Mamaearth collaborates with Anita Hassanandani to tap millennials

By

Maverick Martins

Published
Feb 26, 2021

The Indian skincare and haircare brand, Mamaearth, has collaborated with Anita Hassanandani for its haircare, skincare, and baby care categories.

With this strategic association, Mamaearth plans to strengthen its presence in the baby care and personal care market in the country.
 
Commenting on her association with the brand, Anita Hassanadani, in a statement said: “With Mamaearth, I feel like my thoughts are aligned to theirs because I too have always been conscious about the skincare and haircare products I use. I am really looking forward to starting more conversations around beauty that’s organic and backed by science.”

Sambit Dash, vice president marketing at Mamaearth’s parent firm Honasa Consumer Pvt. Ltd added: “Mamaearth constantly looks to connect and engage with millennial consumers. We are confident that this collaboration will help us further strengthen our position as a baby care and personal care brand for millennials.”
 
Founded in 2016 by husband-wife duo, Varun and Ghazal Alagh, Mamaearth sells its products on major e-commerce platforms such as Amazon, Nykaa, and Flipkart. The brand also has a strong offline footprint, in over 2,000 multi-brand stores across 40 cities in the country.