MamaEarth is a manufacturer and retailer of cosmetics baby care items for kids and girls. When it goes to the restorative business, customers are constantly worried about the cycle through which the products are fabricated. This is the reason we presently see an immense buzz about natural items, normal hair care things, and unadulterated skin health management cosmetics. Consumers need to guarantee that they are utilizing the best quality items.

Mamaearth is a very well-known company that was established in 2016 to make skincare products somewhat stylish however with the most extreme consideration. Ghazal Alagh and Varun Alagh founded Mamaearth. Now the company is settled in Gurugram (India) and is a popular online platform that offers regular and side effects-free healthy skincare products.

Mamaearth Wiki

mamaearth business model

Company Name Mamaearth
Legal Name Honasa Consumer Pvt Ltd
Parent Company Honasa Consumer Pvt Ltd
Sector Personal care, Health care, E-Commerce
Headquarter Gurgaon, Haryana, India
Headquater Region Asia-Pacific (APAC)
Founded Date 2016
CEO Varun Alagh
Founders Varun Alagh, Ghazal Alagh
Brand Ambassador Shilpa Shetty
Total Funding Around $23.3 Million
Number of fundings N/A
Valuation 850 Crore (Janurary 2021)
Monthly Visitors 3,312,220 (SemRush)
Official Website

Mamaearth Founder

Varun Alagh and Ghazal Alagh are the co-founders of the company Mamaearth.

mamaearth founders
Varun Alagh & Ghazal Alagh

Both joined Honasa Consumer Private Limited dispatched the Mamaearth scope of side-effects free items in December 2016. Varun Alagh and Ghazal Alagh are a couple and had made it their main goal to make protected,  no chemical products accessible to all kids in India.

Varun Alagh is from the FMCG (Fast Moving Consumer Goods) business and has worked with the cold drink company Coca-Cola and with Hindustan Lever as well. On the other hand, Ghazal Alagh filled in as a corporate coach in the Information Tech sector, and she is the chief at Mamaearth.

Mamaearth Journey

In the US, there is solid mindfulness about the destructive chemicals found in the most usually utilized personal products and child care items. During Ghazal’s visit there, she turned out to be more aware of the sort of items she was using and began checking the fixings list prior to purchasing any child care thing.

At the point when Varun Alagh and Ghazal Alagh were anticipating their first baby (the couple was in India at that point), they understood that the kids care items they went over contained destructive chemicals and more secure choices weren’t accessible in the market.

Thus, they began importing personal care products from the United States yet that ended up being an expensive and badly designed game plan. They additionally understood that it wasn’t only them; there are a ton of guardians in India battling with a similar concern. Since the spouse-wife team couldn’t track down any babies friendly items for children in India, they quit utilizing Indian products and imported dependable items made in different nations.

After understanding the need and concerns of the consumer, they launched their own idea with Mamaearth and achieved the title Asia’s 1st brand to offer “MADE SAFE” certified products that were toxin-free, no side effects, and loaded with the natural goodness babies deserve.

Mamaearth Business Model

Mamaearth figures items that are then created by contract producers under a permit from the Mamaearth brand. Mamaearth business model revolves around a simple product selling model. Mamaearth is a brand name claimed by Honasa Consumer Pvt. Ltd.

Mamaearth is an advanced first Fast Moving Consumer Goods company whose income model depends on the offer of unmistakable items to the customers through direct to consumers platforms like Amazon, Snapdeal, Flipkart, and more conventional disconnected stores. The group at Mamaearth follows the blue system with an omnichannel presence wherein imaginative items steer development.

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Mamaearth Revenue Model

Mamaearth, which is controlled by Honasa Consumer, presently has a yearly revenue of more than Rs. 710 crore ($100 million).

“From a small income base of Rs. 17 crore in FY2019, Honasa Consumer has seen a transient ascent with FY2021 revenue at about Rs. 500 crore. The base portfolio has developed well and new dispatches have likewise contributed,” said Jefferies’ analysts in a report on April 2021.

Mamaearth Funding

Mamaearth is sponsored by prominent financial investors like Snapdeal organizers Kunal Bahl and Rohit Bansal, Shilpa Shetty Kundra, Sequoia India, Stellaris Ventures, Fireside Ventures, Marico’s Rishabh Mariwala, and many more among different investors.

According to Crunchbase, Mamaearth has raised total funding of more than $23.3 Million.

At the fund closing event on January 2020, Kanwaljit Singh of Fireside Ventures noticed that Mamaearth has crossed INR 300 Crore in income for this financial year 2021. Going on like this, the organization is relied upon to develop more than 2.7x contrasted with FY2020.

In September 2017, the company accomplishes $1 million and in April 2018, it accomplishes $250,000 of funding. In September 2018, it achieves $4M in Series A. In January 2020, it achieves $18M in Series A.

Mamaearth Growth

Mamaearth is one of India’s fastest developing brands crossing the INR 100 crore turnover mark in only 4 years. Discussing this accomplishment and how the team got it going, Varun says it was a compelling passionate parent-to-parent associate.

Mamaearth is one of only a handful few plastic positive brands in India. The company endeavors to ration Mother Earth for people in the future of kids. With an activity called “We should Recycle”, the organization reuses more plastic than it at any point utilizes and furthermore spreads mindfulness by making the users a contributor to the program.

Mamaearth Marketing

Influencers Marketing

On online media, Mamaearth works together with influencers and pitch the targeted customers of these influencers. Influencers have steadfast adherents who admire what they propose. Mamaearth works with more than five hundred mother bloggers to spread informal exchange on advanced stages.

At the point when an influencer suggests something, at that point, it is trailed by their local area individuals in light of the fact that their work is to impact individuals. These influencers post about the results of Mamaearth and their decency and advertise the brand.


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A post shared by Mamaearth (

Digital Ads

Mamaearth’s promoting efforts run mostly on digital platforms. The utilization of the internet is expanding and most clients influence these computerized stages for any data. So the brand promoting system takes up these advanced stages to build their image mindfulness and contact a more extensive audience.

Brand Endorsement

Mamaearth’s speed of development expanded quickly after the popular Bollywood actress Shilpa Shetty Kundra turned into a brand ambassador as well as an investor of the brand. She is a piece of the way toward making new items and showcasing efforts. Shilpa Shetty Kundra took her online media to promote the brand. She has very popular and has a strong presence on social media forgave the brand a wide reach.

shilpa shetty mamaearth
Shilpa Shetty on MamaEarth Ad

Mamaearth Competitors

Mamaearth competitors are ITC Limited,  Johnson & Johnson, The Moms Co, FirstCry, Lotus Herbals, Marico, Unilever, Emami Limited, Dabur India, Bey Bee, Hul, Patanjali Ayurved, ITC, and many more.

Mamaearth faces colossal competition straightforwardly and in a roundabout way from mostly big Multi-National Companies. These days an ever-increasing number of companies are springing up with the toxin-free philosophy.

Mamaearth Awards

  • Mamaearth has been chosen as ‘One of the Best Brands’ in India at the second edition of The ET Brand Festival held in the year 2019.
  • India’s fastest-growing brand crosses Rs 100 crore turnover mark.


Mamaearth growth is an inspiration for new startups in India. Since Mamaearth has a great marketing team that works seamlessly and makes every campaign effective. The brand is popular on social media as many Youtubers review their personal care and baby care products. The company has mixed reviews on the internet.

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