What Mamaearth got right

The six-year-old startup has built a nearly Rs 1,000 crore personal care business on the back of a buzzy brand, marketing and a push into offline retail. How far can it go?

A little over two years ago, when we first wrote about Mamaearth, the baby care startup had built a Rs 100 crore brand and was expanding into dozens of product lines across personal care. The company had said it was targeting Rs 500 crore in turnover in three years, and the sentiment at the time among industry analysts was that the (then) mostly online brand would find it tough. The concern, they pointed out, was that the rapid addition of products could lead to a diffusion of the value of the brand and the management’s bandwidth.

In the 2021-22 fiscal …


Samiksha Goel

Samiksha covered all things startups at The Morning Context. She joined us from The New Indian Express, where she wrote stories on the retail and food sectors. Prior to that, she had covered startups and written various business features in the Deccan Herald.