Personal care brand Mamaearth has announced a partnership with Meesho to increase the accessibility of its personal care products in Tier 3 and beyond markets. This collaboration aims to capitalise on the rising demand for premium, natural, and toxin-free products, particularly in smaller towns and semi-urban areas.
As part of its strategy to explore untapped markets, Mamaearth targets achieving an annual recurring revenue (ARR) of 100 crore on the Meesho platform within the next 12 months. The brand has reported a fivefold growth during recent sales periods on Meesho.
Through this partnership, Mamaearth has successfully reached customers in regions including Belgaum (Karnataka), Kashipur (Uttarakhand), Bokaro (Jharkhand), Sivakasi (Tamil Nadu), and Kushinagar (Uttar Pradesh). The e-commerce platform’s ability to connect brands with a larger and more diverse customer base has played a vital role in Mamaearth’s success, bringing their trusted skincare products to even the most remote regions.
Varun Alagh, Co-Founder and CEO of Honasa Consumer Limited, stated, “We have been witnessing a greater demand for quality and toxin-free beauty and personal care products from Tier 3 and smaller markets. This partnership with Meesho is helping us bridge this gap further.”
Vidit Aatrey, Co-Founder and CEO of Meesho, noted, “Since welcoming Mamaearth to our platform, we’ve seen incredible resonance with our shoppers and a remarkable surge in orders. We are thrilled about the opportunities Meesho Mall presents for both our consumers and brand partners.”
Mamaearth reported a 226% increase in orders during the recent Mega Blockbuster Sale, with popular products like the Rice Face Wash, Vitamin C Daily Glow Face Cream, and Onion Shampoo driving this demand.
In addition to online partnerships, Mamaearth is expanding its offline distribution network, having recently partnered with the Canteen Stores Department under the Ministry of Defence, as well as Reliance Retail and Apollo Pharmacy.
About Mamaearth
Founded by husband-wife duo Ghazal Alagh and Varun Alagh, Mamaearth is the fastest growing beauty and personal care brand. Driven by innovation, the brand caters to personal care needs of young, aspirational and increasingly conscious Indian consumers. In 6 years, Mamaearth has created a product portfolio of 200+ products packed with goodness inside and has reached over 5 million customers in 500 Indian cities servicing over 18000 pin codes. Mamaearth products are available on www.mamaearth.in, major eCommerce platforms like Amazon, Nykaa, Flipkart and over 40 thousand points of sales across the country.
ABOUT HONASA CONSUMER LTD
Honasa Consumer Limited, is the largest digital-first beauty and personal care company with a diverse portfolio of six brands. Uniquely positioned to capture the growth trends shaping the BPC market, the company is building brands through on trend data-based innovation and strong omnichannel distribution. Driven by purpose, Honasa Consumer Limited is committed to serving its consumers and the society for a better tomorrow.
