Mamaearth – A 700-Cr D2C Sensation in Five Years


                                                       Original Content: Business Upside India

About Company

Mamaearth is an organic personal care brand that was founded by Varun Alagh and Ghazal Alagh [husband and wife] in 2016. Currently, the brand is trending for becoming India’s first D2C unicorn. One of the investors of Mamaearth, VCats has recently told YourStory regarding Mamaearth, “There are 62 D2C unicorns globally; India is preparing for its first one. It could be Mamaearth.” In FY21, this personal care brand upsurged an annual revenue rate of $100 million (Rs 700 crore), and now Mamaearth aims to turn the brand into a Rs 2,000-crore brand within the next three years. The story represented regarding Mamaearth by YourStory, clearly states that the customer-centric approach of this company has led Mamaearth to the place which it is right now, at the top of the FMCG (Fast-moving consumer goods) sector. Rather than focusing on what Mamaearth can provide to consumers, the brand focuses on what should Mamaearth provide to consumers as per their requirements and demands. This strategy has facilitated the company to gain this huge success and profit in the current market. With the supply of a wide range of products accompanied by widely positive acceptance of the brand, Mamaearth is now at the peak of its success. 

Journey of Mamaearth

As per the main story shared by the founder of Mamaearth Ghazal Alagh, the main concept of the brand is to provide consumers toxin-free organic and natural baby products. As a parent, the founder of Mamaearth has observed that most of the baby products in India contain harmful toxins which are banned in other countries like the U.S. but have been utilized in India widely. As it is a matter of safety of babies and their skincare, Mrs. Algah thought someone needs to do something about it and need to come up with a solution. Like this Mamaearth was invented in 2016.

For 9 months, they worked rigorously on the manufacturing of Mamaearth products, highly considering the safety and security of the babies, and finally started their journey with six baby products that are toxins-free and highly beneficial. The first six baby products provided by Mamaearth are diapers, body wash, massage oil, shampoos, rash creams, and lotions. The main initial mission of the company was to provide toxin-free and natural baby products to reduce the worries of the new parents. And the mission has been achieved successfully. 

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