In this episode, we chat with Ghazal and Varun Alagh, Co-founders, Mamaearth. 

Ghazal & Varun’s entrepreneurial journey began when they were expecting their first baby and were on the lookout to ensure that they could use the best childcare products to keep their baby safe. But what came up as a shock for them was that every product out there had some or the other form of harmful chemical component.

This experience drove the duo to create then a babycare brand: Mamaearth.

Mamaearth is Asia’s first brand with MadeSafe certified products and has recently crossed Rs.500 crore revenue run rate.

During the podcast, they talk about how they initially started interacting and understanding their future customers and their concerns. They also share how they built a closely-knit community of parents with a newborn where prior to every product launch, they would take feedback from them, and then they’d launch the product after working on their suggestions.

For anyone looking to start up a D2C brand, this conversation can be of great value. From building a close connection with your prospective customers to earning their trust to building your brand, to differentiating your brand vs other players, this podcast has it all.

Notes - 

03:13 - Their personal experience which led to founding Mamaearth

04:30 - Career prior to Mamaearth

07:42 - Things to prioritise early on to build a base for a D2C brand

11:28 - Top-seller product categories at Mamaearth

13:36 - Journey & Challenges from 0 to $1 Mn ARR and beyond

15:34 - Major milestones and fundraises

17:43 - Difference in Mamaearth’s growth strategy vs other D2C brands

21:47 - Future plans with Mamaearth 

23:38 - Connecting & Understanding with the first few customers (mothers)

26:51 - Identifying vendors for packing, shipping, and production

29:02 - Bringing Shilpa Shetty on board as a Brand Ambassador & Investor

33:11 - Leveraging Influencer marketing to propel growth

35:01 - What they admire in each other as Co-founders & life partners

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