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Mamaearth parent Honasa to discontinue ayurvedic beauty brand Ayuga

Economic Times

Economic Times · 12m ago

Honasa Consumer, the parent company of Mamaearth, has decided to discontinue its ayurvedic beauty brand Ayuga. The company stated that it was unable to establish a product-market fit and started phasing out the brand in June. Honasa Consumer will now focus on its other brands, including Mamaearth, The Derma Co, Aqualogica, Dr Sheth’s, BBlunt, and Staze. The company reported a 19% increase in operating revenue for the April-June period and a net profit rise of 62%. Ayuga, which was launched in December 2021 and revamped based on consumer feedback, failed to gain traction in the market.

Related News

Honasa Consumer undertakes general trade channel revamp for offline growth

YourStory

YourStory · 12m ago

Honasa Consumer undertakes general trade channel revamp for offline growth

Honasa Consumer, the parent company of Mamaearth, is planning to shift its distribution model and undertake an inventory pipeline correction project called "Neev". The company aims to increase its offline distribution and focus on its house of brands strategy. This move aligns with their transition from a super stockist distribution model to direct distributors for the general trade channel. Honasa Consumer's efforts in scaling and improving brand mix have resulted in an 8.3% increase in EBITDA margin during the April-June quarter. However, the company discontinued its Ayurvedic Beauty Products brand, Ayuga, due to a lack of product-market fit.

Mamaearth Discontinues Ayuga, Cites Failure To Establish PMF

Inc42 · 12m ago

Mamaearth Discontinues Ayuga, Cites Failure To Establish PMF

Honasa, a D2C unicorn, has decided to discontinue the Ayuga brand due to lack of significant search trends and difficulties in gaining traction. Starting in June 2024, Ayuga will no longer be available. Honasa CEO, Varun Alagh, stated that the discontinuation will not have a significant impact on the company's profit and loss statement. This is the second brand discontinuation by Honasa, following the undisclosed discontinuation of its acquisition, Momspresso, last year.

Skincare brand The Derma Co crossed Rs 350 crore annual revenue rate in June quarter

Economic Times

Economic Times · 1y ago

Honasa Consumer Ltd, the parent company of D2C brand Mamaearth, announced that its skincare brand The Derma Co achieved an annual revenue rate of over INR 350 crore during the June quarter. The brand recorded INR 30 crore in monthly revenue in April-June, 41 months after its launch in 2020. Honasa Consumer recently filed for an IPO comprising a fresh issue of equity shares and an offer for sale component. The company operates several brands, including Aqualogica, Ayuga, and BBlunt, in addition to Mamaearth and The Derma Co.

Honasa to bring down inventory holding period for Mamaearth distributors

Livemint

Livemint · 12m ago

Honasa to bring down inventory holding period for Mamaearth distributors

Mamaearth's parent company, Honasa Consumer Ltd, is working to reduce its inventory holding period with distributors to 40 days from the current 90 days. The company plans to streamline its supply chain as it shifts from super-stockists to direct distributors. Honasa has partnered with logistics company Delhivery to enhance its supply chain, with further inventory reduction expected in the coming quarters. The move comes after distributors raised concerns about excessive inventory and delays in replacing damaged or unsold stock. Additionally, Honasa has decided to phase out its Ayurveda-focused brand, Ayuga, due to declining customer interest in certain Ayurvedic concepts.

Mamaearth parent Honasa Consumer appoints Nishchay Bahl to lead offline business

Economic Times

Economic Times · 1y ago

Mamaearth parent Honasa Consumer appoints Nishchay Bahl to lead offline business

Mamaearth parent company Honasa Consumer has appointed Nishchay Bahl to lead its offline business. Bahl will be responsible for expanding the company's offline retail presence and driving growth in offline sales channels. Honasa Consumer is a fast-growing brand in the personal care and beauty space, with Mamaearth being its flagship brand. The company aims to leverage Bahl's experience and expertise in offline retail to further strengthen its position in the market.

Honasa Consumer acquires Cosmogenesis Labs for Rs 4 crore

Economic Times

Economic Times · 1y ago

Honasa Consumer acquires Cosmogenesis Labs for Rs 4 crore

Honasa Consumer, the parent company of Mamaearth beauty and personal care brand, has announced the acquisition of Cosmogenesis Laboratories, a research and development platform specializing in natural and organic cosmetics. The deal, valued at Rs 4 crore, is expected to be completed in the next four to six weeks. The acquisition will enhance Honasa's R&D capabilities and product development expertise, enabling them to deliver innovative and quality products to consumers. Cosmogenesis founder Rohini Manoj will join Honasa as Vice President of R&D. Honasa Consumer currently operates seven brands, including Mamaearth and Dr Sheth's.

Mamaearth parent to launch its IPO on October 31; to raise Rs 1,700Cr

IndianStartupNews

IndianStartupNews · 1y ago

Mamaearth parent to launch its IPO on October 31; to raise Rs 1,700Cr

Mamaearth parent company, Honasa Consumer, is set to launch its IPO on October 31. The company aims to raise approximately Rs 1,700 crore, targeting a valuation of around Rs 10,500 crore. The IPO will include a fresh issue of shares worth Rs 400 crore and an Offer for Sale (OFS) of up to 46.80 million equity shares. Honasa Consumer owns brands like Mamaearth, The Derma Co, Aqualogica, and Ayuga, and recently acquired stakes in BBlunt and content platform Momspresso. Mamaearth's revenue doubled to Rs 943 crore in FY22.

Mamaearth parent bets on made-for-India goods in world’s fastest growing beauty market

Economic Times

Economic Times · 1y ago

Mamaearth parent bets on made-for-India goods in world’s fastest growing beauty market

Honasa Consumer Ltd., the parent company of India's personal-care brand Mamaearth, is gaining traction in the Indian beauty market by offering products made with local natural ingredients and tailored for Indian consumers. Unlike international competitors who mostly offer their global product portfolios, Honasa's brands, including Mamaearth, Staze, Aqualogica, and Dr. Sheth's, are designed specifically for Indian preferences. With a rapidly expanding middle class and a projected annual growth rate of 10% between 2022 and 2027, the Indian beauty and personal-care industry is attracting the attention of niche brands like Honasa Consumer, which recently reported strong financial results.

Mamaearth-parent Honasa gets SEBI nod for IPO launch

Money Control

Money Control · 2y ago

Mamaearth-parent Honasa gets SEBI nod for IPO launch

SEBI has granted approval for the initial public offering (IPO) launch of Honasa Consumer, the parent company of beauty and personal care brand Mamaearth. The IPO plan consists of a new share issuance worth ₹400 crore and a potential sale of 4.68 crore shares by promoters and investors. Before submitting the IPO documents, Honasa might also explore raising ₹80 crore through pre-IPO placement.

On listing day, Honasa founders say they are eyeing a global play for the personal-care company

Economic Times

Economic Times · 1y ago

On listing day, Honasa founders say they are eyeing a global play for the personal-care company

Honasa Consumer, the parent company of beauty and personal care brand Mamaearth, has listed on the stock exchanges and aims to take Indian skincare products global. The company's CEO expressed the desire to make Indian beauty a global phenomenon, following the success of global beauty companies like French and Korean brands. Honasa Consumer's IPO was oversubscribed, and the company plans to expand Mamaearth's presence in international markets by appointing channel partners. The listing is seen as a significant milestone for the company's growth and future opportunities in the beauty and personal care sector. (source: https://economictimes.indiatimes.com/tech/technology/on-listing-day-honasa-founders-say-they-are-eyeing-a-global-play-for-the-personal-care-company/articleshow/105034734.cms)

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