Mamaearth Founder Story | How They Cracked D2C
an amazing story of mamaearth founder

When it comes to beauty products, Mamaearth products take place in them. Mamaearth is a very demanding brand in the beauty industry. The company creates an entire ecosystem around its products.

Mamaearth was launched in 2016 and gained 1.5 million customers within a few years. It is the pure India brand and the first company in Asia certified by Made Safe.

Mamaearth is a very safe and eco-friendly product for customers and the first nontoxic cosmetic seal in use today. In the cosmetic industry, Maelmaearth has developed into a remarkable company with products that have received the American Made Safe Certification.

About Mamaearth

Mamaearth was incorporated in 2016 by Varun Alagh and is an Indian brand registered under Honasa Consumer Private Limited. Mamaearth's headquarter is located in Gurgaon, Haryana.

The company provides the best quality baby care, skin care, hair care, and body care products and these products are toxin-free. The tag of the company is Godness Inside.

Targeted Customers of Mamaearth

In the beginning, Mamaearth's targeted customers were mothers and their babies, and the company started selling pregnancy care, baby care, skincare, and hair care products. Apart from these, they also sold accessories, toys, and apparel.

Gradually, the company has been growing its customers by selling more chemical-free skin care products like sunscreen, face serum, face wash, conditioner, and many more to the millennial population. 

The company launched men's grooming care products like aftershave lotion and beard & hair oil.

Mamaearth Business Model

The business model of Mamaearth is very simple and operates in the D2C model. The company formulates products that are subsequently produced by the contract manufacturer under the permission of the Mamaearth brand.

Mamaearth mainly sells its products on its website, and other e-commerce platforms like Amazon, Flipkart, Nykaa, Tata Cliq, and many more. They use D2C or Direct to Consumer channels to sell their products. Also, Mamaearth is present in offline stores. They have an omnichannel presence.

They do not have any middlemen such as distributors or wholesalers. For this reason, the company can keep their cost low and give us competitive prices for their products.

Some of the unique business models of Mamaearth are as follows,

Connecting with their Targeted Customers:

There are many companies in the world. Very few companies have unique business models. The majority of them depend on the growth of their brands and follow a similar business model. The ability of Mamaearth's business strategy to interact with and gain the trust of its customer base, however, is what distinguishes it from others.

The most important parameter is to build the trust of the customer base for its products and connect to the targeted customers. Mamaearth did it very perfectly starting with the targeted customer the mother and making the perfect advertisement for it.

Mamaearth's founders were aware of what parents desired for their children because they had the concept for the company while looking for natural, toxic-free baby items online.

Provide Quality Products:

They provide superior quality products to their customers and build customer loyalty in just a few years. They recommend their products to others since they have a product of outstanding quality. heir brand has benefited greatly from word-of-mouth advertising.

The company offers products with a discount to new customers and retains old ones. The company has introduced new products that attract more customers. Some of their distinctive products include the first bamboo-based baby wipes made in India, children's toothpaste made entirely from plants, and skin and hair care items made with organic substances including onion, CoCo, and charcoal.

Lean Innovation Cycle:

Listening to customers' feedback that the company continuously focuses on is the main priority. Your primary focus area is experimentation and constantly improving your product quality. 

Lean innovation helped to recognize the actual customer needs and quickly meet those needs. R&D helps to improve the quality of products and generate new ideas. As a result, the company can immediately resolve customer satisfaction with this technique.

Marketing strategies of Mamaearth

Mamaearth applied various market strategies to reach targeted customers. These marketing strategies are the following

1. Influencer Marketing

Mamaearth promoted his brand awareness with influencers on the internet. These influencers have helped the company to reach customers.

Influencers explain why you should use the products and their benefits on different social media platforms. Also, Mamaearth collaborates with five hundred mother bloggers to promote the company.

2. Brand Endorsement

Mamaearth collaborated with popular Bollywood actress Shilpa Shetty Kundra as a brand ambassador. It was the best marketing strategy of Mamaearth.

Shilpa Shetty Kundra is a health & fitness enthusiast that helped Mamaearth more effectively to get benefits and is an investor in the company.

3. Digital Advertisement

Mamaearth mainly promotes the brand through digital ads. They have efficient campaigns for digital ads and increase the number of customers. Mamaearth's ads are very attractive and effectively utilize the brands.

How Does Mamaearth Earn Money?

Mamaearth's entire customer acquisition approach is centred on digital content. Almost 90% of Mamaearth's sales are done through online platforms. 

They generate revenue by selling products on Flipkart, Amma, Nykaa, and other popular online stores. The main aim of Mamaearth is to sell as many products as possible online.

80% of the revenue comes from skincare and hair care products. Similarly, only 20% of the revenue comes from baby products.

Mamaearth is enjoying a healthy gross margin of about 65% in the personal care category. They spend around 40%-60% of their revenue on marketing.

Who are the Competitors of Mamaearth?

The competition is very high in this segment and challenging to compete with the competitors. Now, the biggest competitors of Mamaearth are the following: Nykaa, Mcaffeine, purple, buy now, and more.


Mamaearth is now a very popular beauty care product. The marvellous products of Mamaearth are continuously growing. They have an excellent understanding of customers' needs and wants. That way the company designed and served its products to customers. Mamaearth is a popular startup and effectively reached the next level.


Is Mamaearth an Indian company? 

Yes, Mamaearth is an Indian company founded by Ghazal Alagh and Varun Alagh. It was established in 2006 and the headquarters is in Gurugram, Haryana.

Who is the Target Audience of Mamaearth?

The target audience of Mamaearth is mainly mothers and their babies.

Are Mamaearth Products Safe?

Mamaearth is the only company in India that is 'Made Safe' certified. Mamaearth products are free from all the toxins that are banned in most countries.

Where are Mamaearth products sold in the market?

Mamaearth products are sold through E-commerce websites like Flipkart and Amazon, and also via offline stores.

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