mamaearth-210531051812 .pptx

Mamaearth is an Indian personal care brand that focuses on offering toxin-free, natural products for babies, children, and adults. Founded in 2016 by Varun and Ghazal Alagh, the brand emerged from their personal quest to find safe and natural skincare products for their baby, after realizing that many available options contained harmful chemicals. This led to the creation of a company committed to providing safe, eco-friendly, and MadeSafe-certified products.

Mamaearth’s product line includes skincare, haircare, and baby care items, using natural ingredients like turmeric, charcoal, and tea tree oil. The brand is known for being Asia’s first company to receive the MadeSafe certification, signifying that its products are free from harmful toxins. It also champions sustainability by actively working on plastic recycling initiatives.

In terms of business growth, Mamaearth has experienced rapid success, reaching a valuation of $1.2 billion as of 2023, and raising significant funding from investors like Sequoia Capital and Sofina Ventures. Despite some challenges with competition and operational hurdles, the brand has expanded its reach, both online and through brick-and-mortar stores, while maintaining a strong focus on safety and transparency in its formulations.

Recently, the brand launched an IPO in 2023, marking a major milestone in its growth journey
Mamaearth, co-founded by Varun and Ghazal Alagh, has positioned itself as a leader in the natural and toxin-free personal care market. Beyond its core focus on baby products, it has expanded its offerings to cater to skincare, haircare, and wellness for adults as well. The brand’s mission is driven by providing safer alternatives to mainstream cosmetics, particularly emphasizing its avoidance of harmful chemicals, which is a key selling point for health-conscious consumers.

Key Achievements:

1. Rapid Growth: Mamaearth is one of India’s fastest-growing direct-to-consumer (D2C) brands, achieving unicorn status (valued at over $1 billion) in 2023. This growth was fueled by strategic funding rounds from investors like Sequoia Capital, Fireside Ventures, and Sofina Ventures  .
2. Sustainability Initiatives: Besides offering toxin-free products, Mamaearth is committed to sustainability. The brand engages in plastic recycling programs and claims to recycle more plastic than it uses .
3. Challenges and IPO: Like many startups, Mamaearth faced initial hurdles in marketing and distribution. It adjusted its strategy to focus more sharply on its target audience, leading to significant gains. In 2023, Mamaearth launched an IPO, aiming to raise Rs 1,701 crore, marking a significant milestone in its journey from a niche D2C brand to a mainstream player  .
4. Product Range: Mamaearth has diversified its portfolio to include a variety of personal care products, including hair oils, face masks, lotions, and more. It is also known for using popular natural ingredients like onion oil, turmeric, and vitam

1. MAMA EARTH SUBMITTED TO: MR. RUDRESH SIR SUBMITTED BY: HIMANI DUSEJA ( 599017602) ISHA DANGWAL (5900

2. Overview Founded 2016 Founder Ghazal Alagh and Varun Alagh Headquarter Gurgaon, Haryana Status Private Industry Personal Products Employees 150

3. OBJECTIVE Mama e arth employs a holistic approach that encompasses advocacy, education and project implementation in the fields of ENERGY, ENVIRONMENT and SUSTAINABLE LIVING. We attempt to influence actions and outcomes in these fields towards sustainability, with equal attention to people, planet and profit. The overall objective is a hopeful future and better health.

4. AIM/PURPOSE Mamaearth aims to provide safe and natural personal care products that are environmentally friendly and cater to the needs of families. Their purpose revolves around promoting a sustainable lifestyle, using non-toxic ingredients, and ensuring that their products are effective while being gentle on both people and the planet. They focus on transparency and social responsibility, often emphasizing eco-friendly practices and community welfare.

5. About Mission - Mamaearth is 1st Asian brand with a “ MADE SAFE ” certification. Award - Mamaearth mission is to make safe, chemical-free products available to all babies in India and that are safe by international standards and loaded with the goodness of nature. Mamaearth offers products 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, 

6. How was Mamaearth Started In the US, there is strong awareness about the harmful chemicals found in the most commonly used personal care and baby care products. During Ghazal’s stay there, she became more conscious of the kind of products she was using and started checking the ingredients list before buying any baby care item. When Varun and Ghazal were expecting their first child (the couple were in India at the time), they realized that the baby care products they came across contained harmful toxins and safer alternatives weren't available.  As a result, they started ordering products from the US but that turned out to be a costly and inconvenient arrangement. They also realized that it wasn’t just them; there are a lot of parents in India struggling with the same concern. Since the husband-wife duo couldn’t find any safe products for babies in India, they stopped using Indian products and imported reliable products manufactured in other countries.

7. PAST ABOUT MAMAEARTH Ma maearth aims to provide safe and natural personal care products that are environmentally friendly and cater to the needs of families. Their purpose revolves around promoting a sustainable lifestyle, using non-toxic ingredients, and ensuring that their products are effective while being gentle on both people and the planet. They focus on transparency and social responsibility, often emphasizing eco-friendly practices and community welfare.

8. PRESENT ABOUT MAMAEARTH As of now, Mamaearth is recognized as a prominent brand in the natural personal care space, with a wide range of products available in multiple categories. The brand has a strong online presence, leveraging e-commerce and social media to reach a larger audience. Mamaearth emphasizes transparency and sustainability, with certifications for its products being cruelty-free and made from natural ingredients. The company is also known for its commitment to social responsibility, engaging in various community and environmental initiatives.

9. FUTURE ABOUT MAMAEARTH Looking ahead, Mamaearth aims to further expand its product range and global reach. The brand is likely to continue innovating with new formulations and sustainable practices. They may focus on increasing awareness around eco-friendly products and further educate consumers on the importance of natural ingredients. Additionally, Mamaearth may explore partnerships and collaborations to enhance its impact on environmental and social issues, solidifying its role as a leader in the natural personal care industry.

10. Product Categories Baby care Beauty products Hair products Face wash Body care

11. ABOUT THE RANGE 1. Skincare Face Washes: Gentle cleansers for different skin types, often infused with natural ingredients like tea tree oil and neem. Moisturizers: Hydrating creams and lotions designed for specific skin concerns, such as dryness or oily skin. Serums and Treatments: Targeted solutions for issues like acne, dark spots, and pigmentation, using effective natural actives. Sunscreens: Broad-spectrum protection with formulations that are lightweight and suitable for all skin types. 2. Haircare Shampoos: Sulfate-free options formulated for various hair types, focusing on nourishment and scalp health. Conditioners: Products that enhance shine, manageability, and moisture retention. Hair Oils: Natural oils designed to promote hair growth and reduce damage, often enriched with herbal ingredients.

12. ABOUT THE RANGE 3. Baby Care Baby Wash and Shampoo: Gentle cleansers formulated for delicate baby skin and hair, free from harmful chemicals. Moisturizers: Creams and lotions specifically designed to keep baby skin soft and hydrated. Diaper Rash Creams: Natural formulations aimed at soothing and protecting against diaper rash. 4. Wellness Vitamins and Supplements: Products focusing on holistic health, targeting hair, skin, and overall wellness. Organic Teas: Herbal teas that promote health benefits, such as detoxification and relaxation.

13. MARKET PRICE The market prices of Mamaearth products can vary widely depending on the specific item, packaging size, and retailer. Typically, their product range includes: Skincare Products: Prices generally range from around ₹200 to ₹1,000, with face washes, moisturizers, and serums being on the lower end and more specialized treatments on the higher end. Haircare Products: Shampoo and conditioners typically fall between ₹300 and ₹600. Baby Care Products: These products usually range from ₹200 to ₹800, depending on the specific item. Wellness Products: These can vary, often ranging from ₹300 to ₹1,200.

14. How Does Mamaearth Earn Money? Almost 70% of the sales of Mamaearth products come from online platforms. Their main aim is to sell as many products as possible online, with their revenue model focused on earning money through sales on Flipkart, Amazon, and other similar eCommerce websites. Interestingly, only 20% of Mamaearth's revenue comes from baby products. On the other hand, 80% of the revenue comes from skincare and haircare products. As Mamaearth comes in the personal care category they enjoy a healthy gross margin profile of about 65%. So, they can invest 40-50% of revenue in marketing.

15. Revenue FY21 FY22 FY23 Revenue from online sales 81.37% 69.91 % 59.36% Revenue from offline sales 18.63% 28.87 % 36.14% Revenue from services - 1.22% 4.5% Mamaearth has successfully raised $89.4 million across 7 funding rounds, with the largest round amounting to $65.3 million. This funding has been secured from a diverse pool of 14 investors.

16. MAMEARTH IPO The one thing to know about Mamaearth company is that Honasa Consumer Limited, the parent company, had an Initial Public Offering (IPO) in October 2023. The IPO was oversubscribed by 7.6 times, raising ₹1,701.44 crores (US$209.7 million). The shares were listed on the Bombay Stock Exchange (BSE) and the National Stock Exchange of India (NSE) on November 7, 2023. The IPO was priced at ₹308 to ₹324 per share . The minimum order quantity was 46 shares. The IPO was open for subscription from October 31 to November 2, 2023. The IPO was led by Qualified Institutional Buyers (QIBs), who subscribed 11.5 times their allotted quota. Retail investors subscribed 1.4 times their allotted quota, and non-institutional investors subscribed 4.02 times their allotted quota.

17. Brand Endorsement Collaborating with Bollywood actress Shilpa Shetty Kundra as a brand ambassador has to be their best marketing strategy. Shilpa Shetty has a lot of popularity, so her becoming a brand ambassador of baby products and also an investor hugely benefited Mamaearth. Additionally, the company introduced an integrated marketing campaign for their onion shampoo, showcasing Sharmila Tagore and brand ambassador Sara Ali Khan. Furthermore, Samantha Ruth Prabhu lends her endorsement to Mamaearth's skincare products.

18. 1. Target Audience Alignment 2. Diverse Influencer Partnerships 3. Content Creation 4. Social Media Campaigns 5. Engagement and Interaction 6. Discount Codes and Promotions 7. Tracking and Analytics 8. Long-Term Relationships MAMAEARTH INFLUENCER MARKETING

19. Market strategy Target customer Mothers and their babies Channel Of Marketing Word of mouth publicity, social media and influencer marketing Innovation L ean innovation ( launch, learn and scale )

20. Swot Analysis Strength Weakness Price range and high quality product. Great customer service Wide product range The geographical presence Threats Opportunity Negative publicity Limited diversification High employee turnover Changing customer Preference Increase number of player New technology Product diversification Green lifestyle opportunity Innovation

21. Competitors

22. Growth Mamaearth was launched in 2016, it had only six products in its catalog. The product range now comprises more than 80 natural and toxin-free products that are used by over 1.5 million Indian consumers.

23. Mamaearth ki Jhappi They will be delivering heartwarminghugs to 100 consumers to celebrate National Hugging Day 2019. Involves a mother-figure giving warmreassuring hugs to its customers whiledelivering orders that were placedonline.

24. Future Plans “Our plan is to build Mamaearth into an Rs. 500 crore brand by acquiring five million new consumers in the next three years. We are also looking at launching more brands under the Honasa umbrella, which would be focused on the needs of the new-age, millennial consumers,” - Ghazal Alagh

25. LONG TERM AND SHORT TERM GOALS SHORT TERM GOALS LONG TERM GOALS Product Expansion: Launch new products to meet diverse consumer needs and preferences. Market Penetration: Increase brand visibility and sales in existing markets, focusing on e-commerce and retail partnerships. Customer Engagement: Enhance customer loyalty through targeted marketing campaigns and promotions. Sustainability Initiatives: Implement eco-friendly packaging and sourcing practices. Global Expansion: Establish a presence in international markets, becoming a recognized global brand. Innovation: Invest in research and development to create cutting-edge, natural products. Sustainability Leadership: Position itself as a leader in sustainable practices within the personal care industry. Community Impact: Contribute positively to communities through social initiatives, including supporting local farmers and artisans.

26. CONCLUSION 1 ) Mamaearth has been chosen for hair care body care and skin care . 2)Mamaearth was founded in 2016 by duo Varun and Ghazal Alagh . 3)Mamaearth has been innovating the products so that the customer can gets attracted . 4)Mamaearth has touched the peak of success with product iteration and new products . 5)Mamaearth is branching out the to gain more customers .