. Total expenses of 53 crore. This resulted in an income of 25.9 crore.
Awards & Achievements
- They have been awarded the Young Turks Startup of the year category at CNBC-TV18’s India Business Leader Award 2022.
- Mamaearth was recognized as “One of the Best Brands” in India at the 2nd edition of The ET Brand Festival in 2019.
Future Plans
They are planning to expand its reach by making use of offline sales, not only online sales. Mamaearth understands that each brand develops and strives to connect with new consumers both offline and online. Co-founder Ghazal Alagh stated Every brand has the course. For Mamaearth we are looking to discover the next generation of customers. Today, the majority of personal and beauty sales are conducted offline, which means that will be our primary growth engine. This change shows Mamaearth’s recognition of the importance of sales that are not online to fuel further growth within the personal and beauty market.
Related read:- Top 30 Best Moral Stories in English For Your Children: Read Now
Final Thought:
It was founded by Ghazal and Varun Alagh in the year 2016 is a leader in the market for organic cosmetics because of its emphasis on the use of natural ingredients as well as security. The company’s pledge to use non-toxic products, as well as the coveted “MADE SAFE” certification highlights the brand’s commitment to health as well as wellbeing. Thanks to its ingenuity fast growth and extensive market presence Mamaearth has the potential to sustain its successes and grow its influence in the international market for personal care.
FAQs:
Q: What year was Mamaearth created?
Mamaearth was created in December of 2016.
Q: Who were the founding fathers of Mamaearth?
Ghazal Alagh and Varun Alagh.
Q: What’s the Mamaearth famous for?
It is well-known for its natural and toxin-free skincare products.
Q: What is the location of Mamaearth where is Mamaearth headquartered?
Mamaearth has its headquarters at Mumbai, India.
Q: What certificate does Mamaearth have?
Mamaearth Mamaearth is a holder of the “MADE SAFE” certification.
