Mamaearth, a part of Honasa Consumer Pvt Limited (HCPL), was founded by husband-wife duo Ghazal Alagh and Varun Alagh. The brand caters to all personal care needs of young, aspirational, and increasingly conscious Indian consumers.
In a short span of 4 years, it has created a product portfolio of 120+ products packed with goodness inside, has reached over 2.5 million customers in 500 Indian cities, and is the fastest-growing FMCG start-up to hit 300 crore run rate in India.
In an interaction with Indian Retailer, Varun Alagh, Co-Founder and CEO, Honasa Consumers Pvt. Ltd., spills the beans on the future plans of the brand.
Excerpts from the interview:
Please throw some light on your retail strategy and distribution strategy.
Mamaearth is a digital-first brand, primarily retailing through D2C followed by marketplaces like Amazon, Nykaa, Flipkart, Myntra, and more, servicing over 11,000 pin-codes. The brand initiated its offline expansion in 2020 and is present across 70 cities in India.
How has social commerce helped you weave a success story?
As a digital-first brand, social media has always been at the centre of our marketing media mix. All our products and communications are targeted at the socially-savvy millennials who care for the world around them. We identify them as the 'Generation Good'. Since millennials relate to Instagram extensively, it has increasingly become a pivotal platform for us to connect with our consumers, showcase the products, and provide a seamless shopping experience.
Share your omnichannel strategy.
Mamaearth has established itself at the digital commerce platforms with its D2C channel approach and has a strong marketplace presence with online portals like Amazon, Nykaa, Flipkart, and FirstCry. With social commerce expanding, it is opening newer channels for us as brand visibility and sales opportunities are increasing. The next step for the brand will be to boost its offline presence. In 2020 itself, the brand was retailing in over 70 cities, and we will aggressively pursue the offline expansion.
Please tell us about the recent launches.
We have 120 product variants with an average order value of Rs 799.
We launched the most diverse sheet mask with carefully selected ingredients. These bamboo sheet masks are serum hydrated and light in weight. Consumers can choose from options like Hyaluronic Based, Rosewater Based, Retinol Based, Vitamin C Based and Rice Water-Based. The bamboo sheet mask is toxin-free, alcohol, mineral oil, and paragon-free, and heals consumers' skin with great care.
What are your future/ expansion plans?
The immediate plan is to expand our offline presence domestically, and the target is to be available in over 100 cities by the end of 2021. However, we recently ventured into the UAE and Bangladesh markets in 2020.