Mamaearth
Mamaearth is an Indian direct-to-consumer (D2C) personal care brand specializing in natural, toxin-free skincare, haircare, and baby care products. Founded in 2016 by Varun Alagh and Ghazal Alagh, the company operates under Honasa Consumer Ltd. and is headquartered in Gurugram, Haryana. Mamaearth became Asia’s first brand to receive MadeSafe certification for its toxin-free products. It serves over 1.5 million customers across 500+ cities in India and has expanded into international markets like Southeast Asia and the Middle East. The company emphasizes natural ingredients, safety standards, and digital-first marketing, collaborating with influencers and celebrities like Shilpa Shetty. Mamaearth reported a revenue of ₹240 million in 2024 and is publicly listed on the BSE and NSE.[1]
 | |
| Company type | Public |
|---|---|
| BSE: 543320, NSE: HONASA | |
| Industry | Personal care, Consumer goods |
| Founded | September 2016 |
| Founder | Varun Alagh, Ghazal Alagh |
| Headquarters | Gurugram, Haryana, India |
Key people | Varun Alagh (COO), Ghazal Alagh (CEO) |
| Products | Skincare, haircare, baby care products |
| Revenue | ₹ 240 million (2024) |
Number of employees | 842 (2025) |
| Parent | Honasa Consumer Ltd. |
| Website | mamaearth |
Founders & Leadership
Mamaearth was co-founded by Varun Alagh and Ghazal Alagh, a husband-wife duo, in 2016.
- Varun Alagh (Co-founder and COO): Varun holds a Bachelor of Engineering in Electrical Engineering from Delhi College of Engineering and an MBA from XLRI Jamshedpur. He previously worked in brand management at Hindustan Unilever, Smirnoff, and The Coca-Cola Company. As COO, he oversees daily operations and strategic growth.[2]
- Ghazal Alagh (Co-founder and CEO): Ghazal holds a BCA in Information Technology from Panjab University and completed courses in modern art and applied arts at the New York Academy of Art. She is a judge on Shark Tank India and leads Mamaearth’s strategic direction and innovation.[3]
Origin & Founding Story
Mamaearth was established in September 2016 by Varun and Ghazal Alagh in Gurugram, Haryana, under the parent company Honasa Consumer Pvt. Ltd. The idea emerged when the couple, expecting their first child, struggled to find safe, toxin-free baby care products in India. Disappointed by the presence of harmful chemicals in available products, they launched Mamaearth to offer natural, MadeSafe-certified products. Starting with six baby care items, the brand expanded to over 100 products, targeting mothers, babies, and millennials. Their focus on safety, natural ingredients, and a digital-first strategy helped Mamaearth gain traction rapidly.[4]
Timeline
| Year | Milestone |
|---|---|
| 2016 | Mamaearth founded by Varun and Ghazal Alagh; launched with six baby care products.[5] |
| 2018 | Received MadeSafe certification, becoming Asia’s first toxin-free brand; raised $1 million in Series A funding from Fireside Ventures.[6] |
| 2019 | Named “One of the Best Brands” at the ET Brand Festival; expanded product line to include skincare and haircare.[7] |
| 2020 | Achieved revenue of ₹110 crore; expanded to 500+ cities in India.[8] |
| 2021 | Reported revenue of ₹920 crore with a net profit of ₹24.6 crore.[9] |
| 2023 | Listed on BSE and NSE; raised $139.2 million across 10 funding rounds.[10] |
| 2024 | Market capitalization reached $996 million; reported Q4 revenue of ₹533 crore.[11] |
| 2025 | Expanded into Southeast Asia and Middle East markets.[12] |
Funding
| Date | Round | Amount | Investors |
|---|---|---|---|
| 2018 | Series A | $1 million | Fireside Ventures[13] |
| 2018–2023 | Multiple Rounds | $89.4 million | Sequoia Capital, Stellaris Venture Partners, Peak XV Partners, others[14] |
| December 2023 | Series | $139.2 million (total) | Sequoia India, Fireside Ventures, Artha Venture Fund, others[15] |
Business Model
Mamaearth operates a direct-to-consumer (D2C) business model, selling natural, toxin-free personal care products through its online platform, e-commerce marketplaces like Amazon India, Nykaa, and FirstCry, and physical stores. The company outsources manufacturing to contract manufacturers, reducing operational costs. Its customer segments include mothers and babies, millennials seeking chemical-free skincare, and men with products like beard oils and aftershaves. Revenue is generated through product sales, with 65% from personal care, 20% from baby care, and 15% from haircare. Mamaearth leverages influencer marketing, collaborating with over 500 mom bloggers and celebrities like Shilpa Shetty and Sara Ali Khan, to drive brand awareness. Its lean innovation cycle focuses on customer feedback to improve products and reduce time-to-market.[16][17]
Products / Services
Mamaearth offers over 100 products across three main categories:
- Baby Care: Includes bamboo-based wipes, diaper creams, shampoos, body washes, and natural toothpaste, certified toxin-free by MadeSafe.[18]
- Skincare: Features face washes, serums, creams, and lotions with natural ingredients like onion, vitamin C, and ubtan, targeting millennials and men.[19]
- Haircare: Includes shampoos, conditioners, and oils with ingredients like argan, tea tree, and CoCo, designed for all age groups.[20]
- Pregnancy Care: Offers prenatal and postnatal products like stretch mark removal serums and body lotions.[21]
Growth & Metrics
Mamaearth has served over 1.5 million customers across 500+ cities in India as of 2021.[22] The company reported a revenue of ₹240 million in 2024, with a market capitalization of $996 million as of November 2024.[23] In FY 2021–22, it generated ₹920 crore in revenue with a net profit of ₹24.6 crore.[24] The company employs 842 people as of 2025.[25] Its Q4 2024 revenue grew 13% to ₹533 crore, though net profit fell 16%.[26]
Legal Entity Information
| Field | Details |
|---|---|
| Legal Name | Honasa Consumer Ltd. |
| Foundation Date | September 2016 |
| Registrar of Companies (ROC) | ROC Delhi |
| Corporate Identification Number (CIN) | U74999HR2016PLC066013 |
| Registered Address | Unit No. 404, 4th Floor, City Centre, Plot No. 05, Sector-12, Dwarka, New Delhi, Delhi 110075, India |
| Email ID | info@mamaearth.in |
| Company Status | Active |
| Directors | Varun Alagh, Ghazal Alagh |
| Authorized Share Capital | ₹1,000,000,000 |
| Paid-up Capital | ₹324,241,000 |
Acquisitions and Investments
Mamaearth has made three acquisitions as of 2025, including Kraze on 9 February 2022, with 16 buyers involved.[28] The company has not made any investments.[29]
Media & Public Recognition
Mamaearth has received significant media coverage and awards:
- Named “One of the Best Brands” at the 2019 ET Brand Festival.[30]
- Featured in Forbes India, YourStory, and Entrepreneur.[31]
- Partnered with Zepto for the “Plant Goodness” tree-planting campaign in January 2025.[32]
- Collaborated with Save the Children to support education and healthcare for underprivileged children.[33]
FAQs
- What is Mamaearth’s primary focus?
- Mamaearth focuses on providing natural, toxin-free personal care products, including baby care, skincare, and haircare, certified by MadeSafe.
- Who are the founders of Mamaearth?
- The company was founded by Varun Alagh and Ghazal Alagh in 2016.
- How does Mamaearth market its products?
- Mamaearth uses a digital-first strategy, leveraging influencer marketing with over 500 mom bloggers and celebrities like Shilpa Shetty and Sara Ali Khan.
- Is Mamaearth a public company?
- Yes, Mamaearth is listed on the BSE and NSE under Honasa Consumer Ltd. since 2023.
- What is the MadeSafe certification?
- MadeSafe is a US-based certification ensuring products are free from harmful chemicals, making Mamaearth Asia’s first brand to achieve this.[34]
External Links
Related Startups
References
- ↑ "Mamaearth 2025 Company Profile: Stock Performance & Earnings". pitchbook.com. Retrieved 26 May 2025.
{{cite web}}: Text "PitchBook" ignored (help) - ↑ "Success Story Of Mamaearth Company". inventiva.co.in. Retrieved 26 May 2025.
- ↑ "Mamaearth Business Model: Details, Marketing Strategy, and Asset". businessoutreach.in. Retrieved 26 May 2025.
- ↑ "Mamaearth: Bringing Toxin-Free, Natural Skin Care Products". startuptalky.com. Retrieved 26 May 2025.
- ↑ "Mamaearth Success Story". graphream.com. Retrieved 26 May 2025.
- ↑ "Mamaearth Business Model: Details, Marketing Strategy, and Asset". businessoutreach.in. Retrieved 26 May 2025.
- ↑ "Mamaearth Business Model: How Does Mamaearth Make Money". startuptalky.com. Retrieved 26 May 2025.
- ↑ "Rs 100 Cr in 4 years: What made Mamaearth India's fastest-growing company". yourstory.com. Retrieved 26 May 2025.
- ↑ "Mamaearth: All you need to know about the brand and founder!". jungleworks.com. Retrieved 26 May 2025.
- ↑ "Mamaearth Business Model: How Does Mamaearth Make Money". startuptalky.com. Retrieved 26 May 2025.
- ↑ "Mamaearth parent Honasa Consumer's Q4 revenue up 13% at Rs 533 crore, net profit falls 16%". Economic Times. Retrieved 26 May 2025.
- ↑ "Mamaearth: A Comprehensive Case Study in Brand Building". medium.com. Retrieved 26 May 2025.
- ↑ "Mamaearth Business Model: Details, Marketing Strategy, and Asset". businessoutreach.in. Retrieved 26 May 2025.
- ↑ "Mamaearth - 2025 Company Profile, Funding & Competitors". tracxn.com. Retrieved 26 May 2025.
- ↑ "Mamaearth Business Model: How Does Mamaearth Make Money". startuptalky.com. Retrieved 26 May 2025.
- ↑ "Mamaearth Business Model Analysis 2024". rahulmalodia.com. Retrieved 26 May 2025.
- ↑ "Mamaearth: All you need to know about the brand and founder!". jungleworks.com. Retrieved 26 May 2025.
- ↑ "Mamaearth Success Story". graphream.com. Retrieved 26 May 2025.
- ↑ "Mamaearth: Bringing Toxin-Free, Natural Skin Care Products". startuptalky.com. Retrieved 26 May 2025.
- ↑ "Mamaearth's Business Model Analysis 2024". rahulmalodia.com. Retrieved 26 May 2025.
- ↑ "Mamaearth Company Profile: Funding, Investors & Partnerships". healthtechalpha.com. Retrieved 26 May 2025.
- ↑ "Rs 100 Cr in 4 years: What made Mamaearth India's fastest-growing company". yourstory.com. Retrieved 26 May 2025.
- ↑ "Mamaearth 2025 Company Profile: Stock Performance & Earnings". pitchbook.com. Retrieved 26 May 2025.
- ↑ "Mamaearth: All you need to know about the brand and founder!". jungleworks.com. Retrieved 26 May 2025.
- ↑ "Mamaearth 2025 Company Profile: Stock Performance & Earnings". pitchbook.com. Retrieved 26 May 2025.
- ↑ "Mamaearth parent Honasa Consumer's Q4 revenue up 13% at Rs 533 crore, net profit falls 16%". Economic Times. Retrieved 26 May 2025.
- ↑ "Mamaearth – Financial Information, Revenue, Profit/Loss, Expenses". thekredible.com. Retrieved 26 May 2025.
- ↑ "Mamaearth 2025 Company Profile: Stock Performance & Earnings". pitchbook.com. Retrieved 26 May 2025.
- ↑ "Mamaearth - 2025 Company Profile, Funding & Competitors". tracxn.com. Retrieved 26 May 2025.
- ↑ "Mamaearth Business Model: How Does Mamaearth Make Money". startuptalky.com. Retrieved 26 May 2025.
- ↑ "Mamaearth Business Model: Details, Marketing Strategy, and Asset". businessoutreach.in. Retrieved 26 May 2025.
- ↑ "Mamaearth partners with Zepto to launch 'Plant Goodness' campaign". Business Line. Retrieved 26 May 2025.
- ↑ "Mamaearth Business Model: Details, Marketing Strategy, and Asset". businessoutreach.in. Retrieved 26 May 2025.
- ↑ "Mamaearth-grows-10x-in-24-months". easyecom.io. Retrieved 26 May 2025.