Chapter 1

5G technology use in India

1.1 Introduction of 5G
1.1.1 Define 5G
5G stands for the fifth generation of wireless cellular technology. It is the latest
iteration of wireless technology that allows for faster data transfer speeds, lower
latency, and more reliable connections. 5G networks use higher radio frequencies
and smaller cells compared to previous generations of cellular technology,
allowing for greater capacity and faster download and upload speeds. Some of the
potential benefits of 5G include improved mobile broadband, increased IoT
connectivity, and the ability to support new technologies such as autonomous
vehicles and smart cities and 5G is the next generation wireless access technology
which not only promises higher data capacity and speeds faster than 10 GB per
second, but also possesses the capacity to connect billions of devices.
Countries such as the US, South Korea, Europe & China have recently raced

forward in 5G deployments.

Figure: 1.1.1 5G

The 5G services were premiered in India on 1 october,2022 at the India Mobile

Congress. PM Narendra Modi officially premiered the 5G network at the
initiations of the India Mobile Congress (IMC) 2022 on October 1st.

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In the "Everything on Mobile" era, mobile networks must meet requirements more
diverse than ever. The 5G is expected to globally redefine a range of industries
such as transport, healthcare and logistics. Unlike 3G and 4G, which largely
offered improvements in data transfer speeds on smartphones, 5G will allow a
universe of connected devices to interact with each other.

5G services officially launched in India in October 2022. The Department of

Telecommunications (DoT) initially announced that 5G will launch in 13 cities -
Ahmedabad, Bengaluru, Chandigarh, Gandhinagar, Gurugram, Hyderabad,
Jamnagar, Kolkata, Chennai, Lucknow, Pune, Delhi, and Mumbai.

1.1.2 Network generation

A network generation is a type of cellular network generally referred to by its
number, starting with 1G and going all the way through 2G, 3G, and 4G to the
most recent developed generation: 5G. They are referred to as generations because
that is how they were institutionally defined.
Each network generation refers to the specifications and types of the technology
standard, frequency, bandwidth, access system, and core network.

Figure: 1.1.2 Network generation

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1.1.3 Generations of wireless communication
We have made very huge improvements in wireless communication and have
expanded the capabilities of our wireless communication system. We all have
seen various generations in our life. Let’s discuss them one by one.

Figure:1.1.3 Generations of wireless communication

0th Generation:
 Pre-cell phone mobile telephony technology, such as radio telephones
some had in cars before the arrival of cell phones.
 Communication was possible through voice only.
 These mobile telephones were usually mounted in cars or trucks.

1G (1st Generation): 1980-1995

 First-time calling was introduced in mobile systems.
 It used analog signals.
 It used an FDD scheme and typically allocated a bandwidth of 25 Mhz.
 The coverage area was small.
 No roaming support between various operators.
 Low sound quality.
 Speed: - 2.4 kbps.

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2G (2nd Generation): 1990-2005
 Shifted from analog to digital.
 It supported voice and SMS both.
 Supported all 4 sectors of the wireless industry namely Digital cellular,
Mobile Data, PCS, WLAN,
 Moderate mobile data service.
 2G WLAN provided a high data rate & large area coverage.
 Speed: - 64 kbps.

2.5G came (2000-2010) after 2G which used the concept of GPRS. Streaming
was also introduced and mail services too. Then came 2.75G or EDGE which was
faster in providing services than 2.5G. It gave faster internet speed up to 128kbps
and also used edge connection.

3G (3rd Generation) : 2002- Onwards

 The Internet system was improved.
 Better system and capacity.
 Offers high-speed wireless internet.
 The connection used was UMTS and WCMA.
 Speed: - 2mbps

4G (4th Generation): 2011 - Onwards

 IP-based protocols.
 LTE (Long term evaluation) was mainly for the internet.
 Vo-LTE (Voice over LTE) is for both voice and the internet.
 Freedom and flexibility to select any desired service with reasonable QoS.
 High usability.
 Supports multimedia service at a low transmission cost.
 HD Quality Streaming.
 Speed: - 100mbps..

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5G (5th Generation): 2019- Onwards
It is yet to come in many countries but here are some notable points about 5G.
 Higher data rates.
 Connectivity will be more fast and more secure,
 Data Latency will be reduced to a great level.
 Massive network capacity.
 It is 30 times faster than 4G.
 There would be more flexibility in the network.

Figure: Generations of wireless communication

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 1.2 Evolution of Telecommunication policy in India

Figure:1.2 Evolution of Telecommunication policy in India

1.2.1 History of telecom industry

Telecommunications in India originated in the mid-19th Century with the
introduction of the telegraph by the British. It was not until much later that
a law governing telegraph communications was put in place – the Indian
Telegraph Act, 1885. This was followed by the introduction of the Indian
Wireless Telegraphy Act, 1933, which is intended to regulate the
possession of the wireless telegraphy apparatus.
These Acts provide an exclusive authority to the Central Government for
establishing, maintaining, and working telegraphs, and wireless telegraphy
equipment, and to grant licenses for such activities. Initially, telecom
services were provided by the Indian Post & Telecommunication
Department. Much later, in 1985, the Indian government separated DoT
from Indian Post and Telecommunication Department and set up two
public undertakings – the Mahanagar Telephone Nigam Limited
(“MTNL”) to run the telecom services of metro cities, and Overseas
Communication Services (OCS) was converted into Videsh Sanchar
Nigam Limited (“VSNL”) or international long-distance operations. Until
the early 1990s, the Government had completely monopoly in the telecom
sector.
In 1994, the National Telecom Policy (“NTP 1994”) was adopted with a
view to achieving telecom growth and encouraging private investment to
bridge the resource gap that the government could not provide for. NTP

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 1994 was the first step towards deregulation, liberalization, and private
sector participation in the telecom service sector.
Another crucial development made way for the growth of the telecom
industry in India – the landmark judgment of the Supreme Court in
Ministry of Information and Broadcasting, Government of India v. Cricket
Association of Bengal. Through this judgment, the Supreme Court ruled
that electromagnetic spectrum is public property and accordingly, “they
have to be used in the best interest of the society and this can be done
either by a central authority by establishing its own broadcasting network
or regulating the grant of licenses to other agencies, including the private
agencies.” This judgement opened a way for the privatization of telecom
services and allowed private companies to offer telecom services in
competition to government-owned public sector units. To regulate the
activities of the private sector, an independent regulatory agency was
required. In 1997, an autonomous statutory body – the TRAI – was set up
under the Telecom Regulatory Authority of India Act, 1997 to act as an
independent regulator of the telecom industry in India.
This landmark Supreme Court judgment and the setting up of TRAI was
followed by the New Telecom Policy, 1999 (“NTP 1999”), which focused
on creating an environment to attract investment in the
telecommunications sector, making available affordable communication to
everyone, and creating a modern and efficient telecommunications
infrastructure. Later, a revised National Telecom Policy was introduced in
2012 (“NTP 2012”) with the intention of developing robust telecom
infrastructure to provide seamless coverage to rural and remote areas of
India, proliferating high quality broadband, attracting foreign and domestic
investment, and repositioning the mobile device as an instrument of socio-
economic empowerment.

1.2.2 National Digital Communications Policy, 2018

In 2018, a revised policy was released – the National Digital
Communications Policy, 2018. The revised title of the policy itself signals

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a change in the government’s approach towards thinking about
communications. The objectives of the latest policy include identifying
and making available new spectrum bands for timely deployment of 5G
networks, creating a roadmap for emerging technologies and their use in
communications, and enabling high- speed internet and internet of things
by rolling out 5G networks

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 1.3 Applications of 5G technology

5G technology is expected to have a significant impact on various industries and

domains. Some of the applications of 5G technology are:

1.3.1 Manufacturing
India is currently in the early stages of 5G technology adoption in the
manufacturing sector, and there are only a few cities that have implemented 5G
technology in manufacturing. Some of these cities are:

1. Pune: Pune is home to several manufacturing plants that have

implemented 5G technology. For example, Tata Motors has implemented
a 5G-powered smart manufacturing solution at its Pune plant.
2. Bangalore: Bangalore is a hub for technology and innovation in India, and
several companies are working on implementing 5G technology in
manufacturing. For example, Wipro and L&T Technology Services have
collaborated to develop a 5G-powered smart factory solution.
3. Chennai: Chennai is another city where companies are exploring the use
of 5G technology in manufacturing. Nokia has set up a 5G test lab in the
city to explore the use of 5G in manufacturing and other sectors.
4. Hyderabad: Hyderabad is home to several manufacturing plants,
including those in the pharmaceutical and biotechnology industries.
Companies such as Dr. Reddy's Laboratories have implemented 5G
technology in their manufacturing processes.
It is worth noting that the deployment of 5G technology in manufacturing
is still in the early stages in India, and it is expected to gain momentum in
the coming years.

 Manufacturing use case of 5g

 Process automation
 Remote monitoring of production assets

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  Collaborative robotics
 Analytics to predict breakdown and downtimes
 Augmented reality for repairs
 Additive manufacturing
 Creation of new business

1.3.2 Agriculture
The deployment of 5G technology in agriculture in India is still in its early stages,
and there are currently only a few cities where 5G technology has been
implemented in the agricultural sector. Some of these cities are:

1. Hyderabad: Hyderabad is one of the leading cities in India when it comes

to the adoption of 5G technology in agriculture. The International Crops
Research Institute for the Semi-Arid Tropics (ICRISAT) has implemented
5G technology in its research fields to monitor crop growth and improve
yields.
2. Pune: Pune is home to several agribusinesses that are exploring the use of
5G technology in agriculture. For example, the Mahindra Agri Solutions
Limited (MASL) has implemented a 5G-powered precision farming
solution in its fields in Pune.
3. Bengaluru: Bengaluru is another city where companies are exploring the
use of 5G technology in agriculture. For example, the Indian Institute of
Horticultural Research (IIHR) has partnered with Ericsson to explore the
use of 5G technology in precision farming.
4. Chennai: Chennai is home to several research institutions that are working
on the use of 5G technology in agriculture. For example, the Indian
Institute of Technology (IIT) Madras has set up a 5G testbed to explore the
use of 5G technology in agriculture and other sectors.
The deployment of 5G technology in agriculture is still in its early stages
in India, and it is expected to gain momentum in the coming years.

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  Application of 5g technology in agriculture
 Drones
 Precision farming
 Al-enhanced machinery
 Accurate harvest estimation
 Animal tracking
 Livestock management
 Insect tracking

1.3.3 Healthcare industry

5G technology in healthcare was still in its nascent stages in India and not yet
widely implemented. However, some Indian cities had begun exploring the use of
5G in healthcare.
5G enabled technologies such as IoT, big data analytics, artificial intelligence (AI)
and machine learning (ML) have the capability to overhaul the healthcare system.

1. Delhi-NCR: In February 2021, the Max Smart Super Specialty Hospital in

Delhi-NCR partnered with Vodafone Idea and Cisco to launch a 5G-
enabled healthcare service. The service includes remote monitoring of
patients, teleconsultations, and virtual reality-enabled physiotherapy
sessions.
2. Bangalore: In July 2020, the Indian Institute of Science (IISc) in
Bangalore set up a 5G testbed in collaboration with Nokia. The testbed is
being used to explore the potential of 5G technology in areas such as
telemedicine, remote monitoring, and emergency response.
3. Mumbai: In October 2020, the Kokilaben Dhirubhai Ambani Hospital in
Mumbai launched a 5G-enabled healthcare service in partnership with
Reliance Jio. The service includes remote consultation and diagnosis, real-
time transmission of patient data, and remote monitoring of patients.
4. Hyderabad: In June 2021, the Centre for Development of Advanced
Computing (C-DAC) in Hyderabad announced that it had developed a 5G-
enabled ambulance. The ambulance is equipped with advanced medical

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 equipment, video conferencing facilities, and a 5G network to enable
remote consultation and diagnosis.

 Application of 5g technology in healthcare industry

 Telemedicine
 Remote monitoring
 Augmented reality (AR) and virtual reality (VR)
 Robotic
 Electronic health records(EHRs)

1.3.4 Media and entertainment

Media and entertainment is a sector which is driven by consumer preferences and
behavior. With increasing usage of smartphones and adoption of digital initiatives
by consumers in this space, there has been rapid development in the media and
entertainment industry which is gradually moving towards enhancing customer
experience.
1. Mumbai: As the hub of the Indian film industry, Mumbai is expected to
be one of the primary beneficiaries of 5G technology in the media and
entertainment sector. In November 2020, the Indian Institute of
Technology (IIT) Bombay announced that it had set up a 5G testbed in
partnership with Ericsson to explore the potential of 5G in areas such as
media and entertainment, gaming, and virtual reality.
2. Bangalore: In June 2021, the Centre of Excellence in Wireless
Technology (CEWiT) in Bangalore launched a 5G-enabled lab for media
and entertainment. The lab aims to provide a platform for testing and
showcasing innovative 5G-enabled solutions in areas such as augmented
reality, virtual reality, and cloud gaming.
3. Hyderabad: In May 2021, the Telangana government announced that it
had signed an MoU with the Indian School of Business (ISB) and Bharti
Airtel to establish a Centre of Excellence for 5G in Hyderabad. The centre

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 will focus on developing 5G-enabled solutions for various industries,
including media and entertainment.
4. Chennai: In November 2020, the Tamil Nadu government signed an MoU
with Ericsson to establish a Centre of Excellence for 5G in Chennai. The
center will focus on developing 5G-enabled solutions in areas such as
media and entertainment, e-governance, and education.

1.3.5 Retail
Today’s retail industry is largely driven by customers expecting a unique and
personalized shopping experience, with customized products. With the e-
commerce boom, users are seen getting this experience online. This trend
coupled with increasing cost in the retail space is changing the store stocking
patterns with shift from in-store stock to storing stock at central warehouses.
With a growing inclination towards omni channel retail; retailers are required
to offer complete flexibility in sales channels along with better consumer
experience. About 43% smart phone users are already making weekly
purchases on their phones.

1. Mumbai: In November 2020, the Indian Institute of Technology

(IIT) Bombay announced that it had set up a 5G testbed in
partnership with Ericsson to explore the potential of 5G in various
sectors, including retail. The testbed is being used to develop and
test 5G-enabled solutions for smart stores, virtual shopping, and
personalized recommendations.
2. Delhi: In August 2021, Bharti Airtel announced that it had
partnered with Tata Group to pilot 5G-enabled use cases in the
retail sector. The pilot project will be conducted in Delhi and will
focus on using 5G technology to enable immersive shopping
experiences, augmented reality product demonstrations, and real-
time customer feedback.
3. Bangalore: In July 2021, the Centre of Excellence in Wireless
Technology (CEWiT) in Bangalore launched a 5G-enabled lab for

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 retail. The lab aims to provide a platform for testing and
showcasing innovative 5G-enabled solutions in areas such as smart
stores, virtual shopping, and personalized recommendations.
4. Hyderabad: In February 2021, the Telangana government
announced that it had signed an MoU with Qualcomm to establish
a 5G innovation lab in Hyderabad. The lab will focus on
developing and testing 5G-enabled solutions for various industries,
including retail.

1.3.8 Smart cities

Increasing urbanization through development of infrastructure coupled with
digitalization is paving the way for smarter living. Enhancing safety, increasing
energy efficiency, improving air quality, efficient transportation and boosting
overall quality of life are the need of the hour. The stimulus for making cities
smarter is not just driven by the need to modernize, but also to provide citizens
with better quality of life
1. Bangalore: In August 2021, the Bangalore Metro Rail Corporation Limited
(BMRCL) announced that it had partnered with Ericsson to deploy a 5G
network in the city's metro stations. The network will support a range of
smart city applications such as real-time passenger information, digital
signage, and video surveillance.
2. Pune: In October 2020, the Pune Smart City Development Corporation
Limited (PSCDCL) announced that it had partnered with Nokia to set up a
5G testbed in the city. The testbed will be used to develop and test 5G-
enabled solutions in areas such as public safety, traffic management, and
environmental monitoring.
3. Hyderabad: In February 2021, the Telangana government announced that
it had signed an MoU with Qualcomm to establish a 5G innovation lab in
Hyderabad. The lab will focus on developing and testing 5G-enabled
solutions for various sectors, including smart cities.
4. Delhi: In December 2020, the Delhi government announced that it had
partnered with Ericsson to set up a 5G innovation hub in the city. The hub

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 will serve as a platform for developing and testing 5G-enabled solutions in
areas such as public safety, healthcare, and education.

1.4 Swot analysis

1.4.1 Strength of 5g
2 High Speeds: 5G is designed to provide faster data speeds than the previous
generations of wireless technology, which will enable new applications and
services that were not possible before.
3 Low Latency: With low latency, 5G networks will enable real-time
communication and support applications such as virtual and augmented
reality, gaming, and autonomous vehicles.
4 Capacity: 5G networks will provide greater capacity, allowing for more
devices to connect to the network simultaneously and without loss of
performance.
5 Enhanced Mobile Broadband: 5G will deliver higher bandwidth, lower
latency, and greater capacity, enabling faster downloads and uploads,
higher-quality video streaming, and better gaming experiences.
6 Increased Efficiency: 5G is expected to be more energy-efficient than
previous wireless technologies, which could help to reduce the carbon
footprint of the telecommunications industry.

1.4.2 Weakness of 5g
 Infrastructure Requirements: 5G requires a significant investment
in infrastructure to build out the network, including new base
stations and fiber optic cables, which can be costly and time-
consuming.
 Limited Coverage: While 5G networks are being deployed rapidly,
coverage is still limited to certain geographic areas, which could
limit adoption.

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  Compatibility Issues: There are compatibility issues between 5G
and some existing technologies, which could make it difficult for
some devices to connect to the network.
 Security Risks: The increased number of devices and endpoints
that will connect to the 5G network will increase the potential
attack surface for cybercriminals.
 Spectrum Constraints: The limited availability of the radio
frequency spectrum could lead to capacity constraints and limit the
potential of 5G.

1.4.3 Opportunity of 5g

 New Business Models: 5G is expected to enable new business

models, such as smart cities, IoT, and Industry 4.0, which could
create new revenue streams for businesses.
 Improved Healthcare: 5G could enable remote patient monitoring
and telemedicine, which could improve healthcare outcomes and
reduce costs.
 Enhanced Education: 5G could improve access to education by
enabling remote learning and virtual classrooms.
 Increased Productivity: 5G could enable more efficient and
productive work environments by enabling remote working and
more connected devices.
 Innovation: 5G could enable new applications and services that
were not possible before, which could drive innovation and
economic growth.

1.4.4 Threats of 5g

 Competition: The telecommunications industry is highly

competitive, and 5G is no exception. Competition could lead to
pricing pressures and lower profitability.

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 Regulatory Challenges: 5G networks could face regulatory
challenges, such as spectrum allocation, privacy, and security
regulations.
 Supply Chain Risks: The global supply chain for
telecommunications equipment is complex and vulnerable to
geopolitical tensions, which could impact the deployment and
adoption of 5G.
 Public Concerns: There are concerns about the potential health
effects of 5G radiation, as well as privacy concerns related to the
increased number of connected devices.
 Economic Uncertainty: Economic uncertainty could impact the
deployment and adoption of 5G, as businesses and consumers may
delay investments in new technology during periods of economic
uncertainty.

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 1.5 Conclusion
5 G Wireless Technology is smarter, interconnecting the entire world without
limits. Itis designed to provide exceptional and unparalleled data capacities,
unhindered volumes of calls and massive transmission of data. Our future would
have universal and unrestricted access to information, interaction, and
entertainment that would open up and channel a new dimension to our lives.

5G technology is the latest generation of mobile network technology, offering

faster speeds, lower latency, and increased capacity. It has the potential to
revolutionize the way we communicate and interact with technology.

The use of 5G technology will bring about significant benefits for various
industries such as healthcare, transportation, manufacturing, and entertainment.
For instance, 5G can enable the development of remote surgery, self-driving cars,
and immersive virtual reality experiences.

However, the widespread adoption of 5G technology also presents challenges

such as the need for significant infrastructure upgrades, potential cybersecurity
risks, and concerns about the impact of 5G radiation on human health and the
environment.

In conclusion, while 5G technology has the potential to transform many industries

and improve our daily lives, its implementation should be carefully considered
and monitored to ensure the safety and well-being of society.

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 Chapter 2

Company analysis of Mamaearth

2.1 Introduction
A common problem associated with Indian parenting has been addressed through
Mamaearth’s innovative product line. Mamaearth offers baby products that are
safe by international standards and packed with the benefits of nature in a country
where most baby products do not meet safety regulations.

It is the first Asian brand to be certified as “MADE SAFE”. Almost all of the
toxins banned in most countries are not found in the products sold by this
company. Mamaearth is more than a commercial brand; its products are made
with care and love. The company’s headquarters are located in Gurugram
(Gurgaon), India. If you’re wondering where Mamaearth is from, it is based in
India.

2.1.1 Team – Founders/Owners

Ghazal Alagh and Varun Alagh founded Mamaearth in 2016, incorporating
Honasa Consumer Private Limited and launching the Mamaearth line of toxin-free
products in December. To provide chemical-free products to every baby in India,
the couple made it their mission. As an organic products manufacturer, the
company now serves babies, moms, dads, grandparents and everyone else.

Varun Alagh
The Chief Dad of Mamaearth, Varun Alagh, is the co-founder and Get Stuff Done
Officer of Mamaearth. In addition to a BE degree in Electrical Engineering from
Delhi College of Engineering, Varun Alagh is an MBA graduate from XLRI
Jamshedpur. His previous career had included positions at Hindustan Unilever,
Smirnoff, and The Coca-Cola Company before he founded Honasa Consumer Pvt.

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Ltd., Mamaearth’s parent company. His expertise in brand management stands
out.

Ghazal Alagh
In addition to Ghazal Alagh, the Chief Innovation Office at Mamaearth is Ghazal
Alagh. A graduate of both the School of Visual Arts and the New York Academy
of Art, Ghazal has completed intensive courses in Modern Art and Applied Art
and is among the top 10 women artists in India and nationally and internationally.
From Panjab University, Ghazal received her BCA in Information Technology. In
February 2012, she founded Diet expert before finding Mamaearth in 2016 under
the guidance of Honasa. The workplace culture is open, optimistic, experimental,
and experiment-oriented in terms of hierarchy. Working at Mamaearth is fun for
all these reasons.

2.1.2 Mamaearth Ownership

Varun Alagh holds the majority stake in Mamaearth, which is 38.72%. The next
in the line of Sequoia Capital, which holds 15.22% of the stakes. Then comes
Fireside Ventures, which holds 12.04% of stakes whereas Stellaris Ventures holds
10.42% of stakes. 8.72% of shares are with Sofina Ventures, Co-founder Ghazal
Alagh controls 3.58% of stakes and 1.32% of stakes are with Shilpa Shetty
Kundra. The rest of the stakes, which comes down to around 10.44% are with
Others, as of March 2021 data.

2.1.3 Mamaearth - Startup Launch

The Mamaearth team believes in mum-power and decided to directly target
mothers. The founders were confident that once the customers used Mamaearth
products, the word-of-mouth publicity would work wonders for the company. The
team also leveraged the power of social media through influencer marketing.
The primary strategy was to resonate with like-minded parents who wanted
nothing but the best for their babies. The customer acquisition strategy is purely
focused on digital content.

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2.1.3 Mamaearth - Name and Logo
is an online retailer that specializes in organic products that are best for babies,
their mothers, grandparents, and others.

Figure :2.1.3 Name and Logo

2.1.4 Mamaearth - Product/Services

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 Figure :2.1.4 Product/Services

Mamaearth is focused on babies and others with an exclusive product range that
caters to baby care, haircare, skincare, and more with over 140 natural products
under its umbrella. Some of the most innovative products developed by
Mamaearth include India’s first bamboo-based baby wipes, easy tummy roll-on
with Hing and Fennel for colic and digestion relief, and 100% natural plant-based
toothpaste for children between 0-10 years. It also has a range of skin and hair
care products around popular natural ingredients such as onion, Ubtan, tea tree,
vitamin C, argan, coco, and charcoal.

It has expanded not only to cater to babies but their mothers as well with varied
products ranging from sunscreen to stretch mark removal serum. It focuses on all
aspects of motherhood. A fan favorite is their onion range of products for
mothers.

2.1.5 Business Plan

The business design of Mamaearth is established according to the Cost-efficient
store model. Mamaearth operates on a direct-to-consumer (DTC) model. The
Mamaearth business model has been successful because it allows the company to
offer a wide range of products at different price points without losing its identity
or compromising on quality.

This implies that they offer their items to clients directly through their website and
retail outlets. Thus, their business design includes all the operations which are
kept in previous 50 years which includes incomes, costs, supply chain and
operations, incomes, techniques and functions.

Mamaearth initially targeted mothers and their babies by selling pregnancy, baby
care, and hair care products. They also sold toys, accessories, and apparel. When
the company started to expand, it targeted the millennial generation by selling

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chemical-free cosmetic products like creams and serums, face wash, hair oils, and
lotion.

2.1.6 The Business Model of Mamaearth

1) Connecting with their Target Audience: The most important thing for any
brand is to connect with its target audience and gain their trust. This is what
Mamaearth did brilliantly. From the start itself, they targeted mothers and made
advertisements that resonated with them.
As the founders themselves got the idea of Mamaearth when they were looking
for toxin-free and natural baby products online, they knew what parents wanted
for their babies.
2) Superior Quality Product: The founders of Mamaearth believe in providing
quality products to their customers. As they have a superior quality product,
people themselves recommend their products to other people. Word of mouth
marketing has done miracles for their brand.
In 2019 Mamaearth got the “One of the Best Brands” in India Award at the 2nd
edition of the ET Brand Festival. The company has come up with unique products
that have attracted a lot of people. Some of their unique products include India’s
first bamboo-based baby wipes, 100% natural plant-based toothpaste for children,
skin and hair care products with natural ingredients like onion, Coco, charcoal,
and ubtan.
3) Lean Innovation Cycle: Lean innovation follows a principle where you focus
on increasing efficiency by continuously listening to your customer’s feedback.
Your main priority is experimentation and continuously improving your product
quality. Lean innovation helped Mamaearth to understand its customer needs and
fulfill those needs immediately. Experimentation helped them to increase the
quality of their products and also to generate new product ideas. In a very short
time, they satisfied their customers using this method.

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2.1.7 Partnerships
Anita Hassanandani joined Mamaearth on February 26, 2021. The company’s
strategic partnership with Anita, a TV veteran who had just given birth to a boy, is
all the more relevant because she is a new celebrity mother. In the future,
Mamaearth will be able to grow its haircare, skincare, and baby care categories
due to this collaboration.
Shilpa Shetty Kundra joined company to endorse the Vitamin C facewash that
Mamaearth offers customers through a 30-second film premiered on March 20,
2021. “Goodness inside” was the only goal of the film.

Before the release of Ribbon, the film starring Kalki Koechlin and Sumeet Vyas,
on November 3 2017, our organic customer products brand partnered with them.

The song became the movie’s ‘Official Mama’s Partner’.

2.1.8 Mamaearth – Competitors

Mamaearth operates in the personal care industry and faces competition from
several other brands offering similar products. Here are some of Mamaearth's
competitors:

1. The Moms Co. - This is a brand that offers a range of natural and toxin-
free personal care products for moms and babies.
2. Wow Skin Science - This is a brand that offers a range of natural and
organic personal care products for skin, hair, and body care.
3. Plum Goodness - This is a brand that offers a range of natural and vegan
personal care products for skin, hair, and body care.
4. Forest Essentials - This is a brand that offers a range of luxury Ayurvedic
personal care products for skin, hair, and body care.
5. Biotique - This is a brand that offers a range of natural and Ayurvedic
personal care products for skin, hair, and body care.

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 These are just a few of Mamaearth's competitors. The personal care
industry is highly competitive, and there are many other brands that
Mamaearth competes with in terms of product offerings, pricing, and
marketing strategies.

2.1.9 Mamaearth – Awards

Mamaearth is a personal care brand that offers a wide range of natural and organic
products for skin, hair, and baby care. The brand has won several awards for its
innovative and sustainable products. Here are some of the awards that Mamaearth
has won:

1. Mamaearth has been awarded the Young Turks Startup of the year
category at CNBC-TV18's India Business Leader Award 2022
2. Best Made in India Brand Award (2020): Mamaearth won this award for
its commitment to offering natural and safe personal care products for all
age groups.
3. Best Natural Beauty Brand Award (2020): Mamaearth won this award for
its range of toxin-free and sustainable personal care products.
4. Mamaearth was recognized as “One of the Best Brands” in India at the 2nd
edition of The ET Brand Festival in 2019
5. Best Baby Care Brand Award (2019): Mamaearth won this award for its
range of safe and gentle baby care products.
6. Best Green Product Award (2018): Mamaearth won this award for its
Bamboo Based Wipes, which are biodegradable and eco-friendly.
7. Emerging Brand Award (2017): Mamaearth won this award for its
innovative and natural personal care products.

These are just a few of the awards that Mamaearth has won. The brand is
known for its commitment to sustainability, innovation, and natural

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 ingredients, and has gained a loyal following among consumers who are
looking for safe and eco-friendly personal care products

2.2 About Growth and revenue

2.2.1 Mamaearth – Acquisitions

Mamaearth has acquired 4 companies to date - Dr. Sheth's, BBLUNT,
Mompresso, and Mompresso MyMoney. The company acquired BBlunt, a hair
color brand owned by Godrej consumers on February 14, 2022, for around Rs 134
crore. With this acquisition, Honasa will also be controlling all the salons operated
by the firm under the name ‘Bhabani Blunt Hair Dressing.’ BBlunt will, however,
be continuing to operate as a separate entity. This acquisition will help Mamaearth
foray into the hairstyling and hair coloring industry.

After BBlunt, Mamaearth acquired a majority stake in Dr. Sheth's on May 16,
2022, in a deal worth Rs 28 crore. This acquisition will help Mamaearth gear up
for the future growth of the brand. On the other hand, it is also clear that Dr.
Sheth's CEO, Aneesh Sheth, will be there with the startup, leading the product and
business innovation of Dr. Sheth.

The company acquired the other two brands on December 24, 2021.

Acquiree Name Acquired Date Price

Dr Sheth's for Indian Skin May 16, 2022 $3.53 mn
BBlunt February 14, 2021 -
Mompresso December 24, 2021 -

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Acquiree Name Acquired Date Price
Mompresso MyMoney December 24, 2021 -

2.2.2 Mamaearth - Growth and Revenue

When Mamaearth was launched in 2016, it had only 6 products in its catalog. The
product range now comprises more than 140 natural and toxin-free products that
are used by over 1.5 million Indian consumers. Besides, Mamaearth is now
available in more than 700 cities.

The company is hailed for the growth it began to achieve since it launched.
Mamaearth scaled fast with 30 lahks in revenue within just 6 months of
operations. Mamaearth began to sell entirely online, where the customers were
new. The brand began to acquire consumers directly.

Mamaearth achieved the landmark of 2 crores in revenue, but that was not the best
that Mamaearth successfully achieved. The company then onboarded Shilpa
Shetty as its angel influencer, thereby ushering in an influencer mom. With this,
the company soon reached the milestone of 100K customers, and by 2019, it
achieved Rs 25 crore in revenue. By 2020, Mamaearth reached the 100 crore mark
in revenue within just 3 years of operation.

With the Covid19 outbreak, Mamaearth simply got a Covid booster in its growth.
The physical stores were closed down, but the sales of the Varun and Ghazal
Alagh-led brands simply skyrocketed online. The company received Rs 460 crore
in revenue by the end of 2021 and in the wake of 2022, it turned unicorn. It is

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important here to note that Mamaearth has also turned profitable, and is currently
eyeing an IPO ahead, with $3 bn of valuation in sight.

 Here's delving into the growth highlights of Mamaearth:

 Popularly hailed as the fastest-growing D2C brand in India, Mamaearth
crossed the Rs 100 crore mark in just 3 years.
 Prized for its organic products, Mamaearth is Asia’s first brand with a
MadeSafe certification
 Mamaearth is recognized for its plastic recycling initiatives, one of the few
Indian brands to do so
 The company has Shilpa Shetty Kundra as its brand ambassador, who
often speaks of the genuineness of the products that Mamaearth delivers

2.2.3 Mamaearth Financials

Mamaearth drew Rs 943 core in revenues in 2022 compared to Rs 461 crore in

revenues in FY21, which shot up 2X times posted in the last fiscal. The domestic
sales contributed to around 98% of the revenues of Mamaearth while its global
sales formed the remaining portion, which also witnessed a growth of 10X. The
Varun and Ghazal Alagh-led brand also turned profitable in FY22, thereby
Mamaearth posted a profit of INR 19.8 Cr in FY22 as against a loss of INR 1,332
Cr in FY21.

If we see it on a unit level, it can be discovered that the company spent Rs 0.95 to
earn a single rupee of operating revenue in FY21. Besides , Mamaearth has also
greatly improved its EBITDA margins, which are now reported at 6.5% during
FY21 from around -5% in FY20.

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 Figure:2.2.3 mamaearth revenue

2.2.4 Mamaearth Marketing Strategy

Marketing strategy is something that plays an important role in conveying the
message. Below we are going to talk about the marketing strategy of Mamaearth.
Enhancing Customer Base - It is critical to learn that by the time you have to
enhance your customer base. You can’t be limited, the world is your oyster. If we
follow the pattern Apple started from the CPU then personal computer then
iPhones, iPods, and much more. All this time they tried to grow. The same goes
with Mamaearth, initially, they started out to be the company of mothers and
babies, however, it gradually began to grow its client base. The company has now
branched out into skincare. It offers bathing ingredients, skincare serums and
ointments, face wash, moisturizers, hair oils, and a variety of other items. The
greatest thing is that none of these items contain any chemicals.

Concentrate on Digital Platforms - All the brands and companies know the value
of digital platforms. We are in the digitalization era so we can’t overlook this

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factor, Mamaearth knows it very well. Digital tools are used in Mamaearth's ad
campaigns. The use of the internet is growing, and most people rely on these
digital channels for all of their knowledge base. As a result, the brand
management approach utilizes these new outlets to raise brand awareness and
attract a broader audience. Mamaearth's official website, Amazon, Flipkart, and
other digital outlets sell the product. As a result, the company is establishing a
robust digital footprint. Most of its sales come from online channels.

1. Influencer Marketing: Mamaearth has worked with a lot of Influencers

on the internet. Influencers have helped the company to reach a wider
audience. Influencers tell the benefits of these products on various social
media platforms. Mamaearth also works with five hundred mother
bloggers to spread awareness about the brand.

2. Brand Endorsement: Collaborating with Bollywood Actress Shilpa

Shetty Kundra as a brand ambassador has to be their best marketing
strategy. Shilpa Shetty has a lot of popularity, so her becoming a brand
ambassador and also an investor hugely benefited Mamaearth.

3. Digital Ads: Mamaearth majorly promotes itself through digital ads. They
have smartly utilized digital ads and increased their customer base. Their
ads are very catchy and symbolize their brands in an effective manner.
Marketing strategy is something that plays an important role in conveying
the message. Below we are going to talk about the marketing strategy of
Mamaearth.

4. Enhancing Customer Base - It is critical to learn that by the time you

have to enhance your customer base. You can’t be limited, the world is
your oyster. If we follow the pattern Apple started from the CPU then
personal computer then iPhones, iPods, and much more. All this time they
tried to grow. The same goes with Mamaearth, initially, they started out to
be the company of mothers and babies, however, it gradually began to

30
 grow its client base. The company has now branched out into skincare. It
offers bathing ingredients, skincare serums and ointments, face wash,
moisturizers, hair oils, and a variety of other items. The greatest thing is
that none of these items contain any chemicals.

5. Concentrate on Digital Platforms - All the brands and companies know

the value of digital platforms. We are in the digitalization era so we can’t
overlook this factor, Mamaearth knows it very well. Digital tools are used
in Mamaearth's ad campaigns. The use of the internet is growing, and most
people rely on these digital channels for all of their knowledge base. As a
result, the brand management approach utilizes these new outlets to raise
brand awareness and attract a broader audience. Mamaearth's official
website, Amazon, Flipkart, and other digital outlets sell the product. As a
result, the company is establishing a robust digital footprint. Most of its
sales come from online channels.

6. Brand Message - The brand message is a very important thing, it presents

your brand in a nutshell. So it should be precise, clear, and engaging. It
should commence with the customers and proffers the feeling of home.
The brand's mission and slogan are "Goodness Inside." It ensures that the
brand should not jeopardize the consumers' wellbeing. It offers goods that
are free from contaminants and dangerous chemicals. The brand's goods
are somewhat more expensive, but they are of the highest quality
available.

7. Social Media Marketing - Do you know how many people spend their
time on social media? The answer is every second individual. We are
actually living in the social media era where things can become memes
and people can become stars overnight. It can make and break people. But
more than this, people believe what they see on social media. It is the
platform for ordinary people to voice out their opinion and Mamaearth

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 knows that. The crowd they are looking for is available on social media
that’s why they approach various influencers to spread the word about
Mamaearth. The company is engaged on several social media sites,
including Twitter, Facebook, and Instagram. Mamaearth's most influential
approach is Influencer Marketing, which includes hashtags on platforms.

8. Brand Endorsement - It is one of the strongest pillars of marketing

strategy. It gradually increases the overall value of the brand. The thing is
when a celebrity talks about the product, people will fall for it no matter
what. The same goes for if the brand is endorsing our favorite show we
will definitely pay attention to it. Mamaearth's growth accelerated after
Shilpa Shetty, a well-known star, became a shareholder and product
ambassador. She is involved in the creation of new technologies and
marketing strategies. The actress used social media to promote the
business. Not just this, Big Boss, a popular reality television program, is
also sponsored by the company.

9. Word of Mouth - Now this technique might seem vague, odd, and sham
to some of you but it literally has benefits. You might have heard that the
word spread faster than air and it is actually true. When you hear
something from someone you know, you believe what they say with zero
doubts and this is exactly what Mamaearth planned. They start
approaching the Mom bloggers and the customers who have a huge fan
base and ask them to write their experience about the product. Since the
company trusts in the influence of mothers, it opted for a word-of-mouth
approach in which mothers can inform people about the company and how
it provides the best product for their children.

10. TV Commercials - TV commercials method is considered as the

traditional method and somewhat old schooled. So initially the company
didn’t believe in the idea of advertising the brand through TV
commercials. They want to do something out of the box, but the thing is

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 TV has an influence on people and this is exactly why they decided to dip
their toes in the TV commercials too. They did launch their first
advertisement on the big screen about the onion hair oil. The good part
was they focused on the benefits of using onion hair oil and how the
person came to know about this brand through one of its colleagues. We
hope that we will see a lot more of Mamaearth on commercials in
upcoming times.

11. YouTube Marketing - There is no doubt that YouTube has become one
of the strongest channels for spreading brand awareness. Almost half of
the population prefers to watch review videos on YouTube rather than
reading about it. This is exactly why brands want to take full advantage of
the platform. There are many influencers on YouTube with a high number
of subscribers that can spread awareness about the product. Mamaearth has
improvised its marketing strategy by reaching out to influencers on
YouTube. Not just this, in comparison to traditional advertising, the
marketing cost is modest.

2.2.5 Mission and Vision of Mamaearth

Mission
The mission of Mamaearth is to provide safe, natural, and toxin-free personal care
products for people of all ages, while also promoting sustainability and
environmental responsibility. The company is committed to using only natural
and certified organic ingredients in their products, and they have a strict no animal
testing policy. Mamaearth also aims to raise awareness about the harmful effects
of chemicals in personal care products and to promote a healthier lifestyle.
Through their "Plant Goodness Initiative," the company has pledged to plant a
million trees by 2025, further emphasizing their commitment to sustainability and
the environment. Overall, Mamaearth's mission is to provide customers with high-
quality personal care products that are safe, gentle, and environmentally
responsible.

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Vision
Mamaearth is a consumer goods company that is focused on creating natural, safe,
and eco-friendly personal care products for babies, kids, and adults. The
company's vision is to become the world's most trusted and loved brand for safe
and natural skin care and personal care products.
Mamaearth is committed to using only natural and organic ingredients that are
free from harmful chemicals like parabens, sulfates, and mineral oils. The
company believes that everyone deserves access to safe and healthy products that
do not harm the environment or people's health.
In addition to producing high-quality products, Mamaearth is also committed to
giving back to society. The company donates 1% of its annual revenue to support
the education of underprivileged children in India through its "Plant Goodness"
initiative.

Overall, Mamaearth's vision is to create a healthier and more sustainable world by

offering safe and effective personal care products that people can trust.

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 2.3 SWOT Analysis

2.3.1 Strengths of Mamaearth

1. Quality Meals & Product Innovation: Mamaearth is a fast-growing

company and has actually always valued their consumers by offering them
quality meals.
2. Reliable Suppliers: The providers of Mamaearth are reliable and
dependable. Moreover, they provide the raw products and active
ingredients to them on time which attaches the supply chain management
procedure.
3. Strong Captured Marketing& Promotional Advertisement: They have
actually recorded the minds of its consumers through their emotional and
strong message advertisements.
4. Quick & Fast Delivery System: Mamaearth is popular for its fast
shipment. Also, they offer shipment in 30 minutes exactly, if the customer
will not get it within 30 minutes then they will provide “complimentary
company”. They never get late.

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 5. Pricing Range: All of Mamaearth products are offered to customers in
sensible and budget-friendly rates. The clients can get various sizes and
offers of the venture of different flavors.
6. Customer Services: Social media supervisors of Mamaearth supply 24/7
help on their sites and social networks platforms through which they
connect with consumers.
7. Strong Brand Equity: Every consumer of Mamaearth recognized it through
its valuable services which is making strong brand name equity. This is the
factors that the company has many devoted clients.
8. Strong Distribution Network: Mamaearth have maintained its circulation
network which is the most important strength, now they have expand their
distributions in every corner of the world to keep its prospective market
worldwide.
9. Investment In Technology & Innovation: Innovation and innovations also
impacts the organization dining establishments. Mamaearth have
combined with other technological companies.
10. Goods Return On Capital Expenditure: The more investments Mamaearth
has actually made on their services and products, creating incredible
franchisees/stores and spending for its worker trainings has return high
profits streams in previous years.

2.3.2 Weaknesses of Mamaearth

1. Low Number Of Outlets: Mamaearth have high number of franchisees for
order taking however there are no correct dine-in restaurants of
Mamaearth everywhere.
2. Franchise Related Issue: Mamaearth is dealing with problems because of
dis-loyalty of its franchise employees. As there are variety of franchise and
it ends up being difficult to control each worker who cheats.
3. Operational Difficulties: As the franchisees are located in every corner of
the city, it becomes extremely difficult for Mamaearth to handle its
operations.

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 4. Need Of High Technology: The business visions not meet with the
innovation they are using now. For this reason, they require to invest more
in their innovations to standout in competitive market.
5. Net Income: Mamaearth have evaluated that their net incomes are not
matching to its really monetary estimations and forecasts. The business
has to deal with its sales to increase its net efficiency and earnings.

2.3.3 Opportunities of Mamaearth

1. New Environment Policies: The brand-new environment policies can
develop fantastic the startup. With the smooth environment policies they
can gain more take advantage of innovation.
2. Demographic Changes: The middle class consumers can also manage
Mamaearth. They have segmented their market according to
demographical segmentation.
3. Population Of Asian Countries: Nations like India, Pakistan and China
have high demands for Mamaearth. They admired the quality of their
tastes and spices they utilized.
4. New Preferences: The stratup can add more flavors in their company, they
can include flat corporation in addition to there are many fans of those
type of slices.
5. Lower Inflation Rate: In some nations the inflation rates are low. This
helps the business to manage their expenditures and rates.

2.3.4 Threats of Mamaearth

1. Direct And Indirect Competition: Its instructions competitors there
consists of just venture manufacturing sectors where as in-direct
competition consists of numerous fast-food chains.
2. Regulated Pressures: Each year the federal government implements brand-
new laws and guidelines.

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 3. High Cost: Mamaearth’s current operations and productions involves
numerous functions which are expensive. They can work on cost-
minimizing techniques to prevent this threat.
4. Lack Of Long Term Contracts With Suppliers: The Mamaearth suppliers
provide basic materials like veggies and meats.
5. Health Awareness And Consciousness Trends: Now a days, people prefer
healthy and homemade food rather than junk-food. The health
consciousness among the customers can direct impact the sales of the
company.

2.4 Conclusion

Mamaearth is a successful startup in the field of natural products. It has

established itself as a business that can be trusted and relied upon by its
customers.
The company has developed excellent products with high-quality ingredients that
have helped it to reach great heights. The products are practical but also
affordable and safe for everyone to use.

Mamaearth’s unique products helped them to reach great heights. They have
understood their customer’s needs excellently and adequately served those needs.
Mamaearth’s business and revenue model is simple, yet extremely powerful.
Mamaearth is a successful startup in the field of natural products. It has
established itself as a business that can be trusted and relied upon by its

38
customers. The company has developed excellent products with high-quality
ingredients that have helped it to reach great heights.

Mamaearth is a personal care brand that offers a range of natural and organic
products for hair care, skin care, baby care, and men's grooming. The company
was founded in 2016 by a husband and wife duo, Ghazal and Varun Alagh, and is
based in India.
The brand's focus on natural and organic ingredients has resonated with
consumers who are increasingly seeking out products that are safe, eco-friendly,
and free from harmful chemicals. Mamaearth claims to use only natural and
certified organic ingredients in its products, and the company also has a strict no
animal testing policy.
Mamaearth has received positive reviews for its products, with many customers
praising their effectiveness and gentleness on the skin. The brand has also been
recognized for its social and environmental initiatives, such as its "Plant Goodness
Initiative" which aims to plant a million trees by 2025.

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