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Citi Bullish on Mamaearth: Foresees Growth Surge with 'Buy' Rating

Citi Research initiates coverage on Honasa Consumer Ltd, the parent company of Mamaearth, with a 'buy' rating, projecting a 24% upside and anticipating robust growth driven by strategic branding and market dynamics.

Analyzing Honasa Consumer Ltd's Potential: Citi's Insight

Citi Research has entered the fray, initiating coverage on Honasa Consumer Ltd, the parent company of D2C unicorn Mamaearth, with a bullish 'buy' rating. Anticipating significant growth driven by strategic branding and market dynamics, Citi projects a robust 24% upside with a price target (PT) of INR 550.

Strategic Positioning for Growth: Key Insights

According to Citi analyst Vismaya Agarwal, Honasa's strategic positioning and innovative initiatives are poised to propel growth, particularly in the masstige segment, ensuring resilience against demand fluctuations. The brokerage foresees Honasa leveraging its market presence, expanding distribution channels, and venturing into new sub-categories for sustained growth.

Optimistic Growth Trajectory: Financial Projections

Despite a modest debut on the BSE, Mamaearth has demonstrated resilience, witnessing a remarkable 37% increase in share value since its inception. In Q3 FY24, Mamaearth reported a staggering 264% surge in consolidated net profit and a 28% rise in operating revenue year-on-year, reflecting its robust growth trajectory.

Long-Term Positive Outlook

With Honasa's diversified portfolio encompassing renowned brands like The Derma Co., Ayuga, Aqualogica, and Dr. Sheth’s, Citi anticipates accelerated EBITDA growth, projected at 55% CAGR. The optimistic outlook is attributed to rationalized ad-spend, enhanced channel mix, and operational efficiencies driving margin expansion.

Conclusion: Navigating Growth Avenues

Citi's bullish stance underscores Honasa's promising growth prospects in the competitive consumer goods landscape. With a solid foundation and strategic initiatives in place, Honasa is poised to capitalize on emerging opportunities and deliver value to stakeholders.