The Secret Behind Mamaearth's Success - Interesting Facts of Mamaearth

Pratyusha Srivastava Pratyusha Srivastava
Jan 31, 2022 4 min read
The Secret Behind Mamaearth's Success - Interesting Facts of Mamaearth

Mamaearth is a company known for delivering absolutely non-toxic products in the competitive global market of FMCG companies. It was started by a husband-wife duo- Varun Alagh and Ghazal Alagh in late 2016. Nowadays, India is thriving with startups, among which several are gaining status in the Unicorns list as well.

Mamaearth has gained quite a prominent status as it has over 1.5 million Indian consumers across more than 500 cities. The company started with just six products in its catalogue and has grown into extreme success with more than 80 natural and toxic-free products.

Behind such success, there is a brief story starting from when the couple realized that the situation of baby products in the market is pretty rough and almost every product consists of toxic chemicals which becomes quite dangerous for the babies. Just like this story, there are several interesting stories and facts about Mamaearth. So, let's get started!

Mamaearth Origin Story - From Parents to Entrepreneurs
Interesting Facts About MamaEarth

Mamaearth Origin Story - From Parents to Entrepreneurs

Varun Alagh and Ghazal Alagh never thought of becoming millionaires or entrepreneurs. They were just a happy couple who just had a baby and struggled to raise their baby with the proper nutrition and products, keeping safety in mind.

Their encounter with baby products was extremely tough as when they researched the composition of the product, they realised there isn't a single product that does not have toxic chemicals in it.

This compelled them to launch a company that offers natural and toxin-free baby products, which later on came under the parent company Honasa Consumer Pvt Ltd, in Gurugram.

Initially, Mamaearth started the company with just six products developed with the best natural and toxic-free ingredients. But soon they gained massive success and expanded their products into multiple categories like skincare, haircare and others; for men and women across 80 SKUs (stock keeping unit). They grew into more than 80 products and nearly 12 new products in the lockdown period.

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Interesting Facts About MamaEarth

Initiative to improve the world        

Mamaeath came with an initiative to make the world a better place for us and our children. It has organised several campaigns as well such as 'Let's Recycle' and #MyFirstGoodDeedOf2021 gained massive success as it showed how they are working to conserve mother earth for the upcoming generation and this majorly attracted the parents to the brand.

Majorly targets Mothers          

The fun, yet strong fact of Mamaeath is its target audience, Mothers. They believe that a mother knows the best and once they are familiar with the quality of its products, they'd know how effective and honest this brand is.

In fact, they launched a special campaign as well on the occasion of mother's day - #MamaeathMummySong on their social media platform. This showed how important a place our mothers hold in our lives with an all-new peppy song about mothers.

Lean innovation cycle            

Mamaearth is an FMCG company that works on the lean innovation cycle to achieve its current growth rate. This cycle basically launches, learns and scales instantly; which helps them focus on consumer-specific needs identifications. With this approach, Mamaearth has gathered investments from Sequoia Capital India, Fireside Ventures and Stellaris, of USD 23.3 million.

The revenue model of Mamaearth is entirely based on the sale of its products to consumers through its direct-2-consumer and e-commerce platforms. Moreover, Mamaearth has gained huge success in the past few years and is thriving in segmenting, targeting and positioning.

Competent in the market

In such stiff competition in the market, with popular brands such as Johnson & Johnson, Headspot, Ulta Beauty, Sehatand and others; Mamaearth stands with a steady position. In an interview, when asked about the  fight against such brands, Varun Alagh - CEO and founder of Mamaearth, replied "Mamaearth provides superior and safer  products as compared to any other brand in the market."

It works on educating the consumer about the chemicals involved in the composition of other products in the market and elaborates on the benefits of using their products.

The customer acquisition strategy is entirely based on digital content. Therefore, enlightens the consumer on the issues their products tackle and how their products are best in the market.

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Mamaearth is a brand that comes in the need of every parent and over the years, it has grown itself into a massive 100-crore company. It is certified by Made Safe, a US-based non-profit organisation that majorly focuses on human health and develops products that are absolutely free of any toxic chemical composition and entirely natural.  

Their products are clinically tested for hypoallergenic, toxins, dyes, artificial fragrance or anything that can harm the consumer. Last December, the company gained the status of a unicorn, with the fund gathered of $37.5 million. Stay tuned for more content!


What is special about Mamaearth?

Mamearth is one of the few d2c skincare brands in India that provides toxin-free products for babies. It is also one of the 1st Asian brands with a “MADE SAFE” certification.

When was Mamaearth founded?

Mamaearth was founded in 2016 by Varun Alagh and Ghazal Alagh when they couldn't find any toxin-free products for their baby.

Is Mamaearth an Indian brand?

Yes, Mamaearh is an Indian brand and its parent company is Honasa Consumer Pvt Ltd.

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