Shilpa Shetty Kundra invests $250,000 in mom and baby care startup Mamaearth

​Founded in 2016, the Delhi-based firm offers over 35 products in the baby personal care segment as also innovative products including protective repellants and in oral care while also selling pre-natal and post-natal products for mothers.

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“I’m exploring the market to see new trends that fit with my thinking where I can involve myself," Shilpa Shetty Kundra told ET.
MUMBAI: Mom and baby care consumer startup Mamaearth has raised $250,000 (about Rs 1.6 crore) from actor and entrepreneur Shilpa Shetty Kundra. Mamaearth is backed by consumer-focussed ventue capital firm Fireside Ventures and offers natural, toxin-free products for mother and baby care. The firm will use the capital, which will be invested over a period of two years to enhance awareness of the brand, expand product categories as also scale up its offline distribution and presence.

“Our products are present across 300 stores and we currently clock a monthly gross merchandise volume of Rs 1 crore,” co-founder Varun Alagh told ET. “One of the key pillars of growth for the next year will bge driving up the brand awareness and Shilpa’s contribution will be significant in that direction,” he added.

Founded in 2016, the Delhi-based firm offers over 35 products in the baby personal care segment as also innovative products including protective repellants and in oral care while also selling pre-natal and post-natal products for mothers.


With over 200,000 products sold in FY18, MamaEarth is targetting a 3 times growth in the coming year.

“I have been working with Varun and Ghazal for the past year on Mamaearth and have done a complete due diligence on their ‘made-safe’ range which is phenomenal,” Shilpa Shetty Kundra told ET. “I’m exploring the market to see new trends that fit with my thinking where I can involve myself. I want to make sure I have done the complete fact-checking of anything and any business that I associate myself with,” she added.

Mamaearth is present in stores across Delhi, Mumbai and Bengaluru and plans to expand to 10 cities going forward. It’s products are available online on its website along with Amazon, Flipkart, Firstcry and Nykaa.
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