‘Honest’, ‘Natural’ and ‘Safe’ are the three qualities that define Honasa Consumer Pvt. Ltd. whose first brand ‘mamaearth’ has been launched at Amazon Launchpad. Started by a couple Varun and Ghazal Alagh who are young parents themselves, the startup aspires to reduce parental stress by providing a range of safe, toxin free international standard products as solutions to solve various parental problems.
Available exclusively on Amazon India, the Mamaearth baby range includes certified toxin free body lotion, rash cream, hair-shampoo, body wash, diaper rash cream, massage oil, all natural bug spray and sunscreen lotion for babies in 0-5 years age. All the products are priced at Rs 299.
Varun Alagh, Chief dad, Honasa Pvt. Ltd. and a proud father says “We are a generatin of Google parents, every choice that we make for our child, right from feeding bottles, shampoos to the pediatrician, we thoroughly research before making a decision. Mamaearth is a solution to such parents concerns – who are globally connected, ever evolving and want to make safest choices for their child”
Ghazal Alagh, Chief mama, Honasa Pvt. Ltd and an Artist & a loving mother says “Agastya came into our lives two years ago. This little bundle of joy brought a huge responsibility on me as a mother who wanted to give the best to her child. Mamaearth is going to be mum’s best friend, who understands simple need of a pure product for a mum & her baby. We are a brand that’s by the mums, for the mums and through the mums & hence there is extra vigilance and love that goes into every product of ours.”
The startup is proud to introduce the first toxin-free range of baby care products in India’s – certified by Made Safe – a US based nonprofit organization that provides a comprehensive human health-focused certification for nontoxic products across store aisles, from baby to personal care to household and beyond.
Amy Ziff, Founder and Executive Director, Made Safe says “We’re proud to partner with mamaearth to give consumers a guiding light in the darkness around product safety. “MADESAFE means ingredients have been examined by experts like scientists and doctors to ensure they don’t include known harmful chemicals; this is the future of safe product formulation.”
Kanwaljit Singh, Founder, Fireside Ventures & Lead Investor in Honasa Consumer Pvt Ltd says “Mamaearth is addressing a key concern of most Mom’s regarding safer products for their babies. Varun & Ghazal understand and personally relate to the global demand for healthier, safer and better for you products. I see them creating many niches which currently do not exist in the Indian market but are needed by young parents.”
They plan to use the current round of funding in developing new products, entering new categories, driving brand awareness through digital and testing Go To Market Models.
The baby personal care & hygiene market in India is pegged at an almost 1.5 Bn USD dollar market, growing at a CAGR of 18%. Largely dominated by Johnson & Johnson, Mamaearth looks to gain the trust of the parents in India to grow this market further.
Other startups which operates in the baby and maternity care sector include FirstCry (BrainBees Solutions Pvt. Ltd.). FirstCry acquired Mahindra and Mahindra’s babycare business BabyOye in October this year.