A Study on Performance Evolution of Indian Eco-friendly Cosmetic Brand: Mamaearth

Abstract

Purpose: Mamaearth as a non-toxic personal care brand has kept its promises about goodness inside. It is a well-known brand with the mission of making the lives of mothers and pregnant moms look better and more attractive. The company’s products are safe, toxin-free, and of standard quality for every parent and baby from head to toe. Mamaearth is a digital-first FMCG company with products available on D2C Platforms. In addition to creating safe green space through a high-quality plantation, the company creates jobs, develops infrastructure, conducts educational programs, and provides rural development programs to improve the standard of living in communities. Design/Methodology/Approach: This qualitative research study is primarily based on secondary data. Research data is collected from the research papers published in reputable journals using search engines such as Google Scholar and Research gate, as well as newspapers, books, and articles. Findings/Result: The study key findings are: Mamaearth needs to extend its business operation in the retail business, increase franchisees, and collaborate with local players to match international standards. The company is not sufficient at offering customer-oriented services, survey need to be conducted to know the consumer’s needs and wants. The company focuses more on a low-income group and developing a new product to diversify its product range and target demographic segment. Originality/Value: This paper highlights the company's overall performance analysis and takes up many green initiatives for the environment. Using digital channels, Mamaearth Company distributes green products to a customer. Paper Type: Research case study