Case Study: Mamaearth Business Model, Revenue Model, and Startup Journey

Mamaearth business model & case study – Learn about how a little creative thinking and a lot of hard work helped Mamaearth carve their niche in the ever-growing natural beauty industry.

Dhandho Karo

When it comes to the cosmetic industry, consumers are more concerned about the production process followed when creating the product. The industry is now a new era of cosmetic products that are produced organically and in a natural way. The focus is on making natural beauty products free of chemicals and toxins.

The craze for organically produced products is palpable due to their minimal or no side effects on the skin, hair, or any part of the body. Leveraging on this demand for organic products, Mamaearth catapulted itself into an incredible startup in the beauty industry whose products have the American Made Safe Certification. This is the first nontoxic seal for cosmetic products in use today.

Mamaearth is an Indian brand registered in 2016 and gained over 1.5 million customers in a few years. Varun and Ghazal initially funded Mamaearth with an investment of approximately INR 90 lakh from their own pockets. Mamaearth competes against big companies such as Johnson and Johnson, Himalaya, etc. This company provides toxin-free baby care, hair care, and skincare products. The founders of the company are Varun Alagh and Ghazal Alagh.

Target audience

Mamaearth initially targeted mothers and their babies by selling pregnancy, baby care, and hair care products. They also sold toys, accessories, and apparel. When the company started to expand, it targeted the millennial generation by selling chemical-free cosmetic products like creams and serums, face wash, hair oils, and lotion. The company also targeted THE MALE by offering products like lotions, aftershave, and hair oils.

Mamaearth case study: why is it unique and successful

Mamaearth case study

Mamaearth is a unique brand in the beauty industry because it doesn’t just sell products but also creates them. It’s not just a business selling cosmetics but an entire ecosystem around the brand and its products. This is why Mamaearth has been able to grow so fast within such a short period of time.

The first thing you should know about Mamaearth is that it’s one of the fastest-growing beauty brands in the world today. The company has been able to achieve this incredible growth by creating innovative products and services for its customers, who are primarily millennials.

Mamaearth’s case study indicates that it has been able to achieve its impressive growth through creating unique products and services for its customers, who are predominantly millennials. The company has been able to achieve this incredible growth thanks to its innovative approach to product development and marketing strategies.

Business model of Mamaearth

Mamaearth case study

The Mamaearth business model has been successful because it allows the company to offer a wide range of products at different price points without losing its identity or compromising on quality. It also allows the company to launch new products without committing too much capital upfront. The company’s unique value proposition: a one-stop shop for all your holistic needs. The company sells organic food, skincare, and household items, and services such as yoga classes, massage therapy, and acupuncture.

Mamaearth business model is unique because it combines health and wellness with other product lines. Through its partnerships with other brands, Mamaearth can offer more than just organic food; it can also provide services like yoga classes or massages. 

This allows Mamaearth to sell more products than if just selling organic food alone, which is typically much more expensive than conventional food. Mamaearth also benefits from having a strong brand image and loyal customer base, which many other retailers do not have today due to shifting consumer preferences and brands’ inability to keep up with new trends in the marketplace. 

Here are the key factors that make the Mamaearth business model unique:

Ability to connect with the target audience

There are many successful companies worldwide, but not all have a unique business model. In fact, most of them use a similar business model and rely on their brands to build their business. But what differentiates Mamaearth business model from other companies is its ability to connect with its product target audience and gain their trust.

The founders got the idea of Mamaearth when looking for toxin-free and natural baby products online. They knew what most parents wanted for their babies, so they decided to make an eco-friendly product line based on that need. The product range includes baby wipes, diaper creams, shampoo, body wash, and bath soap. The products are safe for baby skin and free from harmful chemicals like parabens used in most personal care products.

Mamaearth is a “mum-powered” company that works with many mothers involved in the process, from ideation and conceptualization to the actual product launch. They built an online platform where mothers can connect and share experiences related to breastfeeding, and parenting or working moms. This helped make the brand’s reputation among mothers, who became loyal customers once they started using the products from Mamaearth.

Superior high-quality products

Mamaearth is a brand that aims to create products that are safe to use and safe for the environment. They believe in providing superior quality products at affordable prices.

Mamaearth has created such a successful business model because they have taken care of the essential details.

They provide natural ingredients in their products, which makes them safe for the environment and children. They also only use organic materials in manufacturing their products. This helps them reduce waste and also save money on raw materials. They have also launched a new range of baby wipes that are made from bamboo, 100% natural plant-based toothpaste for children, and skin and hair care products with natural ingredients like onion, CoCo, and charcoal. The baby wipes do not contain any chemicals or dye, so they are highly safe for your child’s skin.

The founders of Mamaearth believe in providing superior quality products to their clients. People themselves recommend Mamaearth products to other people. Word-of-mouth marketing has done miracles for their brand.

The company offers discounts on its products to attract new customers and retain old ones. They also have a loyalty program in which people can earn points by purchasing their products. Points earned can be redeemed for cash back or gift vouchers.

Lean innovation cycle

As a company, Mamaearth started with the idea of making healthy food products. The company founder wanted to create a healthy product to help people change their eating habits and live healthier lives.

The founder had an idea of creating a product that would satisfy the needs of people who needed a good quality food product at an affordable price. He believed in experimenting and listening to his customer’s feedback to ensure he delivered what they wanted.

Lean innovation helped them understand their customers’ needs and fulfill them immediately. It is a new way of thinking about business. It’s a practice that allows companies to continuously improve their products and services while reducing waste and increasing customer satisfaction.

Lean innovation follows a principle where businesses focus on increasing efficiency by continuously listening to customer feedback. Your main priority is experimentation and constantly improving your product quality.

Lean innovation helped Mamaearth understand its customer needs and fulfill them immediately. Experimentation helped them increase the quality of their products and generate new product ideas. In a short time, they satisfied their customers using this method.

Mamaearth marketing strategies

Mamaearth case study

Mamaearth is a brand that has been around for years and is known for its products and services. The company also helps people to promote its products through its marketing strategies.

Influencer marketing

Influencers are people who have a large following in a specific niche. They can increase brand awareness and have a positive influence on the overall performance of your business. Influencers are so important that many companies are willing to pay them to promote their products or services.

Mamaearth has worked with a lot of internet Influencers. Influencers have assisted the company in reaching a wider market audience. Influencers share the benefits and uses of these products on various social media platforms.

Brand endorsement

Brand endorsement is when an influencer promotes your products or services on their social media page or blog post. This is a common way for businesses to use influencers for marketing purposes because it allows them to reach out to an audience that might not be familiar with their brand yet. It also helps with building trust and credibility in the eyes of consumers because they see someone who looks like them endorsing something they use or wear every day.

Working with Bollywood Actress Shilpa Shetty Kundra as a Mamaearth brand ambassador has to be their best marketing strategy. Shilpa is an influential personality in today’s time, and her endorsement adds value to their brand name. She has appeared in several television shows, films, advertisements, and music videos. The popularity of Shilpa Shetty grew in the business world when she became the face of the Tata Nano car ad campaign in India. This was one of the highest-paid ads in India because it got more than 8 million views on YouTube within three days of launch!

Digital ads

Online ads are another way businesses use influencers for marketing purposes because they’re easy to set up, cost-effective, and you can reach a broad audience at once. You can also choose what kind of ad you want to run based on your budget and goals for each campaign.

Mamaearth primarily promotes itself through digital ads. They have incredibly utilized digital ads and increased their customer base. Their ads are very catchy and effectively symbolize their brands.

How Mamaearth earns money?

Mamaearth case study
Source: Entrackr

Mamaearth is one of the top personal care industry brands, with total revenue of INR 920 crore and a net profit of INR 24.6 crore in FY 21-22. The brand has been growing at a healthy rate for the past few years, which is reflected by its consistently increasing EBITDA margin from 10% to 15%.

The customer acquisition strategy of Mamaearth is wholly focused on digital content. Their main goal is to sell as many products as possible online. They earn money by selling their products on Flipkart, Amazon, and other similar E-commerce websites.

Only 20% of the brand revenue is generated from baby products. 80% of the income comes from skincare and haircare products. Mamaearth enjoys a healthy gross margin profile of about 65% in the personal care category. So, they can invest 40-50% of their revenue in marketing.

Mamaearth competes with companies like Marico, Emami Limited, Johnson & Johnson, Bey Bee, etc. While these companies have their strengths and weaknesses, Mamaearth’s advantage is its wide product range that covers all types of products, including personal care items such as shampoos, soaps, lotions, and body washes, as well as household items like detergents, cleaning agents, laundry detergents and kitchenware items like utensils.

Mamaearth competitors

Mamaearth’s main competitor is Marico which sells only natural ingredients without any synthetic chemicals or artificial preservatives. This makes it difficult for Mamaearth to compete with Marico in this aspect because most people prefer buying natural products over chemical-based ones. However, the company offers some unique products, such as its “Made In India” range of soaps, which uses only natural ingredients like shea butter or mango butter instead of using chemical-based chemicals such as Palm oil.


Mamaearth is a successful startup in the field of natural products. It has established itself as a business that can be trusted and relied upon by its customers.

The company has developed excellent products with high-quality ingredients that have helped it to reach great heights. The products are practical but also affordable and safe for everyone to use.

Mamaearth’s unique products helped them to reach great heights. They have understood their customer’s needs excellently and adequately served those needs. Mamaearth’s business and revenue model is simple, yet extremely powerful.

Frequently Asked Questions

  • What are Mamaearth products?

    Mamaearth focuses primarily on baby-related products, including clothing and accessories, toys, pregnancy care products, skin and hair care products.

  • Is Mamaearth an Indian company?

    Yes, Mamaearth is an Indian company that was founded by Ghazal Alagh and Varun Alagh. It was launched in 2006, with headquarters in Gurugram, Haryana.

  • How does Mamaearth sell its products in the market?

    Mamaearth sells its products through their website, e-commerce marketplaces such as Flipkart and Amazon, and also via offline stores.

  • Who is the Target Audience of Mamaearth

    Mamaearth mainly targets mothers and their lovely babies. The second target audience is grandparents who want to spoil their grandchildren with as many gifts as possible. The third target audience is parents’ friends who often visit children’s rooms for some time during holidays or any other occasion when children need some help decorating their rooms.

  • What was the initial investment of Mamaearth?

    Varun and Ghazal initially funded Mamaearth with an investment of approximately Rs 90 lakh from their own pockets

Suraj Shrivastava

Suraj Shrivastava at ForgeFusion shares simple, effective ways to grow your business using SEO, content marketing, and AI, learned from helping over 50 companies. When he’s not working, he loves teaching others or watching documentaries.

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