Mamaearth is a startup consumer brand of Honasa Consumer Pvt. Ltd. offering a range of certified non-toxic products including body lotion, rash creams, shampoo, natural bug spray and sunscreen lotion for babies in the 0 to 5 age group. Started by Varun and Ghazal Alagh in 2016, it provides a non-toxic and healthy alternative to the other chemical based products present in the industry. Varun Alagh mentioned about the concept and explained that “In India it is difficult to find Paraben and Sulfate free products. The emphasis on post-natal market is also low, which is quite developed in the US as most of the mothers go back to work full-time. This experience made me and my wife think of alternatives which are certified and can be retailed at 50% cheaper than the foreign brands present in India”.
He further added that “We partnered with Madesafe.org in the US which is an independent entity to certify our ingredients and formulations as non-toxic. In fact, we had to change some ingredients in a formulation as they were labeled toxic for freshwater fishes by the agency”.
The startup is backed by Fireside Ventures headed by Kanwaljit Singh and other HNIs from RPG Goenka group, Godrej Consumers including others. Besides the 18 SKUs the brand sells, it is planning to further venture into other segments such as baby snack food, bamboo-based wipes, oral care and safe feeding equipment which will be sourced by the company from other manufacturers.