The brand teams up with Meesho to expand reach in tier 3 and beyond, targets Rs 100 crore ARR in the next 12 months
Indian personal care brand Mamaearth has disclosed its collaboration with Meesho, aiming to make premium, toxin-free personal care products more accessible across India’s Tier 3 towns and smaller markets. This partnership aligns with Mamaearth’s strategy to explore untapped markets and accelerate revenue growth, with a target of reaching Rs 100 crore in annual recurring revenue (ARR) through the Meesho platform in the next 12 months.
With Tier 3 and beyond markets becoming key growth drivers for e-commerce, Mamaearth aims to tap into the increasing demand for high-quality natural products in these regions. The collaboration with Meesho has already seen significant results, with the brand experiencing a fivefold growth during the Meesho sale period.
Through Meesho’s extensive network, Mamaearth has penetrated deeper into Bharat, reaching customers in cities like Belgaum (Karnataka), Kashipur (Uttarakhand), Bokaro (Jharkhand), Sivakasi (Tamil Nadu), and Kushinagar (Uttar Pradesh). This has allowed the brand to build trust and accessibility in smaller towns and semi-urban areas, solidifying its position as a leader in the personal care space.
Varun Alagh, Co-Founder and CEO of Honasa Consumer (Mamaearth’s parent company), stated, “We are witnessing growing demand for quality, toxin-free beauty and personal care products from smaller markets. This partnership with Meesho allows us to bridge that gap and further our goal of achieving Rs 100 crore ARR by expanding our reach and enhancing consumer trust in new regions.”
Meesho’s Co-Founder and CEO, Vidit Aatrey, emphasised the platform’s mission to democratise ecommerce across India, saying, “Our goal is to ensure high-quality products are accessible to every Indian, no matter where they live. Since welcoming Mamaearth to Meesho, we’ve seen an incredible response, and this partnership is a key driver in our mission to make e-commerce affordable and accessible.”
Mamaearth saw an impressive 226 per cent increase in orders during Meesho’s Mega Blockbuster Sale, with popular products like the Mamaearth Rice Face Wash, Vitamin C Daily Glow Face Cream, and Onion Shampoo leading the surge in demand.
As part of its growth strategy, Mamaearth has been expanding both its online and offline distribution networks. The brand recently entered the Canteen Stores Department (CSD) under the Ministry of Defence, and partnered with Reliance Retail and Apollo Pharmacy to make its products available across diverse retail channels.
This collaboration with Meesho marks a significant step for Mamaearth as it continues to expand its market share in India’s thriving beauty and personal care industry while empowering consumers with better personal care choices across the country.
