D2C brands have infiltrated the cosmetics and toiletries sector in India with social media campaigns marketing to reach their target market like four-year-old Mamaearth. . While other categories are performing well, it’s the cosmetics and toiletries which have had the best outing in the Indian market
The company managed to grow its revenue 6.5X during FY20 to Rs 110 crore. The advertising budget was one of the biggest cost centers accounted for 39% of total costs, surging 5.3X to Rs 46 crore in FY20. From your favorite YouTube vlogger to an established Instagram influencer, Mamaearth’s brand integration is pervasive across social media platforms. The band leaned heavily on its marketing campaigns to grow its scale and the jump in revenues is evident.
The Sequoia-backed company managed to grow its operating revenue 6.5X during the fiscal ended in March 2020 to nearly Rs 110 crore from only Rs 16.8 crore it earned in FY19. It earned another Rs 2.23 crore through income from financial instruments during the same period.
