Advertisement
Thursday, Sep 23, 2021
Outlook.com

Ace Ventura For A Finicky Buyer

Technology-focussed venture capitals are driving the new generation of best-selling brands in the market

Ace Ventura For A Finicky Buyer
Pick Up The Slack |
Ace Ventura For A Finicky Buyer
outlookindia.com
2018-09-28T11:55:56+05:30

Varun Alagh remembers how he and his wife, as new parents, would scrutinise labels on every baby product they purchased, and being unimpressed with what they saw. That was four years ago. They run their own baby care brand now, Mamaearth, selling about 50 different products certified as toxin-free—lotions, washes, shampoos, diaper rash creams— to a new breed of Indian consumer with a big appetite for choice, finicky even, and with a willingness to spend.

Their bestselling products currently are mosquito repellents, a fluoride-free natural toothpaste for kids aged 10 and below, and a tummy roll-on for babies which uses the old Indian remedy for colic—coconut oil. “There is a large section of market which is clearly looking for healthier, more natural options and those people need to be reached out to with the ass­ortment that we have,” says Varun, 35, who worked with various FMCG companies after graduating from a business school. “Of course, it was a big move for us.”

Mamaearth’s story reflects the changing...

Advertisement

Outlook Newsletters

Advertisement

Read More from Outlook

PM Modi Arrives In US For Quad And United Nations Address, Will Meet Biden Tomorrow

PM Modi Arrives In US For Quad And United Nations Address, Will Meet Biden Tomorrow

US President Joe Biden will host PM Modi at the White House for their first bilateral meeting on September 24.

No Power Tussle In Chhattisgarh, Says CM Bhupesh Baghel

No Power Tussle In Chhattisgarh, Says CM Bhupesh Baghel

Chhattisgarh CM Bhupesh Baghel speaks to Outlook on issues ranging from Punjab politics to the recent arrest of his 86-year old father for making derogatory remarks against upper caste.

'We Were 25-30 Runs Short, Didn't Play Smart,' Says SRH Captain Williamson

'We Were 25-30 Runs Short, Didn't Play Smart,' Says SRH Captain Williamson

The loss versus DC further dampened SRH’s chances of qualifying for the IPL 2021 playoffs. Sunrisers Hyderabad have just two points from eight games

India Ranks Third Among Most Polluted Asian Countries

India Ranks Third Among Most Polluted Asian Countries

India last revised its air pollution standards in 2009, which have been more relaxed in comparison to WHO's prescribed guidelines and other Asian countries.

Advertisement