Mamaearth’s journey towards a house of brands amidst stiff competition

Mamaearth came in at a time when the Indian baby care market hardly had enough choices for its consumers. There were questions being raised about the safety of the biggest baby care brand, Johnson & Johnson, and the others barely had any market share that was worth talking about. In came Mamaearth, with six baby care products and with the promise of being toxin free and free from other chemicals. Their promise resonated with the consumers and today, they don't just have over 300 products under the Mamaearth brand, they are a house of brands with brands such as Aqualogica and The Derma Co as part of their portfolio. They have also acquired the salon chain, B-Blunt.