Honasa Consumer Limited IPO Details

Honasa Consumer Limited is a digital-first beauty and personal care (BPC) company which focuses on developing toxin-free beauty products made with natural ingredients.

The company’s flagship brand, Mamaearth, is built to service core customers’ need for safe-to-use natural products. In FY23, Mamaearth emerged as the fastest growing BPC brand in India to reach an annual revenue of Rs 10 billion (in the preceding 12 months) within six years of launch. Since launching Mamaearth in 2016, the company has added five new brands to its portfolio, namely, The Derma Co., Aqualogica, Ayuga, BBlunt and Dr. Sheth’s. As of June 30, 2023, the company’s products are present in the following segments: baby care, face care, body care, hair care, color cosmetics and fragrances segments.

The company sell their products to customers through omni-channel distribution networks across both online and offline touchpoints. The company’s digital-first approach in its distribution strategy enables them to incorporate valuable customer feedback across new product launches and thereby efficiently scale new products.

For the quarter ended June 2023, the company achieved 64.01% of its total revenue from operations from online channels and 33.47% of the revenue from operations was from offline channels. Revenue from sale of services that include content creation, influencer marketing services, hair styling services, franchise services, hair-styling-educational services and listing services stood was 2.52% of the total revenue from operations.