mama earth founder | unicorn startup | Gazal Alaag | mama earth face cream |

 

THE FOUNDER

There are some types of Entraprenuar who neither have IIT degree nor IIM degree. Nor does he have any business experience and one such entrepreneur is Ghazal Alag who is the co-founder of Mama Earth.

The word mother is hidden in the name of Mama meaning which is a company created by a mother. Ghazal Alag and her husband Varun Alag founded Mama Earth. What did Ghazal Alag do that Mama Earth became a unicorn company in just 5 years.

Background of Gazal Alag

The background of Ghazal is very different, she has no relation with business till far and wide. Ghazal was born in 1988 and she is from Chandigarh city. She completed her BCA in IT from Panjab University there and also worked as a corporate trainer at NIIT. Where she used to train engineer and manager.

In 2012, she became the founder of DietExpert.in where she used to make people a customized diet plan. Ghazal was very fond of art and painting since childhood, when she was living in Mumbai in 2012, her childhood memories were refreshed and she had made up her mind to do painting as her full time. She Learned a lot from big artists like k. Prakash and c.s. Pant.

She then moved to New York to learn
She learned modern art designing and figurative art at the New York Academy of Arts and at the School of Visual Arts. She got a chance to work with the famous painter Robert Armetha and Harol e book. Not only this, Ghazal is one of the top 10 female artist of India. And she also represented India at the international level. In 2012, she also started a channel called Being Arts in which she used to teach painting to young children.

Story of Mama Earth

So now let's talk about how an artist became an enterprenuar. Mama Earth begins when Varun alag and Ghazal alag are about to become parents for the first time, soon a third guest arrives in their house and they name their child Agastya. Being a mother, Ghazal used to raise her child very delicately and used to fulfill his every need. Then Ghazal came to know about the skin problem of Augustya. In Augustya, different skin problems started occurring due to using skin products somewhere.

They imported the same product from outside also, so when they compared they came to know that all the skin products somewhere in India contain toxic which causes skin problems like allergies. When he asked for a suggestion from the doctor and his friend, he came to know that this problem is not only with her child but with many children. He talked to Varun and Varun told that if no one is selling Toxic free product then this is the opportunity then Ghazal started researching about it.

So he started researching about ingredients and immediately asked for many products and found out about its Ingredients, then he came to know that they are made in India only, then he talked to the factory owner and asked the factory owner that Or baby care products can run in India, then everyone said that yes they can. In 2016, Ghazal started selling Mama Earth products with her husband.

strategy number one

Expanding a niche
Mama Earth had to enter the beauty and personal care market, which is a very competitive market. Why would anyone buy Mama Earth's product other than a big company's product, that's why Mama Earth launched Mama Earth with its six baby care products.

Parents are very careful for their young children and take maximum care of their young children. When mama Earth came into the hands of children, then Mama Earth increased its target market and after establishing a foothold in baby care products, he also launched all other products and soon entered the personal care industry there.

Strategy No. 2

educational awareness
The biggest move of Mama Earth was to inform people about their product. He started his own baby care products and his target consumer was also the same. Young children will not buy their product, that is why it was very important to explain the benefits of these products to their parents. And it was necessary to increase awareness. Secondly, none of the toxins that Ghazal had researched was known in India.

Before we buy any personal care products like skin care face wash soap, we read their ingredients , may none of us fall here.

Third strategy is

Influencer Marketing.
Mama Earth is a d2c consumer startup that's why it is very important for her to be active on social media. Influencer marketing was the best strategy of Mama Earth because Ghazal knew that influence marketing is a great way to spread illegality.

Mama Earth did the branding of Mama Earth by doing some collapse with big youtubers like Gaurav Taneja and many big youtubers.

Fourth strategy

Purpose divine brand
Ghazal has been associated with the customer to build a rapport with the customer and as the Chief Innovation Officer. She used to take feedback from friends to family friends from every acquaintance so that she could make the product better. That's why customers started connecting with Mama Earth's word of mouth marketing.

Mama Earth also worked with Made Safe which is a non-profit organization and also tested the product Mama Earth became Asia's number one Made Safe certified brand. Mama Earth had also organized a campaign for the plantation.

Strategy No. 5

House of brand
It is a strategy in which many brands are brought under one company. Mama Earth's parent company has many other brands such as Ayuga and Derma.

Where Mama Earth does business of only 5000 crores in a year, Patanjali does business of 30000 crores in a year and Unilever does business of 40000 crores.

Mama Economic First became the first unicorn startup of January 2022. And their valuation is 1.2 billion.

Today sequiya capital is the investor of Mama Earth, this is the biggest VC firm of India. Shilpa Shetty is also the brand ambassador and investor of Mama Earth.