Fact Finding On: Submitted by Kirti Sabran A35101919003 MBA Sem 4

Fact finding
On
Submitted by
Kirti Sabran
A35101919003
MBA sem 4
Introduction
A brand for the parent by a parent. Founded in 2016 by Varun and Ghazal Alagh,
New Delhi-based Mamaearth has developed close to 70 toxin-free products for
mother and baby personal care including innovative products like protective
repellents and oral care products. They aim to make products that can meet even
the most stringent international standards. They also sell pre natal and post-natal
products for mothers and recently launched a range of personal care products in
men's grooming for fathers.
Honasa Consumer Pvt Ltd (HCPL), which runs personal care brand Mama Earth is
an Indian Brand with around 118 employees as of 2021.Operator of a beauty and
baby care brand intended to provide natural and toxin-free skincare products.
The company’s products include chemical free cosmetics such as body lotions,
rash creams, hair shampoo, body wash, diaper rash cream, massage oil, all-
natural bug sprays and sunscreen lotions, enabling customers to access a wide
range of natural and safe personal products. Headquarter is in Gurgaon.
Products
- Baby -> shampoo, oil, diapers

- Beauty -> face, hair , body .
- Hair -> Shampoo, Conditioner, Hair Oil, Hair Mask, Hair Serum.
- Face ->Face Wash, Face Mask, Face Cream, Face Serum ,Face Scrub
,Face Toner ,Face Gel ,Face Sheet Mask
- Body -> Body Butter, Body wash , lotion.
- Plant Goodness.
Present situation
Honasa Consumer Pvt Ltd (HCPL), which runs personal care brand Mamaearth is
looking at expanding its headcount by 200 people across various roles this year as
it sees significant growth momentum in its business from both online and offline
channels, a top company executive said.
Strong demand from across metros and tier I and II cities has helped Mamaearth
crossed an annualized revenue run rate of Rs 500 crore and the brand is now
looking at doubling that in the near future. Mamaearth, which started out with
just six products in its portfolio, now has over 100 SKUS. It introduced close to 12
new products during the lockdown, including ingredients like Vitamin C and
Bhring Amla. From selling baby care products during the initial days, the company,
over the years, has evolved into becoming a big name in the personal care
segment.
Going forward, Mamaearth plans to enter the more niche segments like sheet
masks, face cream, hand cream and others. “Our financial goal is to reach a INR
1000 Cr ARR by 2023,”
Factors for present situation
1.The brand’s proposition and the dire need for toxin-free products in the baby
care segment made it achieve these heights.
2.Mamaearth's marketing campaigns and brand communication is centered

around the promise of using only the best of nature in its products.
3. Asia’s first brand to get the Made Safe certification for its toxin-free products.
As they use products which is plant based or natural man-made ingredients.
4.No product that matched the safety standards was available in the market.
Every product contains chemicals harmful to their new born. So being toxic free
with quality standards and not overpriced it achieved some good figures.
Conclusion
When it comes to the cosmetic industry, consumers are always concerned about
the process through which the products are manufactured. This is why we now
see a huge buzz about organic products, natural hair care items, and pure skin
care products. People want to ensure that they are using the best quality
products.
Mamaearth was founded in 2016 to make skincare routines a little chic but with
utmost care. Through an innovative product line, Mamaearth has tried to solve a
common Indian parenting problem. In a country where most of the baby products
available do not meet 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. Their
products are free of all known toxins that are banned in most countries. More
than just a brand, it makes products out of love and care.

Fact Finding On: Submitted by Kirti Sabran A35101919003 MBA Sem 4

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Fact finding

- Baby -> shampoo, oil, diapers

Factors for present situation

2.Mamaearth's marketing campaigns and brand communication is centered

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