Being a consumer-centric brand, that evolves along with its consumers, ‘Mamaearth’ started as a toxin-free brand with babycare but due to consumer demand ventured into toxin-free personal care products for adults. Keeping a close eye on the consumers, with the increasing consumer demand for product availability offline, the brand decided to venture into offline formats. Understanding that exclusive brand outlets are a great way to communicate about the brand and the expanse of its offering, ‘Mamaearth’ launched its exclusive brand outlets. The EBOs serve as a platform to induct the consumer into the brand ideology and give an in-depth brand experience.
The brand launched its first store in the capital city, and they have launched 2 EBOs in Mumbai. The stores are present at two major locations in Mumbai: Infiniti Mall, Malad, and Phoenix market city, Kurla with a spread of 380sq feet and 197sq feet area offering all 140+ SKUs of Mamaearth from skincare, haircare, personal care, and our new range of color care.
Commenting on the launch of the Exclusive Brand Outlet launch, Mr. Varun Alagh, CEO, Honasa Consumer Pvt. Ltd. Said, “Honasa Consumer is in the business of building brands, and brands are built in the minds of the consumers. The mediums used to communicate with consumers will continue to change and evolve. Being a digitally native company, digital platforms and technology are integral to our being, but the core objective is to stay connected with the consumer, and we need to follow the consumer’s journey. If the consumer wants to purchase you offline, you need to be present there. Understanding this need, we decided to venture into offline with Exclusive Brand Outlets and we truly wish that consumers show us the same love offline, as they did digitally.”
“Mamaearth” is a purpose-led brand that strongly believes in the principle of ‘Goodness Inside’ and is committed to furthering goodness through its products and initiatives. ‘Mamaearth’ believes that goodness starts with the small choices each of us makes every day! The brand continues to live up to its belief by using only the best of nature and no toxins or harmful chemicals in its products. They are also animal cruelty-free, plastic positive, and launched the Plant Goodness promise last year. As part of this, the brand links every order made on their website to a tree they plant and is set to plant 1 million+ tree by 2025.
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