Mamaearth, one of India’s leading personal care brands, has announced a strategic partnership with Meesho, the popular social commerce platform, aiming to enhance the availability of premium, natural, and toxin-free personal care products in Tier 3 and beyond markets.
This collaboration is designed to make high-quality products more accessible, targeting a goal of achieving an annual recurring revenue (ARR) of ₹100 crore on the platform within the next year.
With the rapid emergence of e-commerce in smaller towns and semi-urban areas, Mamaearth recognizes the growing demand for its products among consumers in these regions.
By leveraging Meesho’s extensive reach, Mamaearth aims to tap into new customer bases and reinforce its position as a trusted leader in the beauty and personal care category.
Notably, during the recent Meesho sale, the brand experienced a remarkable fivefold growth in sales.
The partnership allows Mamaearth to penetrate deeper into markets across Bharat, including cities like Belgaum in Karnataka, Kashipur in Uttarakhand, Bokaro in Jharkhand, Sivakasi in Tamil Nadu, and Kushinagar in Uttar Pradesh.
The collaboration highlights Meesho’s ability to connect brands with a larger and more diverse customer base, facilitating Mamaearth’s success in making its products available even in remote regions.
Varun Alagh, Co-Founder and CEO of Honasa Consumer Limited, expressed enthusiasm about the partnership, stating, “At Mamaearth, we have always strived to be present where our consumers need us the most. We have been witnessing a greater demand for quality and toxin free beauty and personal care products from Tier 3 and smaller markets and this partnership with Meesho is helping us bridge this gap further. It will now significantly contribute as we work towards our goal of achieving ARR of 100 crore on Meesho by enhancing accessibility and consumer trust in newer regions.”
Vidit Aatrey, Co-Founder and CEO of Meesho, echoed this sentiment, emphasizing the platform’s mission to democratize internet commerce. “At Meesho, our mission is to democratize internet commerce, ensuring that high-quality products are accessible to every Indian, no matter where they live. The launch of Meesho Mall was a strategic response to the growing demand for branded products in categories like beauty and personal care. Since welcoming Mamaearth to our platform, we’ve seen incredible resonance with our shoppers and a remarkable surge in orders. We are thrilled about the opportunities Meesho Mall presents for both our consumers and brand partners, as we continue to make e-commerce accessible and affordable for millions in the country.”
The partnership has already shown positive results, with Mamaearth recording a 226% increase in orders during Meesho’s recent Mega Blockbuster Sale.
Popular products such as the Mamaearth Rice Face Wash and Vitamin C Daily Glow Face Cream have significantly contributed to this demand, showcasing the strong appeal of Mamaearth’s offerings.
In addition to its online initiatives, Mamaearth is also expanding its offline distribution network.
Recently, the brand announced its entry into the Canteen Stores Department (CSD) under the Ministry of Defence across India.
Furthermore, partnerships with Reliance Retail and Apollo Pharmacy are driving growth and ensuring wider availability of Mamaearth products across various retail channels.
About Mamaearth
Founded by Ghazal Alagh and Varun Alagh, Mamaearth has quickly emerged as a leading name in the beauty and personal care sector, driven by a commitment to safety, quality, and sustainability.
In just six years, the brand has developed a portfolio of over 200 products, serving more than 5 million customers across 500 cities in India.
About Honasa Consumer Ltd
Honasa Consumer Limited, the parent company of Mamaearth, is a digital-first beauty and personal care enterprise with a diverse portfolio of brands.
The company is uniquely positioned to capture growth trends in the beauty and personal care market through innovative, data-driven strategies and a strong omnichannel distribution approach.
