This presentation provides an overview of the natural personal care brand MamaearthTM. It discusses the company's founders, product portfolio consisting of skincare and baby care products, competitors, and business model. Key points covered include Mamaearth's revenue of $61.9 million in FY21, funding of $109.87 million, and risks related to cyber security, operations, competition, legal compliance, and over-reliance on suppliers.

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Presentation on MAMAEARTH™ 20.01.2022
Presented by:
Parag Dhawale

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INDEX
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INTRODUCTION
PRODUCT PORTFOLIO
COMPETITORS
BUSINESS MODEL
SWOT ANALYSIS
BUSINESS RISKS

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INTRODUCTION
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• Company name: Mamaearth™
• Founders: Ghazal Alagh & Varun Alagh
• Founded: 2016
• Headquarters: Gurugram, India
• Parent Organization: Honasa Consumer Pvt.
Ltd.
• Total Funding: $109.87 Million (December
2021)
• Revenue: $61.90 Million (461 crore in
FY21)

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PRODUCT PORTFOLIO
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REVENUE SEGMENT
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COMPETITORS
Himalaya
Johnson & Johnson
Nykaa
Kimberly Clark
Procter & Gambler
Unilever
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BUSINESS CANVAS MODEL
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KEY PARTNERS
• Manufacturing partner
• Licensing Partner
(Honasa Consumer Pvt
Ltd.)
KEY ACTIVITIES
• Product Development
• Market Segmentation
and Analysis
KEY RESOURCES
• R&D Resources
(Design, Development,
LP)
• Financial Funding
• Support
VALUE
PROPOSITION
• Usability (Easy to use,
Never forget)
CUSTOMER
RELATIONSHIP
• Self Service Platform
CHANNELS
• Direct (Web sales,
DTV)
• Indirect Partner
Stores/Wholesaler)
CUSTOMER
SEGMENTS
• Consumers
• Advertisers
Cost Structure
• Research and Development
• Marketing and Sales
• COGS
REVENUE STREAMS
• Asset Sale

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BUSINESS RISKS
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• Cyber Security Risk
Since MamaEarth™ only formulates formula, it is very important to secure such
confidential data (like product formula) from hackers. Hence its important for them
to maintain a robust cybersecurity system.
Also, since MamaEarth™ operates in such a dynamic industry, its very important
for them to maintain the relevant IT infrastructure to be ahead of its competitors.
• Operation risks
This might involve a main server outage caused by technical problems on releasing
an promotional or offers with lots of bugs (usually due to coding errors).

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BUSINESS RISKS (CONTD.)
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• Competition Risk
As the need of organic and chemical-free product era is booming globally, there is an
exponential increase in the competition that MamaEarth™ is facing. Example. It faces
competition from several big players like Johnson and Johnson, Himalaya, Nykaa etc.
• Legal and Compliance Risk
MamaEarth™ provides its services through ‘HONASA CONSUMER PVT LTD’.
Considering that the regulatory and legal requirements vary in each nation, there is
always a risk of violating the ever evolving norms.
• Concentration Risk
As MamaEarth™ only formulates the product and gives the formula to its suppliers to
manufacture the product there is a risk of soul dependency on their supplier.

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▪ Price range and high quality
▪ Great customer service
▪ Wide product range
▪ The geographical presence
▪ Limited diversification
▪ High employee turnover
▪ Product diversification
▪ Green lifestyle
opportunity
▪ Innovation
▪ Changing customer
Preference
▪ Highly competitive
environment
▪ New Technology
S W
O T

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FUNDINGS AND INVESTORS
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DATE STAGE AMOUNT INVESTOR
DECEMBER
28,2021
Series D $37.5 Million Sequoia Capital
India
July 26, 2021 Series C $50 Million Sofina Ventures
JANUARY 2020 Series B $17 Million Sequoia Capital
India
September 2018 Series A $4 Million Fireside Ventures,
Stellaris Ventures
Partners
April 2018 Venture $250K Shilpa Shetty
September 2017 Venture $1 Million Fireside Ventures
December 2016 Seed $125K Fireside Ventures

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FACTS
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1. Mamaearth™ is one of the few plastic positive brands in India.
2. The company strives to conserve Mother Earth for future
generations of babies. With an initiative called ‘Let’s Recycle’,
3. spreads awareness by making the customers a part of the
program.
4. Mamearth™ has acquired 2 companies to date - Mompresso and
Mompresso MyMoney, both of which were acquired by them
on December 24, 2021.

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REFERENCES
https://startuptalky.com/mamaearth-success-
story/#Mamaearth_awards
https://shoutinandout.wordpress.com/2020/11/28/rs-100-cr-in-4-
years-what-made-mamaearth-indias-fastest-growing-company/
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