In a strategic move to bolster its presence in Tier 3 and beyond markets, Honasa Consumer Limited, the parent company of Mamaearth, announced a partnership with Meesho on Wednesday.

What Happened: The collaboration aims to make personal care products more accessible in unexplored markets and boost revenue growth from regional areas.

During the Meesho d Mega Blockbuster sale period, Mamaearth saw a 226% growth in orders and now aims to achieve ₹100 crore annual recurring revenue (ARR) on the platform in the next 12 months. The partnership has enabled Mamaearth to penetrate deeper markets across India, particularly in smaller towns and semi-urban areas. The brand has seen increased demand for premium, natural, and toxin-free personal care products from these regions.

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Varun Alagh, Co-Founder and CEO, of Honasa Consumer Limited, expressed that the partnership with Meesho will significantly contribute towards their goal of achieving 100 crore ARR on Meesho by enhancing accessibility and consumer trust in newer regions.

Vidit Aatrey, Co-Founder and CEO, of Meesho, stated that the launch of Meesho Mall was a strategic response to the growing demand for branded products in categories like beauty and personal care. He added that they are excited about the opportunities Meesho Mall presents for both their consumers and brand partners, as they continue to make e-commerce accessible and affordable for millions in the country.

In addition, Mamaearth announced the expansion of its offline distribution network, partnering with Reliance Retail and Apollo Pharmacy, and expanding to Canteen Stores Department (CSD) under the Ministry of Defence across India.

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