“Television is an Important Part of our strategy”- Sambit Dash, Mama earth


 The brand Vice President talks about the new marketing campaign, entry into the adult bathing soap segment, and more. 

Mama earth launched in 2016 as a baby care brand, also the other six products. It offers natural and toxin-free skincare products. Mama earth tries to solve this Indian parenting problem. In a country where most of the baby products are not safe for babies. 

Mama earth sustains baby care, hair care, and skincare with overall 80 natural products. The most innovative product was India bamboo-based baby wipes which are easy tummy roll-on with hing and fennel for colic and digestion relief. They manufacture products with popular natural ingredients such as onions, ubtan, tea tree, vitamin C, argan, coco, and charcoal.

According to the estimation, the baby care market in India is expected growth 17 percent CAGR in the next three years. It has expanded not only baby care products but their mothers as well sunscreen to spots mark removal serum. 

The primary strategy was to produce parents who wanted the best for their babies. It competed with brands like Mother Sparsh, Priyanka Raina’s Maate, The Baby Atelier. Currently, it offers products for both men and women across 150 SKU’s.

It started a website and presence on e-commerce sites like Amazon, Flipkart, and Nykaa. Also, it expanded to large format retail stores like shoppers stop and Central. It raised more than $23.3 million from investors.  

Two famous Bollywood celebrities- Shilpa Shetty Kundra and recently Sara Ali Khan endorsing the different products. The Homegrown skincare start-up had an annual rate of more than Rs 700 crore in FY21 or $100 million. 

Recently, the brand launched a campaign with Sara Ali Khan to promote its advanced version of Onion Shampoo. This campaign will run for 10-12 weeks. They are digitally focused on the millennial brand. Most of the Millennials also watch television. So, TV is a major part of a campaign. The company first, mainly goes with digital; social media, OTT, TV, other digital media, and in-shop branding. Digital spends account for 80-90 percent of brands advertising budget. 

Mostly, the brand relies on digital marketing and works with 500 ‘mom bloggers’ to spread awareness about its products and ingredients. The brand growth component is, the sales come from online channels and offline. To expand growth, Mama earth tied up with modern trade retail outlets such as shoppers stop, wellness Forever, Health& Glow, Dabur NewU. Also, they partnered with more than 10,000 retail stores. 

Due to the pandemic Customer are preferring to buy clean beauty products of general awareness around health, ingredients have increased. So, there is growth across the healthcare, face-care, and beauty-care segments. The Ubtan and Vitamin C are extremely doing well. They are finding more ways to reach the customers continuously. 

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