Customer Strategy : Case Mamaearth by Sheila Roy https://padlet.com/customerstrategy/t3ei4wcewzkte40w en-us 2024-03-10 07:09:13 UTC 2024-03-11 14:08:27 UTC hello@padlet.com Internet First Brands in Organic Bodycare Mamaearth (#1 D2C in India) sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519564 Launched in 2016

Valuation : USD 75 Mn Unicorn

Revenue : USD 189 Mn


]]> 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519564 Internet First Brand in Organic Cosmetics: Typology (#1 D2C in France) sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519565 Launched in 2018

Valuation is USD 11.3 Mn

Revenue: 27.3 Mn USD


]]> 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519565 Mamaearth : Brand Value Proposition sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519566 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

]]> 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519566 Mamaearth: First Customer Segment targeted - Mothers sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519567 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519567 Boat sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519568 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519568 Developed pride in an India Narrative sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519569 Most organizations were importing for India, not crafting for India


Importing such products was inconvenient and costly

]]> 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519569 Focus on getting the first 1000 Customers sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519570 The first 1000 customers became the brand advocates. They loved the purpose of the brand. Parents were solving the problem for India



]]> 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519570 House of brands sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519571 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.


]]> 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519571 Consumer Insights sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519572 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




]]> 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519572 Increase engagement with with various initiatives through social media challenges sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519573 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519573 E-Commerce website sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519574 E-commerce is the biggest distribution equalizer in India

]]> 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519574 Design campaigns that increase direct engagement level of consumers sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519575 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519575 Beautiful Indians Initiative sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519576 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519576 India's first brand to leverage E-commerce to build their brand sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519577 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519577 Objective of E-commerce Customer Strategy sheilaroy https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519578 Drawing from the brand value proposition how does the brand attract online consumers to become brand customers

]]> 2024-03-10 07:09:13 UTC https://padlet.com/customerstrategy/t3ei4wcewzkte40w/wish/2912519578