Celebrity Yummy Mummy-cum-entrepreneur Shilpa Shetty has a new baby to attend to these days. Yes, the svelte mom seemed besotted with her new found love, Mamaearth, which is Asia’s first ‘Madesafe’ certified brand offering toxin-free mother and childcare products. It worked so well for Shilpa and her son Viaan that she has gone ahead and acquired a stake in the company besides endorsing the products like a doting mother.
Shilpa Shetty along with Mamaearth’s Co-Founder and Chief Mom Ghazal Alagh and Chief Dad Varun Alagh hosted a media launch to announce this association. The media launch began with a round of welcome by Varun Alag known as Chief Dad and Gazal Alagh, Chief Mom who shared her story of how Mamaearth evolved. And interestingly, most parent and mother present in the audience could relate to Gazal’s need for a product which provides respite to the ever worrying mothers on the right care for their children. This Delhi based couple decided to focus on the need to have safe, toxin-free international standard products.
Mamaearth’s Co-Founder and Chief Dad, Varun Alagh, said, “We are very excited to have Shilpa on board as an investor. She is a seasoned entrepreneur, wellness ambassador, an experienced mother and most importantly, she understands the nuances of a business. Her investment in Mamaearth is a validation of our purpose and our capability to execute. With her personal involvement in Mamaearth, we expect to take our brand’s message of toxin-free parenting to a much larger audience. We already have more than 100K happy consumers across 121 cities and we expect to reach 250K consumers by the end of this year.”
On her investment, Shilpa Shetty Kundra said, “I am really excited about my investment in Mamaearth. The brand is the future and so relevant for today’s India! Parents like me are always looking for the best in quality products for their children which are also “safe” and legit. I myself have been using the shampoo, oil and other products for my son Viaan-Raj for the last three months and totally love them. The Mamaearth philosophy, especially the use of natural and non-toxic, chemical free products, resonates perfectly with my green ideology as this does impact our lives in the long run. “
Alag also mentioned that they have been working closely with mother’s community which assist them with the RND and new product launch, this means, the Whys? Hows? What? And When!
Ghazal Alagh, the co-founder and Chief Mom of Mamaearth said, “We are a ‘mum-powered’ company and work with a large number of mothers who are involved right from the ideation, conceptualization stage to developing the actual product. Our mum community has helped us come up with innovative products like easy Tummy Roll-on and Clean Cuties, which are based on little problems of parents that only mums understands. As our First Mum Shilpa will share her knowledge and experience with us which will help us at Mamaearth create more innovative and relevant products going forward.”
- Mamaearth currently has a line of 35 differentiated products
- 90%+ of the sales are through online channels, with 10% in offline through 300+ stores where the brand is present
- Mamaearth is available on Amazon, Firstcry, Nykaa, Flipkart, Paytm and its own website – mamaearth.in
- The company has launched some extremely innovative products like
- India’s 1’st Bamboo based baby wipe
- Toxin-free mosquito repellent
- Easy Tummy Roll On with Hing or Heeng (Hindi word for Asafoetida) and Fennel for colic and digestion relief
- Lactation Tea to improve breast feeds based on fennel & fenugreek
- Talc-Free Dusting Powder for babies with Arrowroot and Oat Starch
- Edible Nipple Butter for Mothers with no preservatives
- A 100% natural plant-based toothpaste for children between 0-10 years
Delhi based Honasa Consumer Pvt. Ltd. develops, manufactures and markets toxin-free products for children and mothers under the Mamaearth brand. Mamaearth is Asia’s first Madesafe certified brand offering toxin free range of products for children and mothers including Easy Tummy Roll-On, SLS Free Natural Toothpaste, Talc-Free Dusting powder, Cleansing shampoos, Diaper rash creams, Mineral based sunscreen lotions, insect repellents, soothing massage oils, body washes, and daily moisturizing lotions for babies. Incorporated in 2016, the company is headquartered in New Delhi.
