Mamaearth, one of India’s fastest-growing personal care brands, has announced a strategic partnership with Meesho, aimed at amplifying its reach in Tier 3 and smaller markets. The collaboration is part of Mamaearth’s strategy to tap into the increasing demand for natural and toxin-free personal care products in emerging regions across India.
With this partnership, Mamaearth aims to achieve an annual recurring revenue (ARR) of ₹100 crore through Meesho in the next 12 months. The brand has already seen remarkable growth on the platform, reporting a 226% increase in orders during the Mega Blockbuster Sale, driven by popular products like the Mamaearth Rice Face Wash, Vitamin C Daily Glow Face Cream, and Onion Shampoo.
The collaboration with Meesho has allowed Mamaearth to expand its presence in deep-penetrated markets such as Belgaum, Kashipur, Bokaro, Sivakasi, and Kushinagar, reaching customers in more remote areas. Meesho’s vast network and ability to connect with a diverse consumer base have been instrumental in Mamaearth’s growth in these regions.
Varun Alagh, Co-Founder and CEO of Honasa Consumer Limited, said, “We have been witnessing a greater demand for quality and toxin-free beauty and personal care products from Tier 3 and smaller markets. This partnership with Meesho is helping us bridge this gap further, enhancing accessibility and consumer trust in newer regions.”
Meesho CEO Vidit Aatrey highlighted the platform’s mission to democratize internet commerce, stating that the partnership with Mamaearth has been a significant success, with an incredible surge in orders since Mamaearth joined the platform.
In addition to its online growth, Mamaearth has been expanding its offline distribution network through partnerships with Reliance Retail, Apollo Pharmacy, and Canteen Stores Department (CSD) under the Ministry of Defence, further increasing its footprint in the beauty and personal care industry.
