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| {{short description|Indian personal care and beauty company}}
| | #REDIRECT [[Mamaearth]] |
| {{Use dmy dates|date=May 2025}}
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| {{Use Indian English|date=May 2025}}
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| {{#seo:
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| |title_mode = replace
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| |title = Mamaearth Wiki - Founders, Funding, Revenue, Business Model & Story
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| |keywords = Mamaearth, natural skincare, toxin-free products, baby care, personal care, Indian startup
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| |description = Founded in 2016, Mamaearth is a direct-to-consumer brand offering natural, toxin-free skincare, haircare, and baby care products.
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| |image = Mamaearth logo.png
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| |image_alt = Mamaearth Logo
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| |site_name = Mamaearth Wiki
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| |locale = en_IN
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| |type = website
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| |modified_time = {{REVISIONYEAR}}-{{REVISIONMONTH}}-{{REVISIONDAY2}}
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| }}
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| {{Infobox company
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| | name = Mamaearth
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| | logo = [[File:Mamaearth logo.png|200px]]
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| | logo_alt = Mamaearth Logo
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| | type = [[Public company|Public]]
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| | traded_as = BSE: 543320, NSE: HONASA
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| | industry = [[Personal care]], [[Consumer goods]]
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| | founded = {{start date and age|2016|9}}
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| | founder = [[Varun Alagh]], [[Ghazal Alagh]]
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| | hq_location = [[Gurugram]], [[Haryana]], India
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| | key_people = Varun Alagh (COO), Ghazal Alagh (CEO)
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| | products = Skincare, haircare, baby care products
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| | revenue = {{INR}} 240 million {{small|(2024)}}
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| | num_employees = 842 {{small|(2025)}}
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| | parent = Honasa Consumer Ltd.
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| | website = {{URL|https://mamaearth.in}}
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| }}
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| '''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]].<ref>{{cite web |title=Mamaearth 2025 Company Profile: Stock Performance & Earnings | PitchBook |url=https://pitchbook.com/profiles/company/182614-30 |website=pitchbook.com |access-date=26 May 2025}}</ref>
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| == Founders & Leadership ==
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| Mamaearth was co-founded by Varun Alagh and Ghazal Alagh, a husband-wife duo, in 2016.
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| * '''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.<ref>{{cite web |title=Success Story Of Mamaearth Company |url=https://www.inventiva.co.in/stories/mamaearth-success-story/ |website=inventiva.co.in |access-date=26 May 2025}}</ref>
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| * '''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.<ref>{{cite web |title=Mamaearth Business Model: Details, Marketing Strategy, and Asset |url=https://www.businessoutreach.in/mamaearth-business-model/ |website=businessoutreach.in |access-date=26 May 2025}}</ref>
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| == Origin & Founding Story ==
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| [[File:Varun and Ghazal Alagh.png|right|thumb|250px|Varun Alagh and Ghazal Alagh, the founders of Mamaearth]]
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| 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.<ref>{{cite web |title=Mamaearth: Bringing Toxin-Free, Natural Skin Care Products |url=https://startuptalky.com/mamaearth-success-story/ |website=startuptalky.com |access-date=26 May 2025}}</ref>
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| == Timeline ==
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| {| class="wikitable"
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| ! Year !! Milestone
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| | 2016 || Mamaearth founded by Varun and Ghazal Alagh; launched with six baby care products.<ref>{{cite web |title=Mamaearth Success Story |url=https://www.graphream.com/mamaearth-success-story |website=graphream.com |access-date=26 May 2025}}</ref>
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| | 2018 || Received [[MadeSafe]] certification, becoming Asia’s first toxin-free brand; raised $1 million in Series A funding from [[Fireside Ventures]].<ref>{{cite web |title=Mamaearth Business Model: Details, Marketing Strategy, and Asset |url=https://www.businessoutreach.in/mamaearth-business-model/ |website=businessoutreach.in |access-date=26 May 2025}}</ref>
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| | 2019 || Named “One of the Best Brands” at the ET Brand Festival; expanded product line to include skincare and haircare.<ref>{{cite web |title=Mamaearth Business Model: How Does Mamaearth Make Money |url=https://startuptalky.com/mamaearth-business-model/ |website=startuptalky.com |access-date=26 May 2025}}</ref>
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| | 2020 || Achieved revenue of ₹110 crore; expanded to 500+ cities in India.<ref>{{cite web |title=Rs 100 Cr in 4 years: What made Mamaearth India's fastest-growing company |url=https://yourstory.com/2021/02/mamaearth-fastest-growing-indian-brand |website=yourstory.com |access-date=26 May 2025}}</ref>
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| | 2021 || Reported revenue of ₹920 crore with a net profit of ₹24.6 crore.<ref>{{cite web |title=Mamaearth: All you need to know about the brand and founder! |url=https://jungleworks.com/mamaearth-success-story/ |website=jungleworks.com |access-date=26 May 2025}}</ref>
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| | 2023 || Listed on [[BSE]] and [[NSE]]; raised $139.2 million across 10 funding rounds.<ref>{{cite web |title=Mamaearth Business Model: How Does Mamaearth Make Money |url=https://startuptalky.com/mamaearth-business-model/ |website=startuptalky.com |access-date=26 May 2025}}</ref>
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| | 2024 || Market capitalization reached $996 million; reported Q4 revenue of ₹533 crore.<ref>{{cite news |title=Mamaearth parent Honasa Consumer's Q4 revenue up 13% at Rs 533 crore, net profit falls 16% |url=https://economictimes.indiatimes.com/industry/cons-products/fmcg/mamaearth-parent-honasa-consumers-q4-revenue-up-13-at-rs-533-crore-net-profit-falls-16/articleshow/110328124.cms |work=Economic Times |access-date=26 May 2025}}</ref>
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| | 2025 || Expanded into Southeast Asia and Middle East markets.<ref>{{cite web |title=Mamaearth: A Comprehensive Case Study in Brand Building |url=https://dhananjaymittal.medium.com/mamaearth-a-comprehensive-case-study-in-brand-building-social-entrepreneurship-and-global-expansion-1b2f3e8c6b2d |website=medium.com |access-date=26 May 2025}}</ref>
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| == Funding ==
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| {| class="wikitable"
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| ! Date !! Round !! Amount !! Investors
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| | 2018 || Series A || $1 million || [[Fireside Ventures]]<ref>{{cite web |title=Mamaearth Business Model: Details, Marketing Strategy, and Asset |url=https://www.businessoutreach.in/mamaearth-business-model/ |website=businessoutreach.in |access-date=26 May 2025}}</ref>
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| | 2018–2023 || Multiple Rounds || $89.4 million || [[Sequoia Capital]], [[Stellaris Venture Partners]], [[Peak XV Partners]], others<ref>{{cite web |title=Mamaearth - 2025 Company Profile, Funding & Competitors |url=https://tracxn.com/d/companies/mamaearth/__v2i7f8Z7y8oJ6Y1Q8L5xM0L4I8 |website=tracxn.com |access-date=26 May 2025}}</ref>
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| | December 2023 || Series || $139.2 million (total) || [[Sequoia India]], [[Fireside Ventures]], [[Artha Venture Fund]], others<ref>{{cite web |title=Mamaearth Business Model: How Does Mamaearth Make Money |url=https://startuptalky.com/mamaearth-business-model/ |website=startuptalky.com |access-date=26 May 2025}}</ref>
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| == Business Model ==
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| 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.<ref>{{cite web |title=Mamaearth Business Model Analysis 2024 |url=https://rahulmalodia.com/mamaearth-business-model/ |website=rahulmalodia.com |access-date=26 May 2025}}</ref><ref>{{cite web |title=Mamaearth: All you need to know about the brand and founder! |url=https://jungleworks.com/mamaearth-success-story/ |website=jungleworks.com |access-date=26 May 2025}}</ref>
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| == Products / Services ==
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| Mamaearth offers over 100 products across three main categories:
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| * '''Baby Care''': Includes bamboo-based wipes, diaper creams, shampoos, body washes, and natural toothpaste, certified toxin-free by [[MadeSafe]].<ref>{{cite web |title=Mamaearth Success Story |url=https://www.graphream.com/mamaearth-success-story |website=graphream.com |access-date=26 May 2025}}</ref>
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| * '''Skincare''': Features face washes, serums, creams, and lotions with natural ingredients like onion, vitamin C, and ubtan, targeting millennials and men.<ref>{{cite web |title=Mamaearth: Bringing Toxin-Free, Natural Skin Care Products |url=https://startuptalky.com/mamaearth-success-story/ |website=startuptalky.com |access-date=26 May 2025}}</ref>
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| * '''Haircare''': Includes shampoos, conditioners, and oils with ingredients like argan, tea tree, and CoCo, designed for all age groups.<ref>{{cite web |title=Mamaearth’s Business Model Analysis 2024 |url=https://rahulmalodia.com/mamaearth-business-model/ |website=rahulmalodia.com |access-date=26 May 2025}}</ref>
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| * '''Pregnancy Care''': Offers prenatal and postnatal products like stretch mark removal serums and body lotions.<ref>{{cite web |title=Mamaearth Company Profile: Funding, Investors & Partnerships |url=https://www.healthtechalpha.com/companies/mamaearth |website=healthtechalpha.com |access-date=26 May 2025}}</ref>
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| == Growth & Metrics ==
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| Mamaearth has served over 1.5 million customers across 500+ cities in India as of 2021.<ref>{{cite web |title=Rs 100 Cr in 4 years: What made Mamaearth India's fastest-growing company |url=https://yourstory.com/2021/02/mamaearth-fastest-growing-indian-brand |website=yourstory.com |access-date=26 May 2025}}</ref> The company reported a revenue of ₹240 million in 2024, with a market capitalization of $996 million as of November 2024.<ref>{{cite web |title=Mamaearth 2025 Company Profile: Stock Performance & Earnings |url=https://pitchbook.com/profiles/company/182614-30 |website=pitchbook.com |access-date=26 May 2025}}</ref> In FY 2021–22, it generated ₹920 crore in revenue with a net profit of ₹24.6 crore.<ref>{{cite web |title=Mamaearth: All you need to know about the brand and founder! |url=https://jungleworks.com/mamaearth-success-story/ |website=jungleworks.com |access-date=26 May 2025}}</ref> The company employs 842 people as of 2025.<ref>{{cite web |title=Mamaearth 2025 Company Profile: Stock Performance & Earnings |url=https://pitchbook.com/profiles/company/182614-30 |website=pitchbook.com |access-date=26 May 2025}}</ref> Its Q4 2024 revenue grew 13% to ₹533 crore, though net profit fell 16%.<ref>{{cite news |title=Mamaearth parent Honasa Consumer's Q4 revenue up 13% at Rs 533 crore, net profit falls 16% |url=https://economictimes.indiatimes.com/industry/cons-products/fmcg/mamaearth-parent-honasa-consumers-q4-revenue-up-13-at-rs-533-crore-net-profit-falls-16/articleshow/110328124.cms |work=Economic Times |access-date=26 May 2025}}</ref>
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| == Legal Entity Information ==
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| ! Field !! Details
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| | Legal Name || Honasa Consumer Ltd.
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| | Foundation Date || September 2016
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| | Registrar of Companies (ROC) || ROC Delhi
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| | Corporate Identification Number (CIN) || U74999HR2016PLC066013
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| | Registered Address || Unit No. 404, 4th Floor, City Centre, Plot No. 05, Sector-12, Dwarka, New Delhi, Delhi 110075, India
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| | Email ID || info@mamaearth.in
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| | Company Status || Active
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| | Directors || Varun Alagh, Ghazal Alagh
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| | Authorized Share Capital || ₹1,000,000,000
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| | Paid-up Capital || ₹324,241,000
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| |}<ref>{{cite web |title=Mamaearth – Financial Information, Revenue, Profit/Loss, Expenses |url=https://thekredible.com/company/mamaearth/finances |website=thekredible.com |access-date=26 May 2025}}</ref>
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| == Acquisitions and Investments ==
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| Mamaearth has made three acquisitions as of 2025, including Kraze on 9 February 2022, with 16 buyers involved.<ref>{{cite web |title=Mamaearth 2025 Company Profile: Stock Performance & Earnings |url=https://pitchbook.com/profiles/company/182614-30 |website=pitchbook.com |access-date=26 May 2025}}</ref> The company has not made any investments.<ref>{{cite web |title=Mamaearth - 2025 Company Profile, Funding & Competitors |url=https://tracxn.com/d/companies/mamaearth/__v2i7f8Z7y8oJ6Y1Q8L5xM0L4I8 |website=tracxn.com |access-date=26 May 2025}}</ref>
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| == Media & Public Recognition ==
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| Mamaearth has received significant media coverage and awards:
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| * Named “One of the Best Brands” at the 2019 ET Brand Festival.<ref>{{cite web |title=Mamaearth Business Model: How Does Mamaearth Make Money |url=https://startuptalky.com/mamaearth-business-model/ |website=startuptalky.com |access-date=26 May 2025}}</ref>
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| * Featured in [[Forbes India]], [[YourStory]], and [[Entrepreneur (magazine)|Entrepreneur]].<ref>{{cite web |title=Mamaearth Business Model: Details, Marketing Strategy, and Asset |url=https://www.businessoutreach.in/mamaearth-business-model/ |website=businessoutreach.in |access-date=26 May 2025}}</ref>
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| * Partnered with [[Zepto]] for the “Plant Goodness” tree-planting campaign in January 2025.<ref>{{cite news |title=Mamaearth partners with Zepto to launch 'Plant Goodness' campaign |url=https://www.thehindubusinessline.com/companies/mamaearth-partners-with-zepto-for-tree-planting-initiative/article67701362.ece |work=Business Line |access-date=26 May 2025}}</ref>
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| * Collaborated with [[Save the Children]] to support education and healthcare for underprivileged children.<ref>{{cite web |title=Mamaearth Business Model: Details, Marketing Strategy, and Asset |url=https://www.businessoutreach.in/mamaearth-business-model/ |website=businessoutreach.in |access-date=26 May 2025}}</ref>
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| == FAQs ==
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| ;'''What is Mamaearth’s primary focus?'''
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| :Mamaearth focuses on providing natural, toxin-free personal care products, including baby care, skincare, and haircare, certified by [[MadeSafe]].
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| ;'''Who are the founders of Mamaearth?'''
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| :The company was founded by Varun Alagh and Ghazal Alagh in 2016.
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| ;'''How does Mamaearth market its products?'''
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| :Mamaearth uses a digital-first strategy, leveraging [[influencer marketing]] with over 500 mom bloggers and celebrities like [[Shilpa Shetty]] and [[Sara Ali Khan]].
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| ;'''Is Mamaearth a public company?'''
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| :Yes, Mamaearth is listed on the [[BSE]] and [[NSE]] under Honasa Consumer Ltd. since 2023.
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| ;'''What is the MadeSafe certification?'''
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| :[[MadeSafe]] is a US-based certification ensuring products are free from harmful chemicals, making Mamaearth Asia’s first brand to achieve this.<ref>{{cite web |title=Mamaearth-grows-10x-in-24-months |url=https://easyecom.io/customer-stories/mamaearth/ |website=easyecom.io |access-date=26 May 2025}}</ref>
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| == External Links ==
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| * {{URL|https://mamaearth.in|Official Website}}
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| * {{URL|https://www.linkedin.com/company/mama-earth-in|LinkedIn}}
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| * {{URL|https://twitter.com/mamaearthindia|Twitter}}
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| * {{URL|https://www.facebook.com/mamaearthindia|Facebook}}
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| * {{URL|https://play.google.com/store/apps/details?id=com.mamaearthapp|Google Play Store}}
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| == Related Startups ==
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| * [[WOW Skin Science]]
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| * [[Plum (company)|Plum]]
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| * [[Nykaa]]
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| * [[The Ayurveda Experience]]
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| * [[mCaffeine]]
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| == References ==
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| {{reflist}}
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