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Internet First Brands in Organic Bodycare  Mamaearth (#1 D2C in India)

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Internet First Brands in Organic Bodycare  Mamaearth (#1 D2C in India)

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Launched in 2016

Valuation : USD 75 Mn Unicorn

Revenue : USD 189 Mn

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Internet First Brand in Organic Cosmetics: Typology (#1 D2C in France)

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Internet First Brand in Organic Cosmetics: Typology (#1 D2C in France)

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Launched in 2018

Valuation is USD 11.3 Mn

Revenue: 27.3 Mn USD

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First brand to take the position of beauty care with natural products

Name: Mamaearth with strong emotional overtones

First Product: Baby products that are toxin-free, and made with natural products like bamboo based products and made mosquito repellants (a menace in India) specially for babies.

In adult category: Onion Hair Oil draws from traditional practice followed by Indian of using Onions for hair growth

Onion produces sulfur which is good for hair growth and it promotes collagen production which is good for the skin

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The Mamaearth Baby Essentials Kit | All You Need For Your Baby!

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Mamaearth: First Customer Segment targeted - Mothers

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Mamaearth: First Customer Segment targeted - Mothers

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Mamaearth came in at a time when the Indian baby care market hardly had enough choices for its consumers. There were questions being raised about the safety of the biggest baby care brand, Johnson & Johnson, and the others barely had any market share that was worth talking about. In came Mamaearth, with six baby care products and with the promise of being toxin free and free from other chemicals. Their promise resonated with the consumers and today, they don't just have over 300 products under the Mamaearth brand, they are a house of brands with brands such as Aqualogica and The Derma Co as part of their portfolio. They have also acquired the salon chain, B-Blunt.

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Mamaearth's journey towards a house of brands amidst stiff competition

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Mamaearth, a personal care product brand, has become popular in India with its toxin free products.

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When the boAt co-founders Aman Gupta and Sameer Mehta, launched their business in 2016 there were over 200 headphone brands, with hardly any brand loyalty. Today, they run a ₹4,000 crore, profitable business and have even looked beyond audio. They are into smartwatches and other lifestyle products. They manufacture in India, with over 75% of their products being manufactured in India. They also have three R&D facilities in Bangalore where they innovate for the Indian market.

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Fortune India The Next 500: How 'BoAt' became a ₹4,000 cr brand in a cluttered market

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Today, BoAT cofounders Aman Gupta and Sameer Mehta, run a ₹4,000 crore, profitable business and have even looked beyond audio.

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Most organizations were importing for India, not crafting for India

Importing such products was inconvenient and costly

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Focus on getting the first 1000 Customers

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Focus on getting the first 1000 Customers

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The first 1000 customers became the brand advocates. They loved the purpose of the brand. Parents were solving the problem for India

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New Customer Segment: Millenials who preferred dermatologist-approved, science-backed formulations.

Their target audience comprises individuals seeking clinically proven skincare solutions for specific concerns, such as acne, hyperpigmentation, and aging.

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Indian tropical weather needs lighter skin creams.

Indian women are used to natural plant-based remedies

If she spends on hair colour she wants it to last longer as it is expensive

Each proposition was large market in itself and

Other brands like Dermaco was launched

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Increase engagement with with various initiatives through social media challenges

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Increase engagement with with various initiatives through social media challenges

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E-commerce is the biggest distribution equalizer in India

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Design campaigns that increase direct engagement level of consumers

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Design campaigns that increase direct engagement level of consumers

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Ghazal Alagh on Instagram: "Mamaearth is back with Beautiful Indians.  If you know someone who  has taken a step to make this world a better place, then go ahead and nominate them. C

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 Ghazal Alagh on Instagram: "Mamaearth is back with Beautiful Indians. 🥳

Iss amazing event me hum unhe honour karte hain who prove that beauty is not how you look but what you do. ❤️

But we need your help. If you know someone who  has taken a step to make this world a better place, then go ahead and nominate them. 

Click on the link and Share your goodness story with us - https://www.femina.in/femina-mamaearth-beautiful-indians-2024/

Let’s celebrate true beauty with Mamaearth and Femina. Let’s celebrate Season 3 with all the Beautiful Indians out there.🚀🥰"

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3,343 likes, 49 comments - ghazalalagh on February 22, 2024: "Mamaearth is back with Beautiful Indians. 🥳

Iss amazing event me hum unhe honour karte hain w..."

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View this post on Instagram

A post shared by Ghazal Alagh (@ghazalalagh)

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India's first brand to leverage E-commerce to build their brand

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India's first brand to leverage E-commerce to build their brand

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Objective of E-commerce Customer Strategy

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Objective of E-commerce Customer Strategy

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Drawing from the brand value proposition how does the brand attract online consumers to become brand customers