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What a startup in BPC can learn from Mamaearth
Mamaearth started in 2016, and in 2022 they are going for an IPO. Parent Company – Honasa Consumer Limited
mamaearth is an award-winning online retailer that uses cutting-edge mamaearth marketing strategy to reach their target customers. With personalized content, social media campaigns, and creative digital tactics, mamaearth has become the go-to destination for natural and organic
Mamaearth’s marketing strategy often showcases the benefits of its products, such as nourishing and improving the health of the skin and hair. Their customer service is also essential to mamaearth’s marketing strategy, as they prioritize quick and practical solutions to any customer queries or issues.
The business operates in the personal care and beauty sector. They have the backing of numerous VCs and unicorn status to their credit.
Mamaearth is a famous personal care brand that has gained popularity with its innovative mamaearth marketing strategy and is among the leaders regarding online first brands. The brand has leveraged social media, influencer marketing, and eco-friendliness to create a loyal customer base. The mamaearth marketing strategy is distinctive and compelling.
The complete below-mentioned details are from Mamaearth’s DHRP, which was submitted to SEBI for IPO proceedings on 29th December 2022
Product <> Customer pain mapping tool will help us get traction; this is what Derma also does (a subsidiary of Mamaearth).
The BPC market (Beauty and Personal Care) is a lucrative industry for startups looking to make their mark. With increasing consumer demand for natural and sustainable products, startups can differentiate themselves with unique formulations and packaging. Building a robust online presence and partnering with influencers can help startups establish their brand and grow their customer base in the competitive BPC market.
Below are the brands owned by the parent company Honasa. With innovative products like onion hair oil and vitamin C serum, Mamaearth has cemented its position as a leader in the natural beauty and personal care market in India.
With innovative products like onion hair oil and vitamin C serum, Mamaearth has cemented its position as a leader in the natural beauty and personal care segment in India.
Price comparison of various products from different brands
|Price per ml||Mamaearth||The Derma Co||Aqualogica||Dr. Sheth’s||Ayuga||BBlunt|
*Prices are in per ml as each brand sold different quantities at different prices so we took the unit price.
“We introduced 159 and 225 new SKUs in the BPC market in India during Financial Year 2022 and during the six months period ended September 30, 2022, respectively, which contributed to a 42.17% and 44.12% absolute increase in revenue from operations during the period, respectively, as compared to the preceding corresponding period.”
Quote from DHRP Doc Page no – 155
|Particulars||FH FY 2023||FY 2022||FY 2021||FY 2020|
*Figure are in Crores
Understand mamaearth marketing strategy to create a successful to reach the target audience. Get insights into their approach, tactics, and strategies to market their natural and toxin-free beauty products. Find out how you can use mama earth’s strategy to grow. Mamaearth’s emphasis on sustainability, packaging, and customer service has also contributed to its success in the highly competitive beauty and personal care market in India.
mamaearth is an innovative, leading-edge company revolutionizing how businesses market their products. mamaearth marketing strategy is comprehensive and helps to increase your brand’s visibility, reach more customers and grow your business. Discover how mamaearth can help you.
“During the Financial Year 2022 and six months period ended September 30, 2022, we worked with 2,915 and 3,958 influencers, respectively, which included beauty, fashion and lifestyle bloggers, makeup artists and celebrities to generate content for our Brands”
Quote from DHRP Doc Page no – 147
The company was founded in 2016 and was acquired by Mamaearth in 2021
It’s a UGC platform with a community of 3.05 million active users a month in the first half of FY 2023. The vertical works as a content factory for all the sub-brands, which makes blogs, videos and other forms of content for all the platforms for all the sub-brands.
The community has a section called MyMoney where users can post content about the brand products and earn from their social media content. This helps the sub-brand develop awareness and consideration for all the products. The division acts as an in-house influencer marketing agency, keeping in mind influencer marketing is driving a major chunk of the revenue.
Mamaearth marketing strategy – is noted to make good use of influencer marketing and social media to build a strong brand identity and connect with their target market.
DRHP Page No. 158-159
1. Customer facing -Website is a must-have for BPC starts
Developing a mobile app is a good long-term goal
2. Backend -Companies need to focus on a loyalty program, promotion optimisation, website search optimisation and customer service in phases 2nd-3rd of their launch
3. Third-Party Integrations – Supply chain management will be a major challenge for the company which will be solved by advanced technology
Innovation – This is what a startup should focus on and we also need to align ourselves with Innovative products based on demand
Company also need to learn and understand about business efficiency through process management and technology which will help them reduce cost and thus increase profitability
“Through our ‘Plant Goodness’ initiative, we plant trees for all orders placed on our direct-to-consumer channel and as on October 31, 2022, we had planted over 300,000 trees since inception. This initiative aims to reduce carbon footprint and improve air quality, soil quality and groundwater levels.
We are a plastic-positive organization, and have helped recycle 3,421 metric tonnes of plastic in Financial Years 2021 and 2022, which is more than the plastic used in products procured by us from contract manufacturers during the same period.”
Mamaearth is focusing on developing in-house capabilities in every segment except manufacturing.
Mamaearth has a sizable tech, marketing, finance, supply chain, innovation, brand, strategy, and human resource team.
Startup’s long-term goal shall be to build a strong independent department which works in sync with each other. BPC should also explore options for owning manufacturing.
Mamaearth gives us learnings on how to scale a BPC market, goals can be different for different companies some may focus on profitability and others on growth.
Overall, Mamaearth has disrupted the traditional beauty and personal care market in India by providing consumers with natural and safe alternatives, and has become a trusted brand for those who prioritize conscious and sustainable living.
Focused on providing measurable results with minimal effort, Adarsh is a growth expert, constantly next-levelling his expertise. He is an experienced and trusted asset with extreme analytics skills.
Analysis for strategizing to hit an all-time high and keeping track of the growth. Targeting long-term growth jo returns rukne na de.
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