Home Salon Service Brand Yes Madam Partners with Beauty Care Brand Mamaearth

This is the first-time Mamaearth has tied up with any Home salon chain in the country

Yes Madam will now exclusively offer Mamaearth’s Ubtan facial kits for service

Yes Madam, India’s most affordable home salon service platform for beauty and wellness has announced a strategic partnership with Beauty care brand Mamaearth to beautify the nation. This is the first-time Mamaearth has tied up with any home salon chain in the country to introduce their products, especially their facial kits to the customers.

For better usability and compatibility, Mamaearth has specially mono-dosed curated facial kits. Yes Madam’s Home Salon will now exclusively offer Mamaearth’s Ubtan Facial service, which comes with the goodness of Turmeric and Saffron to give the skin a natural healthy glow in 6 easy steps and just 60 minutes. This facial kit comes with Cleansing Milk for deep purification, a Face Scrub to exfoliate dead skin cells, a Soothing Gel that hydrates skin, a Massage Cream to improve blood circulation, and a Face Mask to brighten skin. Finally, the application of Ubtan Glow Cream locks in all that moisture for a salon-like radiant glow.

Mayank Arya, Co-founder of Yes Madam

On the partnership, Mayank Arya, Co-founder of Yes Madam, affirmed: “We still and always wanted to serve our consumers with the best available beauty products in the industry. The strategic partnership is an evolutionary step for Yes Madam, and doing so in corporation with Mamaearth, with whom we share the same philosophy regarding natural skincare ingredients, feels out of the world. The partnership offers a great gateway to display natural products in front of a wider audience. Additionally, since Mamaearth is a well-known brand for people who are obsessed with beauty and natural products, customers now can enjoy their preferred services from Yes Madam at the comfort of home, elevating their satisfaction even further."

Yes Madam's Home salon service eases the Ubtan Facial application for customers via trained and experienced service professionals. Their service professionals have undergone extensive training to provide consumers with an all-natural goddess glow in the comfort of their homes.

About Yes Madam

Yes Madam is India's Most Affordable Home Salon and a tech-enabled platform for beauty and wellness that brings salon and spa services to customers' homes. With over 1 million customers, 2000+ beauty professionals, and a presence across 35+ cities of India, the home salon brand strives to be the one-stop-Salon and Spa for a consumer. Starting its journey in 2017, Yes Madam has served more than 1.5 million bookings so far. The brand embarked on a mission to serve and save one billion individuals against overpricing and duplicate product refills across various online and offline beauty platforms and has significantly impacted the beauty and home salon industry with its mono-dosages and unique pricing model that starts at RS 6 per minute.

About Mamaearth

Crafted with the goodness of natural ingredients, Mamaearth is a brand for hair, skin, body, and baby care, as well as color cosmetics. Mamaearth is Asia’s 1st brand with MadeSafe Certified products. All products are extremely safe and contain no toxins or harmful chemicals. They’re a cruelty-free and plastic-positive brand, which means, they never test on animals and recycle more plastic than they use.

Honasa Consumer, Mamaearth Parent Company, Stregthens Corporate Governance With 50% Independent Board Members

Honasa Consumer Ltd. (HCL), parent company of brands such as Mamaearth, The Derma Co., Aqualogica and Ayuga, is excited to share that their board now comprises of 50% independent board members. Appointment of independent directors on the board is extremely significant to ensure that the board considers the interests of shareholders foremost. It is likely to support independent decision-making and to moderate conflicting views and opinions by board members in favor of the shareholders.

The board of Honasa Consumer Limited comprises of six members, namely, Ghazal Alagh, Varun Alagh, Ishaan Mittal, Vivek Gambhir, Namita Gupta and Subramaniam Somasundaram. Out of these, Ghazal and Varun Alagh are co-founders of the Company, and Ishaan Mittal is a nominee of Sequoia Capital on the board of HCL. Whereas, Vivek Gambhir, Namita Gupta and Subramaniam Somasundaram are independent board members who have decades of experience in FMCG, and ecommerce marketplace, hence the understanding, evaluation and mentoring imparted by the board on HCL’s plans, and performance are extremely pivotal in charting the way forward for the organization. These independent board members will be part of the statutory committee, audit committee, nomination and remuneration committee, stakeholder committee and other committees wherein the independent directors may constitute more than 65% to ensure compliance with all parameters of corporate governance measures like transparency, control measures et. al.

Commenting on this, Varun Alagh, Co-Founder and CEO, Honasa Consumer Ltd. said, “An independent board is critical for any organization for unbiased decision making. In the past, we have been fortunate to have such experienced individuals on the board of Honasa Consumer Limited. Our board members have helped keep checks and balances in place to ensure we take calculated risks and mitigate tough situations."

Ramanpreet Sohi, CFO, Honasa Consumer Ltd., “In order to maintain governance checks and balances and ensure transparency and control measures, companies appoint independent board members. Over the last 5 years, Honasa Consumer has witnessed fast paced growth. While the statutory requirement is of 33% of independent board members, we have opted to keep 50% of our board as independent board members, to ensure readiness for future. They have been instrumental in ensuring strict checkpoints through our working over the years.”

Vivek Gambhir is an Independent Director of our Company. He holds a bachelor’s degree in arts and a bachelor’s degree of science from Lafayette College, Pennsylvania. Further, he holds a master’s degree in business administration from Harvard Business School, Commonwealth of Massachusetts. He has been associated with our Company as a director since March 24, 2021. Previously, he has worked with Bain & Company India Private Limited for a period of over 11 years where he was last associated as “Partner”, and with Godrej Consumer Products Limited for a period of over 11 years where he was last associated as “Whole-time Director”. He has previously been the co-chair of the Confederation of Indian Industry, National FMCG Committee and served as the president of the Harvard Business School Club of India.

Subramaniam Somasundaram is an Independent Director of our Company. He holds a bachelor’s degree of commerce from University of Madras, Madras and is a chartered accountant and cost accountant. Previously, he was the chief financial officer for Titan Company Limited for a decade. During his association with Titan Company Limited, he was also on the board of its subsidiaries like Caratlane Trading Private Limited and Titan Engineering and Automation Limited. Currently he is also an Independent Director on the boards of Teamlease Services Limited, Avanti Finance Private Limited, API Holdings Limited, Landmark Retail FZE (Dubai) and Innoviti Technologies Private Limited.

He has worked in the telecom industry for over 11 years as well, as the chief financial officer for BPL Mobile group and chief executive officer for BPL Mobile operations in Mumbai and chief financial officer of the telecom vertical in Essar group in its foray into Africa. He has also worked earlier in his career with I.T.C Limited, V.S.T Industries Limited in India and Mannai Corporation Limited, Qatar.

Namita Gupta is an Independent Director of our Company. She holds a master’s degree of technology in mathematics and computing from the Indian Institute of Technology, Delhi. She has been associated with our Company as a director since June 8, 2022. Previously, she has worked with Microsoft Corporation. She has also worked with Facebook Inc. for a period of over five years where she was last associated as “Partner Engineer”. Further, she has also served as an independent director ozn the board of directors at Zomato Limited since March 1, 2021 and is the founder and currently on the board of directors of Airveda Technologies Private Limited.

Digital-First Brand Mamaearth, Launches 35 Exclusive Brand Outlets in Less Than 12 Months

Phoenix Marketcity, Kurla

The brand has entered 15 cities with the EBO stores in less than a year

Mamaearth, the fastest growing beauty and personal Care brand from Honasa Consumer Limited, has launched 35 Exclusive Brand Outlets across 15 cities of India. The brand ventured into Exclusive Brand outlets as an experiment in Q3 of 2021 and since the launch, the format has displayed steady growth, both in terms of scale and revenue.

Being a digital-first brand, Mamaearth ventured into the beauty and personal care sector with an aim to service a core customer need for safe-to-use, natural based products and focuses on developing toxin-free beauty products made with natural ingredients. While the brand launched with babycare, the brand expanded into personal care with facecare, skincare and bodycare for adults too. The brand recently ventured into color cosmetics with a differentiated proposition of Color cosmetics with Care using natural ingredients and Made Safe Certification to provide glam with care.

After building Mamaearth as brand name and taking it to the revenue of 1000 Cr. with digital contributing to majority of the revenue; the brand is now expanding offline footprints with Exclusive Brand Outlets across a mix of mall stores and high-street outlets in India. With the intent to leverage this channel to curate richer brand experiences for consumers and deepen engagement with them in the offline retail environment. Along with being a great experience center, the EBO channel will support develop strategic categories such as color cosmetics that require a more personalized service and experience to facilitate purchase conversion.

Mamaearth has appointed Mr. Ankur Chaudhary to lead the Exclusive Brand Outlet channel. Ankur comes with a decade of core retail experience. Having worked with legacy retail brands in EBO and large format stores, Ankur has rich and in-depth knowledge of retail strategy and operations. With experience of launching and managing over 250+ stores across brands, he will be able to provide the necessary guidance to continuously expand the EBO footprints.

Commenting on the campaign, Varun Alagh, Co-founder and CEO, Honasa Consumer Limited, said, "Every brand needs to be selling at places where their consumers shop; that’s why we ventured into Exclusive Brand Stores. While we were already present across multiple points of sale offline through general trade and modern trade outlets, exclusive brand outlets are an extension of our omnichannel strategy. EBOs allow us to create a strong visual connection with the consumers and help us bring the brand promise and experience in the physical world. We launched over 200+ SKUs just this year across baby, face, skin, body care and color cosmetics, and EBO formats present as a medium to engage with consumers beyond the products. In fact, we are hyper customizing this channel, using data from our D2C to create a product assortment conducive to the market, city basis the consumer demands and consumption pattern."

Mamaearth is a purpose driven brand for millennials who believe in choosing goodness for themselves and the environment. The brand continues to live up to its commitment of developing toxin-free beauty products made with natural ingredients. They are animal cruelty-free, plastic positive, and have launched the Plant Goodness promise, as well. As part of this, the brand links every order made on their website to a tree they plant.

Parent Co. of Mamaearth Acquires Momspresso to Enhance their Content and Community Strategy

Honasa Consumer Pvt. Ltd. (HCPL), parent company of Mamaearth and The Derma Co., and the fastest growing House of Brands for personal care, has acquired female-oriented content platform, Momspresso, and associated influencer-engagement platform, Momspresso MyMoney. The acquisition accelerates engagement with consumers to further strengthen content-to-commerce.

The acquisition is an extension of a successful partnership with Momspresso for content, influencer engagement and commerce. The experience of the founding team and capabilities of the platform show immense potential in expanding a content platform that enlightens, educates, and supports consumers in making informed decisions through high quality, user-generated content in beauty, health, fashion, lifestyle, pregnancy, motherhood and kids. Momspresso also runs MyMoney, a unique platform for micro-influencers to engage with consumers in the new-age economy.

Founded in 2010, Momspresso has emerged as one of India’s largest and most engaged community of women. Through this acquisition, Momspresso and MyMoney will provide HCPL with a platform to connect with 60,000 content-creators in 10 languages, an engaged community of 30Mn women, and 2,00,000+ micro-influencers connected to 50Mn consumers, thereby enabling HCPL to directly connect with creators, communities, and consumers.

Following the acquisition, Momspresso will continue to function independently and the founding team with Co-founder & CEO Vishal Gupta, Co-founder & CTO Asif Mohamed and Co-founder & COO Prashant Sinha, will continue to lead the operations and manage the business as an independent entity. Momspresso will deploy the funds received through the acquisition, towards enhancing the team, building data-science capability, and investing in technology to drive scale and efficiencies.

Honasa Consumer Pvt. Ltd. has established itself at the forefront of the D2C segment and this acquisition will further strengthen their data driven, digital-first marketing approach.

Commenting on the acquisition, Varun Alagh, Co-Founder and CEO, Honasa Consumer Pvt. Ltd. said, "We have experienced exponential growth due to our constant connect with community and consumers and the partnership with Momspresso will further scale up our creator network. Content driven commerce has been on an upsurge and we are confident that the capabilities that the team brings will help accelerate our content-to-commerce strategy, in an efficient and smart way to support our marketing investments and brand building. This fundamental shift will allow us to cultivate stronger associations with existing and new creators and communities."

Commenting on the partnership, Vishal Gupta, Co-founder and CEO said “At Momspresso, India’s leading content and influencer platform for women, we’re delighted to align forces with Honasa, which has established itself as the foremost DTC player in the country. Together, we are uniquely positioned to unlock synergies in creating a compelling content to commerce playbook. The possibilities are immense, and we are greatly excited at what lies ahead."

ABOUT HONASA CONSUMER PVT LTD

Honasa Consumer Pvt Limited (HCPL), is a digital-first consumer brands company creating the FMCG conglomerate of the future. A company built on the values of Honesty, Natural ingredients and Safe care, HCPL caters to the needs of millennial consumers through innovative products, evolved propositions, direct to consumer marketing, and e-commerce fulfillment. Currently catering to over 500 cities in India with brands like Mamaearth & The Derma Co., HCPL is building an ecosystem that helps benefit the consumers and community at large. Backed by Sequoia Capital India, Sofina SA, Fireside Ventures, and Stellaris Venture Partners, HCPL is set to become a billion-dollar FMCG conglomerate in the next 5 years — spread across the globe but connected through a digital center of excellence.

ABOUT MOMSPRESSO

Momspresso.com is India’s largest user-generated content platform for women, with 60,000 creators expressing themselves in 10 different languages. The finely-brewed content on Momspresso offers support to 30Mn moms across the country, not just in their journey as parents but most importantly, as women! The Momspresso MyMoney platform enables brands to leverage 200,000+ micro-influencers to drive awareness and user engagement. More than 200 brands have engaged with Momspresso to achieve their marketing objectives.

Honasa, the Parent of Mamaearth and The Derma Co, Announces Stock Options for All Employees

The partnership program will give stock-based value creation to 100% employees

Honasa Consumer Pvt. Ltd. (HCPL), parent company of Mamaearth and The Derma Co. and the fastest growing House of Brands for personal care, announced stock-based value creation under the Stock Appreciation Rights Program for all employees.

HCPL has enabled the wealth creation program for all employees and has distributed stocks worth 20Cr., in addition to the ESOPs previously allocated. The stock-based value creation will be a top-up component over and beyond the employee CTC, setting the HCPL program apart from the industry programs.

Through this partnership program, Honasa facilitates every employee with ownership and inclusivity. This initiative aims to ensures all employees, irrespective of their role, seniority and time spent in the origination, has a stake in the organization and enables value creation for everyone as the organization grows.

Along with all current employees, the company will provide the stock appreciation rights to all the future employees joining the organization going forward.

Honasa Consumer Pvt. Ltd. has established itself as a beacon of pride, trust, and honesty and was recently certified by ‘Great Place to Work’. The prestigious award is based entirely on what the current employees say about their experience working with the organization. With a trust index of 88 percent, this was the second consecutive year of this certification.

Commenting on the program, Varun Alagh, Co-Founder and CEO, Honasa Consumer Pvt. Ltd. said,” Honasa Consumer Pvt. Ltd. has experienced meteoric growth over the last 5 years, and we wanted our team to grow along with the company. Unlike some programs which require employees to contribute a part of their CTC as investment towards stock options, we have made this as a top-up component, beyond the CTC. We want the employees to have equal chance to participate in any upcoming liquidation opportunity to build their personal wealth portfolio.”

ABOUT HONASA CONSUMER PVT LTD

Honasa Consumer Pvt Limited (HCPL), is a digital-first consumer brands company creating the FMCG conglomerate of the future. A company built on the values of Honesty, Natural ingredients and Safe care, HCPL caters to the needs of millennial consumers through innovative products, evolved propositions, direct to consumer marketing, and e-commerce fulfillment. Currently catering to over 500 cities in India with brands like Mamaearth & The Derma Co., HCPL is building an ecosystem that helps benefit the consumers and community at large. Backed by Sequoia Capital India, Fireside Ventures, Stellaris Venture Partners, and Sharrp Ventures, HCPL is set to become a billion-dollar FMCG conglomerate in the next 5 years — spread across the globe but connected through a digital center of excellence.

Mamaearth Appoints Mr Zairus Master as Chief Business Officer

Mamaearth, one of the fastest-growing FMCG brands, has appointed Mr. Zairus Master as Chief Business Officer, Honasa Consumer Pvt. Ltd. In his current capacity, he will be leading the revenue functions and develop a strategic roadmap to further accelerate the brands growth and expansion.

Zairus Master

 
Mamaearth has grown exponentially over the past few years and is expanding at a rapid rate and to build upon the business, the brand has added Zairus to the team. With over 24 years of experience across FMCG and telecom, he will utilize his expertise to identify and explore long-range strategies. With a post-graduation from IIM, Lucknow, Zairus has worked has experience with renowned brands like Unilever, Nokia, Airtel and Shine under his belt.

In accepting the position, Zairus stated, “Honasa Consumer is going from strength to strength with brands like Mamaearth and The Derma Co.; one being a purpose-driven brand and the other providing science backed solutions for skincare. The organization has changed the way FMCG companies conduct business, and I am proud to be part of the leadership team. I look forward to being a part of the trailblazing growth of the brands and company.”

Commenting on the appointment, Mr. Varun Alagh, Co-founder, and CEO, Honasa Consumer Pvt. Ltd. said, “As we continue to grow the Honasa Consumer portfolio, it is important to get the right people on board to give the right push to the brand before you take it forward. Zairus brings with him a great mix of experience across traditional consumer giants like HUL & Airtel combined with running a digital product business which we believe is the right combination of experiences needed to grow a digitally driven consumer business like ours. “

Mr. Zairus Master will be based out of the Gurgaon office and this appointment comes on the heels of other critical and strategic additions to the leadership team of Mamaearth.

ABOUT MAMAEARTH

Founded by power couple Ghazal Alagh and Varun Alagh, Mamaearth is Asia’s first brand with Madesafe certified products that offer 100% toxin-free & natural baby care, skincare, and hair care products. Driven by innovation and using the best of science and Ayurveda, the brand caters to all personal care needs of young, aspirational, and increasingly conscious Indian consumers.

In a short span of 5 years, Mamaearth has created a product portfolio of 140+ products packed with goodness inside, has reached over 5 million customers in 500 Indian cities, and is the fastest-growing FMCG start-up to hit 500 Cr run rate in India. Mamaearth products are available on www.mamaearth.in, major eCommerce platforms like Amazon, Nykaa, Flipkart, and over 10000 stores across the country.

Mamaearth Secures $50 Mn in Funding Led by Sofina Ventures SA; Valuing the Brand at $730 Mn

Mamaearth, the fast-growing toxin-free personal care brand closes the latest USD50 Million round led by Sofina Ventures SA. The round witnessed participation from existing investor Sequoia Capital India too.

Along with primary infusion by Sofina Ventures SA, the Belgian-based investment company, the round also saw secondary sale by early investors like Fireside Ventures, Stellaris Venture Partners, Sharp Ventures and Titan Capital. The round also gave some early employees an opportunity to monetize their vested ESOP.

The company plans to deploy the funds to drive brand growth through aggressively expanding their offline distribution and explore inorganic growth opportunities in beauty and personal care.

Commenting on this, Varun Alagh, Co-Founder and CEO, Mamaearth said, "With a vision to become a house of brands, the company is currently focusing on creating brands with millennial propositions with an internet-first approach. This round will help amplify the process and strengthen the D2C and offline expansionof Mamaearth, along with further accelerating the growth of The Derma Co. which is already showing early signs of success, since its launch in 2020. We will also be exploring inorganic growth opportunities in the beauty and personal care segment. We would like to thank Sofina Ventures SA and Sequoia Capital India for reaffirming their faith in us along with our existing investors Fireside Ventures and Stellaris Venture Partners, for their undaunted support and trust in our journey so far."

Commenting on this, Ghazal Alagh, Co-Founder and CIO, Mamaearth said, "Our company is built on the proposition to solve problems for the millennials by addressing their concerns through safe and effective products. With a toxin-free and natural ingredient proposition, we started Mamaearth in 2016 with our baby care range and soon, on consumer demand, diversified into personal care led by our philosophy of ‘Goodness Inside’through our products and value system. Understanding the other end of the spectrum of millennial concerns, we then launched The Derma Co. last year, with an elaborate portfolio of science backed skincare products with active ingredients in the right percentages. We believe in constantly innovating our product portfolio to stay relevant to our audience by understanding their needs and innovating basis the changing consumer requirements. With this thought, we have been able to create a portfolio of 140+ products under Mamaearth and 40+ products under The Derma Co. To achieve this, we have built a diverse team of millennials who constantly endeavor to further our purpose. We strongly believe that our team forms our foundation, and the consumers are the reason for our being. We are committed to our purpose of goodness inside through toxin-free and safe products. The recent round that we closed will further provide impetus to our innovation funnel and help us serve our consumers with a wider assortment of products."

Yana Kachurina, Investment Manager, Sofina Ventures SA, said, “The Mamaearth team is constantly pushing the boundaries in the personal care space through their disruptive innovations, rapid execution pace and focus on delighting customers. Varun and Ghazal are visionary, ambitious and world-class entrepreneurs and we are proud to back them as their long-term partners.”

Ishaan Mittal, Principal, Sequoia India said, “Mamaearth has an audacious goal of disrupting the $25B personal care industry by using technology across the three key pillars of FMCG – product, marketing, and distribution. They have established themselves as a clear market leader in the digital first brands space, by providing consumers a refreshing bouquet of toxin-free products. The team at Sequoia Capital India are big believers in Ghazal and Varun’s vision and super excited to double down with another round of investment.”

Founded by husband-wife duo Ghazal Alagh and Varun Alagh, Mamaearth is Asia’s first brand with Madesafe certified products that offer 100% toxin-free & natural baby care, skincare, and hair care products. Driven by innovation and using the best of nature and science, the brand caters to all personal care needs of young, aspirational, and increasingly conscious Indian consumers.

In a short span of 4 years, Mamaearth has created a product portfolio of 120+ products packed with goodness inside, has reached over 5 million customers in 500 Indian cities, and is the fastest-growing FMCG start-up to hit 500 Cr run rate in India. Mamaearth products are available on www.mamaearth.in and its app along with major eCommerce platforms like Amazon, Nykaa, Flipkart, and over 12000 stores across the country.

ABOUT HONASA CONSUMER PVT LTD

Honasa Consumer Pvt Limited (HCPL), is a digital-first consumer brands company creating the FMCG conglomerate of the future. A company built on the values of Honesty, Natural ingredients, and Safe care, HCPL caters to the needs of millennial consumers through innovative products, evolved propositions, direct-to-consumer marketing, and e-commerce fulfillment. Currently catering to over 500 cities in India with brands like Mamaearth & The Derma Co.; HCPL is building an ecosystem that helps benefit the consumers and community at large. Backed by Sofina, Sequoia Capital India, Fireside Ventures and Stellaris Venture Partners, HCPL is set to become a billion-dollar FMCG conglomerate in the next 5 years — spread across the globe but connected through a digital center of excellence.

Mamaearth Appoints Ex-PolicyBazaar CPO Jayant Chauhan as Chief Technology & Product Officer

Jayant Chauhan, CTPO, Honasa Consumers Pvt. Ltd

Mamaearth, one of the fastest growing FMCG brands, appointed Mr Jayant Chauhan as Chief Technology & Product Officer. In his new capacity, Mr. Chauhan will oversee the overall product strategy and engineering and will lead the product development and infrastructure teams.

Mamaearth has exhibited disruptive growth in the last 4 years, and to further accelerate the scaleup, they’ve decided to add Jayant to the team who brings with him over 15 years of systems and product development expertise.

Most recently, Jayant served as the Chief Product Officer at PolicyBazaar wherein he spearheaded the Consumer Product and MarTech groundwork and enabled a more tech-oriented approach. With a masters in Mathematics and Computing, Jayant has played a pivotal role in structuring and strengthening the product and technology verticals of organizations like Samsung, Airtel, Reliance Jio and Zomato. He has been brought into the system to lead the technology vertical and augment the product interface and make it more efficient. 

In accepting the position, Mr Jayant Chauhan stated, 

I am extremely enthused to lead Mamaearth’s vision - of creating tech-enabled products, that is set out to redefine the personal care industry. Mamaearth has established itself as an innovator and has assembled a leadership team that is second to none. I hope to sustain this distinction. I look forward with confidence to working with their creativity to realize unique results for the consumers.

Commenting on this crucial onboarding, Mr. Varun Ghazal, Co-Founder and CEO, Mamaearth said

Mamaearth has emerged as the fastest growing D2C brand and being a digital first brand, it is critical to constantly innovate and keep pace with the technological advancement to make the consumer experience enjoyable and seamless. The brand is at a tipping point wherein it is crucial to build a strong foundation to sustain the disruptive growth the brand envisions, and hence we brought in Jayant. We welcome him to our family and are confident that under his leadership, the technological disruption will continue to grow from strength to strength.

Jayant will be based out of the Gurgaon office and this appointment comes on the heels of other critical and strategic additions to the leadership team of Mamaearth.

Mamaearth launches a new Mothers Day Anthem dedicated to all the Super Moms of India

Toxin-free personal care brand Mamaearth has decided to launch a special Mother’s Day Campaign this year. The company has released an all-new song about mothers and what a special role they play in our lives. What’s more, the video of this song showcases Indian moms of all ages, sizes, and communities. 

Mamaearth is a brand that was started by husband-wife duo Varun and Ghazal Alagh when they couldn’t find toxin-free baby products for their son. Not only was the product born from a strong desire to make mothers’ lives easier, but it also keeps mothers at the centre of their product — their products are tested by mothers and even marketed by “mom-fluencers”. 

[embed]https://www.indianweb2.com/wp-content/uploads/2020/05/InShot_20200508_140143574.mp4[/embed]

Lively and peppy, the “Mamaearth Mother’s day anthem” has been created completely from scratch for this campaign. It’s a fun and refreshing tribute to Indian mothers, who are having a doubly hard time during this pandemic. The song, along with the video, will drop by Friday evening. 

The brand is using #mamaearthmummysong across social media, encouraging mothers across the country to dance to the number and create their own “mom and kids” videos. They have also decided to use the two new-age channels of Instagram and TikTok in a unique and effective way. The campaign will see a contest on TikTok where mothers will be invited to dance to the song and post their videos in order to win. On Instagram, the brand has tied up with key influencers who will be posting their own videos with the Mamaearth song all through Saturday and Sunday. In fact, there’s a strong buzz that ace influencer and Mamaearth brand ambassador actor Shilpa Shetty will also be putting up a #Mamaearthmummysong video with her son. 

In a time when mothers and kids are spending more time together than ever before, and mums have to work twice as hard as usual, this peppy and danceable music campaign comes as a fitting tribute to the incredible mothers across the country. 

Covid 19: MamaEarth's Free Hand Sanitizer Initiative

Mamaearth, a toxin-free personal care startup, in the wake of the COVID-19 pandemic has decided that they won’t profit from this situation by selling sanitizers and instead will give them free to people in need through their 1000+ goodness ambassadors across the country. The only thing that the brand asks in return is to Spread Awareness, not fear and panic. The “Spread Awareness Not Fear” campaign launched by the brand calls people for action by spreading the right information and avoiding panic and misinformation. Through videos & content on social media, MamaEarth is going to emphasize on the guidelines set forward by WHO, for every individual to take necessary precautions against the infection.  

“The Coronavirus outbreak has created a public health emergency worldwide and there’s a lot of anxiety and apprehension among people. It’s only with the right information that we can prevent infection and ensure community health in the wake of this situation. Being a digital-first brand, we believe in the power of social media platforms as a tool for sensitizing people and spreading knowledge.” said Ghazal Alagh, Co-Founder and Chief Mum at MamaEarth.

In its bid to reach out to more people and spread awareness, MamaEarth has roped in bloggers, Youtube influencers, and other partners, and appointed them as their “Goodness Ambassadors”. Besides asking these influencers to share the WHO guidelines, MamaEarth is also sending them free hand sanitizers for distribution among people like security personnel, healthcare workers, delivery agents, domestic help, and others around them who need it the most.

“Though the panic around COVID had created a unique business opportunity especially for personal care brands, we see it as our responsibility to contribute to the cause and not make money out of the situation. By sharing the right information and sanitizers, we want to contribute our bit in increasing awareness and checking the proliferation of the infection,” adds Ghazal.

While other brands see the COVID-19 outbreak as a business opportunity for spiking prices of sanitizers and masks, MamaEarth yet again shows up as a responsible brand by working towards spreading awareness according to the WHO guidelines. Even though the company does not sell sanitizers as part of their business, MamaEarth has produced them, especially for this cause. The entire batch of sanitizers has been manufactured strictly with 65%+ alcohol and other regulatory requirements to ensure 100% effectiveness.

About Ghazal Alagh: A Corporate trainer turned artist cum entrepreneur Ghazal Alagh, as the Co-Founder and Chief Mum at MamaEarth, is responsible for product development and community management. Besides being a successful entrepreneur and devoted mother, Ghazal has been recognized amongst the top 10 women artists in India, nationally and internationally. With a Bachelors in Information Technology and Intensive Courses in Modern Art, Design and Applied Arts from New York Academy of Arts Ghazal started her career with NIIT as Corporate Trainer, as a part of her role, Ghazal trained managers and engineers from various IT companies in SQL, J2ME, and Oracle. 

About MamaEarth: Founded by husband and wife duo Varun and Ghazal Alagh, MamaEarth is Asia’s first Madesafe certified brand that offers 100% toxin-free & natural baby and mama care products. The idea of founding MamaEarth came from the duo’s personal need of finding chemical-free products. With MamaEarth’s innovative product line, Varun and Ghazal have solved a common Indian parenting problem. In a country where most of the baby products available are not safe due to the lack of safety regulations, MamaEarth offers products that are safe by international standards and are filled with the goodness of nature.

Mamaearth Raises 130 Crore Round Led by Sequoia India

The round also saw investment from existing investors — Fireside Ventures, Stellaris Venture Partners and Sharp Ventures

Mamaearth, one of the fastest-growing FMCG brands to reach a 100 crore run-rate, has raised a round of funding led by Sequoia India with participation from existing investors, Fireside Ventures, Stellaris Venture Partners and Sharp Ventures. 

Founded in 2016 by husband-wife duo Varun and Ghazal Alagh, MamaEarth is Asia’s first Made-safe certified brand that offers 100% toxin-free & natural skincare, hair care & baby care products. The company is building a new range of direct to consumer brands that use the internet-first approach to reach the target audience.

According to Varun Alagh, Founder and CEO of Mamaearth -

We have a long way to go at Honasa (Mamaearth’s parent company). Our vision is to create the FMCG conglomerate of the future by building brands that connect strongly with millennials and Gen Z customers using the combined power of digital marketing and e-Commerce at large scale. Sequoia India’s investment at this stage of our journey validates this vision of building a global brand of the future.

Across India, millennial consumers are becoming increasingly conscious and are looking for safe natural alternatives to replace the existing cosmetic products being offered by large multinationals. This strong demand has been reflected in Mamaearth’s meteoric growth. Today, their range includes 80+ natural, toxin-free products, with a whopping 1.5 million+ consumers in over 500 cities across India. 

Speaking on the investment, Ishaan Mittal, Principal, Sequoia Capital India LLP says

Out of India’s $15B+ personal care market, online channels contribute to only 3-5%. With 15-20% of Indian shoppers influenced digitally and expected to double in next 7-8 years, digital first brands have the potential to redefine the architecture of tomorrow’s FMCG companies. Varun’s vision is to ride these market tailwinds to create a multi-brand, cross geo FMCG company over the next decade. The team at Sequoia India is excited about being partners in this phenomenal journey.

MamaEarth is driven by innovation and uses the best of science and ayurveda to stand out in the personal care space. The brand combines in-depth research and customer feedback to create best-in-class products for the young, aspirational and increasingly conscious Indian consumer.

“From day one we have ensured we listen to our consumers and provided products which they were looking for. This led us to develop & launch over 80 products in under three years. Last year, for instance, our we noticed that our consumers were using onion juice as the ultimate household remedy for hair loss. That's when we launched our onion range of hair care products and saw phenomenal results. This has now become a part of our DNA & in the coming years we will continue to launch new products, enter new categories & use the right ingredients based on our listening tools”, says co-founder, Ghazal Alagh, who is also Chief Mama for the Brand. 

The current round of INR 130 crores raised by Honasa Consumer Pvt Ltd parent company of Mamaearth is the biggest round size for any internet-first consumer company in India. The round has also been particularly noteworthy because it's seen as a phenomenal exit for seed investors. Some early angels have exited the company in this round with a return of over 20X on their initial investment. For a D2C FMCG brand, such an exit is almost unprecedented.  

The company plans to use the freshly acquired funds over the next 3 years to continue its exponential growth — building it into a 500 crore brand by acquiring 5 million new consumers. The funds will also be used to launch more brands under the Honasa umbrella— all of which will be internet-first and focused on the needs of the new-age, millennial consumers. Apart from this, the company plans to utilize the funds to hire best-in-class talent as the organization scales rapidly. There are also plans to expand into key markets in Southeast Asia, where the presence of a similar millennial audience lends it strong market potential. 

MamaEarth claims to be Asia’s first Madesafe certified brand that offers 100% toxin-free & natural baby care, skincare, and hair care products. MamaEarth is part of Internet-first brands company Honasa Consumer Pvt Limited, that is creating the FMCG conglomerate of the future. Honasa caters to the needs of millennial consumers through innovative products, evolved propositions, digital marketing channels, and e-commerce fulfillment.

Their goal is to build a global billion-dollar FMCG conglomerate in the next 5 years — spread across the globe but connected through digital centres of excellence. MamaEarth is a brand driven by innovation and uses the best of science and Ayurveda to meet all personal care needs of young, aspirational and increasingly conscious Indian consumers. It also brings a spirit of constant innovation and in-depth research and customer feedback into every single product. 

In the short span of 3 years, MamaEarth has launched a range of 80+ natural products, has reached over 1.5 million customers in 500 Indian cities, and is the fastest-growing FMCG startups to hit 100 Cr run rate in India. Mamearth products are available across major eCommerce platforms like Amazon, Nykaa, Flipkart, etc and its own platform www.mamaearth.in. The brand is now expanding its footprint to offline channels, establishing a presence in over 2000 stores in the country.

About The Founders

Varun Alagh, Co-Founder, CEO, Honasa Consumer Pvt Ltd

The idea of a 100% toxin-free baby products brand MamaEarth came to Varun and his partner & Co-Founder Ghazal when they became parents and had a difficult time finding chemical-free products for their son.

Varun Alagh comes with over 10+ years of leadership experience in sales and marketing roles with world-renowned FMCG brands. Varun started his career with Hindustan Unilever and has, twice been listed amongst the top managers in HUL. He then went on to become the Senior Brand Manager at Diageo. As a part of this assignment, Varun managed the ATL, BTL, Digital & Trade activations for Smirnoff across India. Varun has also completed a four-year stint with Coca-Cola as the Senior Brand Manager and has been instrumental in launching Coke Zero in India. During his corporate stint, he has won multiple recognitions including Business Unit Presidents Award, Above and Beyond Award and I am Diageo Award. Varun leverages his understanding of the FMCG market to develop, distribute and market MamaEarth's 100% toxin-free products. 

He holds a Masters in Finance and Marketing from XLRI, Jamshedpur, and Bachelors in Engineering from Delhi College of Engineering (DCE),

Ghazal Alagh, Co-Founder, Chief Mama, Honasa Consumer Pvt Ltd 

A corporate trainer turned artist-cum-entrepreneur Ghazal Alagh co-founded MamaEarth, driven by the passion for making early parenting stress-free. As the Co-Founder and Chief Mama at MamaEarth Ghazal is responsible for product development and community management. She works closely with a large number of consumers to develop product lines that address problems that they face on a daily basis. 

Ghazal’s overarching vision is to make this world a better and safer place with toxin-free, MadeSafe-certified products for everyone. With a Bachelors in Information Technology and Intensive Courses in Modern Art, Design and Applied Arts from New York Academy of Arts, she started her career with NIIT as a Corporate Trainer. As a part of her role, she trained managers and engineers from various IT companies in SQL, J2ME, and Oracle. Ghazal has also been recognized amongst top 10 women artists in India, nationally and internationally.  Having straddled three different roles —a corporate trainer, an artist, and a mother— Ghazal has a diverse skill set that helps her build the MamaEarth brand in such a unique way. 

Fireside Ventures Leads the $1M Funding Round in Babycare Startup Mamaearth

Fireside Ventures, the Lead Investor in Honasa Consumer Pvt Ltd ‘s brand Mamaearth have lead the second round of funding in the company. Mamaearth has raised $1 million to fund the brand's innovation pipeline for entering into more categories with safer & healthier products for babies & mother starting with the launch of ‘Traditional Recipes’ by Mamaearth a range of wellness solutions for mothers including herb teas & supplements.

Mamaearth, Asia’s 1’st MadeSafe Certified baby and mother care brand, focusses on toxin free products to reduce parenting stress. The brand currently offers more than 20 different products for babies and moms which help solve various problems of young parents & has sold more than 50K units in a short span of 8 months with products like All Natural Mosquito repellent which are Ranked No.1 in sales across platforms.

It has recently launch products for lactation, stress relief and postpartum weight loss under Traditional Recipes for new moms. Under the “Traditional Recipes by Mamaearth’ label the company's objective is to provide trusted natural remedies in easy to consume formats. It will continue to innovate and drive offline expansion across metros. All mamaearth products are available at Amazon, Flipkart, Firstcry, Nykaa, BabyChakra and across baby stores in Delhi, Mumbai & Bangalore.

Kanwaljeet, Founder Fireside Ventures & Lead investor , confirming the news mentioned that The trend of toxin free proposition is around a decade old globally but already there are brands which are valued at more than billion dollars like The Honest Company, Seventh Generation recently acquired by Unilever for around 700 M USD also has a similar proposition. Mamaearth being founded by parents having the right category & business experience and guided by MadeSafe.Org makes it a clear differentiator and that has helped us support the brand from day 1.

Ghazal Alagh, Co-Founder & Chief Mama said that, ‘Our team is extremely excited to bring these inspiring organic, safe & healthy products both for moms and babies. We all have strong beliefs in our culture and such natural recipes which have been trusted for centuries. We strongly believe these will help solve many mama problems in a healthy & natural way. It’s important that during child care we give equal deserving care to the mother too and that is what mamaearth is all about. With this new infusion of funds there will be many more solutions that will follow.’

Varun Alagh, Chief Dad & Co-Founder Mamaearth is elated that fireside has confirmed this news and said that they have been a great partner since the very beginning and their support to help innovation in child & mother care space will take us to big league in the near future. The round isn't done yet and we will have more partners by the time we close the round fully. We already have more than 20K happy mamaearth parents which we intend to make 200K by next year end.

Fireside Ventures Leads the $1M Funding Round in Babycare Startup Mamaearth

Fireside Ventures, the Lead Investor in Honasa Consumer Pvt Ltd ‘s brand Mamaearth have lead the second round of funding in the company. Mamaearth has raised $1 million to fund the brand's innovation pipeline for entering into more categories with safer & healthier products for babies & mother starting with the launch of ‘Traditional Recipes’ by Mamaearth a range of wellness solutions for mothers including herb teas & supplements.

Mamaearth, Asia’s 1’st MadeSafe Certified baby and mother care brand, focusses on toxin free products to reduce parenting stress. The brand currently offers more than 20 different products for babies and moms which help solve various problems of young parents & has sold more than 50K units in a short span of 8 months with products like All Natural Mosquito repellent which are Ranked No.1 in sales across platforms.

It has recently launch products for lactation, stress relief and postpartum weight loss under Traditional Recipes for new moms. Under the “Traditional Recipes by Mamaearth’ label the company's objective is to provide trusted natural remedies in easy to consume formats. It will continue to innovate and drive offline expansion across metros. All mamaearth products are available at Amazon, Flipkart, Firstcry, Nykaa, BabyChakra and across baby stores in Delhi, Mumbai & Bangalore.

Kanwaljeet, Founder Fireside Ventures & Lead investor , confirming the news mentioned that The trend of toxin free proposition is around a decade old globally but already there are brands which are valued at more than billion dollars like The Honest Company, Seventh Generation recently acquired by Unilever for around 700 M USD also has a similar proposition. Mamaearth being founded by parents having the right category & business experience and guided by MadeSafe.Org makes it a clear differentiator and that has helped us support the brand from day 1.

Ghazal Alagh, Co-Founder & Chief Mama said that, ‘Our team is extremely excited to bring these inspiring organic, safe & healthy products both for moms and babies. We all have strong beliefs in our culture and such natural recipes which have been trusted for centuries. We strongly believe these will help solve many mama problems in a healthy & natural way. It’s important that during child care we give equal deserving care to the mother too and that is what mamaearth is all about. With this new infusion of funds there will be many more solutions that will follow.’

Varun Alagh, Chief Dad & Co-Founder Mamaearth is elated that fireside has confirmed this news and said that they have been a great partner since the very beginning and their support to help innovation in child & mother care space will take us to big league in the near future. The round isn't done yet and we will have more partners by the time we close the round fully. We already have more than 20K happy mamaearth parents which we intend to make 200K by next year end.

Mamaearth Launches Toxin-Free Baby Care Line, Gets Funding from Fireside Ventures & Others

‘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.