Mamaearth was founded in 2016 by the husband-wife duo of Ghazal and Varun Alagh, who recognised the lack of toxin-free and cautious baby care products in the Indian market then. Over the last six years, this brand has
varied its products across sections like beauty, skincare, hair care, and cosmetics, and gives products for men too. The brand operated to diversify across these categories while maintaining its significance of being cautious and toxin-free, Anuja Mishra, CMO, Honasa Consumer (the parent company of Mamaearth), offers the merit to the two co-founders.
Mamaearth has had celebrities like Shilpa Shetty and, also recently, Sara Ali Khan and Samantha Ruth Prabhu coming up in its ads.
Conveying insights about how the brand narrows down on a particular celebrity, Mishra comments that the value match, in terms of what the celebs stand for and what they bring to the brand, should be in sync. Be it the #PlantGoodness initiative, being plastic positive or decreasing paper wastage within its office premises, the brand has been vocal about numerous social initiatives.
Mishra speculates that consumers, particularly the millennials, prefer to associate with brands beyond just the product attributes they give, but what they suggest to the larger community.
Lately, Mamaearth has been on a gain spree. It obtained Godrej’s hair colour brand BBlunt, a dermatologist-formulated skincare brand Dr Sheth’s and an online platform for mothers named Momspresso.
Talking about its policy and the significance of enhancing more products in its portfolio, Mishra shares that it all emanates from the shifting consumer landscape. The brand pursues the philosophy of existing wherever the consumers are. It began as a D2C brand, widened to e-commerce platforms and is presently also evolving its offline channels. It is accessible in modern trade outlets and sells through exclusive Mamaearth retail stores as well.
Mamaearth has been chancing big on and capitalizing in, its influencer marketing strategy since its beginning. For its core mark audience, the millennials, the term of mouth and attending the experiences of people they believe are significant trial sources, notifies Mishra.
While influencer marketing is a beneficial medium to attach with the millennials, it can be quite costly too. With the funding crunch affecting brands across categories, how does Mamaearth retain its marketing spending?
Mishra clarifies that it is vital for the marketing (team) to specify what will get the shoppers to attempt the product. They require to comprehend the triggers and the potential barriers and guarantee that the brand is capitalizing on the right levers behind those triggers.“The surging inflation and other such limitations will only compel marketers to get more efficient, analytical and strong about the options they make.”
Sharing some of her understandings from her previous stints across conglomerates like Nestle, PepsiCo and Godrej Consumer Products (GCPL), Mishra announces that any marketer must use up time with the consumers and trade channels. This is because some of the best understandings are brought out during these exchanges.
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