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BW Businessworld

Baby Care With A Difference: Ghazal Alagh, Co-founder & Chief Mama, Mamaearth

The idea of founding Mamaearth came from a personal need of finding chemical-free products.

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It was the difficulty in finding chemical-free products in the market for their child that prompted Ghazal Alagh and her husband Varun to launch Mamaearth, an FMCG startup engaged in the manufacture of toxin-free baby care products. 

Thanks to her efforts to raise the standards of baby care products India, and make them free of toxic chemicals, Ghazal was included in this year’s list of “BW Businessworld 40 Under 40” — India’s 40 most successful entrepreneurs under the age of 40. 

“Majority of baby brands available in the Indian markets contain harmful toxins like parabens, phthalates, fragrances, mineral oil and more, which no parent would even want anywhere around their child,” says Ghazal.  

She says she became aware of the lack of availability of chemical-free baby care products in the local market after her son, Agastya was born. Though she met her needs by ordering baby care products from the US and UK for her son, soon her thoughts went out to other children whose mothers had no such option but to use baby care products that were available locally, even if they were unsafe. 

This concern for other children soon became a mission for her, and she decided to create a brand “to support early parents in taking care of their children”. In 2016, the couple left their jobs to launch Mamaearth. 

Today, Ghazal, who has taken the rather unconventional designation of Chief Mama of Mamaearth (her husband is designated Chief Dad), works with a large number of mothers to develop a product line that addresses problems faced by new mothers on a daily basis. She says her company’s mission is to take care of every parent and their babies’ well being from head to toe with safe, toxin-free, world-class products. “We as parents want the best and the safest products for our babies,” she adds. 

“Mamaearth is the only ‘Made Safe’ certified toxin-free brand in India which is free of all known toxins which are banned in most countries. More importantly, more than just a brand, we make our products out of love and care. The idea of founding Mamaearth came from our personal need of finding chemical-free products,” says Ghazal. 

Over the past two and a half years, Mamaearth has grown at a fast clip, notching up 

10-15 per cent growth every month. The company has nearly 100 employees on its rolls and boasts of annual revenues of more than Rs 100 crore.

Mamaearth has expanded its product range from baby category to adults with each category consisting of more than 60 products. It has already sold over 1 million products to over 300,000 consumers across 150 cities in India. It also has innovative products like hing roll and mosquito repellents for babies due to Indian mothers’ trust in home remedies. Though Mamaearth is like any other FMCG company, 90 per cent of its sales happen through its digital platform. 

“With Mamaearth’s innovative product line, we have tried to solve a common Indian parenting problem. In a country where most of the baby products available are not safe due to the lack of safety regulations, we offer products which are safe by international standards and are filled with the goodness of nature,” says Ghazal.   


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