Customers have high expectations when it comes to the manufacturing process of products in the beauty and cosmetics industry. As a result, manufacturers must follow strict guidelines in order for consumers to trust them. We now live in an era of organic cosmetics, which are made from natural ingredients and are free of toxic chemicals. This contributes to the world becoming a cleaner, healthier place to live. Mamaearth business has revolutionized the cosmetics industry with its commitment to providing organic and natural products. The company has seen a surge in demand for its products due to the growing awareness among consumers about the harmful effects of artificial ingredients used in beauty products. With this drive for organic products, Mamaearth has become a promising startup in the cosmetics industry that comes with the assurance of providing safe, natural and effective solutions.
Foundation Of Mamaearth
Mamaearth business is transforming the world of skincare with its innovative and natural product range. Founded in September 2016 by Ghazal Alagh and Varun Alagh, Mamaearth is a brand that puts safety first, ensuring the highest quality products for consumers. Their chic, luxurious products are made with natural ingredients to give customers an effective and safe way to care for their skin. With Mamaearth’s help, you can create a personalized skincare routine that will make your skin look beautiful without sacrificing safety or quality.
Mamaearth is revolutionizing the cosmetics industry in India with its natural and toxin-free skin care products. Headquartered in Gurugram, their online platform offers a wide range of products that are safe for all skin types. Their dedication to providing quality, natural ingredients has made them one of the leading players in the Indian cosmetics market. With their commitment to sustainability and eco-friendly packaging, Mamaearth is setting a new standard for the industry.
Mamaearth’s Digital Marketing Strategy
Digital marketing has been critical to Mamaearth’s success. Let us now look at mamearth marketing startegy:
1. Mamaearth Search Engine Optimisation website
In today’s world, most businesses that have a website make sure that it is SEO-friendly. Mamaearth has also stepped up their SEO efforts. A BIBS student pursuing an MBA in Digital Marketing discovered the following information about Mamaearth’s on-page and off-page strategies.
2. Increasing Audience Via Various Social Media Platforms
Social media is one of the pro way to get engaged with your target audience. Social media websites are an important part of Mamaearth’s marketing strategy. The company is active and visible on a variety of social media platforms, including Facebook, Twitter, and Instagram. Mamaearth employs a well-known tactic known as influencer marketing, and hashtags are also used on these social media networks.
3. Execution of Digital Campaigns
According to the brand owners, after realising the effectiveness of digital marketing, they allocated 90percent of total of their marketing budget to this channel and 10% to more traditional channels such as television.
They founded digital campaigns such like “Plant Goodness,” which involves planting a tree for each and every order, and “Plastic Positivity,” which focuses on plastic recycling, because they were a chemical- and toxin-free company. This contributed to their growing reputation as an environmentally conscious company.
By the time the lockdown was implemented, Mamaearth had a strong online presence, in contrast to many other businesses that were still dealing with the aftereffects of closing their physical stores and had a poor online presence.
4. Marketing on YouTube
YouTube has undeniably become one of the most effective platforms for increasing brand awareness. More than half of people would rather watch YouTube product reviews than read product descriptions. As a result, brands want to maximise their use of the site. Mamaearth took advantage of this as well, running YouTube brand awareness campaigns.
5. Brand Endorsements and Influencer Marketing
Shilpa Shetty, whose persona emphasises fitness and health, was signed on by the company. Sara Ali Khan, however, was chosen as the brand ambassador in 2021, giving it a more modern feel.
Partnerships with mom bloggers and influencers also helped the brand appear desirable. Influencer marketing has increased the overall value of the brand.
Mamearth marketing startegy makes full use of digital marketing channels. Mamaearth’s digital strategy focuses on using digital channels to reach a large audience, create a compelling brand image, understand what consumers want, and maintain consumer relationships.
Mamaearth’s digital marketing strategy has evolved in lockstep with the Indian market. The company’s marketing strategy is constantly changing as it expands its consumer base and marketing platforms.
The Essentials of the Mamaearth Initial Public Offering
Plans for the Mamaearth IPO Fund Raise: Mamaearth intends to raise approximately Rs 2,900 crores through the IPO. Mamaearth IPO will consist of a fresh issue of Rs 400 crores in shares and an OFS of up to 46,819,635 shares.
Utilization of Proceeds: Mamaearth intends to use the IPO proceeds primarily for advertising to increase brand visibility. The proceeds will also be used for inorganic purposes, such as the establishment of new exclusive brand outlets.
Existing Mamaearth shareholders include: Among those selling shares in the IPO are actress Shilpa Shetty Kundra, serial entrepreneur Kunal Bahl, and existing promoters Varun and Ghazal Alagh. Sequoia Capital, a prominent investor, will not sell any shares in the IPO.
Size of the Target Market
According to a report by market research firm Technavio, the baby care market in India is expected to grow at a CAGR of 17% over the next three years. Mamaearth’s product line is diverged into the following types:
- Baby
- Beauty
- Hair
- Face
- Body
- Gift packs
Vision and Mission of Mamaearth
The brand wants to be your friend and every parent’s friend. An understanding friend who is aware of your troubles is concerned and attempts to resolve the majority of them. The brand that moms and expectant moms can trust – one that aims to make their lives better and more beautiful. Going to introduce a brand that welcomes all of our babies into a healthy and safe world. Apart from providing toxin-free, safe, international standard products for parents and babies, they also aim to look after their health from head to toe. It is similar to love, according to the “Our Mission” section of its website.
Growth of Mamaearth
When Mamaearth first launched in 2016, it had six products in its catalogue. Over 85 natural, toxin-free products are used by over 1.5 million Indians. Furthermore, it is now available in over 500 cities worldwide.
It’s operating income rose to Rs 110 crores throughout FY20, from Rs 16.8 crores at the end of FY19, up from Rs 16.8 crores before. It has also managed to keep losses to a manageable Rs 5.9 crores, which is commendable. According to Jefferies’ report, the company’s revenue may exceed Rs 500 crore in FY21.
