Mamaearth, the well-known purpose-driven beauty and personal care brand, has achieved a significant milestone in its offline expansion strategy by partnering with the Canteen Stores Department (CSD) under the Ministry of Defence to distribute its toxin-free, natural products across India. This collaboration marks a crucial step in the brand's journey to reach a wider audience while fulfilling its mission to make safe, natural products accessible to every Indian consumer.

As part of its growth strategy, Mamaearth identified a gap in the CSD channel, which caters to a unique demographic of consumers, including military personnel and their families. The brand's entry into this network has allowed it to tap into an entirely new market segment, contributing significantly to its offline presence across the country.

Commenting on this major development, Varun Alagh, CEO & Co-founder of Honasa Consumer Limited, the parent company of Mamaearth, said, "Our expansion into the CSD channel under the Ministry of Defence aligns with our commitment to reaching consumers wherever they are. The response has been overwhelmingly positive, with Mamaearth products becoming a favorite among consumers in the CSD network. This move reflects our long-term strategy of growing the brand's offline presence while continuing to cater to our consumers' evolving needs."

The distribution of Mamaearth products in CSD stores has garnered significant demand, and early feedback suggests strong acceptance and appreciation from consumers. This collaboration has proven to be a growth driver, expanding Mamaearth’s footprint to previously untapped regions across India, where military families can now access the brand’s wide range of natural and toxin-free products.

With its offline expansion into the CSD channel, Mamaearth remains focused on its core values of safety, sustainability, and consumer-centricity. The brand's commitment to toxin-free beauty ensures that consumers across the country, including those served by the Ministry of Defence's CSD network, have access to high-quality personal care products that meet their values and expectations.

Mamaearth has rapidly become one of the fastest-growing beauty and personal care brands in India, known for its innovative product portfolio driven by a blend of science and nature. Founded by Ghazal Alagh and Varun Alagh, Mamaearth offers over 200 toxin-free products, catering to the personal care needs of India’s young and conscious consumers. Since its inception, the brand has reached more than 5 million customers across 500 cities and 18,000 pin codes. It continues to serve consumers through its website, major e-commerce platforms like Amazon, Nykaa, and Flipkart, as well as over 40,000 offline points of sale.

Through its presence in the CSD channel, Mamaearth is able to cater to a new consumer base, expanding its distribution network in partnership with one of India’s most prestigious government-run networks. This offline growth initiative not only contributes to the brand’s business expansion but also strengthens its positioning as a brand that understands and meets the unique needs of diverse Indian consumers.

Mamaearth’s collaboration with the Ministry of Defence represents a strategic effort to bring natural, toxin-free personal care products to military families nationwide. As the brand continues to grow, it remains dedicated to innovation, sustainability, and delivering products that reflect the values of safety and care.

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