Mamaearth co-founders Ghazal Alagh and Varun Alagh launched their first brand in 2016 after they failed to find a certified, safe, toxin-free product in India for their son, who was born with a specific skin condition .
Honasa Consumer Ltd. (HCPL), the parent company of Mamaearth, The Derma Co., Ayuga, and Aqualogica, and the fastest growing house of brands for personal care built on the values of honesty, natural ingredients, and safe care. With a digital-first approach towards consumer brands creating the FMCG conglomerate of the future, HCPL caters to the needs of Millennial consumers through innovative products, evolved propositions, direct-to-consumer marketing and e-commerce fulfillment.
Elaborating further, Ghazala Alagh said, “He was born with a skin condition where whatever we put on his skin used to irritate him and because of this we took him outside India. depended on sourcing products from It was a very valid question that kept cropping up in our mind again and again that why such products are not available in India? And when I was in New York where I was doing my education and there was a movement going on where they were taking certain products off the shelves because they had cancer-causing ingredients. So I had a little insight into some of the ingredients that one should avoid in the products. I was avoiding those ingredients myself and when our son was born, it came very naturally to me that I started reading labels and some of those ingredients were present in those baby products. Being first time parents, we were paranoid about the safety of everything and anything that came close to it.
“We said, if no one else is doing anything about it, is it worth a try? We put on our research hat, talked to some consumers to understand whether they were willing to take this offer up.” , did a little research around vendors and that is how we conceptualized Mamaearth as a brand,” he further added.
Mamaearth was launched as a baby care brand because the co-founders wanted to solve a problem for babies at the time, eventually the brand was well accepted by consumers and is now available in skin, hair and body care products. is available. a degree. Recently, the brand has forayed into color cosmetics as well.
retail strategy
Currently providing services to over 500 cities in India, HCPL is creating an ecosystem that helps benefit consumers and the community at large.
“During my 10-year stint in the FMCG ecosystem, be it Unilever or Coca-Cola, I have learned the fact that offline is not an easy game to crack and because there is no way to get your brand discovered through offline presence. There is no way. I believe that when you can create an effective bridge for your brand, then only you should consider offline as a channel. I'm not denying that it's certainly a very important and large channel, however, for a young company that just wants to target a certain set of consumers in order to turn things around. And to run their PMF, digital and e-commerce seemed like a very natural answer. That's why we started with this. However, as the brands have expanded over time, the brand pool has remained very strong. About two years back we started aggressively expanding our offline retail presence and there we moved into distribution business – general merchandise and trendy merchandise. And, we are now available in over 40,000 stores across the top 100 cities in India,” asserted Varun Alagh.
0
