Mamaearth is a brand of personal care and wellness products that claim to be natural, safe, and effective. The company was founded in 2016 with the goal of providing high-quality, plant-based skincare and haircare products that are free from harmful chemicals and ingredients. Mamaearth products are formulated with a combination of natural ingredients, such as essential oils, plant extracts, and organic ingredients, to nourish and protect the skin and hair. The company is known for its commitment to sustainability and transparency, and its products are cruelty-free, vegan, and free from harmful chemicals such as sulfates, parabens, and synthetic fragrances.
Honasa Consumer Private Limited is the parent company of Mamaearth, a brand of personal care and wellness products. Mamaearth was founded by husband-and-wife team Varun and Ghazal Alagh, who started the brand with the goal of creating natural, safe, and effective personal care products that are free from harmful chemicals and ingredients. Honasa Consumer Private Limited is based in Gurugram, India, and is the parent company of several other brands in the personal care and wellness space.
Founders Profile
Varun Alagh and Ghazal Alagh are the co-founders of Mamaearth, a brand of natural and safe personal care and wellness products. According to their LinkedIn profiles, they both have a background in business and marketing, and they founded Mamaearth in 2016 with the goal of creating high-quality, plant-based skincare and haircare products that are free from harmful chemicals and ingredients.
Varun Alagh is the CEO and Co-Founder of Mamaearth, and he has over 10 years of experience in the consumer goods industry. Prior to founding Mamaearth, he worked in various marketing and business development roles at companies such as Procter & Gamble and Jyothy Laboratories.
Ghazal Alagh is the CMO and Co-Founder of Mamaearth, and she has over 8 years of experience in the consumer goods industry. Prior to founding Mamaearth, she worked in marketing and brand management roles at companies such as Jyothy Laboratories and Marico.
Both Varun and Ghazal are passionate about natural and safe personal care products, and they have been recognized for their work with Mamaearth. In 2019, they were included on the Forbes 30 Under 30 list in the Consumer Technology category.
Mamaearth Inception Story
Mamaearth is a brand of personal care and wellness products that was founded in 2016 by husband-and-wife team Varun and Ghazal Alagh. According to the Mamaearth website, the company was started with the goal of providing high-quality, plant-based skincare and haircare products that are natural, safe, and effective, and that are free from harmful chemicals and ingredients.
Varun Alagh and Ghazal Alagh both have a background in business and marketing, and they were inspired to start Mamaearth after becoming frustrated with the lack of natural and safe personal care products on the market. They saw an opportunity to create a brand that was committed to transparency, sustainability, and customer satisfaction, and they set out to develop a range of products that met these standards.
Since its founding, Mamaearth has grown significantly and has become known for its commitment to natural and safe personal care and wellness products. The company has received recognition for its work, including being included on the Forbes 30 Under 30 list in the Consumer Technology category in 2019.
Mamaearth achieved the milestone revenues of Rs. 30 lahks in first 6 months of starting the operations. Its sole channel for sales was online where they were acquiring customers directly as a D2C brand. Mamaearth received funding from Shilpa Shetty as an angel influencer which help them to cross the anothe milestone of 100K customers thus enabling them to reach a revenue figure of Rs 25 crore. Mamaearth clocked a Rs.100 crore revenue within just 3 years of operation i.e. in 2020.
In Covid year, with offine shops closed, their revenue increased by leaps and bounds. In 2021, the company achieved revenue of Rs 460 crore in revenue. Mamaearth turned unicorn in 2022 and is now preparing for an IPO targeting $3 bn of valuation.
Mamaearth Business Model
Mamaearth works upon a direct-to-consumer (DTC) business model, where the company sells its products directly to consumers through its own website and other online platforms, such as Amazon and Flipkart. In a DTC model, the company is responsible for all aspects of the sales process, including marketing, fulfillment, and customer service. This allows the company to have a direct relationship with its customers and to control the entire customer experience.
In addition to selling its products online, Mamaearth may also use other channels to reach customers, such as retail stores or distributors. The company may also use a subscription model, where customers can sign up to receive regular deliveries of certain products.
Overall, the goal of Mamaearth’s business model is to provide high-quality, plant-based personal care and wellness products that are natural, safe, and effective, and to sell these products directly to consumers through a variety of channels.
Mamaearth Funding & Financials
Mamaearth raised a pre-seed round in 2016 for $125,000 from the consortium of investors. Subsequently it has gone for 8 rounds of funding from 10 investors where it has raised an amount of $111.6 Mn. The last round was in September 2022. The list of investors includes Shilpa Shetty, Sequoia Capital, Evolvence India Fund, Sharp Ventures, Stellaris Venture Partners, Fireside Ventures, Sofina.
| Date | Stage | Amount | Investor |
|---|---|---|---|
| Sep 2022 | – | $759 K | Angel round |
| Dec 2021 | Series D | $37.5 Million | Sequoia Capital India |
| July 2021 | Series C | $50 Million | Sofina Ventures |
| Jan 2020 | Series B | $17 Million | Sequoia Capital India |
| Sep 2018 | Series A | $4 Million | Fireside Ventures, Stellaris Venture Partners |
| April 2018 | Venture | $250K | Shilpa Shetty |
| Sep 2017 | Venture | $1 Million | Fireside Ventures |
| Dec2016 | Seed | $125K | Fireside Ventures |
The financials for last 3 years for Mamaearth are as follows
| FY 2020 | FY 2021 | FY 2022 | H1 FY 2023 | |
| Revenue | 109.78 | 459.99 | 943.47 | 722.74 |
| Expenses | 542.19 | 1,796.71 | 941.91 | 722.94 |
| Net income | (428.02) | (1,332.22) | 14.44 | 3.67 |
| Margin (%) | (389.89) | (289.62) | 1.53 | 0.51 |
Mamaearth Valuation Ratios
| FY 2020 | FY 2021 | FY 2022 | H1 FY 2023 | |
| EPS | (31.63) | (98.35) | 0.52 | 0.25 |
| PE ratio | – | – | – | – |
| RONW (%) | – | – | 2.23 | 1.06 |
| NAV | (15.37) | (61.80) | 23.42 | 23.19 |
| ROCE (%) | – | – | – | – |
| EBITDA (%) | (393.24) | (290.01) | 1.21 | 1.92 |
| Debt/Equity | – | – | – | – |
Mamaearth Products
Mamaearth is a brand of personal care and wellness products that offers a range of skincare, haircare, and baby care products that are formulated with natural ingredients and are free from harmful chemicals and ingredients. Some of the products offered by Mamaearth include:
- Skincare: Face wash, toner, serum, moisturizer, face mask, eye cream, facial oil
- Haircare: Shampoo, conditioner, hair oil, hair mask, hair serum
- Baby care: Diapers, wipes, lotion, oil, shampoo, powder, soap
- Other: Hand sanitizer, insect repellent
Mamaearth’s product range is designed to provide customers with natural and safe alternatives to traditional personal care products that are often filled with synthetic chemicals and ingredients. The company is known for its commitment to sustainability and transparency, and its products are cruelty-free, vegan, and free from harmful chemicals such as sulfates, parabens, and synthetic fragrances.
Mamaearth Competitors
Mamaearth is a brand of personal care and wellness products that is focused on providing natural, safe, and effective products that are free from harmful chemicals and ingredients. Some other brands that may be considered competitors to Mamaearth in the natural and safe personal care and wellness space include:
- Biotique
- Forest Essentials
- The Body Shop
- Kama Ayurveda
- Himalaya Herbals
- PeeSafe
These brands offer a range of personal care and wellness products that are formulated with natural ingredients and are free from harmful chemicals, and they may compete with Mamaearth for customers who are looking for high-quality, plant-based products. There are likely many other brands that could also be considered competitors to Mamaearth, depending on the specific products and markets in which the company operates.
