Ghazal Alagh's 500cr Success Story Will Give You Goosebumps

Ghazal & Varun were shocked when they discovered that their son - Agastya, had eczema. Their search for items to cure this condition led to them starting their own brand.

The couple realised later that some of their friends & acquaintances were dealing with similar issues. It was then that they had their eureka moment.

Luckily for them, they had the right background. Varun had previously worked for FMCG majors. Ghazal was then working for an IT firm. In 2016, they set the ball rolling. They formed Honasa Consumer Private Limited in June, & by December, they debuted the Mamaearth line of toxic-free products for pregnant women, new mothers, and babies. Baby lotions and mosquito repellents were among the first products launched by the couple.

 The pair put approx. INR 90L into their business, including some of their own savings and funding from a few angel investors. In less than two years, they had reached a revenue of INR 200million. In the following 2-3 years, the brand continued to expand at a frenetic pace, reaching a staggering INR 500cr in revenue in FY 20-21. 

Around 400 employees work for the company.

Mamaearth recently raised $50 million from investors.

Their other offerings include rash creams, stretch mark creams, backache, foot ache, swelling creams, face masks, and hair fall masks. Their price range is INR 99 to INR 1700 for their entire range of products.

Bollywood celeb Shilpa Shetty became the brand ambassador for Mamearth three years ago and committed Rs 1.6cr  because she firmly believed that toxin-free goods are the best. They received $4 million in Series A funding from several VC's.

They believe in outsourcing non-core parts of their businesses ie outsourcing manufacturing to third-party vendors and concentrating solely on marketing. Core activities like marketing, branding, packaging design and social media promotion are all handled by the core staff. 

Mamaearth boasts about being Asia's first made safe certified brand, according to the company. They diligently specify every component used in each of their products on the package, and none of the 8000 recognized toxins are present in their range of products.