A

PROJECT REPORT ON
“A STUDY ON MARKETING STRATEGIES ADOPTED BY MAMAEARTH”

Submitted to Institute of Management Studies and Research, Maharshi Dayanand University,

Rohtak

for the award of degree of

BACHELOR OF BUSINESS ADMINISTRATION

SESSION [2022-25]

MAHARSHI DAYANAND UNIVERSITY

Rohtak-124001, Haryana

UNDER THE SUPERVISION OF: SUBMITTED BY:

Mr ankush STUDENT NAME: vishal kumar verma
BBA 6TH SEMESTER
( UNIVERSITY ROLL NO.)

I
 DECLARATION-cum-CERTIFICATE

I, SAKET YADAV, a student of BBA 6th semester, hereby declare that the work which is being

presented in the project entitled “A STUDY ON MARKETING STRATEGIES ADOPTED BY

MAMAEARTH” submitted in the partial fulfillment of the requirements for the award of degree

of Bachelor of Business Administration, submitted to the Department of Management, DPG

School of Technology and Management (a unit of DPG Degree College, Gurugram) is an

authentic record of my own work carried out during the 6 th Semester (January-April, 2025) of

BBA program, under the supervision of Ms. Monika (assistant professor) .

Further, I also undertake that the matter embodied in this Project Report is my own work and has

not been submitted by me or by any other candidate for the award of any other degree anywhere

else.

vishal kumar
verma Roll No.
BBA-6th Semester

Countersigned by Guide
This is to certify that the above statement made by the candidate is correct to the best of my knowledge.

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Signature of the supervisor
Name: Mr Ankush
Designation: Assistant professor Department
of Management
DPG School of Technology and Management, Gurugram

ACKNOWLEDGEMENT

It’s my privilege that I have been given this opportunity to complete my project on “A STUDY ON
MARKETING STRATEGIES ADOPTED BY MAMAEARTH” at “MAMAEARTH” as a part of my
curriculum for the 6th semester of B.B.A. program (M.D.U.)

Before getting into the thick of the thing, I would like to add a few heartfelt words for the people
who were part of this project in numerous ways, people who gave unending support right from the
word go.

In particular, I am heartily grateful to my project guide Ms. “Monika & Assistant professor” for his/her
valuable advice, comments, assistance & guidance in the completion of this project.

I also owe a debt of gratitude to all of my teachers and mentors for their support & suggestion
which led to the completion this project. I am also thankful to Mr ankush , Head of Department
for allowing me to choose the company and providing unwavering support and guidance.

Ankush wadwa

Signature__________

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 EXECUTIVE SUMMARY

This research project explores the marketing strategies employed by Mamaearth, a rapidly growing Indian
personal care brand known for its natural and toxin-free products. The study focuses on how Mamaearth has
effectively leveraged digital platforms—particularly social media—to establish brand awareness, expand its
customer base, and foster customer loyalty. Originating from the personal needs of its founders, Mamaearth
has evolved into a prominent player in the Indian FMCG sector, emphasizing eco-consciousness and product
safety.

The primary objective of the study was to analyze the impact of online marketing, especially social media and
influencer marketing, on customer perception and sales performance. Data was collected through a structured
questionnaire from 50 respondents, predominantly in the age group of 20–25 years. The findings reveal that
the majority of participants learned about Mamaearth via social media platforms such as Instagram and
YouTube. Influencer endorsements and brand association with public figures like Shilpa Shetty have
significantly boosted the brand's visibility.

Key insights indicate that digital marketing has become the most effective promotional method in the current
market landscape, surpassing traditional offline methods. Approximately 96% of respondents believe that
strategic marketing contributes significantly to brand growth. The study concludes that Mamaearth’s success
is largely attributable to its aggressive digital marketing tactics, product innovation, and focus on
sustainability.

Recommendations suggest continued investment in digital engagement, enhanced consumer interaction, and
diversification of social media strategies to sustain momentum and market position.

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 TABLE OF CONTENT

Sr. Content Page No.

No.

1 Title Page i

2 Declaration-cum-Certificate ii

3 Acknowledgement iii

4 Executive Summary iv

5 Chapter 1: Conceptual Framework 1 – 21

6 Chapter 2: Research Methodology 22– 32

7 Chapter 3: Data Analysis and 33 – 47

Interpretation

8 Chapter 4: Findings, Conclusion & 48 – 52

Recommendations

9 Chapter 5: Contribution to Organization and 53– 56

Future Scope

V
10 Bibliography 57– 60

11 Questionnaire 61-65

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1
 CHAPTER:1
CONCEPTUAL FRAMEWORK

Marketing Strategy: An Introduction

A marketing strategy refers to a business’s overall game plan for reaching prospective consumers and turning
them into customers of their products or services. A marketing strategy contains the company’s value
proposition, key brand messaging, data on target customer demographics, and other high-level elements.
Setting a marketing strategy is essential to keeping your team in sync and performing well. It aligns the entire
company around shared market, business, and product assumptions. This is key to launching campaigns and

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promotional activities that effectively engage potential customers, drive revenue, build brand awareness, and
strengthen the relationship with existing customers. How to Create a Marketing Strategy:

Creating a marketing strategy requires a few steps.

Identify your goals: While sales are the ultimate goal for every company, you should have more short-term
goals such as establishing authority, increasing customer engagement, or generating leads. These smaller goals
offer measurable benchmarks for the progress of your marketing plan. Think of strategy as the high- level
ideology and planning as how you accomplish your goals.

Know your clients: Every product or service has an ideal customer, and you should know who they are and
where they hang out. If you sell power tools, you’ll choose marketing channels where general contractors may
see your messaging. Establish who your client is and how your product will improve their lives.

Create your message: Now that you know your goals and who you’re pitching to, it’s time to create your
messaging. This is your opportunity to show your potential clients how your product or service will benefit them
and why you’re the only company that can provide it.

Define your budget: How you disperse your messaging may depend on how much you can afford. Will you be
purchasing advertising? Hoping for a viral moment on social media organically? Sending out press releases to
the media to try to gain coverage? Your budget will dictate what you can afford to do.3 Determine your channels:
Even the best message needs the appropriate venue.

Some companies may find more value in creating blog posts for their website. Others may find success with paid
ads on social media channels. Find the most appropriate venue for your content.
Measure your success: To target your marketing, you need to know whether it is reaching its audience. Determine
your metrics and how you’ll judge the success of your marketing efforts.

benchmarks for the progress of your marketing plan. Think of strategy as the high- level ideology and planning
as how you accomplish your goals.
Know your clients: Every product or service has an ideal customer, and you should know who they are and
where they hang out. If you sell power tools, you’ll choose marketing channels where general contractors may
see your messaging. Establish who your client is and how your product will improve their lives.

Some companies may find more value in creating blog posts for their website. Others may find success with paid
ads on social media channels. Find the most appropriate venue for your content.
Measure your success: To target your marketing, you need to know whether it is reaching its audience. Determine
your metrics and how you’ll judge the success of your marketing efforts.
The key components of marketing strategy:

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4
A marketing strategy is based on deep research and analysis, factoring what can positively or negatively impact
your business success. This research forms the foundation of your overall marketing plan and sets the direction
for how to achieve your company’s vision, mission, and business goals. Importance of marketing strategy:

Setting a marketing strategy is essential to keeping your team in sync and performing well. It aligns the entire
company around shared market, business, and product assumptions. This is key to launching campaigns and
promotional activities that effectively engage potential customers, drive revenue, build brand awareness, and
strengthen the relationship with existing customers. Your marketing strategy should establish:

• Goals that determine how success will be measured.

• High-level efforts needed to achieve your goals.

• Who will get the most value from your product or service.

• What you know about the target market.

• Benefits of using your product or service.

• How to reach and communicate with your ideal customer.

• How to establish a sustainable competitive advantage

The key components of marketing strategy:

A marketing strategy is based on deep research and analysis, factoring what can positively or negatively impact
your business success. This research forms the foundation of your overall marketing plan and sets the direction
for how to achieve your company’s vision, mission, and business goals. Importance of marketing strategy:

Setting a marketing strategy is essential to keeping your team in sync and performing well. It aligns the entire
company around shared market, business, and product assumptions. This is key to launching campaigns and
promotional activities that effectively engage potential customers, drive revenue, build brand awareness, and
strengthen the relationship with existing customers. Your marketing strategy should establish:

• Goals that determine how success will be measured.

• High-level efforts needed to achieve your goals.

• Who will get the most value from your product or service.

• What you know about the target market.

• Benefits of using your product or service.

• How to reach and communicate with your ideal customer.

• How to establish a sustainable competitive advantage.

Types of Marketing Strategies:

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Social media marketing strategy:

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Today, social media marketing is a huge part of any business’s marketing plan as it’s a hugely compelling way to

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drive traffic, build brand awareness, and take advantage of the social selling revelation that’s taking over online
marketing.
Email marketing strategy:

Anyone who’s ever told you “Email is dead” is dead wrong. Capturing your customers’ emails and browsers
should be an essential part of your marketing strategy and is an excellent way to continue a conversation with
people who have expressed interest in your brand. Inbound marketing strategy:

An inbound marketing strategy is all about pulling customers in and driving traffic to your website or products.
Rather than using “disruptive” marketing techniques (like TV advertising), inbound marketing is about lead
generation using people who have shown interest in your products, services, or brand as a whole. Content
marketing strategy:

A content marketing strategy is likely to overlap with an inbound marketing strategy, but it is more specific. With
content marketing strategies, you focus on content creation that will draw people in and build interest. This is
likely to cover blog posts and white papers and can even overlap with your social media marketing.

1. Introduction to the Conceptual Framework

The conceptual framework serves as the backbone of any research study, providing clarity, structure, and
direction. For this project, the framework is constructed to analyze how Mamaearth’s marketing strategies—
particularly digital and influencer-based marketing—impact consumer awareness, perception, and buying
behavior.

This framework integrates marketing theories, consumer behavior models, and digital strategy elements to
evaluate how marketing activities translate into tangible brand and business outcomes.

2. Key Concepts and Definitions

2.1 Marketing Strategy

A marketing strategy refers to a company's game plan for reaching prospective consumers and turning them into
customers. It encompasses the company’s value proposition, brand messaging, and channel selection. 2.2
Digital Marketing

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Digital marketing involves promoting products or services using digital channels such as social media, search

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engines, email, and websites.

2.3 Influencer Marketing

Influencer marketing is a form of social media marketing that uses endorsements and product mentions from
individuals who have a dedicated social following and are viewed as experts.

2.4 Brand Awareness

Brand awareness measures how well consumers recognize or recall a brand. It is a crucial driver for customer
acquisition and loyalty.

2.5 Consumer Perception

This refers to the impression that a brand leaves in the minds of consumers, shaped by marketing messages,
personal experience, and public reputation.

3. Theoretical Background
3.1 AIDA Model (Attention, Interest, Desire, Action)

This classical marketing model explains the stages a consumer goes through before making a purchase:

• Attention is gained through eye-catching content (e.g., Instagram posts).

• Interest is built by providing information and emotional appeals (e.g., influencer testimonials).
• Desire is created when consumers relate to the product.
• Action is the final step where the consumer decides to purchase.

Mamaearth’s campaigns align closely with this model, using visual and influencer content to move consumers
through the AIDA funnel.

3.2 The 4Ps of Marketing (Product, Price, Place, Promotion)

This model provides a holistic view of how companies structure their marketing:

• Product: Natural, toxin-free skincare and baby products

• Price: Competitive pricing with premium positioning
• Place: Digital-first (D2C and marketplaces), now expanding offline
• Promotion: Social media, influencer marketing, YouTube campaigns

3.3 Customer-Based Brand Equity Model (Keller, 1993)

This model explains how marketing activities contribute to brand equity in the consumer's mind:

• Brand salience: Created through awareness via influencers and ads

• Brand performance and imagery: Emphasized by clean, natural product messaging
• Judgments and feelings: Built through testimonials and customer feedback
• Brand resonance: High level of engagement and repeat customers

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4. Constructs Used in the Framework

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Independent Variables (Marketing Strategy Components):

• Social Media Marketing

• Influencer Marketing
• Digital Campaigns
• YouTube and Content Marketing
• Eco-Friendly Branding (e.g., Plant Goodness initiative)

Mediating Variables:

• Customer Awareness
• Customer Engagement
• Perceived Brand Value

Dependent Variables:

• Consumer Buying Behavior

• Brand Loyalty
• Sales Performance

5. Conceptual Framework Diagram

Marketing Strategies (Social Media, Influencers, Content, Eco-Campaigns)
↓
Consumer Awareness & Perception
↓
Consumer Buying Behavior & Brand Loyalty

This model assumes that marketing inputs lead to increased brand awareness and positive perception, which in
turn influence consumer behavior and ultimately impact the brand's market performance.

6. Hypotheses Derived from the Framework

H1: Social media marketing significantly influences consumer awareness of Mamaearth.

H2: Influencer marketing positively affects brand perception and trust.

H3: Online marketing strategies are more effective than offline methods in driving sales for Mamaearth.

H4: Consumer perception mediates the relationship between marketing strategies and purchase
intention.

H5: Eco-conscious marketing campaigns (e.g., tree planting, plastic positivity) enhance brand loyalty.

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7. Application to Mamaearth

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Using the above framework, we evaluated Mamaearth’s real-world strategies:

• The high brand recognition rate (98%) supports H1.

• The notable impact of influencer promotions (acknowledged by 68%) supports H2.
• The preference for online marketing (88%) supports H3.
• The fact that users who are aware of social campaigns show more loyalty supports H5.

The conceptual framework proved effective in mapping out and analyzing Mamaearth’s strategic strengths.

8. Implications for Practice

• For Brand Managers: Focus marketing resources on Instagram and YouTube, targeting 20–30-yearolds.
• For Product Teams: Reinforce natural, chemical-free messaging in packaging and labels to match
perceived value.
• For Data Analysts: Track digital campaign performance using KPIs aligned with the conceptual
framework.
• For Investors: The strength of brand awareness and consumer loyalty shows Mamaearth’s long-term
growth potential.

9. Future Research Based on the Framework

The conceptual model presented here can be expanded in future research to include:

• Cross-comparison with other brands using similar strategies (e.g., Plum, WOW Skin Science)
• Inclusion of ROI metrics to link marketing investments with revenue outcomes Longitudinal studies
to measure the durability of influencer-driven campaigns

10. Conclusion

The conceptual framework developed for this study successfully captures the dynamics between Mamaearth’s
marketing strategies and consumer responses. It offers a structured path to understanding how modern D2C
brands can leverage digital ecosystems to build awareness, trust, and loyalty.

By aligning theoretical models like AIDA, the 4Ps, and Keller’s brand equity model with real-world practices,
this framework provides a solid foundation for strategic decision-making and further research.

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15
 COMPANY PROFILE

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Mamaearth - Startup Story | How was Mamaearth Started?

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When the duo Varun and Ghazal Alagh (founders of Mamaearth) became parents for the first

time in 2016 they were looking for safe and non- toxic baby care products for their son, but no

such brand or companies offer such type instead they were full of chemicals such as parabens,

sulphates, bleach etc. Which were very harmful for the sensitive skin, so they started ordering

products from US but it turned out to be expensive and caused them inconvenience.

All this struggle saw the rise of Mamaearth which is registered under Honasa Consumer Private

Limited, with an aim to provide cruelty free, organic products in the Indian market. It is Asia’s

1st Brand with Made Safe™ Certified products.

Mamaearth was founded in September 2016 by Ghazal Alagh and Varun Alagh, to make skincare

routines a little chic but with utmost care. Headquartered in Gurugram (India), Mamaearth is

distinguished in the cosmetics industry of India as an online platform that offers natural and

toxin-free skin care products.

Mamaearth - Founders/Owners and Team

Mamaearth Co-founders, Ghazal Alagh and Varun Alagh incorporated Honasa

Consumer Private Limited in 2016 and then went on to launch the Mamaearth range

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Mamaearth founders: Varun Alagh & Ghazal Alagh

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of toxin-free products in December of that year. The couple had made it their mission to make

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safe, chemical-free products available to all babies in India. The company has now grown to be

an organic product manufacturer for babies, moms, dads, grandparents, and everyone else.

Varun Alagh

Mamaearth Co-Founder, Get Stuff Done Officer, and the Chief Dad of Mamaearth,

Varun Alagh is from the FMCG industry. Varun Alagh has a BE in Electrical Engineering from

Delhi College of Engineering, followed by an MBA in Finance and Marketing from XLRI

Jamshedpur. Varun has previously worked in Hindustan Unilever, Smirnoff, and The Coca-Cola

Company where he managed key leadership roles before founding Honasa Consumer Pvt. Ltd.,

the parent company of Mamaearth. He is known for the brand management expertise he brings

to the

table.

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Ghazal Alagh

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Ghazal Alagh is another Co-founder of Mamaearth, who is also known as the Chief Innovation

Officer. Ghazal has completed her BCA in Information Technology student from Panjab

University. She then served as a Corporate Trainer at NIIT and later on founded Dietexpert in

February 2012 before founding Mamaearth under

Honasa in 2016. Ghazal has also completed Intensive courses in Modern Art and Applied Arts

from the School of Visual Arts and New York Academy of Art and is recognized as one of the

top 10 women artists in India and both nationally and internationally.

Mamaearth Ownership

Varun Alagh holds the majority stake in Mamaearth, which is 38.72%. The next in the line of

Sequoia Capital, which holds 15.22% of the stakes. Then comes Fireside Ventures, which holds

12.04% of stakes whereas Stellaris Ventures holds 10.42% of stakes. 8.72% of shares are with

Sofina Ventures, Co-founder Ghazal Alagh controls 3.58% of stakes and 1.32% of stakes are

with Shilpa Shetty Kundra. The rest of the stakes, which comes down to around 10.44% are with

Others, as of March

2021 data.

Company Name Mamaearth

Headquarters Gurugram, India

Sector Personal Products

Founders Ghazal Alagh and Varun Alagh

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 Founded 2016

Parent Organization Honasa Consumer Pvt. Ltd.

Total funding $126 M (Till January 2023)

Valuation $2 bn (December 2022)

Revenue $117.8 million (Rs 943 crore in FY22)

Website www.mamaearth.in

Source: StartupTalky

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25
Mamaearth Marketing Strategy

Mamaearth Founders with Shilpa Shetty

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 Influencer Marketing:

Mamaearth has worked with a lot of Influencers on the internet. Influencers have helped the

company to reach a wider audience.

Influencers tell the benefits of these products on various social media platforms. Mamaearth also

works with five hundred mother bloggers to spread awareness about the brand.

Brand Endorsement:

Collaborating with Bollywood Actress Shilpa Shetty Kundra as a brand ambassador has to be

their best marketing strategy.

Shilpa Shetty has a lot of popularity, so her becoming a brand ambassador and also an investor

hugely benefited Mamaearth.

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Digital Ads:

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Mamaearth majorly promotes itself through digital ads. They have smartly utilized digital ads

and increased their customer base. Their ads are very catchy and symbolize their brands in an

effective manner.

YouTube Marketing:

Without a doubt, YouTube has developed into one of the most effective platforms for building

brand awareness. More than half of people would rather watch YouTube reviews than read about

products. Because of this, brands want to utilise the site to its best potential. Mamaearth took

advantage of this as well, running YouTube campaigns for brand awareness.

Gaining Audience Through Various Social Media Platforms:

The best approach to interacting with your target audience is through social media. Social media

websites are a key component of Mamaearth's marketing plan.

The company is present and active on numerous social media networks, including Facebook,

Twitter, and Instagram. Influencer marketing is a well-known tactic employed by Mamaearth,

and hashtags are also used on these social media networks.

Running Digital Campaigns

The brand owners assert that after realising the effectiveness of digital marketing, they allocated

90% of their marketing budget to this channel and the remaining 10% to more conventional

channels like television.

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Because they were a chemical-and toxin-free company, they established digital campaigns such

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as "Plant Goodness," which involves planting a tree for every order, and "Plastic Positivity,"

which focuses on plastic recycling. This helped in developing their reputation as an eco-friendly

brand.

Mamaearth - Target Market Size

According to estimates by the market research company Technavio, the baby care market in India

is expected to grow at a 12% CAGR in revenue in the next three years. In terms of the products

available, Mamaearth has segmented its products as follows:

• Baby

• Beauty

• Hair

• Face

• Body

Mamaearth - Product/Services

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Mamaearth is focused on babies and others with an exclusive product range that caters to baby

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care, haircare, skincare, and more with over 140 natural products under its umbrella. Some of

the most innovative products developed by Mamaearth include India’s first bamboo-based baby

wipes, easy tummy roll-on with Hing and Fennel for colic and digestion relief, and 100% natural

plant-based toothpaste for children between 0-10 years. It also has a range of skin and hair care

products around popular natural ingredients such as onion, Ubtan, tea tree, vitamin C, argan,

coco, and charcoal.

Mamaearth Product Overview:

The founders of Mamaearth believe in providing quality products to their customers. As they

have a superior quality product, people themselves recommend their products to other people.

The company has come up with unique products that have attracted a lot of people.

Some of their unique products include India’s first bamboo-based baby wipes, 100% natural

plant-based toothpaste for children, skin and hair care products with natural ingredients like

Onion, Coco, Charcoal, and Ubtan.

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Mamaearth has categorised its products as follows:

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• Baby Products: Among best baby skin care products Mamaearth’s Baby

Skin Products, Moisturizing Daily Lotion, Milky Soft Natural Lip and

Balm are the bestsellers. Best-selling baby products by

Mamaearth are listed below:

o Baby shampoo:

 Gentle Cleansing Shampoo o Baby oil:

 Soothing massage oil for babies

 Coco soft massage oil for babies

 Nourishing hair oil for babies

o Baby skin:

 Dusting powder with organic oatmeal and arrowroot powder for babies

 Milky soft face cream with murumuru butter for babies

 Milky soft diaper rash cream for babies

 Organic bamboo-based baby wipes

• Face Care Products: Mamaearth curate products keeping in mind different

skin care concerns and assure no chemical ingredients in their making. Best-

selling face products by Mamaearth are listed as

follows:

o Face Wash:

 Ubtan face wash

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• Body Products: Mamaearth’s bath & body care products are made of

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 natural ingredients and thus safe for regular use. Best-selling body products

by Mamaearth are listed as follows: o Body lotion:

 Vitamin c body lotion with vitamin c & honey for

radiant skin

 Ubtan body lotion with turmeric & kokum butter for glowing skin

o Body wash:

 Ubtan body wash with turmeric and saffron for glowing skin

 Vitamin c body wash with vitamin c and honey for skin illumination

o Bath soap:

 Ubtan nourishing bathing soap with turmeric and saffron

Mamaearth - Mission and Vision

The brand aims to solve the recurring problems of young parents with safe, toxin-

free, and international standard products, which will help them cherish the joy of

parenting without any hassles.

Date Stage Amount Investor

September 15, - $759 K Angel round

2022

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December 28, Series $37.5 Sequoia Capital India

2021 D Million

July 26, 2021 Series C $50 Million Sofina Ventures

January 2020 Series B $17 Million Sequoia Capital India

September 2018 Series $4 Million Fireside Ventures, Stellaris

A Venture Partners

April 2018 Venture $250K Shilpa Shetty

September 2017 Venture $1 Million Fireside Ventures

December 2016 Seed $125K Fireside Ventures

Source: StartupTalky

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Mamaearth - Funding and Investors

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Mamaearth raised a total of $126 million in funding over 8 rounds. The latest funding of $759 K

that the company raised, came in on September 15, 2022, which was Angel funding. Prior to this,

the company raised $37.5 mn came in on December 28, 2021, which was led by Sequoia Capital,

and $50 million on July 26, 2021, from a Series C equity round led by Sofina Ventures.

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Mamaearth - Business and Revenue Model

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Mamaearth is a digital-first FMCG company whose revenue model is based on the offers that are

posted on the D2C platforms (Amazon, Flipkart, etc.) and their eventual sales along with the sale

of products displayed at traditional offline stores. The team at Mamaearth follows the blue system

with an omnichannel presence, according to which innovative products steer growth.

Mamaearth - Growth and Revenue

When Mamaearth was launched in 2016, it had only 6 products in its catalogue. The product

range now comprises more than 140 natural and toxin-free products that are used by over 1.5

million Indian consumers. Besides, Mamaearth is now available in more than 700 cities.

Source: StartupTalky
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Mamaearth scaled fast with 30 lakhs in revenue within just 6 months of operations. Mamaearth

Revenue from operations of Mamaearth from

financial year 2019 to 2022
9.43
10

7.5
4.61
5

2.5 1.1
0.17
0 FY 2019 FY 2020 FY 2021 FY 2022
Revenue from operations of
Mamaearthfrom financial year 0.17 1.1 4.61 9.43
2019 to 2022

Revenue from operations of Mamaearth from financial year 2019 to 2022

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began to sell entirely online, where the customers were new. The brand began to acquire

consumers directly. Mamaearth achieved the landmark of 2 crores in revenue, but that was not

the best that Mamaearth successfully achieved. The company then onboarded Shilpa Shetty as

its angel influencer, thereby ushering in an influencer mom. With this, the company soon reached

the milestone of 100K customers, and by 2019, it achieved Rs 25 crore in revenue. By 2020,

Mamaearth reached the 100-crore mark in revenue within just 3 years of operation.

With the Covid19 outbreak, Mamaearth simply got a Covid booster in its growth. The physical

stores were closed down, but the sales of the Varun and Ghazal Alagh- led brands simply

skyrocketed online. The company received Rs 460 crore in revenue by the end of 2021 and in

the wake of 2022, it turned unicorn. It is important here to note that Mamaearth has also turned

profitable, and is currently eyeing an

IPO ahead, with $3 bn of valuation in sight.

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 CHAPTER: 2

RESEARCH METHODOLOGY

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Research Methodology

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1. Introduction to Research Methodology
Research methodology refers to the systematic, theoretical analysis of the methods applied to a field of study. In
this project, the methodology outlines the processes and techniques employed to collect, analyze, and interpret
data about the marketing strategies of Mamaearth. The purpose is to explore the effect of online marketing—
especially through social media and influencer-based channels—on brand perception and consumer behavior.

This section describes:

• The nature and type of research

• Sampling technique
• Tools used for data collection and analysis
• Limitations encountered
• Justification for chosen approaches

2. Research Design
A descriptive research design was adopted for this study. This design is best suited to obtain information
concerning the current status of the marketing strategies implemented by Mamaearth and their effectiveness in
engaging customers.

Characteristics:

• Focus on "what" rather than "why"

• Does not manipulate variables
• Aims at describing behaviors, attitudes, and perceptions

Purpose:

To gather insights on consumer responses to Mamaearth’s digital marketing strategies and to understand how
these efforts influence buying decisions.

3. Research Objectives
The main objectives of the research include:

1. To study the effect of social media marketing on Mamaearth’s brand awareness.

2. To evaluate the role of influencer marketing in consumer trust and engagement.
3. To understand consumer preferences for online vs offline marketing channels.
4. To determine which marketing strategy provides better results in terms of sales and brand loyalty.

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5. To assess the relevance of eco-friendly campaigns (e.g., “Plant Goodness”, “Plastic Positivity”) on

49
 consumer behavior.

4. Hypotheses of the Study

The hypotheses tested during this research include:

• H0 (Null Hypothesis): Online marketing strategies have no significant impact on consumer perception
and brand growth.
• H1 (Alternative Hypothesis): Online marketing strategies significantly impact consumer perception and
brand growth.

5. Scope of the Study

• Geographical Scope: The survey was conducted in Nagpur and nearby regions.
• Demographic Scope: Individuals aged 15–30, primarily students and young professionals.
• Product Scope: Includes skincare, haircare, baby care, and wellness products offered by Mamaearth.

6. Research Approach
This study followed a quantitative research approach to obtain measurable and analyzable data. Quantitative
research uses structured tools (like questionnaires) and statistical methods to interpret results.

• Primary Data was collected via a structured questionnaire.

• Secondary Data was sourced from online platforms, academic journals, websites, and industry reports.

7. Sampling Design
7.1 Population:

The population includes digital consumers aware of or using personal care products and exposed to online
marketing efforts by Mamaearth.

7.2 Sample Size:

A sample of 50 respondents was selected for the survey.

7.3 Sampling Technique:

Non-probability convenience sampling was used, wherein participants were selected based on availability and
willingness to respond.

50
7.4 Sampling Area:

51
 • Nagpur and nearby locations
• Urban and semi-urban consumers

8. Data Collection Methods

8.1 Primary Data:

Primary data was collected through a structured questionnaire shared via online forms and in-person
interviews.

Questionnaire Characteristics:

• Contains 10 structured questions

• Focuses on awareness, platform usage, opinions, and behaviors
• Multiple-choice format for easy quantification

Tools Used:

• Google Forms for data collection

• Microsoft Excel for data tabulation Graphs and charts for interpretation

8.2 Secondary Data:

Secondary data was gathered from:

• Mamaearth’s official website

• StartupTalky, StrategyStory, Nykaa blogs
• Academic publications
• Business and marketing journals

9. Data Analysis Techniques

The collected data was analyzed using descriptive statistical tools such as:

• Percentage method
• Frequency distribution
• Bar charts and pie charts Comparative tables

These methods helped in simplifying complex data into visual, understandable insights for interpretation.

52
10. Research Instrument
The primary instrument used was a questionnaire, divided into three sections:

1. Demographics: Gender, age

2. Brand Awareness: Recognition, exposure to marketing channels
3. Consumer Perception & Behavior: Mode of marketing, product usage, influencer knowledge

Sample Questions:

• “Have you heard about Mamaearth?”

• “Through which channel did you come to know about the brand?”
• “Which social media platform do you use the most?”
• “Do you follow any influencers who promote Mamaearth?”

11. Validity and Reliability

Efforts were made to ensure the reliability and validity of the study.

• Content Validity: Questions were reviewed by academic guides for relevance.

• Construct Validity: Items reflected the intended constructs of social media marketing and consumer
behavior.
• Reliability: Consistency in response formats ensured uniformity in data.

12. Ethical Considerations

• Participants were informed of the purpose of the research.
• Participation was voluntary and anonymous.
• No personal or sensitive data was collected. Data is used purely for academic purposes.

13. Limitations of the Study

• Sample Size: The study was limited to 50 respondents, which may not fully represent the broader
consumer population.
• Geographic Scope: Data was mostly gathered from Nagpur, limiting generalizability to pan-India
behavior.
• Time Constraint: The research was conducted over a short period, restricting deeper longitudinal
analysis.
• Respondent Bias: Some participants may have responded based on perceived expectations rather than
true opinions.
54
 26

14. Justification of Methodology

• Descriptive design suits exploratory consumer behavior studies.
• Quantitative approach provides numerical insights, making analysis straightforward.
• Convenience sampling was necessary due to logistical and time limitations.
• Digital data collection aligns with the focus of the study (online brand exposure).

15. Timeline of the Research

Activity Timeframe (Weeks)

Topic Selection and Approval Week 1

Literature Review Week 2–3

Questionnaire Design Week 4

Data Collection Week 5–6

Data Analysis and Interpretation Week 7–8

Report Writing Week 9–10

Final Submission Week 11

16. Summary of the Methodology

This research adopted a structured, quantitative, and descriptive approach to analyze Mamaearth’s marketing
strategies and their influence on consumers. By collecting primary data through a structured questionnaire and
analyzing it using basic statistical tools, the research offers credible insights into the brand's online marketing
effectiveness.

The study also identifies areas for deeper research in future, such as comparative marketing performance across
brands, geographic expansion effects, and return on marketing investment (ROMI) metrics.

27

56
Relevance of the Study:
 • Influencers helped the company to reach a wider audience.

• Collaborating with Bollywood Actress Shilpa Shetty Kundra as a brand ambassador has to be their best
marketing strategy.

• They smartly utilized digital ads and increased their customer base.

• The company is establishing a robust digital footprint. Most of its sales come from online channels.

The company is engaged on several social media sites, including Twitter, Facebook, and Instagram.
Mamaearth’s

Objective of Study:

• To study the effect of social media marketing on brand awareness and overall perception of the company
Mamaearth.

• To know whether online marketing is better than offline marketing in today’s scenario.

• For gathering knowledge about the various modes of marketing.

• To know which mode of marketing gives better results in terms of sale, profit etc.

Scope of Study:

• The aim of conducting this study is to understand the different marketing strategies adopted by Mamaearth.
• This study is conducted to assess the hypothesis that if company is marketed through social media
platforms, then what will be the effects of this type of marketing on its image or awareness.
• Through this study we came up with the knowledge of different marketing strategies used by different
companies present in the market.
• This study also given more information about the effective marketing strategies that are being used by the
company for gaining more customers and increasing its sales and building the brand image of the brand.
• TOPIC OF STUDY:

• Title of project: A Study on marketing strategies adopted by Mamaearth. Area of study: Marketing
• Organization name: Mamaearth™

58
 Literature Review

1. Introduction

A literature review provides the theoretical foundation and scholarly context for a research study. It examines
existing knowledge and identifies gaps related to Mamaearth’s digital marketing practices, customer perception,
and brand positioning.

This review synthesizes academic journals, marketing theories, case studies, and industry analyses to support
the study of digital and influencer marketing strategies and their impact on consumer behavior, especially in
the Indian context.

2. Marketing Strategy: A Theoretical Overview

Marketing strategy is a long-term, forward-looking approach with the fundamental goal of achieving a
sustainable competitive advantage. According to Kotler and Keller (2016), a marketing strategy involves
segmenting the market, targeting appropriate customer groups, and positioning the product effectively.

2.1 Porter’s Generic Strategies

Porter (1985) introduced three generic strategies:

• Cost leadership
• Differentiation Focus

Mamaearth adopts a differentiation strategy, emphasizing toxin-free, eco-conscious, and natural

ingredientbased products—a positioning that appeals to health-conscious and environmentally aware
millennials.

3. The Rise of Digital Marketing

Digital marketing has transformed how brands connect with consumers. Chaffey and Ellis-Chadwick (2019)
defined digital marketing as “the application of digital technologies to create integrated, targeted, and
measurable communication.”

3.1 Trends in India

India’s digital ad market is expected to reach ₹537 billion by 2025 (Statista, 2024). With over 600 million
smartphone users, platforms like Instagram, YouTube, and Google are the most utilized for brand promotions.
3.2 Key Components

• SEO and SEM

• Social Media Marketing
• Email Marketing
• Content Marketing
• Influencer Collaborations

59
Mamaearth has embraced these tools aggressively to scale its presence without relying heavily on traditional
advertising.

4. Influencer Marketing: A Strategic Asset

Influencer marketing is rapidly growing, especially in lifestyle and beauty segments. According to Kapitan and
Silvera (2016), influencers help “bridge the trust gap” between brands and skeptical consumers.

4.1 Influencer Categories

• Mega-influencers: Celebrities (e.g., Shilpa Shetty, Mamaearth’s co-investor)

• Macro-influencers: 100K+ followers
• Micro-influencers: High engagement in niche areas

A study by Jin and Phua (2014) showed that micro-influencers often yield higher engagement rates and
trustworthiness, making them ideal for startups like Mamaearth.

4.2 Impact on Millennials and Gen Z

Research by Nielsen (2022) indicates that over 60% of Gen Z and Millennials are influenced by online reviews
and influencer recommendations before making a purchase.

5. Brand Awareness and Consumer Perception

5.1 AIDA Model

The AIDA (Attention, Interest, Desire, Action) model by Lewis (1898) explains the stages a consumer passes
through before purchasing. Digital platforms effectively move users through this funnel using visual and
emotional storytelling.

5.2 Brand Equity and Awareness

Keller (1993) introduced the Customer-Based Brand Equity model that outlines:

• Brand salience
• Brand performance
• Judgments and feelings Brand resonance

For Mamaearth, its eco-conscious campaigns (e.g., “Plant Goodness”) enhance brand salience, while natural
ingredients and positive testimonials build trust and brand imagery.

6. Eco-Friendly Branding in FMCG

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The rise of “green consumerism” has led brands to realign with sustainable goals. Ottman (2011) argued that
consumers are willing to pay a premium for environmentally friendly products.

Studies by Kumar & Ghodeswar (2015) support the view that “green positioning” creates differentiation in
saturated FMCG markets. Mamaearth uses recyclable packaging, cruelty-free products, and reforestation
campaigns to tap into this consumer sentiment.

7. Startups and D2C Marketing in India

Mamaearth is part of the D2C (Direct-to-Consumer) boom. According to a report by Avendus Capital (2021),
India had over 800 D2C brands by 2023, and the sector is expected to cross $100 billion by 2025.

7.1 Success Factors for D2C Brands

• Niche targeting
• Agile product innovation
• Influencer collaborations
• Digital-first strategies

Mamaearth’s ability to scale via content-driven commerce (blogs, testimonials, reels) has proven pivotal in
establishing trust without a physical retail footprint.

8. Literature Gaps Identified

Most existing literature focuses on either large FMCG players or western markets. Few studies have:

• Focused on consumer perception of digital-only Indian brands

• Evaluated social media ROI in D2C startups
• Compared eco-marketing and influencer performance

This study attempts to fill the gap by evaluating the real-world effectiveness of digital strategies used by
Mamaearth from the perspective of Indian consumers.

9. Empirical Studies Relevant to This Research

Author(s) Focus Area Key Findings
Brand equity
Keller
and Consumer perception strongly affects loyalty
(1993)
perception
Digital
Chaffey
strategy Integrated strategies outperform single-channel
(2019)
effectiveness
Jin & Phua Influencer
Micro-influencers drive deeper brand relationships
(2014) trust metrics
Indian
Statista
digital Mobile-first, video-driven content dominates
(2024)
market
Kumar & Green
Sustainability increases consumer trust and intent
Ghodeswar marketing in
31

62
Author(s) Focus Area Key Findings
(2015) FMCG

Gen Z and
Nielsen Millennial
Influencer credibility influences purchase intent
(2022) buying
behavior
Deloitte D2C Brand
Personalization and authenticity drive D2C growth
(2021) strategies

10. Summary of Literature

The literature suggests that:

• Digital-first marketing strategies are now essential for modern brand success.
• Influencer marketing is a high-ROI tool, particularly in personal care categories. Brand
awareness and eco-positioning significantly shape consumer preferences.
• There’s a lack of India-specific case studies focusing on new-age D2C brands like Mamaearth.

This review reinforces the need to study the interrelationship between digital strategies and consumer
behavior, especially in tier-1 and tier-2 urban markets.

11. Theoretical Models Applied

Model Relevance to Study

AIDA Explains consumer journey from exposure to action

Keller’s Brand Equity Demonstrates how perception builds loyalty

4Ps of Marketing Provides a structure to analyze Mamaearth’s product and promotional strategies

Porter’s Strategy Highlights how differentiation gives Mamaearth an edge in the FMCG space
12. Conclusion

The literature provides strong theoretical backing for studying Mamaearth’s marketing strategies in the digital
space. With the convergence of eco-consciousness, digital transformation, and influencer authenticity, new
patterns of consumer engagement are emerging. However, empirical studies on Indian brands in this space
remain limited.

32

CHAPTER: 3
DATA ANALYSIS AND INTERPETATION

64
DATA ANALYSIS AND INTERPRETATION
1. Introduction to Data Analysis

• Purpose of the data analysis in context of Mamaearth’s marketing.

• Methodology adopted: Qualitative and quantitative data interpretation.
• Data sources: Secondary data from company records, social media, market analysis platforms, customer
feedback, financials.

2. Customer Demographics Analysis

• Age Group: Majority between 18-35; youth-centric branding.
• Gender Distribution: Predominantly female customers (focus on skincare, beauty).
• Income Bracket: Urban middle and upper-middle class.
• Interpretation: Mamaearth targets digital-native, conscious consumers with disposable income.

3. Product Preferences and Usage Trends

• Top Performing Categories: Skincare (Ubtan, Vitamin C range), Babycare.
• Customer Behavior: High repeat purchases for personal care products.
• Buying Frequency: Monthly or bi-monthly.
• Platform Preference: Mamaearth website vs. marketplaces (Amazon, Nykaa).
• Interpretation: Product success tied to influencer trust, content marketing, and ingredient transparency.

65
4. Marketing Channel Effectiveness
• Digital Advertising (Meta, Google):
o ROAS, click-through-rates, conversion trends.
o High engagement on reels and tutorials.
• Influencer Marketing:
o Influencer category breakdown (macro/micro).
o Effectiveness in creating brand trust.
• Email & SMS Marketing:
o Open rates, CTR, conversion rates.
• Interpretation: Influencer collaborations are the most effective channel, closely followed by paid ads.

5. Social Media Analytics

• Instagram: Engagement rate, growth of followers.
• YouTube: Product demo views, testimonials.
• Sentiment Analysis: Customer tone (positive-neutral).
• Graphs: Monthly engagement, reach, and mentions.
• Interpretation: Consistent content strategy aligned with consumer trends drives digital presence.

6. Website Traffic and Conversion Analysis

• Traffic Sources: Direct, organic, paid search, referrals.
• Bounce Rate, Session Time, Cart Abandonment.
• Conversion Funnel Drop-offs.
• Interpretation: Organic traffic performs well, though improvements in checkout flow could enhance
conversion.

7. SWOT-Based Data Mapping

• Strengths: Clean ingredient positioning, digital-first brand.
• Weaknesses: Premium pricing, limited rural reach.
• Opportunities: Regional expansion, male grooming line.
• Threats: Growing competition (Plum, WOW Skin Science).
• Interpretation: Brand must focus on continuous innovation and deeper consumer penetration.

8. Competitor Benchmarking
• Metrics vs. Plum, WOW Skin, The Moms Co. o Market share, engagement, pricing strategy,
distribution reach.
• Differentiators: Certification (Made Safe), founder storytelling, brand ethos.
• Interpretation: Mamaearth's unique blend of cause-based branding + e-commerce agility gives it a lead.
66
9. Customer Satisfaction & Reviews Analysis
• Review platforms: Amazon, Nykaa, Mamaearth app.
• Average rating: 4.1–4.5 stars.
• Common feedback themes: Effective results, good fragrance, packaging concerns.
• Interpretation: Strong satisfaction rates, but room for improvement in packaging and delivery.

10. Revenue and Sales Trends

• Annual Growth Rate: ~80% YoY till FY23.
• High Contribution Categories: Skin & Hair Care.
• Sales Channels: D2C website (~40%), eCommerce marketplaces (~50%), retail (~10%).
• Interpretation: A strong omnichannel play is necessary to diversify risk and improve reach.

11. Pricing and Promotions Analysis

• Pricing strategy: Mid-premium.
• Promotions: Discount codes, BOGO offers, festival campaigns.
• Customer response to promotional campaigns.
• Interpretation: Price-sensitive but quality-conscious consumers appreciate bundled value.

12. Customer Retention & Loyalty Programs

• Repeat customer rate.
• Loyalty programs and subscription options.
• Retargeting strategy outcomes.
• Interpretation: High retention among skincare users shows product efficacy and trust.

13. Supply Chain and Fulfillment Metrics

• Order fulfillment rate, delivery TAT (Turnaround Time), return ratio.
• Inventory challenges during high-sale periods.
• Interpretation: Operational strength visible; logistics partnership scaling is crucial for Tier II/III growth.

14. Regional Demand Insights

• Top performing cities: Delhi NCR, Mumbai, Bangalore.
• Lower penetration in non-metro areas.
• Interpretation: Brand must deploy vernacular and regional marketing to scale further.
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15. Campaign Performance Analysis
• Breakdown of campaigns: Earth Day, Diwali, Product Launches.
• KPIs: Reach, engagement, conversion.
• Example: Earth Day campaign led to 20% website uplift.
• Interpretation: Socially driven narratives outperform purely commercial ones.

16. Market Share and Industry Positioning

• Mamaearth’s position in India’s D2C beauty & personal care market. Market
share estimates: ~3.5% in BPC D2C by 2023.
• Interpretation: A fast-scaling startup now reaching competitive maturity.

17. Brand Equity and Perception Mapping

• Brand recall studies.
• Net Promoter Score (NPS): Medium-high (6–8).
• Emotional resonance: Safety, nature, trust.
• Interpretation: Perceived as modern, safe, and responsible.

18. Innovation and New Product Success Rate

• Launch frequency.
• Success metrics of recent products (serum range, male products).
• Interpretation: Innovation drives revenue; agility in trend identification is key.

19. Challenges Identified Through Data

• High CAC (Customer Acquisition Cost).
• Crowded space with low switching costs.
• Risk of digital dependency (ads, influencers).
• Interpretation: Focus on retention and community building is critical.

20. Summary of Key Insights

• Strong D2C fundamentals, supported by effective influencer and content marketing.
• High product satisfaction and retention driven by efficacy and storytelling.
• Growth levers: Regional expansion, product line extensions, retail penetration.
• Data-driven decision-making has been central to Mamaearth’s success.
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 Q1. Gender-
Observation,
Primary Interviewing,
Questionnaire,
Types of data
Government research,
Secondary data Earlier research,
Census, Personal
records, clients

34%

Male
66%
Female

Total respondent Male Female

50 17 33

INTERPRETATION: Out of 50 participating peoples there were 66%

participation of females and 34% participation of males. Maximum

contribution was given by females.

Q2. Age-

69
 12%
20%

15-20 Years
20-25 Years
25 Above
68%

Total respondent 15-20 Years 20-25 Years 25 Above

50 10 34 6

INTERPRETATION: According to the data most of the participants were from

the age group of 20-25 years. The obtained results are as, 20% of people were

from 15-20 years age group, 68% of people were from 20-25 years age group,

12% of people were from 25 above age group.

Q3. Have you heard about Mamaearth?

2%

Yes
No
98%

70
 Total respondent Yes No

50 49 1

INTERPRETATION: From the data collected maximum 98% of people are aware about

the brand Mamaearth.

Q4. How did you came to know about Mamaearth?

8%

20%
48% SocialNetworkingSites
TV Advertisements
Friends/Family
24%
Others

Total Social TV
Friends/Family Others
respondent Networking Sites Advertisements
50 24 12 10 4

INTERPETATION: Out of 50 peoples maximum 48% of people came to know

about Mamaearth through Social Networking Sites, 24% of peoples came to know

through TV Advertisements, 20% peoples came to know through Friends/Family,

and 8% peoples came to know through Other sources.

Q5. Which social media platform do you use the most?

71
 8%
12%

Instagram
14%
Facebook
66%
Twitter
LinkedIN

Total respondent Instagram Facebook Twitter LinkedIn

50 33 7 6 4

INTERPRETATION: We asked people about which social media platform they

use the most. Maximum 66% of people using Instagram, 14% of people use

Facebook, 12% of people use Twitter, and lowest 8% of people use LinkedIn

as their most used platform.

Q6. Which of the following terms are you aware of?

40 39
32
30

20 18 17

10

0
SOCIAL MEDIA INFLUENCER SEO MARKETING DIGITAL MARKETING
MARKETING MARKETING

72
 Total Social Media Influencer SEO Digital
respondent Marketing Marketing Marketing Marketing
50 39 18 17 32

INTERPRETATION: According to the data collected most of the people are aware

about Social Media Marketing.

Q7. Did you know about any of the Social Media Influencer promoting Mamaearth

products?

32%

Yes
68% No

Total respondent Yes No

50 34 16

INTERPRETATION: In this survey most of the 68% of people know about Social

Media Influencer promoting Mamaearth products.

Q8. According to you which mode of marketing is best in todays scenario?

73
 12%

Offline
Online
88%

Total respondent Offline Online

50 44 6

INTERPRETATION: According to the data collected most of the people think that online

mode of marketing is best in todays scenario.

Q9. Have you used the product ofthe brand Mamaearth?

32%

Yes
68% No

Total respondent Yes No

74
 50 34 16

INTERPRETATION: Most of the people participated in the survey have used the product

by Mamaearth.

Q10. Do you think adopting a good marketing strategy can help any brand to grow?

4%

Yes
No
96%

Total respondent Yes No

50 48 2

INTERPRETATION: Out of 50 people maximum 96% of people think that adopting

a good marketing strategy can help any brand to grow.

CHAPTER:4

75
FINDINGS, CONCLUSION $ RECCOMENDATION

76
A. Major Findings
This study was conducted to understand the marketing strategies adopted by Mamaearth and their impact on
brand visibility, consumer engagement, and market performance. The findings below are derived from a survey
of 50 respondents and a detailed analysis of Mamaearth’s strategic approach.

1. Brand Awareness and Recognition

• 98% of respondents were aware of the Mamaearth brand, indicating a high level of brand visibility.
• Social media platforms, particularly Instagram and YouTube, have been the primary mediums through
which consumers have discovered Mamaearth.

2. Influence of Social Media Marketing

• 88% of respondents believe online marketing is more effective than offline marketing in today's digital
age.
• 66% of users primarily use Instagram, making it the most influential platform for brand outreach.
• A significant number of respondents (68%) were aware of social media influencers promoting
Mamaearth products, confirming influencer marketing as a successful strategy.

3. Consumer Demographics

• Majority of the respondents belonged to the 20–25 years age group, showing that Mamaearth appeals
strongly to a younger, digitally native demographic.
• 66% of the participants were female, suggesting a slightly higher brand penetration among women,
likely due to the nature of the product categories.

4. Marketing Strategy Impact

• Mamaearth's eco-friendly initiatives such as “Plant Goodness” and “Plastic Positivity” were positively
received and enhanced its brand image.
• Influencer marketing and YouTube campaigns have helped in establishing trust and educating
customers on product benefits.

5. Product Usage and Satisfaction

• 68% of respondents had used Mamaearth products, showing a strong product-market fit.
• A large portion of users reported learning about the brand through word-of-mouth referrals and peer
recommendations, confirming brand loyalty.

6. Awareness of Digital Marketing Concepts

• Respondents demonstrated high awareness of digital marketing terms:

o Social Media Marketing: 78%
o Influencer Marketing: 64% o
SEO Marketing: 34% o
Digital Marketing overall:
64%

7. Consumer Opinion on Marketing Strategy

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 • 96% believe that a good marketing strategy significantly helps a brand grow, showing consumer
awareness of the business side of branding and marketing.

B. Conclusion

This study reveals that Mamaearth’s digital-first marketing strategy has been crucial in shaping its rapid success
in the Indian personal care industry. The company has made strategic use of:

• Influencer marketing,
• Social media advertising,
• Eco-friendly campaigns,
• Digital content (especially video) to engage consumers.

Mamaearth has positioned itself not just as a skincare brand, but as a trustworthy and sustainable lifestyle
choice, particularly among health- and environment-conscious millennials.

The findings indicate that the company’s emphasis on natural ingredients, environmental responsibility, and
direct engagement with consumers via social platforms has significantly boosted both brand credibility and
customer loyalty.

However, despite its success, there remain several areas for improvement, especially in targeting broader age
groups, deepening offline presence, and enhancing personalization in marketing.

C. Recommendations
Based on the study's findings, the following recommendations are made to help Mamaearth further strengthen
its marketing strategies and consumer engagement:

1. Diversify Influencer Strategy

• Move beyond celebrity influencers and engage micro and nano influencers, particularly those in Tier II
and III cities, to enhance reach and relatability.
• Focus on regional influencers to cater to local languages and cultures.

2. Leverage User-Generated Content (UGC)

• Encourage customers to share product reviews, testimonials, and tutorials using hashtags.
• Run contests and campaigns around eco-conscious living to build community engagement and brand
advocacy.

3. Expand Product Awareness Beyond the Core Demographic

• Create campaigns that appeal to men, senior citizens, and parents outside the millennial age group to
expand the customer base.
• Develop product bundles or educational content tailored for new customer segments.

4. Personalize Digital Marketing

78
 • Implement AI-driven personalization in emails, product recommendations, and retargeting ads to
improve conversion rates and customer satisfaction.
• Use customer data analytics to create custom content and offers based on behavior and preferences.

5. Strengthen Offline Footprint

• While digital channels dominate, many customers still value in-person experiences. Establish kiosks in
malls, experience centers, or partner with retail chains for better physical availability.

6. Enhance Educational Content

• Use video formats to demonstrate how-to-use guides, ingredient benefits, and behind-the-scenes
production processes.
• Launch an educational blog or YouTube series focused on skin care routines, myths, and ingredient
science to build trust.

7. Monitor and Optimize Campaign Performance

• Regularly track KPIs such as CTR (Click Through Rate), ROAS (Return on Ad Spend), and Customer
Acquisition Cost (CAC) to refine digital strategies.
• A/B test different ad formats, headlines, and content types to identify the most effective approaches.

8. Promote Sustainability with Measurable Metrics

• Consumers resonate with Mamaearth’s eco-friendly mission. Publish quarterly sustainability reports,
showcasing measurable impact (trees planted, plastic recycled, etc.).

9. Local Language Content Marketing

• Create multilingual ads and content to reach rural and non-English-speaking audiences more
effectively.

10. Introduce Loyalty and Referral Programs

• Develop a customer loyalty program that rewards repeat purchases and referrals. Use discounts,
free samples, and early access to new products as incentives.

D. Summary Table of Recommendations

Area of Focus Recommended Action
Influencer Strategy Partner with micro and regional influencers
UGC & Engagement Run hashtag campaigns and encourage content sharing
Target men and older customers with tailored
Demographic Expansion
campaigns
Personalization Use AI tools for content and offer personalization
Offline Expansion Introduce kiosks or retail partnerships
51

Area of Focus Recommended Action

Launch YouTube and blog series about skincare science

Educational Content
Campaign Performance Track digital metrics and optimize continuously
Sustainability Branding Publish measurable environmental impact reports
Language Localization Create multilingual ads and posts for Tier II/III cities
Customer Retention Introduce loyalty and referral-based incentives
E. Final Thoughts
Mamaearth has successfully established itself as a strong player in India’s personal care industry through
thoughtful marketing strategies focused on sustainability, transparency, and digital engagement. With further
refinement and expansion of its strategies based on data-driven insights, the company can solidify its
leadership and become a global benchmark for purpose-driven, modern brands.

52

81
CHAPTER: 5 CONTRIBUTION TO ORGANISATION
AND FUTURE SCOPE
83
1. Contribution to the Organization

84
The research study titled “A Study on Marketing Strategies Adopted by Mamaearth” has made several

85
meaningful contributions to the organization by offering actionable insights into its current marketing practices
and their impact on consumer awareness and engagement. These contributions are both strategic and
operational, spanning the following areas:

1.1 Enhanced Understanding of Consumer Behavior

The data collected from 50 respondents, primarily in the age group of 20–25 years, provided valuable insights
into consumer preferences and online behavior. By identifying Instagram as the most frequently used social
platform and recognizing a high level of brand awareness via social media, Mamaearth can refine its content
strategy to cater directly to its core audience.

1.2 Evaluation of Marketing Strategy Effectiveness

This study measured the effectiveness of Mamaearth’s various marketing channels, especially influencer
marketing and social media campaigns. The results confirmed that digital-first approaches have a profound
impact on visibility and customer acquisition. Such evaluations help the company allocate budgets more
efficiently, focusing primarily on high-ROI platforms.

1.3 Insights on Influencer Engagement

With over 68% of respondents acknowledging familiarity with influencers who promote Mamaearth products,
the study underscores the effectiveness of influencer collaborations. This offers validation to Mamaearth’s
existing strategy and encourages it to scale these partnerships with nano and micro-influencers to achieve
hyper-targeted engagement.

1.4 Strengthening Brand Positioning

The study highlights that Mamaearth’s branding as a natural, eco-friendly product line is not only well
recognized but also resonates with consumers. This affirms that the organization's mission to provide toxin-free,
sustainable products is being successfully communicated through its marketing efforts.

1.5 Input for Customer Retention Strategies

The high level of brand awareness coupled with actual product usage (68% respondents had used Mamaearth
products) presents an opportunity for Mamaearth to implement loyalty programs and customer retention
initiatives tailored to its existing base of digital consumers.

2. Future Scope of the Study

While this study offers a snapshot of Mamaearth’s current marketing impact, it opens numerous avenues for
further research and development to support strategic planning. The following outlines the future scope based
on the findings:

2.1 Expansion into Tier II and III Markets

86
The current study focuses on a relatively narrow geographical base (respondents from Nagpur and surrounding

87
areas). Future research can be expanded to analyze marketing effectiveness in Tier II and III cities across India
where digital penetration is growing. Mamaearth can use such insights to tailor regional marketing campaigns
and product assortments.

2.2 Longitudinal Impact Study

A longitudinal study to track how sustained marketing efforts influence customer loyalty, repeat purchase
behavior, and lifetime customer value would be beneficial. It would help Mamaearth understand whether
marketing touchpoints are leading to long-term engagement or just one-time conversions.

2.3 Comparative Study with Competitors

A comparative study analyzing the marketing strategies of Mamaearth versus its direct competitors such as
WOW Skin Science, Plum, and Khadi Essentials could provide a broader industry perspective. This would help
the brand identify its competitive strengths and gaps more clearly.

2.4 Integration of AI and Personalization

Future studies can explore how AI-driven marketing (such as personalized ads and chatbots) impacts customer
engagement for Mamaearth. This could provide a roadmap for incorporating more intelligent tools into digital
campaigns.

2.5 Offline to Online Consumer Journey Mapping

As Mamaearth explores offline expansion (retail stores, kiosks), understanding the transition of customers
between offline discovery and online purchase behavior can help optimize omnichannel marketing strategies.

2.6 Analysis of Video Content Marketing

With YouTube and short-form video content being central to Mamaearth's strategy, future research could focus
specifically on video marketing metrics such as view-through rates, conversion rates, and audience retention to
optimize content formats and posting schedules.

2.7 Environmental and Ethical Branding Impact

As sustainability continues to influence consumer choices, further research could evaluate how much
Mamaearth’s campaigns like "Plant Goodness" and "Plastic Positivity" actually influence purchase decisions.
This would help refine the company’s environmental communication strategies.

2.8 Customer Satisfaction and Product Feedback Loop

Future studies could include Net Promoter Score (NPS) analysis, customer satisfaction surveys, and product
feedback to establish a data-driven link between marketing messages and customer experience.

2.9 Exploring International Markets

Mamaearth's growth potential is not limited to India. There is an opportunity to study potential international
markets—especially among Indian diasporas—where the brand’s natural and Ayurvedic proposition could
resonate well.

88
2.10 Innovation in Marketing Tools and Techniques

The brand can explore emerging platforms like influencer-based commerce, shoppable videos, and augmented
reality (AR) filters for product try-ons. Future research can evaluate consumer receptivity to such tools and
determine their commercial viability.

89
3. Conclusion

90
The study not only reinforces the strategic relevance of Mamaearth’s digital marketing efforts but also provides

91
a foundation for future explorations aimed at scaling brand reach and consumer engagement. It has contributed
significantly to understanding consumer perception and online behavior, guiding the brand’s marketing team
toward more targeted, data-backed decisions.

As Mamaearth continues to evolve in a highly competitive market, integrating the learnings from this research
and exploring the outlined future scope will be critical in achieving sustainable growth, both domestically and
globally.

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93
 BIBLIOGRAPHY

94
📚 Bibliography
1. Academic Books and Journals
1. Armstrong, G., & Kotler, P. (2021). Marketing: An Introduction (14th ed.). Pearson.
2. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson Education.
3. Keller, K. L. (2013). Strategic Brand Management (4th ed.). Pearson Education India.
4. Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
5. Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.
6. Kumar, V., & Ghodeswar, B. M. (2015). Building brand identity in competitive markets: A conceptual
model. Journal of Product & Brand Management, 24(2), 122–132.
7. Ottman, J. A. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for
Sustainable Branding. Berrett-Koehler Publishers.
8. Malhotra, N. K. (2016). Marketing Research: An Applied Orientation (7th ed.). Pearson.
9. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
10. Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson.

2. Research Articles and Case Studies

11. Jin, S. V., & Phua, J. (2014). Following celebrities' tweets about brands: The impact of Twitter-based
electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social
identification with celebrities. Journal of Advertising, 43(2), 181–195.
12. Kapoor, A., & Dwivedi, A. (2020). Influence of digital influencers on purchase intention of cosmetics in
India. Journal of Content, Community & Communication, 11(5), 37–45.
13. Mishra, A., & Maheswarappa, S. S. (2021). Understanding the role of online customer reviews in
influencing the purchase decision. Journal of Retailing and Consumer Services, 59, 102385.
14. Sheth, J. (2020). Impact of COVID-19 on consumer behavior: Will the old habits return or die? Journal
of Business Research, 117, 280–283.
15. Tripathi, A., & Kushwah, S. (2020). Green marketing and Indian FMCG industry: An overview.
International Journal of Management Studies, 7(4), 45–54.
3. Industry Reports and Whitepapers
16. Avendus Capital. (2021). The D2C Revolution in India. Retrieved from https://www.avendus.com
17. Bain & Company. (2022). The India D2C Opportunity. Retrieved from https://www.bain.com
18. Deloitte. (2021). The Consumer Shift to Online in India. Retrieved from https://www2.deloitte.com
19. Nielsen. (2022). The Rise of Influencer Marketing in India. Retrieved from https://www.nielsen.com
20. BCG. (2020). The Future of FMCG in India. Retrieved from https://www.bcg.com

4. Official Websites and Company Sources

21. Mamaearth. (2023). About Us. Retrieved from https://mamaearth.in
58

22. Honasa Consumer Ltd. (2023). Investor Presentation 2023. Retrieved from https://honasa.in
23. Mamaearth Blog. (2023). Plant Goodness Initiative. Retrieved from https://mamaearth.in/blog
24. Nykaa. (2023). Mamaearth Product Listings and Reviews. Retrieved from https://nykaa.com
25. StrategyStory. (2022). Marketing Strategy of Mamaearth. Retrieved from https://strategystory.com

5. News Articles and Media Sources

26. Business Standard. (2023, May 2). Mamaearth IPO: What investors should know. Retrieved from
https://business-standard.com
27. Economic Times. (2022, October 18). How Mamaearth became a ₹1,000 Cr D2C brand. Retrieved from
https://economictimes.indiatimes.com
28. LiveMint. (2022, November 15). Sustainability and Startup Growth in India. Retrieved from
https://livemint.com
29. YourStory. (2021, August 12). Mamaearth's journey from D2C startup to unicorn. Retrieved from
https://yourstory.com

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30. Financial Express. (2023, February 25). Consumer behavior trends in post-COVID India. Retrieved from

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 https://financialexpress.com

6.logs and Influencer Reviews

31. Startuptalky. (2022). Mamaearth Marketing Strategy: Natural Ingredients and Digital Branding.
Retrieved from https://startuptalky.com
32. Shweta Singh Blog. (2023). Is Mamaearth really chemical-free? Honest review. Retrieved from
https://shwetasingh.com/blog
33. Indian Beauty Blog. (2022). Top Mamaearth products: Pros and Cons. Retrieved from
https://indianbeautyblog.in
34. SkinCareWithRitika. (2023). Mamaearth vs Wow Skin Science – What’s better? Retrieved from
https://skincarewithritika.in

7. Online Data & Statistics Sources

35. Statista. (2024). Digital Advertising in India - Statistics & Facts. Retrieved from https://statista.com
36. SEMrush. (2023). Organic Search Performance of Mamaearth. Retrieved from https://semrush.com
37. SimilarWeb. (2023). Mamaearth Website Traffic Overview. Retrieved from https://similarweb.com
38. Google Trends. (2023). Search Trends for "Mamaearth" in India. Retrieved from https://trends.google.com
39. SocialBlade. (2023). Mamaearth YouTube Channel Stats. Retrieved from https://socialblade.com

8. Government and Legal Sources

40. Ministry of Commerce and Industry, Govt. of India. (2021). India Startup Ecosystem Report. Retrieved
from https://commerce.gov.in
41. TRAI. (2022). India’s Internet Penetration Report. Retrieved from https://trai.gov.in
42. Startup India. (2022). Recognized Startups List. Retrieved from https://startupindia.gov.in
43. FSSAI. (2023). Guidelines for Personal Care Products. Retrieved from https://fssai.gov.in

9. Educational Theses and Dissertations

44. Patel, R. (2021). Impact of Digital Marketing on Consumer Buying Behavior in Indian FMCG Sector
[MBA Thesis, Gujarat University].
45. Sharma, K. (2020). A Study on the Role of Influencers in Indian Beauty Brands [MBA Project, Amity
University].
46. Yadav, R. (2022). Sustainable Branding Strategies and Millennial Engagement [M.Com Dissertation,
University of Delhi].

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10. Additional Academic Sources

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47. Wirtz, J., Zeithaml, V. A., & Bitner, M. J. (2016). Services Marketing: People, Technology, Strategy (8th

100
 ed.). World Scientific.
48. Laudon, K. C., & Traver, C. G. (2021). E-commerce 2021: Business, Technology, Society (16th ed.).
Pearson.
49. Fill, C., & Turnbull, S. (2019). Marketing Communications: Discovery, Creation and Conversations (8th
ed.). Pearson.
50. Belch, G. E., & Belch, M. A. (2017). Advertising and Promotion (11th ed.). McGraw-Hill Education.
51. Kumar, A., & Singh, H. (2021). Social Media Marketing in India: An Empirical Approach. Indian Journal
of Marketing, 51(3), 12–25.

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102
 QUESTIONNAIRE

103
Consumer Questionnaire for Mamaearth Marketing Strategy

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Research
SECTION A: Demographic Information
1. What is your age group? o Below 18 o 18–24 o 25–34 o 35–44 o 45–54
o 55 and above
2. Gender
o Male o Female
o Prefer not to say
3. Occupation
o Student
o Working Professional o Homemaker o Business Owner o Retired
o Other (please specify): _____________ 4. Monthly Household Income o Less than
₹25,000 o ₹25,000 – ₹50,000 o ₹50,001 – ₹1,00,000 o ₹1,00,001 – ₹2,00,000 o More than
₹2,00,000
5. City/Town of Residence: ______________________

SECTION B: Product Usage Behavior

6. How often do you buy personal care products? o Weekly o Bi-weekly o Monthly o
Occasionally
7. Have you heard of Mamaearth before? o Yes

105
 o

No
8. Have you used Mamaearth products? o Yes
o No o If Yes, how
frequently?
 Regularly
 Occasionally
 Only tried once
9. Which of these Mamaearth products have you used? (Select all that
apply) o Face Wash o Shampoo/Conditioner o Serum/Creams o
Baby Care Products o Hair Oils o Other: ___________
10. How did you first hear about Mamaearth?
o Instagram/Facebook o
YouTube Influencer o Word of
Mouth o Google Search o
Online Marketplaces (Amazon,
Nykaa) o Retail Store o
Other: ___________

SECTION C: Purchase and Channel Preference

11. Where do you usually purchase Mamaearth products from?
o Mamaearth Website o Amazon o
Nykaa
o Flipkart o Offline Store
o Other: ___________
12. What factors influence your purchase decision the most? (Rank 1–
5) o Price o Ingredients o Brand Reputation o Packaging o
Recommendations
13. Do you find Mamaearth products reasonably priced? o Yes o
No

Somewhat
14. Do you use any loyalty/reward programs offered by Mamaearth?
o Yes o No

o I didn’t know about it

SECTION D: Marketing Communication & Perception

15. Rate the effectiveness of Mamaearth’s advertising on social media. o

Excellent o Good o Average o Poor o Very Poor
16. Which platform do you associate most with Mamaearth's
advertising? o Instagram o YouTube o Facebook o Television
o Other: ___________

106
 o

17. Have you been influenced to buy Mamaearth products by an

influencer? o Yes
o No
18. How do you perceive Mamaearth as a brand? o Premium o
Affordable o Eco-friendly o Trustworthy o Overhyped

SECTION E: Product Satisfaction

19. How satisfied are you with Mamaearth products overall?
o Very Satisfied o Satisfied o Neutral o Dissatisfied o
Very Dissatisfied
20. How would you rate the quality of Mamaearth products? o Excellent o
Good

Average
o Poor
21. What is your opinion about the ingredients used in Mamaearth products?
o Natural and safe
o Not sure
o Just like other brands
22. Would you recommend Mamaearth to others?
o Definitely o Maybe o No

SECTION F: Comparative and Final Thoughts

23. Which other personal care brands do you use? (Select all that
apply) o WOW Skin Science o Plum o The Moms Co. o
Biotique o Himalaya o Other: ___________
24. In comparison, how does Mamaearth perform? o Much
Better o Slightly Better
o Same
o Slightly Worse o Much Worse
25. What improvements would you like to see in Mamaearth products
or services?

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