The winning Marketing Strategy of Mamaearth

The winning Marketing Strategy of Mamaearth


When a brand does exceptionally well, then it for sure calls for a discussion over its marketing strategy.

In this article, we are going to discuss the marketing strategy of Mamaearth. It offers personal and baby care products.

Started in 2016, the brand managed to get over 1 million customer base. Also, Mamaearth is one of the few companies that crossed the 100 crore mark in just four years. This tremendous growth of the brand in such a short period is commendable. Moreover, Mamaearth was declared as “one of the best brands” in India in the ET brand festival 2019 when the brand was just three years old. Hats off to this huge success of such a young company.

Now the question arises that how is the brand doing this great and getting such humongous success?

A strong marketing strategy is an answer to this question. So let us dive deeper into the Marketing Strategy of Mamaearth.

Birth of Mamaearth

Founders of Mamaearth Ghazal Alagh and Varun Alagh- Mamaearth marketing strategy

The brand started with the sense of responsibility and care of parents towards their to be born child. These proud parents and founders of the brand are Ghazal Alagh and Varun Alagh. They came up with the idea of Mamaearth when they were preparing to welcome their first baby. But they had a concern, just like most of the parents have i.e., for their child’s health.

So, they researched toxin-free baby products but were shocked to see that most products contain some or the other harmful substances. In their commitment to being wonderful parents to their child, they started looking for better alternatives.

The couple started ordering from the US, even though it was costlier because most products in the Indian market could compromise their child’s health. But their concern grew for their family and friends. The couple started researching and set up an R&D.

The couple started working in the R&D to obtain certification on their products. Eventually, Ghazal Alagh and Varun Alagh came up with a toxin-free brand Mamaearth for babies and their mothers under the parent company Honasa Consumer Pvt Ltd.

Logo and tagline of Mamaearth

Now they are selling the brand across 40 towns and more than 2000 stores in India. The brand is also available at various eCommerce platforms like Flipkart, Nykaa, Amazon, etc. 

It was all about the birth of the Mamaearth. Let us now move on to the Marketing Strategy of Mamaearth.

The Marketing Strategy of Mamaearth

The Marketing Strategy of Mamaearth is developing like its growth in the Indian market. The brand is continuously evolving its marketing strategy by expanding its customer base and marketing channels. These are some of the strategies that worked wonders for Mamaearth.

Expanding Customer Base

In the beginning, the brand focused on babies and mothers as their target audience but eventually, it started expanding its customer base. Initially, the brand was selling products under the baby care umbrella and pregnancy products.

The brand has now ventured into the skin and hair care segment. It sells a bathing range, skincare serums and creams, face wash, lotions, hair oils, and many other products. The best part is that all these products are chemical-free.
In the men’s product range, Mamaearth offers face washes, aftershave lotions, beard and hair oils, and shampoos.

Focus on Digital Platforms

Mamaearth’s marketing campaigns run on digital platforms. The use of the internet is increasing and most customers leverage these digital platforms for any information. So the brand marketing strategy takes up these digital platforms to increase their brand awareness and reach a wider audience.

Also, the brand is available on various digital platforms like Mamaearth’s official website, Flipkart, Amazon, Nykaa, etc. So, the brand is creating a strong presence on digital platforms. Approx 90% of the sale of Mamaearth comes from online platforms.

Brand Message

The brand's message is "Goodness inside" - Mamaearth marketing strategy

The brand’s purpose is and the message “Goodness Inside.” It means that the brand does not compromise the health of the customers. It sells products that are toxin and harmful chemicals-free. The brand offers its products at a slightly high price but, at this price, it offers the best quality product.

Mamaearth brings out the best of nature by offering products made up of all-natural ingredients. Moreover, the products of Mamaearth are cruelty-free. The brand even displays all its product ingredients on the package. So that’s how the brand lives up to its purpose of ‘Goodness Inside’.


The marketing strategy of Mamaearth includes strong word of mouth. The brand pitches the mom bloggers to spread awareness for the brand.
When a brand suggestion comes from a customer, then it seems more authentic and trustworthy. The brand believes in mum-power, so it focused on using a word of mouth strategy where the mums can spread the word about the brand and how it’s the best quality for their babies.

Social Media Marketing

Social Media is the best way to connect with target customers. In the marketing strategy of Mamaearth, social media platforms play a major role. The brand has an active presence on different social media platforms like Facebook, Twitter, and Instagram. The prominent strategy that Mamaearth uses is Influencer Marketing and also uses hashtags on such social media platforms.

Influencer Marketing

Infuencer's Marketing Strategy of Mamaearth

On social media platforms, Mamaearth collaborates with influencers and pitch the niche audience of these influencers. Influencers have loyal followers who look up to what they suggest. Mamaearth works with 500 mom bloggers to spread word of mouth on digital platforms.

It is a well-known fact that when an influencer recommends something, then it is followed by their community members because their work is to influence the people. These influencers post about the products of Mamaearth and their goodness and promote the brand.

Brand Endorsements

Shilpa Shetty became an investor and brand ambassdor. Marketing Strategy of Mamaearth

Mamaearth’s pace of growth increased rapidly after the famous actress Shilpa Shetty became an investor and ambassador of the brand. She is a part of the process of creating new products and marketing campaigns. The actress took her social media to endorse the brand. Shilpa Shetty’s digital presence for the brand gave the brand a wide reach. Partnering with such celebrities helps in increasing the brand value.

The brand also sponsors the famous reality TV show Big Boss. Big Boss has a lot of popularity among Indian audiences and huge viewership. It gets higher coverage when it appears in such a hit reality TV show.

Even the most famous contestant and winner of the show actively promote the product on their social media handles.

TV Commercials

Mamaearth Onion Hair Oil

Hair fall & looking for its DIY remedies are now issues of the past. Gift yourself the Mamaearth Onion Hair Oil. A magical blend of sulphur-rich onions and 10 essential oils & herbs keep your hair healthy, strong and your mind relaxed with every champi. #mamaearth #GoodnessInside #Onions #OnionOil #OnionHairCare

Posted by Mamaearth on Sunday, 15 November 2020

Mamaearth initially didn’t believe in advertising on television but Mamaearth recently stepped in the TV commercials. The brand has recently launched its first television commercial for its onion hair oil. In the ad, the brand is showcasing the benefits of onion hair oil. It also highlights how the lead actor hears about the brand from a fellow worker. It hints about the word of mouth strategy of the brand.

What makes Mamaearth stand out from competitors?

Mamaearth gives tough competition to brands like Johnson & Johnson, Mom&me, Himalaya, and Piegon. What makes the brand stand out from competitors is the kind of products it introduces.
The product range of Mamaearth includes traditional recipes to connect with customers. It is a traditional approach to squeeze out onion juice and apply it in hair as it makes hair healthy and beautiful. But Mamaearth spares the customers from the hassle of the process and launched onion hair oil. It is more convenient at the same time that it offers the same benefits as the traditional process would have given.
Another traditional recipe is ubtan that is applied on the face for treating skin problems and beautiful skin. So the brand launched its ubtan face wash face mask and facewash range.
So that’s how Mamaearth offers the goodness of traditional recipes in their product to pitch to the customers.

Wrapping up

The marketing strategy of Mamaearth focuses on five main points:

  1. Leverage digital platforms to pitch a large audience.
  2. Create a strong brand message.
  3. Offer high-value products.
  4. Understand customer needs.
  5. Maintain customer relationships

So, these points can be your key takeaways from Mamaearth’s marketing strategy. So build your brand’s success story.

Tejaswani Sharma
My educational background is in Management and business administration. I've always had a keen interest in marketing, which has brought me here to present the knowledge that I've gained on this subject and matters related to it. I am very observant of things, and I think that the best way to learn is through observation. I love being creative with my ideas and every work that I do. I'm always happy to help others in whichever way possible. I believe that a positive mind leads to a happy life. My mantra in life is to go with the flow and accept whatever comes my way. I love listening to music in my free time. My interests include watching movies and series that involve reality, lifestyle, docudrama, and Art.