Mamaearth is in the news again!! This time for their 2nd brand DermaCo reaching a record 500 crore annual revenue. What’s their secret to success? Their story is worth telling from a brand building and consumer insights perspective beyond all the great financial metrics which follow once you win consumer trust!!
Here is Elevate Insights view on Mamaearth’s secrets to success.
1. Sharply anchored on key drivers: Mamaearth's journey began with a clear vision and a strong focus on key drivers of the category of skin and personal care. Like in many categories in India, the primary need of consumers is anchored around natural and safe products. The other brand in the category which has done a good job of appropriating this space is Himalaya with its source equity on purity.
2. Personal credibility: Ok, many brands claim natural so how did Mamaearth stand out. Mamaearth understood the ladder of purity and leveraged that by laddering up to safe for kids as their initial range of products. Remember the strong equity J&J used to have? Mamaearth was able to build a strong authentic brand story with the launch anchored in their personal unmet need for safe and organic products for their child.
3. Backed by strong claims: Their natural and safe positioning was backed with strong no negatives claim of No paraben, No toxins etc which have become industry norms now. They obtained various certifications and affiliations, such as MadeSafe, Allergy UK, PETA, and ECOCERT, to validate their claims and assure customers of product safety and quality.
4. The right marketing: Mamaearth ensured they come through as a modern and socially conscious brand, appealing to millennial parents who prioritize health, sustainability, and transparency. Further, they aced their digital and social media strategy, recognizing the role of search and information in this category. They chose Shilpa Shetty as their brand endorser. Shilpa has been famous for her own original content and has credibility when it comes to following a holistic and natural beauty and fitness regimen through her yoga videos etc.
5. Product Innovation and Portfolio Expansion: Mamaearth has continuously introduced new and innovative products with a range of products for hair care, body care, and baby care and even ventured into oral care and wellness categories under the Mamaearth trademark. However, they didn’t stop there and ensured they covered other category need spaces with new trademarks like DermaCo and Aqualogica but also acquisitions like BBlunt and Dr Seths.
Mamaearth, Honasa is a great case study in building strong brand based on sharp consumer insights but also a great story about not getting complacent and establishing presence across all key category need spaces.
