Mamaearth, founded in 2016 by Ghazal Alagh and Varun Alagh, specializes in chemical-free personal care products aimed at mothers and their babies, with plans to become a Rs. 500 crore brand in three years. The company offers a wide range of products, emphasizes sustainability, and utilizes both online and offline distribution channels, leveraging influencer marketing for promotion. With a current consumer base of over 1.5 million and ambitious growth goals, Mamaearth aims to expand its product catalog significantly while ensuring quality and affordability.

2. Overview
• Founded : 2016
• Founder : Ghazal Alagh and Varun Alagh
Founder : Ghazal Alagh and
Varun Alagh
Founded : 2016
Industry : Personal Products
Status : Private
Employees : 150 (as of 31
may )
Headquarters : Gurgaon ,
Haryana

3. About
Mission :
• To make safe , chemical-free products available to all ,
• Products need to be verified by international standard and
• Loaded with the goodness of nature .
• Mama-earth tries to solve common Indian parenting problem .
Award :
1st Asian brand with a “ Made Safe “ certification .

4. Startup history

5. Product Categories
Baby Care
Face Wash
Beauty Products
Body Care
Hair Products

6. Market Strategy
Target
Customers
Channel of
Marketing
Innovation

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

8. Distribution Channel
• Offline Distribution Channel :
 Department Stores
Supermarkets and Hyper Markets
Convenience Stores
Drug Stores
• Online Distribution :
Website & app
Amazon & Flip cart

9. Business Model
• Mama-earth followed Digital B2C Segment ( 2-5 yrs. )
• Earlier started in offline mode
• Offers discounts to the customers

10. Marketing Techniques
Creates a positive
aspect with toxin
free products .
Focusses on social
and environmental
contribution as
well .
Approach to
Influencers for
product promotion
.
Provides products
at affordable prices
with social causes
as well .

11. Brand Ambassador
Shilpa Shetty –
Investor & Brand
Ambassador
Rubina Dilaik &
Abhinav Shukla

12. Short Term Objectives
Target audience of
the company in initial
stage is mothers &
their babies .
Popularising the
brand on online
platforms .
Keeping babies toxin
safe by their
products .
Aims to provide good
quality products at
minimum price

13. Long Term Growth
Product diversification
with toxins free
Current consumers are
over 1.5 million aims
to achieving 5 million
new consumers .
From 6 products they
are having 80 in their
catalog now and
counting .
Plans to build
Mamaearth into Rs.
500 crore brand
Looking at launching
more brands under
the Honasa umbrella .

14. Competitors

15. Conclusion
• "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

16. Thank you
By :

17. Reffernces
• https://www.slideshare.net/PraveenDhote4/overview-mamaearth-in-
ppt
• https://www.slideshare.net/ranaji34/mama-earth-1
• https://www.google.com/search?q=shilpa+shetty+brand+ambassado
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