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How Mamaearth achieved a one million customer base by introducing toxin-free personal care products

Mamaearth Founders - Ghazal Alagh, and Varun Alagh
Mamaearth Founders – Ghazal Alagh, and Varun Alagh

We all probably have a plethora of healthcare and beauty products from various brands stacked up in our possession. Have you ever wondered how many of them contain toxic chemicals that can be extremely harmful to your body? Many products promise amazing results in the shortest possible time. But are they truly worth it? The biggest risk is when you buy body care products for your newborn or infant. Even the smallest traces of toxins and chemicals in it can cause serious health problems to their delicate body. It is always recommended to stick to products that use natural ingredients. Mamaearth is one such brand that you can blindly trust for the quality of their products.

Mamaearth (1) was founded in 2016 by Varun Alagh and Ghazal Alagh when they were expecting their first child. Launched as a company providing baby care products, Mamaearth has now grown into one of the most trusted personal care products brands in the country. They started with just six products and now have a wide range of more than 80 skin and hair care merchandise for both men and women. They also have products manufactured specifically for pregnant women. The commodities of Mamaearth are available in more than 500 cities across India. Mamaearth is the fastest growing personal care brand in India. As of now, they have a group of 1.5 million loyal and satisfied customers.

What makes Mamaearth stand apart from the rest of the brands in the industry is the emphasis given to health. It is the first MadeSafe certified personal care range in Asia which provides 100 percent healthy products. Mamaearth uses only natural ingredients that have been tested multiple times for their safety and side effects. You may remain on the safe side and be assured about the well-being of you and your loved ones. Their genuineness and authenticity have made them the favorite of customers from all over the country.

The birth of Mamaearth

Mamaearth Founders - Ghazal Alagh, and Varun Alagh
Mamaearth Founders – Ghazal Alagh, and Varun Alagh

The founders of Mamaearth, Ghazal Alagh, and Varun Alagh, came up with the idea of Mamaearth while they were preparing themselves for the arrival of their first baby. Just like any other parents, they wanted to ensure that they bought only healthy chemical-free products for their child. They gave up all adventures of life and decided to fully commit themselves to be wonderful parents. Ghazal and Varun taught themselves about every aspect of looking after a baby. The couple started researching online to find harmless baby care commodities but were alarmed by the results. All of them contained one or the other toxic substance that might pose a threat to the baby’s safety.

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As soon as their little one was born, Ghazal and Varun knew they had to find the most suitable products for their bundle of joy. When they could not find any healthy baby care commodities in the market, they started ordering from the United States. Even though it turned out to be expensive and inconvenient, they could not give up on their child’s health. They felt the same concern for the newborns of their friends and family members. After much research about baby care, the couple decided to set up an R&D and start working on the certification of their products.

Finally, in 2016, Mamaearth was inaugurated under the parent company Honasa Consumer Pvt Ltd. They started their business from Gurugram, Haryana, and sent their products to various parts of the country. In the beginning, the products of Mamaearth were available from their website. Later on, they made their range of merchandise available on online shopping platforms like Amazon, Flipkart, Nykaa, etc. Currently, the fantastic products of Mamaearth can be bought from more than 2000 stores spread across 40 towns in India.

The vision behind Mamaearth

Team Mamaearth
Team Mamaearth

Being a product made by a pair of parents for others just like them, Mamaearth guarantees trust and reliance. When launching the company, Varun Alagh and Ghazal Alagh wanted to serve every little one they knew. Mamaearth offers products that take care of everything from a baby’s head to toe. By using ingredients that meet international standards, Mamaearth hopes to make personal care, a lovely time for all. This honest dream is what has brought them great success within just four years.

The team behind Mamaearth continuously strives to learn about the issues that people face and find solutions for it. For example, they have created unique products such as bye-bye dark circles under eye cream, union hair oil, etc., which works wonders for all. All these are made using human-made or plant-based components that are entirely safe for our bodies. They always uphold the vision of helping all mothers to provide the best care for their babies. Mamaearth hopes to reduce the rate of parental stress by serving all needs of their newborns.

Tremendous achievements within four years

Ever since Mamaearth was launched in Gurugram back in 2016, the company has witnessed exponential growth. In the ET Brand Festival of 2019, Mamaearth was declared as “One of the Best Brands” in India. They have also stayed true to their commitment to Mother Earth. The company reduces the use of plastics and recycles as much plastic as possible. Mamaearth had also initiated a campaign called ‘Let’s Recycle‘ which spreads awareness about environmental issues by allowing the consumers to be a part of the movement.

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The famous actress Shilpa Shetty had also made an investment in Mamaearth after she was highly fulfilled with their range of products. The growth of the company through these years has been incredible. Very few companies in India have been able to cross the 100 crore mark within just four years. By 2025, Mamaearth hopes to expand its client strength from one million to ten million. The founders, Varun Alagh and Ghazal Alagh also hope that the company will one day become a 500 crore brand.

Mamaearth funding and investments

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The most prominent investors in Mamaearth are Sequoia Capital India, Stellaris Venture Partners, Shilpa Shetty, Fireside Ventures, etc. The seed round of investment for Mamaearth was conducted in December 2016 led by Fireside Ventures. Later, they led a venture round of funding in 2017, which raised one million dollars. The series A round of funding was carried out in September 2018, which generated four million dollars. The latest round of investment in January 2020, was led by Sequoia Capital and it boosted the total funding amount of Mamaearth to 23.3 million dollars.