Mamaearth's Growth Saga: Dissecting the E-commerce Space with Vumonic

Hello, passionate data enthusiasts! Welcome to another thrilling exploration brought to you by Vumonic, your leading market intelligence comrade in India. Today, we’re spotlighting Mamaearth, a rising star in India's e-commerce cosmos, through the looking glass of its November-December 2022 sales on the Flipkart platform.

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Imagine the intoxicating rush of peak hour traffic, but in the serene realm of skincare and personal care. It is the sensation one undergoes when evaluating Mamaearth's Average Order Value (AOV) in the body and face skincare category. A breathtaking 475 INR, towering over the category AOV of 320 INR, serves as a testament to Mamaearth’s customer allure. Coupled with a generous discount of 85 INR per order, eclipsing the category average discount of a mere 60 INR, it feels like a warm, welcoming hug for self-pampering enthusiasts!

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Statista validates the significance of these insights, projecting the market size of the online beauty and personal care industry to ascend to an impressive six billion U.S. dollars by 2025.

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Unfolding the revenue landscape for Mamaearth, body and face skincare reign supreme, accounting for a robust 65%. Hair care and accessories follow, contributing over 15%. The baby care range, with an endearing 10%, and the makeup and bath and shower categories, combining to less than 10%, round off the diverse portfolio.

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Statista's forecast aligns with these trends, foreseeing a surge in the adoption of herbal cosmetics and homemade products, thereby spotlighting Mamaearth as the brand to watch.

Our journey leads us next to the Flipkart Savings Day sale from December 16th to 22nd. This period saw a deluge of orders for Mamaearth, a testament to their growing popularity. Yet, the seasoned player, Vaseline, maintained its stronghold, recording nearly double the sales, reminding us that the race is far from over.

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The shining warriors for Mamaearth in this period were their top sellers - the Ubtan Natural with Turmeric and Saffron (pack of 2) Face Wash, Onion Hair Oil, Ubtan Natural with Turmeric and Saffron (pack of 3) Face Wash, Onion Hair Shampoo, and Ubtan Natural with Turmeric and Saffron Face Wash (100ml). Each product stands as an embodiment of Mamaearth's dedication to quality and care.

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In wrapping up our narrative, Mamaearth's saga offers a gripping tale of the burgeoning personal care landscape in India's e-commerce sector. Indigenous brands like Mamaearth are at the forefront of this paradigm shift. As we at Vumonic continue to navigate these exciting waters of e-commerce data, remember to stay curious and stay informed. Till the next insightful journey, happy exploring!

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