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Mamaearth, a beauty and personal care brand from Honasa Consumer Ltd, on Thursday, said it has launched 35 Exclusive Brand Outlets across 15 cities of India as part of its offline distribution push through this year. The company began experimenting with the format in the third quarter of 2021.
It has also appointed Ankur Chaudhary to lead the Exclusive Brand Outlet channel.
The company said that after building Mamaearth as a brand name and taking it to a revenue of ₹1,000 crore with digital contributing the majority chunk of the revenue, it is now focusing on expanding offline footprints with EBOs across a mix of mall stores and high-street outlets in India.
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Hypercustomisation
Varun Alagh, Co-founder and CEO, Honasa Consumer Ltd, said the company is hyper-customising the EBO channel to create a product assortment conducive to the market, city basis consumer demands and consumption patterns leveraging on data.
“While we were already present across multiple points of sale offline through general trade and modern trade outlets, exclusive brand outlets are an extension of our omnichannel strategy. EBOs allow us to create a strong visual connection with the consumers and help us bring the brand promise and experience in the physical world. We launched over 200 SKUs just this year across baby, face, skin, body care and color cosmetics, and EBO formats present as a medium to engage with consumers beyond the products,” he added.
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