MMA Global India has successfully concluded the highly anticipated MMA IMPACT India 2023 at Taj City Centre, Gurugram, gathering some of India’s brightest marketing minds. This immersive marketing conference featured a series of captivating panel discussions involving notable figures like Moneka Khurana, Country Head & Board Member of MMA Global – India; Ghazal Alagh, Co-Founder & Chief Innovations Officer of Honasa Consumer Ltd (Mamaearth, The Derma Co. & Ayuga); Varun Alagh, Co-founder & CEO of Honasa Consumer Ltd, and other esteemed delegates. With its resounding success, this event has left a significant mark on the marketing industry.
The headliner of the gala event comprised a very interesting fireside chat with Moneka Khurana, Country Head & Board Member of MMA Global – India and Varun Alagh, who leads Honasa, the parent company of Mama Earth, where he shed light on the brand’s journey and its strategic approach to the market.
Moneka’s first question revolved around selecting the right mix of sniper and bazooka techniques in business. Varun shared how Mama Earth transitioned from being a bazooka marketer to a sniper marketer, with a strong emphasis on addressing consumer needs rather than fixating on competition. The conversation highlighted the importance of staying consumer-centric and quickly adapting to their evolving preferences.
Talking about the meaning behind the logo of HONASA, Varun revealed, “The logo, ‘honest, natural, and safe’ symbolising the tree of life, represents the brand’s origin in the journey of parenthood and its profound impact on human existence.” HONASA, Consumer Ltd, the parent company of Mama Earth, takes immense pride in its brand identity.
Delving deeper, Moneka sought insights into Mama Earth’s journey from zero to one. Varun revealed two critical turning points in their growth trajectory. The first was their shift from outbound to inbound marketing, leveraging social media and influencers to amplify word-of-mouth marketing. The second crucial factor was recognising the trust mothers have in each other, which led to the effective utilization of user-generated content and influencer marketing.
Moneka also inquired about Mama Earth’s sustainability initiatives. Varun emphasized that Honasa Consumer Ltd integrates sustainability into its core business model, beyond traditional CSR practices. He discussed their unique approach of providing consumers with tangible evidence of their impact, such as sharing pictures, geo-locations, and plant names related to each order. This transparency empowers consumers and establishes sustainability as an integral part of the brand experience.
The discussion then turned to Mama Earth’s imminent IPO, prompting Moneka to explore the changes and challenges faced by the company. Varun identified three significant differences in their approach. Firstly, the company expanded its vision from being solely a single brand to establishing itself as a corporate entity with long-term goals. Secondly, a strong leadership team was assembled to steer the company’s growth. Lastly, robust processes were implemented to transform their learnings into scalable practices.
Throughout the conversation, Moneka skillfully navigated the discussion, prompting Varun to share his insights on trends influencing Honasa’s strategic choices. Varun highlighted the importance of data and social listening for trend spotting, the impact of digital and e-commerce on consumer-brand interactions, and the integration of AI for enhanced consumer understanding.
Moneka’s insightful questions and her focus on key marketing challenges and trends provided a platform for Varun to share Honasa Consumer Ltd’s journey and strategies effectively.
and Varun Alagh- Co-founder & CEO, Honasa Consumer Ltd
Moneka sought insights into the process of selecting the optimal mix of sniper and bazooka techniques in business strategies. She inquired about the factors and considerations that drive the decision-making process when determining the right balance between these two approaches.
Finally, regarding marketing strategies, Varun said, “The sniper approach is recommended for young brands in the testing phase, while a mix of sniper and bazooka techniques is needed for brand expansion and identifying the next set of consumers.”
The MMA Impact Event 2023 provided a valuable opportunity for industry leaders to come together and exchange knowledge, driving innovation and collaboration in marketing. Moneka’s engagement with Varun Alagh showcased the importance of strategic marketing approaches and consumer-centric practices in building successful brands.
