Mamaearth - Bringing toxin-free and pure baby care & skincare products to India!

When it comes to the cosmetic industry, consumers are always concerned as to what goes behind the scenes while making these products and mainly the concern is about the ingredients. For the same reasons, nowadays we see a huge buzz about organic products or natural hair care and skin care products.

But when it comes to baby care, skin care, and related products, everybody becomes a little extra alert. They want to ensure that they are using the best quality products. In 2016, Ghazal Alagh & Varun Alagh came in with Mamaearth to help make skincare routines a little chic but with utmost care.

Mamaearth - Company Highlights

Startup Name Mamaearth
Headquarter Gurugram, India
Sector Personal Products
Founders Ghazal Alagh & Varun Alagh
Founded 2016
Parent Organization Honasa Consumer Pvt Ltd
Website mamaearth.in
Contact care@mamaearth.in

About Mamaearth and How it Works
Founders of Mamaearth and team
How was Mamaearth Started?
Mamaearth - Target Market Size
Mamaearth - Product/Services
Mamaearth - Startup Launch
Mamaearth - Business Model and Revenue Model
Mamaearth - Startup Challenges
Mamaearth - Competitors
Mamaearth - Funding and Investors
Mamaearth - Growth
Mamaearth - Name, Tagline, and Logo
Mamaearth - Awards
Mamaearth - Future Plans


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About Mamaearth and How it Works

With Mamaearth’s innovative product line, it has tried to solve a common Indian parenting problem. In a country where most of the baby products available are not safe due to the lack of safety regulations, Mamaearth offers products that are safe by international standards and loaded with the goodness of nature.

Mamaearth is the 1st Asian Brand with a “Made Safe” Certification. Mamaearth products are free of all known toxins which are banned in most countries. More importantly, more than just a brand, it makes products out of love and care.

Founders of Mamaearth and team

Ghazal Alagh & Varun Alagh incorporated Honasa Consumer Private Limited in 2016 and launched the Mamaearth range of toxin-free products in December that year.

Ghazal Alagh and Varun Alagh
Ghazal Alagh and Varun Alagh

Varun is from the FMCG industry, having worked with Coca-Cola and Hindustan Lever, he has the right brand management experience. Ghazal worked as a corporate trainer in the IT sector, and now she is the Chief Mom at Mamaearth.

“We are a 'mum-powered' company and work with a large number of mothers who are involved in the process, right from ideation, conceptualization to the actual product launch. We believe this connection with mothers will continue to be the biggest driver of success. We have more than 200 young moms on board who help us in conceptualizing and formulating the products. The moms then test these products, and only those with great feedback are approved for mass production.” said Ghazal Alagh.

The workplace culture is very open, ambitious, experiment-oriented and less hierarchy - which makes it fun to work.

How was Mamaearth Started?

In the US, there is a lot of awareness about the harmful chemicals found in the most common personal and baby care products. So, during Ghazal’s stay there, she became more conscious of the kind of products she was using and started checking the ingredient list before buying any product.

Later, in India, when Varun and Ghazal were expecting their first child, they realized that all the baby care products contain harmful toxins, and they couldn’t find any safer alternatives. As a result, they started ordering products from the US, but that turned out to be a costly and inconvenient arrangement. They also realized that it wasn’t just them; there are a lot of parents in India struggling with the same concern. Since they couldn’t find any safe products for their babies in India, either they had stopped using the products, or they had to import more reliable & safer products from abroad.

That is when the idea of Mamaearth was born. Varun and Ghazal decided to find a solution to the problem faced by many Indian parents. Mamaearth became Asia's 1st Brand with MadeSafe Certified products that are toxin-free and loaded with natural goodness that our babies deserve.

“We are on a mission to reduce parental stress & are continually improving and innovating to make the world a safer place for both babies and their parents.” Added Ghazal Alagh.

Also read: Tattvan - Bringing World-Class E-Clinics to India


Mamaearth - Target Market Size

As per estimates of market research company Technavio, the baby care market in India is expected to grow at 17 percent CAGR in terms of revenue in the next three years. In terms of products, this market has been segmented as follows: Baby apparel segment, baby toys segment, baby cosmetics, baby food, baby accessories, and baby diapers.

Mamaearth - Product/Services

Mamaearth spreads across categories like baby care, hair care & skincare with over 80 natural products under its umbrella. Some of the most innovative products developed by them include India’s first Bamboo Based Baby Wipes, Easy Tummy Roll On with Hing & Fennel for Colic and Digestion Relief, and 100% natural plant-based toothpaste for children between 0-10 years. They also have a range of skin and hair care products around popular natural ingredients including Onion, Ubtan, Tea Tree, Vitamin C, Argan, CoCo, and Charcoal.

Mamaearth Products
Mamaearth Products

Mamaearth - Startup Launch

The team believes in mum-power, and so they decided to target them directly. The founders were confident that once the customers used Mamaearth products, their word of mouth would work wonders for the company. The team also leveraged social media through influencer marketing.

The primary strategy was to make their story reach like-minded parents who wanted nothing but the best for their babies. The customer acquisition strategy is purely focused on digital content.

“We want consumers to read about the problems that our products solve and why our products are the best in the market. We work with over 500 mom bloggers. We are also innovating constantly to stay relevant and cater to the dynamic market needs.” said Ghazal Alagh.

Also, the most significant project which has helped Mamaearth in achieving the current growth rate is the Lean Innovation Cycle, whereby it is geared to launch, learn and scale quickly. Lean innovation helped them in focusing on customer-specific needs identification. Apart from this, rapid experimentation allowed many product concepts to be validated quickly and improved on a real-time basis. It aided in having increased customer satisfaction and reduced time-to-market.


Relevant read: FindMyHealth - Startup that Combines AI and Ayurveda for Health Monitoring


Mamaearth - Business and Revenue Model

Mamaearth formulates and develops products that are then manufactured by contract manufacturers under license from the brand Mamaearth which is a TM owned by Honasa Consumer Pvt Ltd.

This is a digital-first FMCG company where the revenue model is selling physical products to consumers through D2C platforms like the website, Amazon, Flipkart, etc. & traditional offline stores. The teams follow the blue strategy with an omnichannel presence where the innovative products are creating a market and are leading the growth.

Mamaearth - Startup Challenges

Every organization faces some or the other problem during its initial stages; this story was no different. Very early during its launch, Mamaearth was hit with a growth hurdle where it was not able to grow disproportionately. The team realized the issue was not being sharp about the cohort they were targeting, leading to a lot of marketing money being spilled with minimal customer acquisition.

The core team did an internal rethink and arrived at a decision that they needed to redefine their target group as well as the communication strategy around the TG. As they implemented it, they could see significant gains in a short period.

Mamaearth - Competitors

Mamaearth faces immense competition directly and indirectly from multinationals like Himalaya, Johnson & Johnson to e-commerce portals like Nykaa. While there are several companies – both corporates and startups in categories such as baby apparel, baby toys and baby accessories – the cosmetics category is dominated by organised players such as Johnson & Johnson, Kimberly Clark, Procter & Gamble and Unilever.


Also read: Now&Me - Taking The Nation Towards Better Mental Health!


Mamaearth - Funding and Investors

Mamaearth has raised a total of $23.3M in funding over 5 rounds. Their latest funding was raised on Jan 7, 2020 from a Series B round.

Date Stage Amount Investor
December 2016 Seed $125K Fireside Ventures
September 2017 Venture $1 Million Fireside Ventures
April 2018 Venture $250K Shilpa Shetty
September 2018 Series A $4 Million Fireside Ventures, Stellaris Venture Partners
January 2020 Series B $17 Million Sequoia Capital India

In 2016, Mamaearth raised a pre-seed round of $125,000 from the consortium of investors. In 2018, it raised $4 million in Series A round funding led by Stellaris Ventures and Fireside Ventures, Marico's Rishabh Mariwala, who manages Sharp Ventures, and Snapdeal founders Kunal Bahl and Rohit Bansal.

In April 2018, Shilpa Shetty Kundra also came on board as an equity investor. In January 2020, Mamaearth raised 140 crores in a funding round led by Sequoia India with participation from existing investors – Fireside Ventures, Stellaris Venture Partners, and Sharp ventures.

Mamaearth - Growth

Back in 2016, Mamaearth had launched with just six products. Now the product range includes over 80 natural and toxin-free products, with over 1.5 million consumers in more than 500 cities across India.

Mamaearth is an online retailer specializing in baby and toddler products.

Mamaearth Logo
Mamaearth Logo

Relevant read: Mother Sparsh - Baby Care Products as Gentle as a Mother's Touch


Mamaearth - Awards

Mamaearth has been felicitated as “One of the Best Brands” in India at the 2nd edition of The ET Brand Festival held on 29th March 2019.

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.” concluded Ghazal Alagh.
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About Rishabh Rathi

I am a computer science student and freelancer. I love learning new things and challenging myself.
  • Nagpur