TheTheTheThe mamamamamamaearthearthearthmamaearth divedivedivedive GOOD FOR YOU. GOOD FOR EARTH. DEEP IN-DEPTH REVIEW Customer Surveys IN-DEPTH REVIEW Customer Surveys CLEAN BEAUTY REVOLUTION Why mamaearth leads the way CLEAN BEAUTY REVOLUTION Why mamaearth leads the way SEPT 2026 | ISSUE 01

MAMAEARTH Mission Statement: Toxin-free and natural formulations blending Indian ingredients with modern actives. Product Offering: Toxin-free certified baby care as well as best-selling Onion and Ubtan personal care products. Company Philosophy: "Goodness Inside"—cruelty- free, plastic-positive, and related to the tree planting project every time the product is ordered from the website.Mamaearth was launched in 2016 by the Alagh couple Ghazal and Varun in response to a lack of toxin-free products for their baby in India. From addressing a personal problem of new parents, it grew rapidly to become one of the fastest growing personal care giants in India. SEPT 2026 | ISSUE 01 1

MARKET POINT01 – Ingredient Awareness Mamaearth conveys how its product range does not contain certain ingredients that consumers would rather do without. SEPT 2026 | ISSUE 01Natural Ingredients - 02 Ingredients that are natural and derived from plants are another key aspect of its communication.03 – Sustainability Environmental initiatives such as tree plantation and recycling of plastic contribute to the sustainability perspective of the brand. 2

STP ANALYSIS SEPT 2026 | ISSUE 01 SEGMENTATIONPrimarily targets millennials and Gen Z (age 20–40), middle-to-upper-middle income urban consumers; a dedicated sub-range (Mamaearth Baby Care) targets new parents with infants/toddlers.Concentrated in Tier-1 and Tier-2 Indian cities where e-commerce and D2C penetration is high; expanding into Tier-3 towns via quick commerce and general trade, plus limited international presence (UAE, Nepal, etc.).Health-conscious, environmentally aware consumers who actively seek "clean label" and cruelty-free products; consumers with a growing distrust of chemical-heavy legacy FMCG brands. Demographic - Geographic - Psychographic - 3

SEPT 2026 | ISSUE 01 SEGMENTATIONBenefit-seekers looking for safety and natural ingredients rather than just fragrance/luxury; occasion-based buyers (baby care around childbirth); habitual repeat purchasers of skincare/haircare staples (face wash, shampoo). Behavioural - Generational/ - LifestyleDigitally native shoppers influenced by influencer marketing and online reviews rather than traditional advertising alone. 4

SEPT 2026 | ISSUE 01 TARGETING Natural & Certified: The product is certified by MadeSafe and therefore does not have any toxicants, sulfates, or parabens. Nature-Backed: The contemporary formulations are based on natural ingredients like onions, ubtan, and tea tree. Purpose for the Planet: The packaging used is plastic-positive. One tree is planted for each direct order received from the website. Cruelty-Free & Ethical: The product is 100% cruelty-free and also PETA-certified. 1- New and Young Parents (via mamaearth baby care ) - appealing to safe conscious parents who want chemical free product for infants. 2-Urban Millennials and Genz men and women -(via the core personal care range- face wash shampoo sunscreen serums)- appealing to customers who want natural effective skin care hair care without Harsh Chemicals at mid premium price point. POSITIONING 5

Goal 12: Sustainable Consumption and ProductionMamaearth is entirely aligned with Goal 12 in that sustainability is not only seen as an environmental but also as a consumption problem. Through the concept of clean labeling and formulations, the organization is committed to ensuring that consumers also consider the problems of safety associated with personal care products. Touch Points Clean Formulations: Preference for natural over synthetic ingredients. Closed Loop Packaging: Recycling of plastics and reduction of environmental footprint (plastic positive). Ingredient Transparency: Ingredient labeling of products for conscious consumers. Ethical Formulations: Formulation of products without environmental compromise. ME and SDG SEPT 2026 | ISSUE 01 S D G 1 2 6

Goal 15: Life on LandOne of Mamaearth's better-known sustainability initiatives is Plant Goodness. The initiative connects purchases with tree plantation activities, linking everyday consumer purchases with efforts to increase green cover. This creates an interesting marketing connection: a customer is not only buying a personal-care product but is also being shown the possibility of contributing to an environmental cause. ME and SDG SEPT 2026 | ISSUE 01 SDG 15 7ME ⟶ MAMAEARTH

Product: Natural, effective, and eco-conscious personal care. Price: Mid to premium pricing that bridges mass-market and luxury. Place: Omnichannel availability across e-commerce, quick commerce, and physical retail. Promotion: Digital-heavy marketing led by social media influencers and educational content. People: A brand experience driven by creators, responsive support, and product experts. Process: A streamlined, feedback-driven digital shopping journey from discovery to delivery. Physical Evidence: Nature-inspired packaging, transparent labeling, and an eco-friendly visual identity. MARKETING MIX SEPT 2026 | ISSUE 01 8

20 40 60 80SURVEY FINDING SEPT 2026 | ISSUE 01 According to the survey, the core consumer of the brand is 19- to 25- year-old consumer because of its natural based positioning, affordability and perceived reliability. However, students who prefer global brands tend to associate them with standardized ingredients, better research, and stronger perceived quality. Interestingly, the majority of consumers didn’t choose the products on the basis of it being local or global, but whether it suits their skin and hair concerns or not. 9

20 40 60 80SEPT 2026 | ISSUE 01 10 Across the respondents, the strongest purchase and retention factor were quality and effectiveness, followed by natural ingredients and brand trust. Quality degradation, failure to deliver promised results, or misleading natural claims could make consumer switch brands the major commonality. Their major consumer are young females. New and educated consumers while buying focus on product standardization, research-based ingredients and custom focused practices like feedback and responsive surveys. Thus, Mamaearth’s natural positioning attracts customers, but consistent product performance is what ultimately builds loyalty.

SEPT 2026 | ISSUE 01 11 CONSUMER VOICES "they market their products as authentic and natural which is somewhat wrong" a female postgraduate student (age 22 to 24) "It is a trusted and reliable brand" a male 3rd year BCom student (age 22 to 23) "Their products are gentle on the skin and here is because of natural ingredients involved. " a girl of age 23 year old

RECOMMENDATIONSSEPT 2026 | ISSUE 01 12Prove the Science: 92 percent of users like the ingredients but younger people still choose global brands because they believe in the research those brands do. Mamaearth must show real proof that the natural claims are true. Total Transparency: One person who took the survey thought the "100 percent natural" advertising was a little confusing. If Mamaearth is completely open about how the products are made and what goes into them it will help win over people who are not sure. Reward the Regulars: Since 42 percent of the users are buying least once a month keep them coming back. Start a subscription plan. Offer special rewards to thank them for buying often. Focus on the Fix: 44 percent of users buy because they need help with skin or hair problems not because they care if a brand is local or global. The marketing has to focus on the real results that the products can give. BIBLIOGRAPHYMamaearth's website and magazines, PRNewswire (Dec 2022), The Better India (Feb 2023), India CSR (Apr 2021), The Week (Oct 2020). Wikipedia

REFLECTION NOTE SEPT 2026 | ISSUE 01 13 This project gave us a real-world look at how standard marketing frameworks (like STP and the Marketing Mix) actually drive growth. Our biggest takeaway on consumer behavior is that sustainability gets people in the door, but it doesn't keep them there. Mamaearth’s eco-friendly goals and "Plant Goodness" tree-planting initiative are massive initial draws for buyers. However, our survey made it clear: consumers balance their desire to be ethical with strict expectations for quality. A brand's natural positioning only builds loyalty if the product consistently delivers the promised results AVENGERS ASSEMBLE