StartupTalky

Tag: baby products

  • Mamaearth Business Model: How Does Mamaearth Make Money

    Launched in 2016 Mamaearth has made more than 5 million customers in just a few years. It is Asia’s first company that has been certified by Made Safe.

    It is competing against big companies like Himalaya and Johnson & Johnson. But, how did Mamaearth capture a big share of the market in such a short time? To answer this question we need to understand the business model of Mamaearth.

    About Mamaearth
    Mamaearth Target Audience
    Mamaearth Business Model
    What is Unique about the Business Model of Mamaearth?
    How Does Mamaearth Earn Money?
    Mamaearth Marketing Strategy
    Mamaearth Competitors

    About Mamaearth

    Mamaearth is an Indian brand registered under Honasa Consumer Pvt Ltd that aims to provide toxin-free baby care, skincare, and hair care products.

    The founders of Mamaearth are Ghazal Alagh and Varun Alagh. The headquarters of Mamaearth is in Gurugram, Haryana. The tagline of the company is Goodness Inside.

    Mamaearth Target Audience

    Initially, Mamaearth’s target audience was mothers and their babies, offering baby care, pregnancy care, and skin and hair care products. The company also sold accessories, toys, and apparel.

    Then the target audience of Mamaearth expanded by targeting the millennial generation by selling more chemical-free skin care products like serums and creams, face wash, lotions, and hair oils.

    The company also targeted men by offering products like aftershave lotions, and beard and hair oils.

    Mamaearth Baby Products
    Mamaearth Baby Products

    Mamaearth Business Model

    Unique Aspects of Mamaearth’s Business Model
    Formulation and Manufacturing Mamaearth formulates products for manufacturing by contract producers under their brand.
    Sales Channels Primarily online through D2C platforms like Amazon, Flipkart, supplemented by offline stores, ensuring an omnichannel presence.
    Global Reach Products are sold globally through both offline and online channels.

    The business model of Mamaearth is straightforward. The company formulates products that contract manufacturers later produce under the permit of the Mamaearth brand.

    Mamaearth mainly sells online through D2C Channels like Amazon, Flipkart, etc., and other offline stores. They have an omnichannel presence. The entire product range is manufactured by contract producers under the Mamaearth brand and is sold globally through both offline and online channels.

    Mamaearth: Bringing Toxin-Free, Natural Skin Care Products To India
    Ghazal Alagh and Varun Alagh founded Mamaearth in 2016. Read on to know more about Mamaearth’s success story, business model, funding, and more.
    StartupTalkyRishabh Rathi

    What is Unique about the Business Model of Mamaearth?

    Connecting with their Target Audience

    The most important thing for any brand is to connect with its target audience and gain their trust. This is what Mamaearth did brilliantly. From the start, they targeted mothers and made advertisements that resonated with them.

    As the founders themselves got the idea of Mamaearth when they were looking for toxin-free and natural baby products online, they knew what parents wanted for their babies.

    We are a ‘mum-powered’ company and work with a large number of mothers who are involved in the process, right from ideation, conceptualization to the actual product launch. We believe this connection with mothers will continue to be the biggest driver of success. We have more than 200 young moms on board who help us in conceptualizing and formulating the products. The moms then test these products, and only those with great feedback are approved for mass production,” says Ghazal Alagh.

    Ghazal Alagh: Mamaearth Founder | Biography
    Explore the inspiring journey of Ghazal Alagh, a visionary mompreneur redefining success. Join us in discovering how she seamlessly integrates mom and entrepreneur roles, leaving a lasting impact on the business world.
    StartupTalkyKanimozhi Sivakumar

    Superior Quality Product

    The founders of Mamaearth believe in providing quality products to their customers.

    As they have a superior quality product, people themselves recommend their products to other people. Word-of-mouth marketing has done miracles for their brand.

    In 2019 Mamaearth got the “One of the Best Brands” in India Award at the 2nd edition of the ET Brand Festival.

    The company has come up with unique products that have attracted many people.

    Some of their unique products include India’s first bamboo-based baby wipes, 100% natural plant-based toothpaste for children, and skin and hair care products with natural ingredients like onion, CoCo, charcoal, and ubtan.

    Lean Innovation Cycle

    Lean innovation follows a principle where you focus on increasing efficiency by continuously listening to your customer’s feedback. Your main priority is experimentation and continuously improving your product quality.

    Lean innovation helped Mamaearth to understand its customer needs and fulfill those needs immediately.

    Experimentation helped them to increase the quality of their products and also to generate new product ideas. In a very short time, they satisfied their customers using this method.

    How Does Mamaearth Earn Money?

    The customer acquisition strategy of Mamaearth is completely focused on digital content.

    Almost 70% of the sales of Mamaearth products come from online platforms.

    Their main aim is to sell as many products as possible online, with their revenue model focused on earning money through sales on Flipkart, Amazon, and other similar eCommerce websites.

    Interestingly, only 20% of Mamaearth’s revenue comes from baby products.

    On the other hand, 80% of the revenue comes from skincare and haircare products.

    As Mamaearth comes in the personal care category they enjoy a healthy gross margin profile of about 65%. So, they can invest 40-50% of revenue in marketing.

    Honasa Consumer Sales Channel Split
    Honasa Consumer Sales Channel Split
    Particulars FY24 FY23 FY22 FY21
    Revenue INR 1,969.6 crore INR 1,515.3 crore INR 964.3 crore INR 472.1 crore
    Expenses INR 1,822.5 crore INR 1,501.6 crore INR 941.9 crore INR 1,796.7 crore
    Profit/Loss INR 110.5 crore INR -151 crore INR 14.4 crore INR -1,332.2 crore

    Over the past three fiscal years, online sales revenue of Honasa (parent company of Mamaearth) decreased from 81.37% in FY21 to 59.36% in FY23, while offline sales increased from 18.63% to 36.14%. Revenue from services, starting at 1.22% in FY22, grew to 4.5% by FY23.

    Mamaearth Financials FY24
    Mamaearth Financials FY24

    Mamaearth has successfully raised $139.2 million across 10 funding rounds, with the latest funding done in December 2023.

    Mamaearth Marketing Strategy

    Influencer Marketing

    Mamaearth has worked with a lot of influencers on the internet. Influencers have helped the company to reach a wider audience.

    Influencers tell the benefits of these products on various social media platforms. Mamaearth also works with five hundred mother bloggers to spread awareness about the brand.

    Brand Endorsement

    Collaborating with Bollywood actress Shilpa Shetty Kundra as a brand ambassador has to be their best marketing strategy. Shilpa Shetty has a lot of popularity, so her becoming a brand ambassador of baby products and also an investor hugely benefited Mamaearth.

    Additionally, the company introduced an integrated marketing campaign for their onion shampoo, showcasing Sharmila Tagore and brand ambassador Sara Ali Khan. Furthermore, Samantha Ruth Prabhu lends her endorsement to Mamaearth’s skincare products.

    Mamaearth Marketing Strategy - Celebrity Endorsements
    Mamaearth Marketing Strategy – Celebrity Endorsements

    Digital Ads

    Mamaearth majorly promotes itself through digital ads. They have smartly utilized digital ads and increased their customer base. Their ads are very catchy and symbolize their brands in an effective manner.

    Mamaearth Marketing Strategy: Mamaearth Popularity Secret
    Read to know about the marketing strategy of Mamaearth, which made the brand successful. Know what marketing strategies it used to stand out from the crowd.
    StartupTalkyPoonam Chauhan

    Mamaearth Competitors

    The competitors of Mamaearth are as follows:

    • The Moms Co
    • Lotus Herbals
    • Johnson & Johnson
    • Marico
    • Emami Limited
    • Bey Bee

    Conclusion

    At its core, Mamaearth’s amazing products helped them to reach great heights. Mamaearth’s business strategy focuses on a digital-first approach, focusing on D2C channels, expanding offline retail, and driving product innovation with a strong emphasis on sustainability and brand trust. They have understood their customer’s needs properly and served those needs in an excellent way. Mamaearth is an inspiration for many startups. Their business and revenue model is simple yet effective.

    FAQs

    What is Mamaearth?

    Mamaearth is an Indian brand registered under Honasa Consumer Pvt Ltd that aims to provide toxin-free baby care, skincare, and hair care products.

    What are Mamaearth products?

    Mamaearth mainly deals with baby-care products including accessories, toys, apparel, pregnancy care products, and skin and hair care products.

    Is Mamaearth an Indian company?

    Yes, Mamaearth is an Indian company founded by Ghazal Alagh and Varun Alagh. It was launched in 2006 and the headquarters is in Gurugram, Haryana.

    How are Mamaearth products sold in the market?

    Mamaearth products are sold through eCommerce websites like Flipkart, and Amazon, and also via offline stores.

    What is the tagline of Mamaearth?

    The tagline of Mamaearth is Goodness Inside.

    What is Mamaearth USP?

    USP of Mamaearth lies in its commitment to providing natural, toxin-free products specifically designed for mothers and their babies. The brand emphasizes safety, environmental sustainability, and cruelty-free practices, ensuring that all products are made from natural ingredients and are safe for both children and the environment.

    Does Mamaearth manufacture its own products?

    The entire product range of Mamaearth is manufactured by contract producers under the Mamaearth brand and is sold globally through both offline and online channels.

    What is Mamaearth tagline?

    The tagline of Mamaearth is Goodness Inside.

    What is Mamaearth customer care number?

    ​You can reach Mamaearth’s customer care at +91 8901 555 444, available Monday to Saturday from 9:00 AM to 6:00 PM. For email support, contact care@mamaearth.in. Additionally, you can submit queries through their support portal at support.mamaearth.in.

  • Varun Alagh: The Chief Dad and Co-Founder Powering Mamaearth’s Success

    Varun Alagh is the Co-Founder and Chief Dad of Honasa Consumer Private Limited, which established its first-ever baby nourishing brand, Mamaearth, in November 2016. The company is based in Gurugram, India. Mamaearth is declared Asia’s first MadeSafe-certified brand. Varun founded the toxin-free baby, beauty, hair, face, and body care brand Mamaearth with his wife, Ghazal Alagh, who plays the major role of Chief Mama at the company. As of January 6, 2025, Mamaearth’s market value is $928 million, with a stock price of $2.86 and 325 million shares.

    We will explore Varun Alagh’s success story, including his early life, history, net worth, childhood, personal life, education, achievements, and more.

    Varun Alagh – Biography

    Name Varun Alagh
    Born 1984
    Nationality Indian
    Education Delhi College of Engineering; XLRI Jamshedpur
    Profession Entrepreneur
    Position Co-Founder, Chief Dad & CEO, Honsasa Consumer Pvt Ltd (Mamaearth)
    Spouse Ghazal Alagh
    Sons Agastya Alagh & Ayaan Alagh
    Net worth $14.40 Million (2023)

    Varun Alagh – Early Life
    Varun Alagh – Education
    Varun Alagh – Personal Life
    Varun Alagh – Professional Life and Journey So Far!
    Varun Alagh – Investments
    Varun Alagh – Awards and Recognition
    Varun Alagh – Mamaearth’s IPO Launch

    Varun Alagh – Early Life

    After completing his studies, Varun joined Hindustan Unilever Limited in 2007. During the first year, he worked as a Business Leadership Trainee. He was a part of this one-year training program. Varun then spent six months in Marketing with Lakme and Lifebuoy. He spent another six months in Customer Marketing and Sales in North India.

    After completing his training for one whole year, he was employed as the Area Sales Manager of Hindustan Unilever Ltd., Delhi NCR, in May 2008. He was responsible for a 600 crore business through 29 people, spread across 22 categories under Home care, personal care, foods, and beverages.

    After two years, he was promoted as the Area Sales and Customer Manager at Delhi NCR and Rajasthan in 2010. He managed a team of 37 people with 67 customers, delivering a direct distribution of 55,000 retail outlets across Delhi and Rajasthan.

    After nine months, he was again promoted to the Regional Brand Manager Innovations South Asia- Deodorants. As a part of this role, he managed Innovations and communications for Sure/Rexona Deodrants in South Asia and Market development and digital strategy for Asia.

    He left Hindustan Unilever in March 2012 and joined Diageo PLC as the Senior Brand Manager – Smirnoff. This role assigned him the job of managing one of the world’s largest premium spirits brands, Smirnoff, which is India’s largest Vodka brand, too. Moreover, he looked over the above and below the line (ATL & BTL). This also included the Digital and On-trade activation for Smirnoff across India.

    He joined The Coca-Cola Company in May 2013 and worked as the Brand Manager for two years. Varun managed to deliver the brand business, market share, and equity targets through a collation of various marketing acts. Alagh was then promoted to Senior Brand Manager, where his role was to manage Customer Marketing for the Coca-Cola trademark across India and South-West Asian countries. He eventually left the company in November 2016, and it was in the same month that he started Honasa Consumer Pvt. Ltd., the parent of Mamaearth.

    Ghazal Alagh Success Story: Mamaearth Founder | Biography | Education
    Explore the inspiring journey of Ghazal Alagh, a visionary mompreneur redefining success. Join us in discovering how she seamlessly integrates mom and entrepreneur roles, leaving a lasting impact on the business world. Find out about Ghazal Alagh’s success story, including her early life, history, net worth, childhood, personal life, education, achievements, and more.
    StartupTalkyKanimozhi Sivakumar

    Varun Alagh – Education

    Varun Alagh - Mamaearth Owner
    Varun Alagh – Co-Founder, Chief Dad & CEO of Mamaearth

    Varun pursued a Bachelor of Engineering specializing in Electrical Engineering from the Delhi College of Engineering (2001-2005). He later earned a Post Graduate Diploma in Business Management (PGDBM) in Finance and Marketing from XLRI Jamshedpur (2005-2007).

    While Varun was completing his post-graduation degree course, he had a chance to work with companies like Colgate Palmolive, Havells Electric, Madura Garments, Maruti, and Nokia in the form of internships and LIVE projects.

    Varun Alagh – Personal Life

    Mamaearth Company Owners - Varun Alagh and Ghazal Alagh
    Mamaearth Company Owners – Varun Alagh and Ghazal Alagh

    He is married to Ghazal Alagh, who is the Co-founder and Chief Mama of Mamaearth. She looks after the product development, content, and community management of the company. Before that, she had worked in the IT corporate world. The couple has two sons. A son named Agastya had been diagnosed with a skin-borne disease called eczema since birth.

    Varun Alagh – Professional Life and Journey So Far!

    Varun worked with Unilever for four years and 11 months, i.e., from May 2007 to March 2012. Here, he got to learn how to add value to a brand. Varun also worked for another brand, Smirnoff, at Diageo PLC for one year and three months, i.e., from March 2012 to May 2013.

    He worked with the Coca-Cola company for three years and seven months, i.e., from May 2013 to November 2016. He excelled in building brand value for nine long years by working with several renowned companies.

    He founded Mamaearth in November 2016, providing a range of toxin-free baby skincare products. Both Varun Alagh and Ghazal Alagh had a suitable background in handling such a brand professionally, which was eventually developed due to personal reasons.

    When Varun and Ghazal realized that their newborn son, Agastya, had a skin-borne disease called eczema, his skin was allergic to a lot of substances and turned red and itchy when exposed to such chemicals. The couple had to look for toxin-free baby care products in the market. Varun Alagh’s net worth stands at $14.40 Million.

    Business Idea

    The doctor advised using only natural products to avoid the worsening of his condition, but Mr. and Mrs. Alagh found that most of the baby care products in India contained toxins in one form or another. Besides, they did not think it fit to compromise with the quality. Therefore, they had to request their relatives and friends traveling abroad to bring back toxin-free skincare brands for their children. According to Varun Alagh, Mamaearth was founded after they found no alternative for proper toxin-free brands for babies in India, and the US products were becoming an added financial burden.

    Mamaearth: Bringing Toxin-Free, Natural Skin Care Products | Success Story | Company Details
    Ghazal Alagh and Varun Alagh founded Mamaearth in 2016. Read on to know more about Mamaearth’s success story, startup story, business model, revenue model, products, company details, introduction, funding, information on competitors and more.
    StartupTalkyRishabh Rathi

    Co-Founder of Honasa Consumer Private Limited

    Honasa Logo
    Honasa Logo

    Honasa Consumer Private Limited is classified as a non-government company registered at the Registrar of Companies, New Delhi. The authorized share capital of the company is INR 3,400,351,400, and its paid-up capital is INR 1,363,495,490.

    Varun Alagh bought 1.8 lakh shares worth INR 4.5 crore in the company, according to stock exchange filings on December 3, 2024. He previously owned 31.88% of the company and now owns 31.93%.

    Varun is the Co-Founder, Chief Dad, and Get Stuff Done Officer at Honasa Consumer Private Limited. The company exists to provide honest, natural, and safe products. Mamaearth is the first brand of the company that focuses on reducing parenting stress by providing solutions to parent and baby problems in the form of safe, international standard products.

    The Directors of the company include Varun Alagh, Ghazal Alagh, Vettakkorumakankav Siva, Subramaniam Sita, Rahul Chowdhri, and Ishan Mittal. The company started with a combined investment of Rs 90 lakh by Varun, Ghazal, and a few of the angel investors.

    The Unique and Successful Business Model of Mamaearth
    Mamaearth’s amazing products helped them to reach great heights. They have understood their customer’s needs properly and served those needs in an excellent way.
    StartupTalkyDev Gupta

    Co-Founder of Mamaearth

    Mamaearth Logo
    Mamaearth Logo

    Varun serves as Mamaearth’s Co-Founder and Chief Dad, headquartered in Gurugram, India. He founded the company in November 2016, primarily as a babycare products brand, which saw good growth and thereby expanded to several other categories, including – Beauty, Hair, Face, and Body care, and currently targets a range of audiences, including babies, moms to be, and men above the age of 15 years too.

    Within two years of the startup, the company got a retail turnover of Rs 20 crore. By 2020, Mamaearth’s net worth was over Rs 100 Crore. The company eventually turned out to be the first unicorn in India in 2022 by raising $52 million on January 1, 2022.

    Mamaearth has its own website, where one can shop from a diverse range of body care, hair care, organic beauty, and baby care products. The baby care range of Mamaearth can also be accessed through various e-commerce platforms like Amazon, Firstcry, and Nykaa. It also has a presence across 120+ major cities in India.

    Famous Bollywood celebrity Shilpa Shetty, who herself is a mother of two babies, became the brand ambassador of Mamaearth in 2017. She believed that toxin-free products are the best. Thus, she invested around $250K in the company. Shilpa Shetty reportedly made about Rs. 45.14 crore after selling her 13.93 lakh shares during the Mamaearth IPO’s Offer-for-Sale phase. She still has over 2.30 lakh shares in the business, which are currently worth roughly Rs. 7.4 crore. Moreover, Mamaearth also raised other funding led by Fireside Ventures and Stellaris Ventures Partners.

    Mamaearth – Asia’s First Made-Safe Certified Brand

    Varun Alagh – Investments

    Varun Alagh has invested in numerous startups to date. The Co-founder has been noted for 40+ investments, the last of which came in on July 12, 2023, where he invested $1.04 million in GreenFortune.

    Name of the company Funding round Investment date
    GreenFortune Seed Round July 12, 2023
    Solar Ladder Seed Round May 03, 2023
    KikiBix Seed Round March 31, 2023
    AdmitKard Series A February 20, 2023
    Xeno Seed Round March 14, 2022
    One Impression Seed Round January 6, 2022
    Nestasia Series A December 15, 2021
    Shiprocket Series E December 10, 2021
    Pristyn Care Series E December 8, 2021
    Doss Games Pre-Seed Round December 6, 2021
    Early Steps Acacdemy Seed Round November 24, 2021
    Wiggles India Seed Round October 28, 2021
    BeepKart Seed Round September 22, 2021
    Ayu Health Series A September 15, 2021

    Varun Alagh – Awards and Recognition

    • He received the Business Unit President Award (December 2015) for being a lead member in the MIT ICE project for turning around FBO business in 2015 from the President of Coca-Cola India and Southwest Asia. Varun Alagh’s age was only 39 when he was honored with this achievement.
    • He was conferred with the Above & Beyond Award (September 2015) for going beyond the call of duty on an organization-wide project from the Leadership team of Coca-Cola India and Southwest Asia.
    • He received the Business Unit President Award (December 2014) for leading excellent ideation and execution in the Coca-Cola Zero launch in India from the President of Coca-Cola India South West Asia.
    • He was conferred with the I am a Diageo Award (March 2013) for excellent execution of the Smirnoff Nightlife Activation Nationally as the President of Diageo India.
    • He has been listed among the top managers in HUL for two years consistently.

    Mamaearth Marketing Strategy: Mamaearth Popularity Secret
    Read to know about the marketing strategy of Mamaearth, which made the brand successful. Know what marketing strategies it used to stand out from the crowd.
    StartupTalkyPoonam Chauhan

    Varun Alagh – Mamaearth’s IPO Launch

    Mamaearth’s parent company, Honasa Consumer, launched its Initial Public Offering (IPO) on October 31, 2023. The IPO was open for subscription until November 2, 2023, and was fully subscribed on the last day. The IPO price band was set at ₹308-324 per share, and the lot size was 46 equity shares. The IPO raised ₹1,701 crore.

    Honasa Consumer, the parent company of Mamaearth, has lost its unicorn status after its shares dropped by about 29% in November 2024. The shares closed at Rs 237.70 each, bringing the company’s total market value down to Rs 7,721 crore, or about $902 million. The company had filed for an IPO with a valuation of Rs 10,500 crore in November 2023.

    The IPO was a success, with the shares listing at a premium of 2% on the National Stock Exchange (NSE) on November 7, 2023. The grey market premium (GMP) for Mamaearth’s IPO was ₹31 on the day of listing, indicating a strong listing. The company’s strong brand recall, innovative products, and focus on digital marketing have been key factors in its success. Mamaearth is well-positioned to continue to grow in the coming years, as India’s beauty and personal care market is expected to reach ₹20,000 crore by 2025. Varun Alagh turned to social media to articulate his journey with Mamaearth so far:

    “The joy of building is just pure elation, it’s so much better than moaning, critiquing, regretting and most importantly inaction. This is a momentous occasion for us but in the journey of building it’s just another moment, we shall cherish it but move on to looking for more amazing moments as we build for decades to come. While we are here, thanks a ton everyone.”

    FAQs

    Is Mamaearth an Indian brand?

    Yes, Mamaearth is an Indian company and is based out of Gurugram, Haryana.

    Who are Mamaearth founders?

    Varun Alagh and Ghazal Alagh are the founders of Mamaearth.

    Who are the promoters of Mamaearth?

    Mamaearth promoters are husband-wife duo Varun and Ghazal Alagh, founded in 2016.

    Is Mamaearth chemical-free?

    All of Mamaearth’s products are 100% chemical-free. Mamaearth is the only “Made Safe” certified toxin-free brand in India, which is free of all known toxins that are banned in most countries.

    What is Mamaearth net worth?

    As of January 6, 2025, Mamaearth’s market value is $928 million, with a stock price of $2.86 and 325 million shares. For the year ending March 31, 2024, Mamaearth earned $238 million in revenue.

    What is Varun Alagh education?

    Varun pursued a Bachelor of Engineering specializing in Electrical Engineering from the Delhi College of Engineering (2001-2005). He later earned a Post Graduate Diploma in Business Management (PGDBM) in Finance and Marketing from XLRI Jamshedpur (2005-2007).

    What is Mamaearth founder net worth?

    The net worth of Ghazal Alagh, co-founder of Mamaearth is $20 million.

    Who owns Mamaearth?

    Varun Alagh and Ghazal Alagh are the co-founders and majority owners of Mamaearth.

    What is Varun Alagh age?

    Varun Alagh was born in 1984 and is 41 years old.

    Who is Mamaearth CEO?

    Varun Alagh is the chief dad and CEO of Mamaearth company.

    What is Varun Alagh net worth?

    The net worth of Varun Alagh is $14,40 million as of 2023.

  • CITTA Baby Care Products – GrandMa Approved & Backed by Modern Science

    Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by CITTA.

    The baby care products market in India is projected to grow at a CAGR of 11.11%, from 2020 to 2025. There is a growing awareness in parents about the health and hygiene of babies. Costomers are highly inclined towards natural and organic baby care products. There is huge demand of products with organic ingredients that have significant health benefits and are non-allergic to babies. These types of products are boosting the demand of skin-friendly baby care products in India.

    CITTA is a brand owned by the Lexicon Group of Pune that offers baby bath and skincare products. Their products are made with natural ingredients with the fusion of modern science to provide safety, care, nourishment, and love to babies.

    Read the startup story of CITTA, products, founders, business model, and more.

    CITTA – Company Highlights

    Startup Name CITTA
    Headquarters Pune
    Industry FMCG – Baby Bath and Skin
    Founder Monisha Sharma and Akanksha Sharma
    Founded 2021
    Parent Organisation Lexicon Group
    Website cittaworld.com

    CITTA – About
    CITTA – Industry
    CITTA – Founders and Team
    CITTA – The Idea and Startup Story
    CITTA – Name and Logo
    CITTA – Products
    CITTA – Business Model and Revenue Model
    CITTA – Customer Acquisition
    CITTA – Challenges Faced
    CITTA – Marketing Strategy
    CITTA – Growth
    CITTA – Advisors and Mentors
    CITTA – Competitors
    CITTA – Recognition
    CITTA – Future Plans

    Story About CITTA from Co-Founders of CITTA

    CITTA – About

    CITTA is a premium quality natural baby bath and skin care brand that is safe and tested. They are traditionalizing the experience of childcare for every modern parent by taking inspiration from the nuskhes [natural remedies] and love that our grandmothers showered us with. By researching the ancient rituals used in India for centuries to provide natural childcare, they have managed to modernize it by specially formulating products with high-quality ingredients most of which are Eco-Certifed and/or COSMOS certified. They understand that a baby is the most pure and precious thing in the world and so their safety is the priority, which they ensure by extensive testing that every batch of their lab-formulated product undergoes. CITTA provides each baby with the safety, care, nourishment and love exactly like a grandmother does, which is why they are 100% Grandma Approved.

    They believe in 100% transparency, they are absolutely honest about every ingredient they use and mention the same on their products. When you start using CITTA’s products on your baby, CITTA becomes a part of your child’s life and so it also becomes their duty to protect and ensure that every child is safe and get benefits from their products.

    CITTA – Industry

    They began their research online by understanding the market size and audience using reports like Deloitte. After they understood their target audience a little and the basic market size, they worked with the Lexicon Center for Research and Innovation who helped them conduct further detailed research.

    CITTA – Founders and Team

    CITTA was co-founded by a mother and daughter duo – Monisha and Akanksha Sharma.

    Monisha Sharma completed her B.Tech in Cosmetics and is the Director of the Lexicon Schools, along with being the co-founder of CITTA.

    Akanksha Sharma completed her Bachelors in Creative Industry Studies from FIDM, Los Angeles and is the co-founder and CEO of CITTA.

    Together, their dream is to create an honest and natural brand that combines Indian traditions for the modern user. The team has 9 people including the founders. One thing they all have in common is that they are all dedicated towards growing CITTA and work passionately, they call themselves the CITTA family.

    CITTA – The Idea and Startup Story

    Akanksha Sharma was studying in the US when she heard the news about the ongoing case of a certain baby care company. It really disturbed her. Babies are the most innocent beings and it’s our job to protect them so anything we apply on them needs to be 100% safe. Growing up in a large family of 10, she had the opportunity to receive the love and knowledge of her dadi and nani and all their nuskhas. She wanted to share it with every precious little child. When she came back from the US, with the help of my mother, who studied cosmetic technology they decided to create CITTA, a natural and safe option for parents where tradition is backed by modern science. They were able to connect with a research and development lab with over 25 years of experience. Then they conducted research on the ingredients and traditions across India. Post that the formulations  they developed and tested, they worked on this for over 15 months to perfect the formulations. Only after they were satisfied with the formulas, they go into manufacturing at a safe and GMP-certified facility. Today their extensive journey is yielding great results as doctors across Pune are appreciating and recommending CITTA products.

    Sugar Cosmetics – Company Profile | Founders | Funding | Business Model
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    StartupTalkySarika Anand

    CITTA Logo

    CITTA is inspired from a sanskrit word ‘Chitt’ which means consciousness. They hope that everyone is extremely aware and conscious about what they apply on themselves and their baby’s skin and it ties them to our Indian heritage.

    Akanksha Sharma, the CEO actually made the logo herself, it’s meant to reflect the simplicity and premium quality and ingredients.

    CITTA – Products

    CITTA Products
    CITTA Products

    Their natural premium babycare products range consists of,

    1. Moisturizing Baby Balm- the first of its kind in India, which provides longer lasting moisturization than a cream, with 7 natural oils, Vit E and goodness of Shea Butter.
    2. Gentle Foaming Baby Shampoo – the 1st Indian natural foaming shampoo for babies with the goodness of oats and almond oil, No tears.
    3. Tender Foaming Baby Wash – the 1st Indian foaming baby wash with aloe vera and coconut for increased moisturisation and rice protein for natural cleansing.
    4. Soothing Talc-Free Baby Powder – Talc-free with cornflour and oat silk
    5. Nourishing Baby Massage Oil – a unique blend of 12 Nourishing Oils and Vitamin E.

    A majority of the ingredients are ECOCERT and/or COSMOS and/or NATRUE certified. They, at CITTA, believe in creating a 100% vegetarian brand with raw materials which are strictly sourced from suppliers that DO NOT test on animals and are 100% cruelty-free. All their products are innovated so that they are more convent for the parent and bottles tradition, eg. Most baby shampoos are thick and need to be mixed with water and then applied to the baby’s hair, since CITTA baby shampoo are foams, they can be directly applied to the baby’s hair. It also has almond, olive, and coconut oil to keep their hair soft and nourished.

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    CITTA – Business Model and Revenue Model

    CITTA is an FMCG company and are reliant on e-commrece at the moment. They are available on multiple reputed platforms like Amazon, FirstCry, Flipkart, JioMart and more. They are also available in medical stores across Pune city, and are recommended by pediatricians and dermatologists. CITTA is in a unique market space, since very few premium baby care brands exist in the baby bath and skincare category, however premium ingredient quality leads to premium pricing.

    Here’s a list of their products and their MRPs, however they run seasonal discounts and offer promotional pricing at in-store purchases.

    1.Moisturising Baby Balm 200gm – Rs.1099
    2.Nourishing Baby Massage Oil 200ml – Rs.999
    3.Tender Foaming Baby Wash 150ml – Rs. 799
    4.Gentle Foaming Baby Shampoo- No Tears 150ml – Rs. 759
    5.Talc- Free Baby Powder 200gm – Rs.659

    Their commission varies for every marketplace.

    CITTA – Customer Acquisition

    They launched initially by creating social media handles and their website. However quite early they started working with channel partners like Amazon. Creating awareness using Instagram and Facebook worked well for them, but the most precious thing for them is word of mouth and they are receiving wonderful feedback from most sources, who are passing the word forward.

    A decent chunk of their orders are from returning customers, so retaining consumers is easier when genuine quality is provided and products show effective results. However to attract new consumers they market on various social media platforms, as well as Google and the newspaper.

    They recently took part in their first offline event in Pune and it turned out quite successful. On the very first day of the two-day event the hero product of CITTA- the Moisturising Baby Balm, which is the highest priced product, got sold out! They believe that they have created products that are solving genuine consumers’ issues and hence they are trying to take a more direct approach to marketing. As for collaborations they believe in grabbing any opportunities that come their way!

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    CITTA – Challenges Faced

    They began right in the middle of the lockdown where vendors were far and few and timelines were very difficult, the price of materials had shot up exponentially due to trade barriers and lack of resources. Another issue was that most vendors required huge minimum orders and as a new and bootstrapped company they couldn’t produce too much or invest so much in materials, so it was a struggle to find vendors. However, they were able to find a few vendors who believed in their vision when they explained their brand values to them and that’s how they started their journey. The effects of the Covid induced lull in the market but things are looking positive now and they are optimistic about the future.

    CITTA – Marketing Strategy

    Their best marketing campaigns have been the ones where they have shared people’s honest feedback about the product, so consumer testimonials and proof has yielded good results. Also sharing their brand story has helped in explaining to people how and why CITTA was created.

    CITTA – Growth

    Currently, they are available across India on e-commerce sites like website and on marketplaces like Amazon, FirstCry, Flipkart and they are joining other platforms as well. They are also available offline in their home city of Pune. They are available in medical stores and they are in process of collaborating with a large medical chain across India. They are associated with premium maternity and childcare hospitals in the city and are being recommended by top doctors of the city. They are also starting to work with mom-influencers who are careful about what they recommend to their audience. They hope to expand offline to other top cities in India and market more heavily using digital and traditional methods.

    CITTA – Advisors and Mentors

    Since Mrs.Monisha Sharma has over 25 years of experience she guides them, along with Mr.Pankaj Sharma the president of the Lexicon Group. They are supported by their R&D partners in terms of research and formulations.

    CITTA – Competitors

    Their competitors are brands like Himalaya baby since they are both natural brands. Price-wise their toughest competitor is SebaMed Baby.

    CITTA – Recognition

    CITTA is a Dermatologist Tested and Approved brand, as well as an FDA approved brand. The manufacturing is done in a GMP certified facility and most of their ingredients are either ECO-CERT, and/or COSMOS and/or NATRUE certified since they only work with the top materials vendors for enhanced quality. Their mild fragrance is IFRA – The International Fragrance Association certified as an allergen-free fragrance and hence even though they use only the smallest quality of fragrance in their formulations they still want to ensure that it causes no reactions on the baby’s sensitive skin. They also worked with the office of the Gov. of Maharashtra to provide free skincare kits to young underprivileged babies and children.

    CITTA – Future Plans

    They hope to make CITTA a household brand in India. They believe that every child deserves the best and it’s their duty to provide it as their products are safe and natural, inspired by Dadi Nani ke Nuskhe and backed by science. Once they are successful in making CITTA a household name in India, then they plan to export in the future too as they want to reach out to most of the children across the world with their products. Their products are of international quality and would be appreciated by the people there too.

    FAQs

    Who is the founder of CITTA?

    Monisha Sharma and Akanksha Sharma are the co-founders of CITTA.

    When was CITTA founded?

    CITTA was founded in 2021 in Pune.

    Some of the popular baby care products by CITTA are:

    • Moisturizing Baby Balm
    • Gentle Foaming Baby Shampoo
    • Tender Foaming Baby Wash
    • Soothing Talc-Free Baby Powder
    • Nourishing Baby Massage Oil

  • Case Study on FirstCry – How it Identified an Untapped Opportunity

    While shopping for a child, one needs to be much more careful than shopping for an adult. The products have to be good and hygienic enough to be used by a kid after all every parent desires to provide their kids with the best things in the world. Extra precautions are taken whenever there is a child involved, the same goes with shopping, doesn’t matter, if you are doing it offline or online.

    The E-commerce business in India has been thriving for over a decade. Now a day’s most of the shopping is done online, especially after the pandemic, people started indulging themselves in doing most of their business online.

    Amongst hundreds of online shopping sites, Flipkart, Amazon, Myntra are some that are well known in this industry. Apart from all these, we also have different E-commerce sites that specially deal with the products of babies, kids, and mothers. One will find anything that a child and their parents can need in for them in here.

    One of them is FirstCry, this offline and online store is said to be the largest store in Asia containing newborn babies and kids products. In this article, we will talk about the brand FirstCry and everything about it. So, let’s dive in.

    “Ecommerce isn’t the cherry on the cake, it’s the new cake” – Jean Paul Ago

    History and Journey of FirstCry
    Brands and Products of FirstCry
    Business Model and Revenue Model of FirstCry
    Goals, Challenges, Solution, and Competitors of Firstcry
    FAQ

    History and Journey of FirstCry

    FirstCry was founded in the year 2010, on the month of September by Amitava Saha, Sanket Hattimattur, Prashant Jadav, and Supam Maheshwari. The main goal of the startup was to provide the best brands of baby care products to babies and their parents.

    Any and every type of kids’ products can be found here, diapering, nursery products, apparel, toys, skincare, healthcare, and so many other things. Over 200k products can be found in FirstCry both from Indian and International brands.

    FirstCry started its journey at a time when baby care products were not available to buy online. At that time, there was a big need for an online platform that will provide products for kids, so the founders sees an opportunity in this and launched FirstCry, the first online platform that is solely dedicated to kids.

    Two subsidiaries Babyhug and Cutewalk are under FirstCry as well, a clothing label and a footwear label respectively. The headquarters of FirstCry is located in Pune, Maharashtra, India, and the company has more than 380 stores all over India. In 2019, FirstCry launched its first official outlet in Srinagar. It has more than 150 franchises in over 100 cities in India now.

    Firstcry Store
    Firstcry Store

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    Brands and Products of FirstCry

    As mentioned before any and every kind of babies and kids products are available in FirstCry. Some of them are:

    Food Products by Firstcry

    • Chocolates
    • Candies
    • Sweets
    • Breakfast and Cereals
    • Snacks
    • Jams, Spreads, and Ketchup
    • Milk powder containers

    Diapering and Baby Care Products by Firstcry

    • Diapers
    • Baby Wipes
    • Diaper Bags
    • Diaper Changing Maps
    • Bed Protectors
    • Potty Chairs and Seats
    • Baby lotion
    • Baby Shampoo

    Apart from all these clothes, fashion accessories, footwear and toys are also available here.

    Business Model and Revenue Model of FirstCry

    FirstCry followed the Online-to-offline (O2O) business strategy which means it opened physical stores to attract its online customers to shop from their offline outlet as well.

    FirstCry took an initiative and tied up with different hospitals all across the country; where whenever a baby gets delivered the parents receive ‘FirstCry Box’ as a way of saying Congratulations. Through this initiative, FirstCry was able to promote the brand in front of millions of new parents. The conversion rate was extremely high through this.

    Supam Maheswari with Firstcry Gift Box
    Supam Maheswari with Firstcry Gift Box

    After adopting the hybrid business model, it is focusing on expanding the offline stores. They are also making money through products from BabyHug and Cutewalk.

    Currently, the revenue of FirstCry is INR 897 Crores, and with its value of $1.9 Billion, it has added its name to the list of Unicorns in India. As of 2021 FirstCry has over 2000 employees working for it.

    Goals, Challenges, Solution, and Competitors of Firstcry

    The growth of a company is necessary and it can only be done when they fulfil all their goals and overcome all the challenges.

    Goals of FirstCry

    There are some aims that are the prime focus of FirstCry and they are:

    • The first goal is to increase the number of orders placed for the products.
    • Pursue the customers so that they can repeat their purchases.
    • To increase the average order value.
    • To increase customer engagement.

    Challenges of FirstCry

    • The unorganized market is quite a problem.
    • Understanding the wants and behaviour of the parents is a hurdle here.

    Solutions

    To solve the challenges they have taken some steps and they are:

    • To understand the behaviours of the parents, a feature called Funnel analysis is being used.
    • Based on the purchase history and the behaviour of the users, products are recommended to them.

    Competitors of Firstcry

    • Pampers
    • Johnsons
    • Huggies
    • Himalaya Baby Products
    • Chicco Baby Products
    • MamaEarth Baby Products
    • Mamy Poko
    • Libero

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    Conclusion

    FirstCry learned the necessary techniques including user engagement pretty well, which lead to fulfilling their goals of repeated purchase and the increase in average order value. FirstCry now has experienced 10 million downloads on the Google Play store.

    Being an E-commerce site specializing in baby products is actually a huge responsibility, especially when you are the first one to do that in the country. FirstCry does whatever they can to keep up with the name of being Asia’s biggest store that provides every kind of baby care product.

    FAQ

    Who is the owner of FirstCry?

    FirstCry was founded by Supam Maheshwari and Amitava Saha.

    Is FirstCry an Indian company?

    FirstCry is an Indian online store for baby products. It was launched in the year 2010.

    Is Babyhug owned by FirstCry?

    Babyhug is an in-house brand of FirstCry.

  • Bdiapers- India’s First Hybrid Cloth Diapers

    Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Bdiapers.

    “Can we use Diapers for babies? Cloth or disposable diapers? Are diapers safe for infants? How often should I change my baby’s diaper?” These are some basic issues that every parent has to go through in the early days of their new-born babies. So, parents have resorted to disposable diapers to keep their babies dry and comfortable. But how safe are these diapers for new-borns?

    The initial phase of parenthood is hectic because you strive to give the best to your baby. While diapers can make things easier, using diapers for longer periods generates heat. So, changing diapers frequently is the key to ensure that your baby is dry, comfortable, and healthy. Bdiapers is India’s first and only hybrid cloth diaper that can hold a washable or disposable insert and solution to many new parents.

    Bdiapers- Company Highlights

    Company Name Bdiapers
    Headquarter Bangalore
    Founder Amrita Vaswani
    Founded 2019
    Sector Baby Goods / Apparel
    Website bdiapers.in
    Registered Entity Name Earths Best Marketing LLP

    Bdiapers – About
    Bdiapers – Founder
    How Bdiapers Started
    Bdiapers – Name, Logo and Tagline
    Bdiapers – Vision and Mission
    Bdiapers – Target Market Size
    Bdiapers – Products/ Services
    Bdiapers – Business and Revenue Model
    Bdiapers – Startup Launch
    Bdiapers – Customers/ Clients
    Bdiapers – Challenges
    Bdiapers – Competitors
    Bdiapers – Recognitions and Achievements
    Bdiapers – Future Plans

    Bdiapers – About

    Bdiapers is a hybrid diaper with a cloth shell that works with chemical-free disposable nappy-pads. These diapers come in a patented two-part pouch system that separates the “cloth” from the “diaper”. The disposable nappy pads are bleach, fragrance & dye free hence hypoallergenic and do not cause a rash. The cloth shells are sized and trendy in design, and they offer a complete range of healthy diapering solutions for conscious, green parents.

    Bdiaper is India’s first and only hybrid cloth diaper that can hold a washable or disposable insert. These work in a 2-part system with a cloth shell and a removable waterproof pouch that holds the insert pads. The cloth shells come with matching T-shirts, headbands, and bandana bibs to complete the look, and make for comfortable and stylish clothing for the baby. While the disposable inserts are fragrance, bleach, and dye-free hence hypoallergenic.

    Bdiapers – Founder

    Amrita Vaswani is the Founder of Bdiapers.

    Bdiapers Founder | Amrita Vaswani
    Bdiapers Founder | Amrita Vaswani

    Currently, Amrita is running the company along with her team. She completed her MBA in Australia and has over 10 years of consumer marketing experience from companies such as Colgate Palmolive, Microsoft, and American Express.
    Bdiapers has 4 full time and 3 part-time folks along with some freelance content writers and all the full-timers are involved in every aspect of the business. They are all entrepreneurial, customer-focused and they all love babies

    How Bdiapers Started

    Bdiapers is a labor of love that came out of Amrita’s own experience of diapering her two boys. Her older son was prone to rashes; she was tired of chemicals in disposable diapers, and while Amrita was committed to cloth diapering, she was missing the convenience of disposables. She looked around for a diaper that was healthy, easy to use, eco-friendly, and affordable but she couldn’t find one that would fit the bill.

    Amrita then started the design of Bdiapers with a home machine and a tailor. The first set of disposable inserts were imported and biodegradable, however when they relaunched in 2019, they decided to make their product completely made in India, and they are still searching for a completely biodegradable disposable insert that can be locally manufactured.

    The diaper itself has gone through several versions since 2016 when Amrita’s 2nd child was born. The first lot of Bdiapers were made with matching T-shirts to make these as complete pieces of clothing, versus just an accessory.

    From that, they have had several changes in designs (including the method with which we attach the pouch) and our disposable inserts as well. We had a lot of success initially with new moms and their first set of customers was very excited about the concept. Amrita, then, had to shut down due to personal reasons and since her relaunch in 2019 they have had several satisfied customers. Bdiapers’ first channel partners were Firstcry, Amazon, and Flipkart and since then the company has grown to be present at almost all eCommerce portals.

    Bdiapers – Name, Logo and Tagline

    How they became Bdiapers is a story of serendipity. They started back in 2015 as Bumchum Diapers however due to a personal tragedy, Amrita was unable to further expand the business at that time. When they restarted in 2019, someone had taken over their brand and registered Bumchum so they weren’t able to use it anymore. By then the “B” was already a part of their existence, hence they decided to call themselves “Bdiapers”. They are very happy with their new brand.

    Bdiapers – Vision and Mission

    In the short term, Bdiapers is looking to create knowledge around the concept of Hybrid Diapers and create awareness about the hazards of using single-use disposable diapers on the baby’s health and her environment. They wish to seek feedback on their new system of diapering and work towards a completely green (i.e. Biodegradable) product in the future.

    Their long-term vision is to disrupt the diaper category and create options for mothers like myself who are tired of chemicals in disposable but are not fully able to commit to the cloth as an option.

    Bdiapers’ core belief is that mothers deserve the option to choose what they feel is convenient and healthy for themselves and their babies. The company wishes to incorporate modern convenience in traditional products that are healthy, affordable, and eco-friendly.

    Bdiapers- Target Market Size

    The Indian diaper industry is pegged at 5 Billion growing at 5.8% CAGR. With Covid-19 awareness parents are getting conscious about the choices they make in products that impact the health of their children and the world they will grow up in. With the rise of the Make in India campaign, several new brands have emerged in the baby space that has propelled growth within the category.

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    Bdiapers – Products/ Services

    Bdiaper is India’s first and only hybrid cloth diaper that can hold a washable or disposable insert. These work in a 2-part system with a cloth shell and a removable waterproof pouch that holds the insert pads. The cloth shells come with matching T-shirts, headbands, and bandana bibs to complete the look, and make for comfortable and stylish clothing for the baby. While the disposable inserts are fragrance, bleach, and dye-free hence hypoallergenic.

    Bdiapers Hybrids are the healthiest, most eco-friendly diapers available in India These diapers help keep the convenience of disposables and the health of cloth in a diaper that is affordable, leak-proof, rash free and convenient. These diapers were designed by Amrita as she was tired of the inconvenient cloth diapers and the painful rashes caused by chemicals in disposables. She wanted a product that was easy to use and helps break the cycle of exposure to chemicals on her baby.

    Bdiapers Love Bug Set
    Bdiapers Love Bug Set 

    In order to reduce toxic waste, the 1st batch of Bdiapers was sold with imported biodegradable disposables. Amrita believed biodegradable would encourage green diapering however with the exorbitant pricing of these leading to a smaller audience converting to Hybrids, she started to focus on the design of an insert that was manufactured locally, fit their Bdiaper shells securely, without compromising on absorbency and comfort. And this is how they moved to its chemical-free inserts having the entire product made in India.

    Bdiapers – Business and Revenue Model

    Bdiapers mostly sell online through B2B e-commerce channels and their own website. They also sell through some retail stores in Nagaland through a distributor. Everything they sell is in the price range of INR 199 – INR 1399 and they try and cater to the entire range of healthy diapering solution which includes rash balms, baby wipes, diaper bags, and other accessories apart from its Hybrid Diapers.

    Bdiapers – Startup Launch

    Bdiapers launched its website in May 2020, and reached its target of 100 customers within two months! Since launch, they have over 450 loyal customers with a good number of them coming back. However, the bulk of their sales come from Bdiapers’ eCommerce channel partners Firstcry and Amazon.

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    Bdiapers – Customers/ Clients

    What has really worked for Bdiapers as a company is their product in itself. Being the only brand in India doing something disruptive in the diaper space has given them some much-needed visibility. There are improvements still needed in the design and soaking ability of the inserts and they are working tirelessly to incorporate all that they have learned from feedback from their customers over the last few months.

    They have also launched new prints and are working on a line of newborn diapers and accessories. But the reason they have customers coming back is that they are affordable, healthy diapering solution in India and are completely locally manufactured.

    Bdiapers – Challenges

    They re-started operations in September 2019 with their website ready in May 2020, hence like most other startups in its stage, their biggest challenge has been Covid-19, like many startups. Since the start, Bdiapers has faced issues like factories that made their products closing down, losing good people, and several other setbacks.

    Bdiapers has had to improvise, hustle, and in a lot of places take the hit on the high prices of trims and costs of production without compromising on quality. This has hurt its liquidity and has been the biggest challenge.

    Bdiapers – Competitors

    Bdiapers do not have a direct competitor in India, however, their biggest competitor in the hybrid diaper category doing great work is in the US called Gdiapers (the similarity in name is purely a coincidence!). In India, SuperBottoms is doing phenomenal work in bringing full cloth diapers to Indian moms. However, their product is different in concept and design from a complete cloth diaper or disposable diaper.

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    Bdiapers – Recognitions and Achievements

    It’s the small achievements which lead up to big ones! Since May, Bdiapers has been shortlisted for the Facebook small business grants program and is awaiting the final results.

    They have also been selected in the Kids Stop Press “Best Cloth Diaper in India” for 3 years in a row.

    Bdiapers – Future Plans

    Bdiapers hopes to build the category of hybrid diapers and comes with a great product that will be a healthy, eco-friendly, affordable alternative to single-use disposable diapers. They also hope to create more and more awareness amongst parents regarding chemicals in disposables and their harmful effects on the baby’s health in the long term.

    Frequently Asked Questions – FAQs

    What is Bdiapers?

    Bdiaper is India’s first and only hybrid cloth diaper company.

    When was Bdiapers founded?

    Bdiapers was founded in 2019.

    Is Bdiapers Indian company?

    Yes, Bdiapers is an Indian company headquartered in Bangalore.