Mamaearth: What do they really sell ?

October 24, 2023



Mamaearth, a brand founded in 2016, has gained recognition for its commitment to natural, safe, and sustainable beauty products. With a focus on natural ingredients, safety, and sustainability, Mamaearth’s product line spans baby care, skincare, haircare, and personal care. For investors, Mamaearth presents an appealing opportunity due to its rapid growth, strong consumer appeal, and sustainability initiatives. Its potential lies in geographic expansion, product innovation, and e-commerce dominance. However, there are shorting possibilities stemming from overvaluation, fierce competition, regulatory scrutiny, market saturation, economic sensitivity, and supply chain risks. The decision to invest or short Mamaearth should be made with careful consideration of these factors.

What do Mamaearth really sell ? Are they a copy of Body Shop, or just a brand built on marketing campaign ? I personally haven’t used its products, I thought it’s for mothers, or may be kids. But then its IPO came at a huge valuation. So I started looking for it. In the Indian market, usually companies are over valued. We saw that with PayTM, Adani, Zomato and so on. So if we see Mamaearth oversubscribed at current valuation, I won’t be surprised. But is it really worth it. We try to explore in this article

While Mamaearth may appear to be a success story in the beauty and skincare industry, a critical analysis reveals certain aspects that should be considered by investors before investing in the IPO. This article delves into Mamaearth’s weaknesses and challenges that might make it a candidate for short selling in the stock market.

The Story of Mamaearth

Mamaearth, founded by Ghazal Alagh and Varun Alagh in 2016, has positioned itself as a brand committed to natural, safe, and sustainable beauty products. However, before jumping on the bandwagon, it’s essential to scrutinize the brand’s fundamentals.

What you should consider before subscribing to IPO

1. Overvaluation: Mamaearth’s remarkable growth and positive reputation may have led to an overvaluation of its stock. The brand’s market cap could be inflated, potentially leading to a correction in share prices.

2. Competitive Landscape: The beauty industry is highly competitive, with numerous established players and newcomers entering the market. Mamaearth faces fierce competition, and sustaining its current growth rates may prove challenging.

3. Limited Moat: While Mamaearth’s focus on natural ingredients and safety is commendable, these aspects are not unique. Other brands can replicate similar product offerings, potentially diluting Mamaearth’s competitive advantage.

4. Regulatory Scrutiny: The beauty industry is subject to regulations and standards. Mamaearth’s natural claims need to be consistently substantiated to avoid potential regulatory issues.

5. Market Saturation: The trend towards natural and sustainable products is not unique to Mamaearth. The market may become saturated, resulting in a limited customer base and diminishing growth prospects.

6. Economic Downturn: Consumer preferences can shift during economic downturns. Mamaearth’s premium pricing for natural products may face headwinds in a less favorable economic environment.

7. Supply Chain Risks: Like many businesses, Mamaearth relies on a global supply chain. Disruptions in the supply chain due to factors like geopolitical issues or natural disasters could negatively impact operations.


While Mamaearth may seem like a promising investment, short-selling opportunities often arise when there is a mismatch between market sentiment and underlying fundamentals. Potential overvaluation, stiff competition, and regulatory risks suggest that Mamaearth might not be the golden opportunity it appears to be. Investors considering shorting Mamaearth’s shares should conduct a thorough analysis and be aware of the inherent risks involved in betting against a stock.


News about Mamaearth IPO

Mamaearth parent Honasa Consumer Ltd has set a price band of Rs 308-324 a share for its initial public offering which will open on October 31. The anchor issue will open on October 30 and the issue will close on November 2. The IPO consists of a fresh issue of Rs 365 crore and an offer for sale of upto 41.25 million shares. On the upper price band, the firm will raise around Rs 1701.44 crore. With this, the firm’s valuation stood at Rs 10424.53 crore. – Moneycontrol, 26 October’23


While the profitability of Varun and Ghazal Alagh-owned Honasa Consumer’s initial public offering (IPO) remains uncertain for its IPO investors, one thing is crystal clear: it has transformed into a lucrative opportunity for its pre-IPO investors. – CNBCTV18, 26 Oct’23


*Initial thoughts. To be updated



Strategy Boffins Team