MARKET
REPORT
Mamaearth
Skincare Products Company
Our Team
12-Priya Bhadra.
13-Bhargavi Reddy.
16-Shweta
Topic 1 Budhawant. Topic 2 Topic 3
27-Shantanu Ashokrao Deshmukh.
30-Sai Dogare.
31-Avani Doshi.
45-Atharav Herwadkar.
Table of Contents
Introduction 01
Survey Analysis
02
Market Condition
03
Conclusion 04
Introduction
01 A walkthrough of the Mamaearth Growth Journey
Introduction
• Founded in 2016 by Ghazal Alagh and Varun Alagh.
• An Indian brand that focuses on safe, natural, and
ecofriendly personal care products.
• First company in Asia to be MadeSafe Certified, meaning all
products are free from harmful chemicals and toxins.
• Mamaearth offers a wide range of products including
skincare, haircare, and baby care products.
Introduction
Current Product Categories Mission and Vision
• Skincare: Face washes, • Mission: To provide toxin-free,
moisturizers, serums, cruelty-free, and
• Body Care: Body washes, body environmentally sustainable
scrubs, and body lotions, products that promote health
sunscreens. and well-being for families.
• Haircare: Shampoos,
conditioners, hair oils, hair • Vision: To be a leader in the
masks. beauty and personal care
• Baby Care: Baby lotions, rash industry with a commitment to
creams, shampoos, and sustainability and community
mosquito repellents. welfare.
• A leading D2C brand in India's
personal care space
• Focus on sustainability, natural
ingredients, and eco-friendly practices
• Target audience: Millennials and Gen
Z
Influencer
Marketing
•Leverages micro and nano-influencers for
authenticity
•Collaborates with beauty, skincare, and
mom bloggers
•Celebrity endorsement: Shilpa Shetty for
broader appeal
Presence and Pricing
• •Available in both online platforms and
offline retail stores( Amazon, Nykaa, and
their own website)
• Launches new products according to
customers need
• Premium pricing justified by high-quality,
natural ingredients
• Frequent discounts and combos to maintain
accessibility
CSR Activities
Sustainability Environment Packaging
Plastic-positive company: Tree-planting initiative for Eco-friendly packaging and
every order placed toxin-free products
Survey Analysis
02 Interpretation of Responses received through
Google Survey questionnaire
Survey graph
Survey graph
Survey graph
Did you ever use any
Mamaearth Product?
No Yes
Survey graph
Survey graph
Survey graph
Survey graph
Survey graph
Survey graph
Market Condition
03 The information collected about product through
reviews, news and updates
Market Condition
IPO Controversy
In November 2023,The MamaEarth IPO is failed due to the company's weak financial track record
or expensive valuation.
• Valuation :- The company's founders initially rubbished reports that it was seeking a valuation of
over 24,000 crores, but later priced itself at around 10,000 crores.
• Third Party Manufacturers :- The company's high dependence on third party Manufacturers. the
company don't have their own manufacturing plant.
• Financial Position :- In 2023 financial year the company loss is around 150 crore. The company
valuation being over 105 times according to it's 2024 earnings.
• ASCI :- The Advertising standards council of India flagged 187 advertisements from
Mamaearth’s Parent company, Honasa consumer Ltd. As non-complaint in the financial year
2023-2024. This made honasa the biggest advertising violator of the year and also its adversely
affected on mamaearth.
Conclusion
04 The inference obtained after analysing the
information collected
4P’s of Marketing
Key Takeaways Product
Natural, toxin-free
Price
Premium pricing and later
and plant based offers & discounts to make
• Brand Message – H g g g u “Goodness skincare products. more cheap to customers.
I ” Place Promotion
• Concentration on Digital Platforms – Social Media Easy availability at Use of Social media,
own websites online influencers, SEO, TV
and Influencer Marketing, Brand Endorsement, Word
marketplaces and commercials, print ads.
of mouth through Mom Bloggers. retail stores
• Product Differentiation
Survey Highlights
• Low Customer Retention
• Product Complaints ❖ 41% customers heard product via social media.
• Biggest Advertising Violator of the year as per ASCI ❖ 36% customers purchased product only once
• Heavy Expenditure on Advertising and 15 % use occasionally.
❖ 25% reported of negative reactions on skin or
• Paid Reviews and Promotions
hair.
THANK YOU
