Ghazal Alagh, co-founder of Mamaearth, has opened up about how she and her husband Varun Alagh handle disagreements in business. Sharing insights on LinkedIn earlier today, she emphasised the role of data over intuition in making joint decisions.
Alagh recounted a 2017 argument in their living room over a product launch decision. “Varun wanted to delay, I wanted to ship. We were both passionate, both convinced we were right. But we were arguing from gut feelings, not facts,” she wrote. That disagreement led the founders to establish a structured method for resolving conflicts.
Data Wins, Egos Lose
The central principle, Alagh explained, is straightforward: “Show me your numbers.” Instead of asserting authority or relying solely on instinct, both founders now gather supporting data within 24 hours. Market research, consumer feedback, financial projections, and competitor analysis form the basis for their decisions. The stronger data set determines the outcome.
“This approach removes emotion from the conversation. It’s never about being right; it’s about being evidence-based,” she added.
Clear Decision-Making Domains
Alagh highlighted the importance of defined responsibilities to minimise clashes. While some decisions are taken jointly, most are handled individually within their domains. This strategy has reduced conflicts by nearly 80%, according to her post.
The 24-Hour Rule
For major disagreements where data is inconclusive, the founders employ a simple rule: pause for 24 hours. “We sleep on it. Emotions cool down, egos step aside, and new perspectives often emerge,” Alagh wrote. She noted that their best decisions usually come from a second conversation rather than the first argument.
Complementary Strengths
The co-founder duo’s contrasting styles also play a key role. Varun’s analytical approach balances Ghazal’s intuition, while her market instincts complement his operational rigour. “Data grounds both of us,” she said.
Alagh concluded with broader reflections on co-founder dynamics: two founders agreeing all the time may signal redundancy, healthy conflict can drive better outcomes if fact-based, and respect for data is more important than winning an argument.
This insight from one of India’s most influential entrepreneurs underscores the evolving culture of startups in the country, where evidence-driven decision-making increasingly trumps hierarchy or ego.
Anik Banerjee
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