MamaEarth Statistics, Goals and Users
In the year 2016, Varun Alagh and Ghazal Alagh founded an Indian personal care brand – MamaEarth. The company offers natural, toxin-free, and eco-friendly products for babies, children, and adults. The philosophy of the company is “Goodness Inside.” Mamaearth is known for using organic and natural ingredients in product formulations, making it PETA-certified. Honasa Consumer Pvt. Ltd. is the parent company of Mamaearth famous for brands like The Derma Co., Aqualogica, and Ayuga. Skincare, hair care, and baby care products, with popular offerings like onion hair oil, vitamin C serum, and baby shampoos, are the product categories Mamaearth deals with.
Revenue from Operations of Mamaearth
Since its inception in 2016, Mamaearth has seen exponential revenue growth. Mamaearth generated ₹109 crore in FY 2020-21. In the FY 2021-22, Mamaearth saw a surplus increase of 322% to ₹460 crore. This was achieved due to consumer awareness and demand for natural product care. In FY 2022-23, Mamaearth saw a doubled revenue of ₹943 crore. 27% growth is projected up to ₹1,200 crore for FY 2023-24. Strategic marketing campaigns saw solid positioning in India’s fastest-growing D2C brands.
| Fiscal Year | Revenue from Operations (₹ Crore) | Year-over-Year Growth |
| FY 2020-21 | 109 | — |
| FY 2021-22 | 460 | 322% |
| FY 2022-23 | 943 | 105% |
| FY 2023-24 | 1,200 (Projected) | ~27% |
Number of Mamaearth Users
A significant rise in the user base of Mamaearth is due to its toxin-free and sustainable personal care products. Mamaearth saw 2 million registered users in 2020, which grew to 5 million by 2022. Its consistently growing appeal saw an increase in users to 7.5 million in the year 2023. In 2024, the brand saw an increase of up to 9 million users. Thus, Mamaearth successfully developed a loyal fanbase.
| Year | Number of Registered Users |
| 2020 | 2 million |
| 2022 | 5 million |
| 2023 | 7.5 million |
| 2024 (Projected) | 9 million |
Mamaearth Financial Statistics
The financial performance of Mamaearth has improved over the years. Mamaearth generated ₹109 crore in revenue with a small loss of ₹1.5 crore. In FY 2020-21. In, FY 2021-22 saw a surplus growth of 322% to ₹460 crore with a net profit of ₹14.4 crore. By 2022-23, revenue doubled to ₹943 crore, with a net profit increasing to ₹23.9 crore. In FY 2023-24, the projected revenue is ₹1,200 crore, with an estimated net profit of ₹35 crore. This remarkable financial success is due to sustainability, product innovation, and robust marketing strategies.
| Fiscal Year | Revenue from Operations (₹ Crore) | Net Profit/Loss (₹ Crore) | Year-over-Year Growth |
| FY 2020-21 | 109 | -1.5 | — |
| FY 2021-22 | 460 | 14.4 | 322% |
| FY 2022-23 | 943 | 23.9 | 105% |
| FY 2023-24 | 1,200 (Projected) | 35 (Projected) | ~27% |
Mamaearth Stores
Mamaearth 2022 expanded its retail shop to 35 outlets in 2022. It operated 60 stores in 2023, showcasing its brand visibility. One hundred stores by 2024 is the company’s plan to expand with the help of brand awareness. Their strategy is to be omnichannel. This will increase their visibility in the personal care market.
| Year | Number of Exclusive Brand Outlets (EBOs) | Details |
| 2021 | 0 | No exclusive retail stores, focused online |
| 2022 | 35 | Entered offline retail with EBOs |
| 2023 | 60 | Expanded in major cities across India |
| 2024 (Projected) | 100+ | Aiming for a nationwide offline presence |
Mamaearth Market Share
In the personal care segment, Mamaearth saw a steady increase in market share. With the help of the D2C model and toxin-free positioning, Mamaearth saw a 1.5% increase in 2020. Market share from 1.5% rose to 5% in 2022 due to eco-conscious consumer trends and product diversification. By 2023, 7% of the market was captured by Mamaearth due to its dominance by retail expansion and strong online sales. The projected market share for 2024 is 8.5% leveraging its omnichannel strategy and growing consumer trust. Thus, this growth showcases Mamaearth’s suitability among its competitors like Nykaa at 38%, Purplle at 3.99% and WOW Skin Science at 5.06%.
| Year | Market Share (Personal Care Segment) | Details |
| 2020 | 1.5% | Emerging as a niche D2C brand |
| 2022 | 5% | Strong growth due to eco-conscious appeal |
| 2023 | 7% | Expanded presence in D2C and retail |
| 2024 (Projected) | 8.5% | Increased offline and omnichannel reach |
