When Ghazal Alagh and her husband Varun Alagh, had their newborn, there were a lot of toxic baby care products on the market. They were not happy with the available products as they are made from harmful chemicals like sulphates, parabens and even bleaches, which could easily damage a new-borns skin.
And thus, on realizing that a lot of parents too could feel their pain, they started the brand Mama earth, intending to provide skin-friendly, and products for a baby’s delicate skin.
But then, came the pandemic. While other FMCG companies were bearing the brunt of the lockdown, Mama earth which now also manufactured personal care products managed to grow at a 400% rate.
1. A clear and positive brand message
The brand offered toxic-free every day products, that could be used by kids and adults also to establish trust and recall value, it was important to convey a message to them. Their message was simple, being, “Goodness Inside”.
2. Widening their customer base
The brand was launched with the idea of providing chemical-free body and skin care products for babies. But, after a while, they felt the need for their products for adults too. They launched product ranges of bath, skin and hair care products. This involved expanding their customer base too.
3. Digitalization
Their brand was a chemical-free and toxin-free brand, they started initiatives like “Plant goodness”, planting a tree for every order. Their image become an environment-friendly brand.
4. Brand endorsements and collaborations
The brand took actress Shilpa Shetty, whose personality emphasizes health and fitness. However, they made Sara Ali Khan to be their brand ambassador, to get the youth’s attention. Also, collaborating with influencers and bloggers helped the brand.
The customers who get mama earth products are well satisfied with the products and their results. This is a very challenging task, but mama earth did so. They not only said about the quality products, but they provide it too. Just saying is a different task and doing it was different. But they said and done it, this made their marketing amazing. People started feeling their goodness through their marketing.
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