While searching for some “hairfall control and dandruff removal” products on one random day, I came across ads of the brand “Mamaearth” which proclaimed to sell products made with natural ingredients. But I ignored the ads, assuming the brand to be one among those who just claim to be natural. Some days passed and one fine day at the workplace, I saw one of my friends opening up a parcel. It was indeed my first meeting with a Mamaearth product. I was introduced to their “Anti-Hairfall Kit” which my friend had just unwrapped. The kit consisting of a shampoo, conditioner, hair oil in addition to a cute pouch that being green in shade and resonating with nature somewhere struck a chord with me.
After this incident, the first thing that popped up into my mind was to view the official website of the brand “Mamaearth”. The landing page gave me a better picture and more relevant information regarding the products sold by the brand. What started with six products in the baby care range has now diversified into skin and hair care products for men and women as well as products catering to the likes of pregnant women. The company has catered to over 1.5 million consumers in more than 500 cities across India.
In the year 2016, Ghazal Alagh and Varun Alagh launched Mamaearth. It is a personal and baby care brand registered under Honasa Consumer Private Limited. The brand offers 100% toxin-free and natural skincare, haircare, and baby care products. It is Asia’s 1st Brand with Made Safe Certified products.
My friend’s reviews of the product she had used in addition to the customer stories I read about the brand strengthened my decision to try out their products thus, completely removing off my initial reluctance towards using Mamaearth products.
Being one of the leading direct to consumer brands and with numerous online as well as offline stores, several e-commerce platforms like Amazon, Nykaa and FirstCry offering their products, over INR 130 Crores in seed funding by Sequoia Capital India in January 2020, and Shilpa Shetty as the brand ambassador, Mamaearth shows all the requisite signs of burgeoning into one of the most premier personal care companies in the country.
It was also selected as ‘One of the Best Brands’ in India at the second edition of The ET Brand Festival held last year (2019).
Campaigns By Mamaearth
With the brand promise of ‘Goodness Inside’ when the pandemic struck and brought with it some unprecedented challenges, Mamaearth decided to appoint “Goodness Ambassadors”. They not only spread awareness about the WHO guidelines for precautions against the infection but also distributed more than 50,000 free sanitizers to people in need and even created cotton face masks with a simple smile printed on them as part of their ‘Let your Smile Show’ Campaign (an initiative to cheer up people during these tough times).
In the past as well, they have had campaigns like “Mamaearth ki Jhappi” where hugs were delivered to 100 new moms. In May 2020, they again launched a new campaign centered around Mother’s Day and the special place mothers have in one’s life. The campaign received an overwhelming response with the hashtag ‘MamaearthMummySong’ garnering more than 3M views. Mamaearth also partnered with “Girliyapa” to create a video “Father’s Strike” on the occasion of Father’s Day.
The Road Ahead
The company plans to expand its customer base and launch more products. It aims to build a ₹500-crore brand by 2023 and to open market in parts of Southeast Asia as well. With the brand delivering its value of selling off the safest products at reasonable prices, one of the biggest challenges as per Varun is to stay relevant to the target market and to innovate and differentiate from competitors constantly.
I have been using their Hair and Skincare products from the last 6 months with significant good results. Their use of social media platforms such as Youtube, Instagram to connect with people in this digital era. The simple yet powerful campaigns held by them combined with transparency and their product usage guidelines in addition to the lucrative offers and the services they provide henceforth is what has kept me connected to this Earthly green brand – MAMAEARTH.
Go check out their website – www.mamaearth.in for products you would love to have in your bathroom cabinet, products which are safe, affordable, and a cent percent natural.