Ghazal Alagh- Mamaearth

Ghazal is the Co-Founder and Chief Mama of Mamaearth, India's first toxin-free infant care business. She is in charge of product development and social management at Mamaearth. She collaborates with a wide group of mothers to create a product line that tackles issues that mothers encounter on a daily basis. When Ghazal became a mother and struggled to obtain toxic-free products for her son, Agastya, she developed the inspiration for a toxin-free baby products line.

Ghazal Qualifications

Ghazal has been named among the top 10 woman artists in India, both nationally and internationally, in addition to being a successful entrepreneur and loving mother. Ghazal began her career with NIIT as a Corporate Trainer, where she educated managers and engineers from several IT organisations in SQL, J2ME, and Oracle. She has a Bachelors in Information Technology and Intensive Courses in Modern Art, Design, and Applied Arts from the New York Academy of Arts.

Mamaearth Birth

Mamaearth is a direct-to-consumer personal care company that was founded in 2016. What began as a personal issue solution is now on its way to becoming a 'house of brands.' Mamaearth was created as a result of parental stress. Varun and Ghazal Alagh, co-founders and husband-and-wife team, went to the source of the problem after they were unable to treat their baby son's skin condition with treatments available on the Indian market. It found out that the Indian market was swamped with generic medicines that were contaminated with chemicals and hence could not be used on children.

While the couple was finally able to fulfill their need by buying "appropriate" products from the United States, despite the fact that it was an "inconvenient arrangement," they remained committed to the issue statement. The duo says, “We found there were certain toxins that were banned in countries outside India and were declared to be harmful. Following up with their friends and family, they discovered that many parents were dissatisfied with the quality of products available in India. That was the deciding factor in the couple's choice to launch a business in this field. The pair was ready with six infant items, including lotions, rash creams, shampoos, massage oils, body wash, and diapers, backed by scientific research and intensive gamma testing with a small focus group of moms, including Ghazal herself.

Mamaearth Goal: To provide natural, toxin-free infant skincare while also easing the stress of new parents to baby skin but were still being widely used here. And that is what led them to think that somebody should do something about it.

Raising Figures

Mamaearth made its debut in December of 2016. It has become a D2C phenomenon in less than five years and is one of India's fastest-growing FMCG brands. It has expanded from six products to 140 SKUs in the infant care, skincare, and hair care categories, serving more than five million customers in 500 cities. Mameartth generates income via its own D2C platform, as well as eCommerce platforms such as Amazon, Flipkart, and Nykaa, as well as offline channels.

They were able to determine what the customer was seeking in the market by using a listening strategy. Mamaearth's success is founded on listening-based innovation and a consumer-first strategy. "This is something that has propelled us forward in the last four years." It is now the only ''MADE SAFE'' certified brand in Asia. In the D2C personal care market, a category leader is taking on incumbents.

Sustainability

Mamaearth's brand concept is to recycle plastic (used in product packaging) and to plant trees. Every order is linked to a tree planted on behalf of the client, and the firm has promised to plant a million trees by 2025. When you buy from them," they'll also reveal the geolocation and species of your plant, so you can physically visit it and witness it grow. The customers will have the satisfaction that they have did their possible bit to sustain the ecosystem. 

While conscientious consumers are beneficial, Mamaearth feels it is also essential to give purchasers a unique experience in order to increase their lifetime value (LTV). With the aid of new listening tools and data analytics, Mamaearth is concentrating on improving customer LTV and driving repeat purchase behaviour.

The Derma Company

Mamaearth established a sibling business, The Derma Co., last year after noticing that millennials were warming up to expert skincare treatments that could be purchased off the shelf rather than contacting a dermatologist for every problem. Despite the fact that it is a niche industry centered mostly on metros, it is rapidly expanding. The Derma Co. will provide a range of goods based on science-based active substances, while Mamaearth's main portfolio focuses on natural components.

Despite Mamaearth's category-leading success, the company's founders are frequently tormented by a concern of failure.  With growth, the fear of failure also increases the fear of not being innovative enough or fast enough when you look at the competition,” Ghazal shares. 

And that's exactly what Mamearth has done thus far: Playing right on the front foot.