Mamaearth has announced a partnership with Meesho to increase the availability of its personal care products in tier 3 and beyond markets. The collaboration aims to meet the growing demand for natural and toxin-free personal care items in smaller towns and semi-urban areas.
As part of this initiative, Mamaearth seeks to achieve a target of 100 crore annual recurring revenue (ARR) on the Meesho platform within the next 12 months. The brand reported significant growth during the recent Meesho sale, experiencing a fivefold increase in sales.
The partnership enables Mamaearth to reach customers in deeper markets, including Belgaum (Karnataka), Kashipur (Uttarakhand), Bokaro (Jharkhand), Sivakasi (Tamil Nadu), and Kushinagar (Uttar Pradesh). Mamaearth has noted a 226% increase in orders during the Mega Blockbuster Sale, driven by popular products such as Mamaearth Rice Face Wash, Mamaearth Vitamin C Daily Glow Face Cream, and Mamaearth Onion Shampoo.
“At Mamaearth, we have always strived to be present where our consumers need us the most. We have been witnessing a greater demand for quality and toxin-free beauty and personal care products from Tier 3 and smaller markets, and this partnership with Meesho is helping us bridge this gap further. It will now significantly contribute as we work towards our goal of achieving ARR of 100 crore on Meesho by enhancing accessibility and consumer trust in newer regions.”Varun Alagh, Co-Founder and CEO, Honasa Consumer Limited, said.
In addition to its online strategy, Mamaearth is expanding its offline distribution. The brand recently partnered with the Canteen Stores Department (CSD) under the Ministry of Defence and has also collaborated with Reliance Retail and Apollo Pharmacy to enhance product availability across retail channels.
Vidit Aatrey, Co-Founder and CEO, states: “At Meesho, our mission is to democratise internet commerce, ensuring that high-quality products are accessible to every Indian, no matter where they live. The launch of Meesho Mall was a strategic response to the growing demand for branded products in categories like beauty and personal care. Since welcoming Mamaearth to our platform, we’ve seen incredible resonance with our shoppers and a remarkable surge in orders. We are thrilled about the opportunities Meesho Mall presents for both our consumers and brand partners, as we continue to make e-commerce accessible and affordable for millions in the country.”