What can a company within the BPC category learn from Mamaearth?
Mamaearth began in the year 2016 and by 2022 they are planning an IPO. Parent Company – Honasa Consumer Limited
mamaearth is a prestigious online store which utilizes the modern mamaearth marketing strategy to connect with their customers. Through personalized material, updates on social media marketing campaigns and innovative digital marketing strategies mamaearth has quickly become the preferred destination for those looking for organic and natural products.
Mamaearth’s marketing strategy frequently highlights the benefits of their products, including nourishment and improving the condition of hair and skin. Customer service is important to Mamaearth’s strategy for marketing because they focus on rapid and effective answers to any customer concerns or problems.
The company is in the beauty and personal care industry. They are backed by many VCs as well as unicorn status.
Mamaearth is a well-known company that provides personal care products. It gained fame thanks to its ingenuous marketing strategy. It’s also among the top of the line when it comes to first-to-market online brands. The company has embraced the power of social media and influencer marketing and eco-friendly practices to create a loyal client base. Mamaearth’s marketing approach is unique and captivating.
The entire below-mentioned information is taken from Mamaearth’s DHRP that was presented by Mamaearth to SEBI for IPO proceedings on the 29th of December 2022.
ProductTool for mapping pain in customers can help us gain the ball rolling; this is exactly the same thing Derma also offers (a part that is part of Mamaearth).
The BPC market (Beauty and Personal Care) is a lucrative business for entrepreneurs looking to establish themselves. With the increasing demand of consumers for organic and sustainable products, companies can stand out with their distinctive formulas as well as packaging. Establishing a strong online presence, and partnering with influential people can aid startups in establishing their brand and expand their customer base within the highly competitive BPC market.
Mamaearth’s strategies for growth
The launch and acquisition of brands for various customer pain categories
A dominant acquisition despite massive losses
The focus is on the influencer and content marketing
Utilizing technology as an growth enhancer to increase efficiency in business
With its natural and safe items, Mamaearth has successfully carved its place in the highly competitive BPC market and has met the growing demands for mindful consumption.
Brands
Here are some of the names that are owned by parent firm Honasa. With its innovative products, such as onions hair oils and vitamins C Mamaearth has established itself as the leader in the natural cosmetics and personal care industry in India.
Mamaearth
Established in 2016.
Benefit Proposition: Non-toxic, natural beauty products formulated with natural ingredients.
It focuses on the development of non-toxic cosmetics that are made of natural ingredients.
The Derma Co
Established in 2020.
Value proposition: Scientifically-based products that are powered by active ingredients.
The aim is to provide solutions to hair and skin issues through a variety of products containing active ingredients.
Aqualogica
Established in November 2021.
Benefits The product is designed to hydrate and nourish Indian kinds of skin.
Concentrates in the purest form of fruit using the science of active ingredients to create hydrating products for the body and face..
Ajuga
Established in December 2021.
The value proposition Ayurvedic cosmetics in simple, modern designs to appeal to Indian younger generations.
Ayuga products are available in the body, face as well as hair category of products.
BBlunt
Acquired in March 2022.
Value proposition Professional hair products and styling tools that give salon-like experiences at home.
The goal is to recreate an experience like a salon at home with various products such as shampoos conditioners, hair oils hair colour mist for heat protection, along with hair and colour sprays.
Dr. Sheths
Acquired in April 2022
Value proposition: Bio-actives-based skincare products developed through three generations of experts.