Honasa Consumer Pvt. Ltd. owns several natural beauty and personal care brands including Mamaearth, The Derma Co., and B-Blunt (acquired in 2022). Mamaearth markets toxin-free baby products and uses influencer marketing and social media. The Derma Co. uses transparency and AI-powered marketing. B-Blunt focuses on hair care and partners with salons. Market research shows the companies target various demographics. Honasa uses a multi-brand strategy to target different customer segments and industries like baby, skin, and hair care.

1. 1

2. Efforts by – Gaurav Gulati, Dipanshi Jindal,
Sakshi Tandon, Subesh Padhi
HONASA CONSUMER PVT. LTD.
MARKETINGSTRATEGY
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3. 1. About Honasa Consumer Pvt Ltd
2. Brands and their Marketing Strategy
2.1 Mamaearth
2.1.1 EggPlex Range Case Study
2.2 The Derma Co.
2.3 B-Blunt
3. Market Research – Honasa Consumer Pvt Ltd
3.1 Our Analysis
4. Conclusion
AGENDA

4. ABOUT THE BRAND
• LAUNCHED 2016
• FOUNDERS – GAZAL ALAGH, VARUN ALAGH
• Subsidiaries – 1. Mamaearth
2. The Derma Co.
3. Aqualogica
4. B-Blunt (Acquired lately)
• Over 70% of the business comes from e-commerce channel
• Entered into the Unicorn club lately after it raised Rs. 5.2cr in the latest round of
funding led by Sequoia. (suh-kvoy-uh)
HONASA CONSUMER PVT LTD

5. Subsidiaries &
their Marketing
Strategy

6. They market themselves as Asia’s 1st company to market safe,
natural baby goods without toxins.
mamaearth

7. Age Distribution
mamaearth
Audience Demographics
Gender Distribution
The audience is 51.32% male and 48.68%
female.

8. Social media is a key component.
mamaearth
Marketing Channels
The brand is well established on social
media sites – twitter, Instagram, Facebook,
Youtube.
Brand Message
”Goodness Inside” - tagline
Precise, clear and engaging message that
the products are free from the contaminants
and dangerous chemicals.
Mamaearth accelerated after Shilpa Shetty
became a shareholder and the brand
ambassador.
Sponsoring popular TV shows
Brand Endorsement
Influencer Marketing
Reaching out to influencers on Youtube and
Instagram.

9. CASE
STUDY
mamaearth’s
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10. CASE
STUDY
mamaearth’s
10

11. The Derma Co.
The Derma Co.
Direct-to-Consumer

12. The Derma Co.
Age Distribution
Audience Demographics
Gender Distribution
The audience is 38.58% male and 61.42%
female.

13. The Derma Co.
Transparency
Marketing Channels
Catching up with social media trends
#nofilter
Engaging content over Twitter, Instagram,
Youtube shorts, etc.
Partnership with Chimp&z Inc.
Use of AI
T

14. Godrej Consumer Products
launched haircare products
B-Blunt
Adhuna Bhabani.
In Feb 2022, Honasa

15. Gender Distribution
B-Blunt
Age Distribution

16. Targeting micro & macro
Influencers
B-Blunt
Famous Brand Ambassador
Marketing Channels
Unique Packaging
Salon chain and expertise

17. Honasa Consumer Pvt. Ltd.
Market Research

18. Honasa Consumer Pvt. Ltd.
Market Research

19. Honasa Consumer Pvt. Ltd.
Market Research

20. Honasa Consumer Pvt. Ltd.
Market Research

21. Honasa Consumer Pvt. Ltd.
Market Research

22. Honasa Consumer Pvt. Ltd.
Market Research

23. Conclusion
Brand USP Purpose
Vegan / Plant based Baby products,
Hair and Skin care Products
Science and pharma
based products
Skin care products
Salon Service by industry
experts
Hair care products

24. Conclusion
A Marketing strategy where one company builds different brands to target different set of
customers and to acquire the big proportion of the market share in a particular industry
with a similar kind of product or service.
Multi Branding Strategy

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