INTRODUCTION

• India manufactures about 707 million

metric tons of plastic in a year and
about 25,940 tons of plastic waste is
generated in our country in a day!
• Demand for eco friendly products
have increased
• Companies adopting green marketing
• Changing consumers’ attitudes
towards eco friendly products
 Industry Overview
• In each and every segment, be it
packagings in FMCG, electronics
industry, fashion industry, personal care
sector to tourism sector, have started
taking initiatives to go green.
• Increasing focus on sustainability.
• Market potential for eco friendly
products and services is over $40
billion.
• Globally, brands like Diageo, Unilever
Limited have started reevaluating their
packaging to put the environment first.
Roadblocks for Mamaearth
• Primary Challenge- Scaling of the Business to become a national
Player.
• Other Challenges- Inefficiency in the distribution network.
Tackling the Primary Challenges:
• Since, Mamaearth was growing at a high rate, they introduced different products
such as Facewash, Skin care product & Haircare products,etc. for different
younger population segments.
• This helped Mamaearth to penetrate the market and reach Men & Women who
were not looking for Baby & Mommy care products and directly challenge the
established brands such as HUL, Nivea ,etc.
• Using its wide-influence on social media and other digital platforms, Mamaearth
was able to strike connection with the millennials & Gen-z population.
• Also, since these population segments were most active on the e-commerce
platforms, they were able to easily access the products from Mamaearth which
was doing approx 90% of its sales through online platforms.
Tackling secondary challenges:
• To solve the challenges related to distribution network, Mamaearth
outsourced the distribution operation so as to resolve the inefficiency
in the distribution.
• Through Outsourcing of the operations, Mamaearth was able to focus
more on the marketing strategy and also leverage the expertise of the
3rd party organization in the distribution operations.