PROJECT REPORT

On

(A Report Submitted in Partial Fulfilment of the requirements for the Degree of

Bachelor of Business Administration in MDU University)

(SESSION – 2017-2020)

SUBMITTED TO :- SUBMITTED BY :-

JB KNOWLEDGE PARK
MDU UNIVERSITY,FARIDABAD
 ACKNOWLWDGEMENT

I offer my sincere thanks and humble regards to JB KNOWLEDGE PARK MDU University ,

Faridabad for imparting us a very valuable professional training in BBA .

I pay my gratitude and sincere regards to “DR. MANISHA SAXENA”my project guide for giving me the
cream of her knowledge . I am thankful to her as she has been a constant source of advice ,
motivation and inspiration. I am thankful to her for giving her suggestion and encouragement
throughout the project work.

I take the opportunity to express my gratitude and thanks to our computer lab staff for providing me
opportunity to utilize their resources for the completion of the project .

I am also thankful to my family and friends for constantly motivating me to complete the project and
providing me an environment which enhanced my knowledge.

(SHIVAM)
 PREFACE
As a part of the BBA Curiculum and in order to gain practical knowledge in the field of management,
we are required to male a report on “ ”The basic objective behind doing this project is to get
knowledge tools of different tools of marketing.

Doing this project report helped us to enhance our knowledge regarding the work in to theattitude
of corporate world, we doing undergo many experiences related with our topic concepts. Through
this report we come to know about importance of team work and role of devotion towards the
work.
 TABLE OF CONTENT

CHAPTER NO. CONTENT PAGE NO.

CHAPTER 1. INTRODUCTION

CHAPTER 2. HOW IT STARTED?

CHAPTER 3. FUNDING AND INVESTORS

CHAPTER 4. PRODUCTS & SERVICES

CHAPTER 5. CHALLENGES & COMPETITORS

CHAPTER 6. GROWTH

INTRODUCTION

MAMAEARTH is an 1st Asian brand with a “MADE SAFE” certification.

Their products are all toxins that are banned in most countries . More
than just a brand, it makes product out of love and care.

MAMAEARTH is an INDIAN COMPANY with its headquarters is in

GURUGRAM,(GURGAON) INDIA
MAMAEARTH Co-Founders, GHAZAL ALAGH incorporated Honasa
Consumer Private Limited in 2016 and launched the Mamaearth range of
toxin-free products in December that year. The couple had made it their
mission to make safe, chemical-free product available to all babies in
India.

MAMAEARTH FOUNDER, Varun Alagh is from the FMCG industryand has

worked with COCA-COLA and Hindustan Lever. He is known for the brand
management expertise he brings to the table. He holds the post of Chief –
dad at Mamaearth. While Mamaearth Co-founder, Ghazal Alagh worked
as corporate trainer in the IT sector, and she is the chief mamaat
Mamaerth.

The workplace culture is open, ambitious, experiment-oriented, and not

rigid in terms of hierarchy. And this makes Mamaearth a fun place to
work at.

HOW IT STARTED?

In the US, there is strong awareness about the harmful chemicals found in
the most commonly used personal care and baby care products. During
Ghazal’s stay there, she became more conscious of the kind of products
she was using and started checking the ingredients list before buying any
baby care item.

When Varun and Ghazal were expecting their first child (the couple
were in India at the time), they realized that the baby care products
they came across contained harmful toxins and safer alternatives
weren't available. As a result, they started ordering products from the US
but that turned out to be a costly and inconvenient arrangement. They
also realized that it wasn’t just them; there are a lot of parents in India
struggling with the same concern. Since the husband-wife duo couldn’t
find any safe products for babies in India, they stopped using Indian
products and imported reliable products manufactured in other
countries.

The problem gave rise to the idea of creating Mamaearth and it soon
became Asia's 1st brand to offer "MADE SAFE" certified products that
were toxin-free and loaded with the natural goodness babies deserve.

“We are on a mission to reduce parental stress & are continually and
their parents,” adds Ghazal Alagh.

 STARTUP LAUNCH

The Mamaearth team believes in mum-power and decided to directly

target mothers. The founders were confident that once the customers
used Mamaearth products, word of mouth publicity would work wonders
for the company. The team also leveraged the power of social media
through influencer marketing.

The primary strategy was to resonate with like-minded parents who

wanted nothing but the best for their babies. The customer acquisition
strategy is purely focused on digital content.

“We want consumers to read about the problems that our products solve
and why our products are the best in the market. We work with over 500
mom bloggers. We are also innovating constantly to stay relevant and
cater to the dynamic market needs, said Ghazal Alagh.

The most significant project which helped Mamaearth achieve the

current growth rate was the lean innovation cycle; it was geared to
launch, learn, and scale quickly. Lean innovation helped them focus on
customer-specific needs identification. Apart from this, rapid
experimentation allowed the validation and improvement of many
product concepts on a real-time basis. It aided in increased customer
satisfaction and reduced the time-to-market.

 Business and Revenue Model

Mamaearth formulates products that are then produced by contract

manufacturers under a license from the Mamaearth brand. Mamaearth is
a trademark owned by Honasa Consumer Pvt. Ltd.

Mamaearth is a digital-first FMCG company whose revenue model is

based on the sale of tangible products to the consumers through D2C
platforms Amazon, Flipkart,etc.) and traditional offline stores. The team
at Mamaearth follow the blue strategy with an omni-channel presence
wherein innovative products steer growth.
 FUNDINGS AND INVESTORS

In 2016, Mamaearth raised a pre-seed round of $125,000 from a

consortium of investors. In 2018, it raised $4 million in Series A funding
led by Stellaris Ventures, Fireside Ventures, Marico's Rishabh Mariwala
who manages Sharp Ventures, and Snapdeal founders Kunal Bahl and
Rohit Bansal.

In April 2018, Shilpa Shetty Kundra also came on board as an equity

investor. In January 2020, Mamaearth raised INR 140 crores in a funding
round led by Sequoia India with participation from existing investors –
Fireside Ventures, Stellaris Venture Partners, and Sharp ventures.
Mamaearth raised a total of $23.3 million in funding over 5 rounds. The
latest funding was raised on 7 January 2020 from a Series B round.

DATE STAGE AMOUNT INVESTORS

DECEMBER SEED $125K Fireside Ventures

2016

SEPTEMBER VENTURE $1 Million Fireside Ventures

2017

APRIL 2018 VENTURE $250K Shilpa Shetty

SEPTEMBER Series A $4 Million Fireside ventures, Stellaris

2018 Venture Partners

JANUARY Series B $14 Million Sequoia Capital India

2020

According to the estimates by market research company Technavio, the

baby care market in India is expected to grow at 17 percent CAGR in
revenue in the next three years. In terms of the products available, this
market has been segmented as follows: baby apparel segment, baby toys
segment, baby cosmetics, baby food, baby accessories, and baby diapers.