Mamaearth launches 35 stores in 15 cities in one year

By

Isabelle Crossley

Published
Dec 14, 2022

Honasa Consumer Limited’s Mamaearth has opened a total of 35 stores in 15 Indian cities over the past year. This has helped to boost the natural cosmetics and personal care brand’s scale and revenue. 

Mamaearth opened its first exclusive brand outlet in the third quarter of the 2021 financial year and the brand has expanded quickly across India since, Indian Retailer Bureau reported. Witnessing steady growth from its brick and mortar expansion, the business has no plans to slow down. 
 
“Every brand needs to be selling at places where their consumers' shop; that’s why we ventured into Exclusive Brand Stores,” said Honasa Consumer Limited CEO and co-founder Varun Alagh, India Retailing reported. “While we were already present across multiple points of sale offline through general trade and modern trade outlets, exclusive brand outlets are an extension of our omni-channel strategy. EBOs allow us to create a strong visual connection with the consumers and help us bring the brand promise and experience into the physical world.”

The brand has also continued to diversify its product offering and recently expanded into colour cosmetics. Mamaearth’s most recent launch was a collection of eyeliners in green, brown, and blue, it announced on Facebook. Mamaearth first launched with a line of baby care goods and has gradually expanded its product categories for a more adult focus and to tap into the booming beauty market.  
 
“We launched over 200 SKUs just this year across baby, face, skin, body care, and colour cosmetics, and EBO formats present as a medium to engage with consumers beyond the products,” said Alagh. “In fact, we are hyper customising this channel, using data from our D2C [direct to customer] to create a product assortment conducive to the market, city basis the consumer demands and consumption pattern.”