Mamaearth`s`Goodness Inside` Brand Communications

Mamaearth`s`Goodness Inside` Brand Communications
Case Code: CLMM151
Case Length: 5 Pages
Period: 2016-2020
Pub Date: 2020
Teaching Note: Available
Price: Rs.200
Organization: Honasa Consumer Pvt. Ltd.
Industry: Cosmetics & Toiletries
Countries: India
Themes: Marketing Communication, Branding Strategy, Digital Marketing
Mamaearth`s`Goodness Inside` Brand Communications


The case study describes the brand communications of Mamaearth, a Gurugram (a city southwest of New Delhi in northern India)-based personal care brand with a turnover over INR1 billion within a span of four years (2016-2020). Mamaearth’s marketing campaigns and brand communications were centered on the promise of using only the best of nature in its products. The brand communications were aimed at connecting with millennial parents – its target consumers – who believed in the philosophy of doing good and preferred to associate with brands that had the same belief system.

In early 2020, with the advent of the COVID-19 pandemic, Mamaearth announced “Goodness Inside” as its brand purpose, in line with its mission of offering safe personal care products that were good for human beings as well as the environment. The case then touches upon how Mamaearth communicated this brand purpose through its launch video on YouTube. The brand also used various social media platforms, including Instagram, Facebook, and Twitter, to communicate the new brand purpose.

The case then looks at how Mamaearth extended its ‘Goodness Inside’ brand purpose to community service during the COVID-19 pandemic through volunteers called ‘Goodness Ambassadors’. The case also focuses on the ‘#PlantGoodness’ initiative in October 2020 where the company pledged to plant a sapling against every order it received on its website

The case study ends with the future plans of Mamaearth to increase its customer base from one million to over 10 million by 2025 and increase its revenues to INR5 billion.


  • Understand the importance of having a clear brand purpose
  • Learn how a brand purpose can be communicated effectively through social media, brand ambassadors and community service initiatives
  • Understand how brands can build trust and communicate transparently through responsible marketing
  • Become aware of direct-to-consumer digital-first models
  • Learn how start-ups can create challenger brands


Mamaearth, based in Gurugram , India, was considered one of India’s fastest growing personal care brands given that its turnover had crossed INR1 billion within a span of four years (2016-2020). The direct-to-consumer (D2C) company was established in 2016 by a millennial Indian couple, Ghazal Alagh and Varun Alagh (the Alaghs), as Honasa Consumer Pvt. Ltd. (Honasa) after they had unsuccessfully scoured the markets in India for safe, non-toxic baby care products for their newborn son.


BrandCommunications; BrandPurpose; BrandMessaging; Direct-to-Consumer; ChallengerBrands;Communicating Value;Green Marketing; Socially Responsible Marketing;Social Media Marketing; Digital Marketing; Product Attributes.

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