{"id":12556,"date":"2022-10-20T21:40:51","date_gmt":"2022-10-20T16:10:51","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=12556"},"modified":"2022-10-20T21:40:51","modified_gmt":"2022-10-20T16:10:51","slug":"mamaearth-a-case-of-marketing-goodness","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/mamaearth-a-case-of-marketing-goodness\/","title":{"rendered":"Mamaearth- a case of marketing \u2018goodness\u2019"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12556\" class=\"elementor elementor-12556\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-13bc353 elementor-widget elementor-widget-text-editor\" data-id=\"13bc353\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>When it comes to products that touch a baby\u2019s skin, the level of scrutiny borders on obsession.\u00a0<br \/>\u00a0<br \/>This was the consumer insight underpinning the start of Mamaearth, a personal care product company reportedly gearing up for an IPO at a valuation of $3 bn<sup>1<\/sup>.\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c02010 elementor-widget elementor-widget-heading\" data-id=\"3c02010\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">B2B \u2013 From Baby to Beauty \u2013 the story of Mamaearth\u2019s growth\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In what by now is a well-told story (thanks in no small part due to excellent PR work by Mamaearth), Varun and Ghazal Alagh, the founders of Mamaearth, wanted safe and effective baby products for their newborn child, but could not find any in India. The founders realised there was a potential business opportunity to address this gap at scale.\u00a0<\/p><p>Thus was born Mamaearth in 2016- a brand that promised to deliver world class baby products that are 100% toxin free (\u201cno nasties\u201d) and certified by Made Safe (a US based nonprofit certification agency).\u00a0<\/p><p>This move was both smart and bold.\u00a0\u00a0<\/p><p>The baby care product category has a huge headroom for growth (with a projected 14.8% CAGR growth from 2022 to 2027<sup>2<\/sup>). At the same time, the category is also dominated by entrenched global brands with deep pockets that enjoy awareness and distribution advantages.\u00a0\u00a0<\/p><p>However, Mamaearth didn\u2019t just surmount this massive challenge, it leveraged its success in Babycare category to seamlessly launch beauty and personal care products for the entire family, moving beyond a $3 bn potential size baby care industry to play in a roughly $30 bn potential beauty care industry.\u00a0<\/p><p>How Mamaearth achieved this business feat in a short span makes for a fascinating marketing case study of a young David taking on the industry Goliaths.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcf5b45 elementor-widget elementor-widget-heading\" data-id=\"bcf5b45\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Mamaearth\u2019s Marketing Masterstrokes\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1d602c elementor-widget elementor-widget-text-editor\" data-id=\"b1d602c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Mamaearth\u2019s marketing strategy success is a story about getting a lot of fundamentals correct and tying them all together in a cohesive manner using a compelling, simple, and easy-to-consume brand narrative.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d05d54 elementor-widget elementor-widget-heading\" data-id=\"5d05d54\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">1. A Brand Name that Sticks<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1980748 elementor-widget elementor-widget-text-editor\" data-id=\"1980748\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>First and foremost, the brand paid deliberate attention to get its \u2018<span style=\"text-decoration: underline;\"><a href=\"https:\/\/winnerbrands.in\/marketing-101\/whats-in-a-brand-name\/\" target=\"_blank\" rel=\"noopener\">brand name<\/a><\/span>&#8216; right- a marketing asset that many new-age D2C firms take for granted. The name \u201cMamaearth\u201d delivered an unparalleled strategic advantage to the brand from its very inception.<\/p><p>A contemporary twist on \u2018Mother Earth\u2019, this name immediately cues a soft innocence and a nurturing quality that\u2019s pure, natural and caring, and fits in beautifully with the personal care category. This also ties in well with the \u2018no-nasties\u2019 claim of the brand.<\/p><p>Interestingly, the name is also elastic enough to allow the brand to foray seamlessly into multiple consumer cohorts and categories, which naturally suited Mamaearth\u2019s expansion ambitions.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0b250bb elementor-widget elementor-widget-heading\" data-id=\"0b250bb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2. Power of Purpose<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb1b685 elementor-widget elementor-widget-text-editor\" data-id=\"eb1b685\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Today consumers don\u2019t just buy brands, they are buying \u2018into\u2019 brands. Therefore, the WHY behind brands (i.e., the reason for their existence) is becoming as important as WHAT (their products). This is where the power of Purpose comes in.<\/p><p>Mamaearth understood this early on in its journey and leveraged it as an opportunity to create a differentiator in the market vs the established incumbents.<\/p><p>In a very insightful <a href=\"https:\/\/www.youtube.com\/watch?v=4egjS5RCmR8\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">podcast<\/span><\/a>, Varun Alagh, the co-founder of Mamaearth said: <em><strong>\u201cMamaearth\u2019s brand purpose is to help people make those little choices which will add goodness to their lives&#8230;\u201d<\/strong><\/em><\/p><p>The success of Mamaearth\u2019s marketing strategy lies not just in identifying a brand purpose, but in packaging it in a simple, tangible and consistent manner for all its consumers.<\/p><p>In fact, in the same interview Varun goes on to beautifully articulate the framework Mamaearth uses to bring alive its purpose story:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70dccd9 elementor-widget elementor-widget-image\" data-id=\"70dccd9\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-3.png\" class=\"attachment-full size-full wp-image-12561\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-3.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-3-300x300.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-3-150x150.png 150w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-3-768x768.png 768w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76f06f1 elementor-widget elementor-widget-text-editor\" data-id=\"76f06f1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Product:<\/strong> claims like \u201cNo nasties\u201d (like SLS, paraben, sulphates), natural ingredients &#8211; are some simple, universally understood and tangible indicators that show how the brand lives its purpose in its products.<\/p><p><strong>Process:<\/strong> in addition to claiming to be being plastic positive, Mamaearth also has a \u201cPlant Goodness Project\u201d \u2013 where each purchase on its website is linked to a tree that they plant. Consumers are sent the geotagging of the tree that was planted from their order. It\u2019s a clever way for consumers to feel-good about how the brand effortlessly helps them to do their bit of goodness.<\/p><p><strong>Perspective:<\/strong> here also the brand has a unique cut\u2013 it believes that beauty is not just about what you look like or feel, but also about what you do. This perspective is used to create an emotional hook in communication, thereby connecting better with consumers.<\/p><p>So, it is evident that the brand doesn\u2019t see Brand Purpose as a theoretical or philosophical framework. Rather, it\u2019s a deliberate part of Mamaearth\u2019s overall marketing strategy to differentiate itself from the competition.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d956de6 elementor-widget elementor-widget-video\" data-id=\"d956de6\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=XiXqQioNA-Y&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1926c95 elementor-widget elementor-widget-video\" data-id=\"1926c95\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=YROZybuYGUE&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-137a942 elementor-widget elementor-widget-heading\" data-id=\"137a942\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">3. Laying the foundation of Trust<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9355e2 elementor-widget elementor-widget-text-editor\" data-id=\"d9355e2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Any mom picking up a product for her baby care needs can relate to the low-grade anxiety and nagging self-doubt over whether she made the right choice.<\/p><p>In such a scenario, a brand that talks to her in her language, reassuring her that its products are <em>\u201cmade by a mom for other moms\u201d<\/em> is a highly compelling narrative that can convert even the most sceptical ones.<\/p><p>This is exactly what Mamaearth did to build trust, thus allowing them to crack the phenomenally tough baby care category.<\/p><p>Ghazal Alagh, the co-founder and a mom herself, talked to hundreds of moms to try and understand more about consumer pain points. The insights and feedback that came from these interactions went into finetuning the product and the brand narrative.<\/p><p>The brand sampled the product amongst moms extensively, garnering both trust and testimonials. They also tapped into hundreds of mom bloggers to drive word of mouth, awareness and acceptance for Mamaearth.<\/p><p>Once the brand cracked the baby-care category, it delivered on the most critical moment of truth, almost establishing for its consumers that <em>\u201cif I can trust the brand with my baby, I can trust it for everyone in my family\u201d<\/em>. The brand smartly leveraged this trust to foray into categories beyond baby care, complementing it with a thought-through product, packaging and pricing mix.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3cf6ada elementor-widget elementor-widget-video\" data-id=\"3cf6ada\" data-element_type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/762218381?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=1&amp;portrait=1&amp;byline=0#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6eb62f3 elementor-widget elementor-widget-heading\" data-id=\"6eb62f3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4. A product strategy that marries both traditional and trending<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a45453c elementor-widget elementor-widget-text-editor\" data-id=\"a45453c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>When it comes to its ingredients and product formats Mamaearth has taken a very interesting approach. The brand has leveraged both traditional and trending ingredients (Neem, Onion, Turmeric, Aloe-Vera, Vitamin C, Green Tea\u2026) in popular product formats (creams, lotions, serums\u2026). <br \/><br \/>These well-known ingredients, attributed to well-known benefits, give consumers a strong reason to believe for the efficacy of Mamaearth\u2019s products without adding to their cognitive overload.<br \/><br \/>Mamaearth\u2019s product strategy has worked brilliantly for the brand, rendering it a broader mainstream appeal. This is also heavily assisted by an intelligent pricing and packaging strategy.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4cff1bf elementor-widget elementor-widget-heading\" data-id=\"4cff1bf\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5. Pricing and Packaging that simplifies decision making<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-36e808d elementor-widget elementor-widget-text-editor\" data-id=\"36e808d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Backed by compelling ingredients and benefits, Mamaearth is priced at a justifiable premium, delivering a higher perceived value to the consumers. This allows the brand to tap into a larger share of pie in the category.<br \/><br \/>The brands\u2019 packaging is intuitive by design, with a tangible demonstration of ingredients (large pictures, prominent mentions), safety (\u2018free from\u2019 claims) and benefits (hairfall control, tan removal, acne control etc.)- a template that is consistent across the entire range. <br \/><br \/>This flow is easy to process and meets all the requirements of purchase decision markers sought after by consumers.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c19c95f elementor-widget elementor-widget-image\" data-id=\"c19c95f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"833\" height=\"424\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-2.png\" class=\"attachment-full size-full wp-image-12559\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-2.png 833w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-2-300x153.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-2-768x391.png 768w\" sizes=\"(max-width: 833px) 100vw, 833px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75fa39f elementor-widget elementor-widget-heading\" data-id=\"75fa39f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">6. Communication strategy single-mindedly focused on driving rapid adoption<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a695734 elementor-widget elementor-widget-text-editor\" data-id=\"a695734\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Fighting against the spending might of incumbents like P&amp;G and Unilever is not an easy task for challenger brands. Mamaearth tackled this issue by being very focused on its communication strategy.<\/p><p>Eschewing complex storytelling tropes, Mamaearth\u2019s communication relied on principles that underpinned its product strategy \u2013 intuitive ingredients (onion, neem, ubtan), popular formats (face wash, shampoo, face cream), and common issues (hairfall, acne, blemishes etc.).<\/p><p>This resulted in easily understandable messages which were communicated clearly to consumers using three vehicles:<\/p><p><em><strong>Influencer Blitzkrieg<\/strong><\/em><\/p><p>Mamaearth arguably pioneered the marketing concept of \u201cInfluencer Blitzkrieg\u201d in India. During the initial few years, they teamed up with scores of moms, beauty bloggers, and online reviewers to create content about Mamaearth products.<\/p><p>These micro-influencers came from all ranges of cohorts \u2013 small and big towns, English-speaking and regional language experts, as well as channels \u2013 Instagram, YouTube, and Facebook. No other beauty care brand had used such a deliberate influencer strategy before that.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcbf95a elementor-widget elementor-widget-image\" data-id=\"bcbf95a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-2.jpg\" class=\"attachment-full size-full wp-image-12558\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-2.jpg 1024w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-2-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-2-150x150.jpg 150w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-2-768x768.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-33a14e9 elementor-widget elementor-widget-text-editor\" data-id=\"33a14e9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><em><strong>A relatable yet aspirational brand ambassador<\/strong><\/em><\/p><p>Getting Shilpa Shetty on-board as an investor and ambassador was a masterstroke for Mamaearth.<\/p><p>As an age-defying celebrity mom, Shilpa arguably found more success in the second phase of her career post movies, when she wore multiple hats of a mother, an entrepreneur, an actor and a health &amp; wellness influencer with effortless ease; thus, becoming an aspirational icon for many other moms.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cb39e5c elementor-widget elementor-widget-image\" data-id=\"cb39e5c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"600\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-4.jpg\" class=\"attachment-full size-full wp-image-12562\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-4.jpg 600w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-4-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-4-150x150.jpg 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f61890 elementor-widget elementor-widget-text-editor\" data-id=\"4f61890\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><em><strong>A resonating Founders\u2019 Story<\/strong><\/em><\/p><p>From the very inception of Mamaearth, both Varun and Ghazal Alagh have shared a very personal and compelling story of how a genuine problem that they faced as young parents led them to the idea of Mamaearth. This gave a humane edge to the brand, making it relatable to its consumers.<\/p><p>Besides PR interactions and social media posts, Ghazal Alagh\u2019s appearance as a judge on Shark Tank India further reinforced the founders\u2019 narrative. The show gave a glimpse of her warm and confident personality- making the viewers connect to her as a person. Needless to mention, the massive success of the show and the reach of television also gave a great boost to the brand\u2019s awareness.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e9a2085 elementor-widget elementor-widget-image\" data-id=\"e9a2085\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-3.jpg\" class=\"attachment-full size-full wp-image-12560\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-3.jpg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-3-300x169.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-3-1080x608.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-3-768x432.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-023c4eb elementor-widget elementor-widget-image\" data-id=\"023c4eb\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"597\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-1.jpg\" class=\"attachment-full size-full wp-image-12565\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-1.jpg 1024w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-1-300x175.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/10\/mamaearth-1-768x448.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfade75 elementor-widget elementor-widget-heading\" data-id=\"bfade75\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Final Takeout\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71d0e33 elementor-widget elementor-widget-text-editor\" data-id=\"71d0e33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Mamaearth has had a great journey so far, thanks in no small part to the brilliant marketing acumen of its founders. The pandemic was a spanner in the wheel for many legacy brands in this space, but Mamaearth, being a digital native brand, was a beneficiary of the massive uplift in online e-commerce segment, clocking a 400% revenue jump in FY21<sup>3<\/sup>\u00a0.<\/p><p>However, meteoric growth comes with its own set of challenges.<\/p><p>While Mamaearth has cracked the online model of brand building, the brand is aware that the next phase of Mamaearth\u2019s growth would come from offline.<\/p><p>Offline is not only dominated by well-established players who thrive on deep relationships, massive distribution and mass awareness, it also poses a fresh set of challenges ranging from building reach to managing inventory and costs. <br \/><br \/>While the brand has put an offline strategy in place, expanding through MBOs and opening EBOs, its offline playbook is still a work in progress and it would be interesting to see how Mamaearth navigates this maze\u00a0<sup>4<\/sup>.<\/p><p>Further, given its origin story and narrative so far, Mamaearth has cleverly managed to establish itself as a \u2018family brand\u2019 \u2013 catering to everyone in the family from newborns to parents. However, the younger audience (esp. teenagers and those in their early 20s) who are real explorers and trend-setters in the category want to experiment beyond brands that their family is using. Roping in a young ambassador like Sara Ali Khan could be the brand\u2019s attempt to appeal to this cohort.<br \/><br \/>Also, a niche yet extremely evolved and savvy set of consumers are realizing that not all chemicals are bad and that everything natural may not be necessarily effective. This is also leading to an uptick in active based brands like Minimalist. <br \/><br \/>At a broader level, the entry barriers in D2C beauty category have reduced and there is an influx of brands that are trying to replicate the marketing strategy playbook of Mamaearth. A brand that benefitted by positioning itself as a David among the Goliaths, risks being repositioned as a new Goliath by the emerging brands in this space!\u00a0<\/p><p>Finally, the brand has checked all the right boxes to create high awareness and positive consideration. It is natural then that the brand website must be getting a lot of direct traffic. However, the brand website itself comes across as very tactical and transactional, missing an aspirational quotient that is expected of a beauty brand.<\/p><p>Overall, Mamaearth\u2019s growth is a sterling case study of D2C marketing success story. It\u2019s a great proof of what Varun mentioned in his podcast interview: <em><strong>\u201cThis century belongs to WHY based brands rather than WHAT based brands\u2026Once they [consumers] buy into why the brand exists, they actually buy whatever from the brand, not just the what.\u201d<\/strong><\/em><\/p><p>Now that\u2019s an advice worth remembering!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58f1adb elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"58f1adb\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 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class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Sources:\u00a0<\/p><ol><li><a href=\"https:\/\/www.livemint.com\/companies\/news\/mamaearth-eyes-3-billion-valuation-in-2023-ipo-report-11655804337827.html\"><span style=\"text-decoration: underline;\">https:\/\/www.livemint.com\/companies\/news\/mamaearth-eyes-3-billion-valuation-in-2023-ipo-report-11655804337827.html<\/span><\/a><\/li><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.expertmarketresearch.com\/reports\/india-baby-care-products-market\">https:\/\/www.expertmarketresearch.com\/reports\/india-baby-care-products-market<\/a><\/span><\/li><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.forbesindia.com\/article\/how-we-survived\/beauty-and-the-beast-how-mamaearth-clocked-400-growth-amid-covid19\/66541\/1\">https:\/\/www.forbesindia.com\/article\/how-we-survived\/beauty-and-the-beast-how-mamaearth-clocked-400-growth-amid-covid19\/66541\/1<\/a><\/span><\/li><li><span style=\"text-decoration: underline;\"><a href=\"https:\/\/retail.economictimes.indiatimes.com\/news\/health-and-beauty\/expansion-across-same-stores-same-cities-and-new-towns-key-levers-of-offline-growth-says-honasa-consumer-cbo-zairus-master\/93612572\">https:\/\/retail.economictimes.indiatimes.com\/news\/health-and-beauty\/expansion-across-same-stores-same-cities-and-new-towns-key-levers-of-offline-growth-says-honasa-consumer-cbo-zairus-master\/93612572<\/a><\/span><\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>When it comes to products that touch a baby\u2019s skin, the level of scrutiny borders on obsession.\u00a0\u00a0This was the consumer insight underpinning the start of Mamaearth, a personal care product company reportedly gearing up for an IPO at a valuation of $3 bn1.\u00a0 B2B \u2013 From Baby to Beauty \u2013 the story of Mamaearth\u2019s growth [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":12562,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mamaearth- a case of marketing \u2018goodness\u2019 - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Mamaearth\u2019s marketing genius allowed it to crack not one but two categories \u2013 baby care and personal care. 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