Mamaearth’s parent Honasa Consumer realigns focus amid rising competition

In recent quarters, intensifying competition in the beauty and personal care (BPC) market has led Honasa Consumer, the parent company of Mamaearth, to rethink its category strategy and emphasise the need for a focussed approach, the founders said in the annual report for financial year 2025.

“As an organisation, it has helped us understand that we need to win the war of BPC domination, one category battle at a time. This focussed approach will allow us to allocate R&D resources and marketing investments more effectively towards these categories as well as fully utilise the power of the house of brands,” they said.