Rising inflation will force marketers to be creative, analytical and decisive: Anuja Mishra, Mamaearth

Having previously worked with Nestle, PepsiCo and GCPL, Mishra now oversees marketing for Honasa Consumer Group brands – Mamaearth, The Derma Co. and BBlunt.

Mamaearth was launched in 2016 by the husband-wife duo of Ghazal and Varun Alagh, who then recognized the lack of toxin-free and safe baby care products in the Indian market. Over the past six years, the unicorn brand has diversified its products into categories such as beauty, skin care, hair care, cosmetics and also offers products for men.

Elaborating on how the brand has managed to diversify into these categories, while maintaining its core essence of being safe and toxin-free, Anuja Mishra, CMO, Honasa Consumer (the parent company of Mamaearth), gives credit to both co-founders.

“We are strongly committed to ensuring that products are free of toxins and made from natural ingredients. These are absolutely non-negotiable for the brand,” adds Mishra.

Mamaearth has had celebrities like Shilpa Shetty and more recently Sara Ali Khan and Samantha Ruth Prabhu appearing in its commercials.

Sharing insights into how the brand focuses on a particular celebrity, Mishra mentions that the value match, in terms of what celebrities stand for and what they bring to the brand, should be in sync. “If you look at any of our celebrity or influencer associations, it depends on understanding the association of those people versus our TG, which is millennials.”

The brand’s popularity among the masses can also be attributed to Ghazal’s appearance in the first season of the commercial reality show. ‘Shark Tank India’.

From the #PlantGoodness initiative, to being plastic positive, to reducing paper waste in its offices, the brand has echoed many social initiatives.

Mishra believes consumers, especially millennials, want to associate with brands beyond the product attributes they offer, but what they mean to the wider community.

“This is where the mission statement for each of our brands is created. Tree planting or plastic positivity and recycling initiatives are because Mamaearth is a brand that wants to be natural. , honest and trustworthy.This should be reflected not only in our products, but also in the way we conduct our business on a daily basis.

Recently, Mamaearth made a wave of acquisitions. She acquired Godrej’s hair color brand BBlunt, a Dr. Sheth’s skin care brand formulated by dermatologists and an online platform for mothers called Momspresso.

Talking about her strategy and the importance of adding more products to her portfolio, Mishra shares that everything emanates from the changing consumer landscape.

“The same consumer searches for different types of products throughout the day. It is therefore crucial for any organization to assess the landscape and plan its brands to meet the diverse needs of consumers. »

The brand follows the philosophy of being present wherever consumers are. It started as a D2C brand, expanded to e-commerce platforms, and is now expanding its offline channels as well. It is available at modern outlets and is also sold at exclusive Mamaearth retail stores.

Mamaearth has been betting big and investing in its influencer marketing strategy since its inception. For its primary target audience, millennials, word of mouth and following the experiences of people they trust are important test sources, Mishra informs.

“The brand has tried and tested many influencer marketing models and found it to be an extension of marketing to millennials. Influencer marketing works very well for us and the brand assures that it invests adequately in this channel.

While influencer marketing is an effective way to connect with millennials, it can also be quite expensive. With a funding crisis affecting brands across all categories, how does Mamaearth maintain its marketing spend?

Mishra explains that it is important for the marketing (team) to determine what will actually entice consumers to try the product. They need to understand the triggers, the potential roadblocks, and make sure the brand is investing in the right levers behind those triggers.

“Rising inflation and other such stresses will only force marketers to be more creative, analytical and decisive about the choices they make.”

Sharing some of his learnings from his previous stints at conglomerates like Nestlé, PepsiCo and Godrej Consumer Products (GCPL), Mishra says spending time with consumers and sales channels is essential for any marketer. Indeed, some of the best ideas are learned during these interactions.

“Additionally, it’s important that marketers not only look at their own marketing spend, but also have a good understanding of the company’s P&L. This makes it possible to analyze the impact of their decisions on the entire value chain.

About Thomas Hereford

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