Within India’s rich historical fabric, woven with threads of heritage, we find a poignant narrative resonating with Mahatma Gandhi’s steadfast devotion to Khadi. Khadi, a symbol of swadeshi, held the promise of self-sufficiency, echoing the dreams of a nation that yearned for liberation. It is in this rich history the roots of a conscious consumer revolution, one that has flourished over the years and recently culminated in a significant event – Honasa Consumer Ltd., the parent company of Mamaearth, making a bumper debut on the stock market.
Mamaearth, a name that resonates with countless families across India, has become a torchbearer of values that extend far beyond personal care. Founded in 2016 by Ghazal Alagh and Varun Alagh, this Gurugram-based company has become synonymous with natural and toxin-free skin care products. Their mission is clear – to offer safe and sustainable choices for families, and it is backed by a certification from MADE SAFE, an American non-profit organization dedicated to verifying the safety of consumer products. From skin care to hair care, baby care to makeup items, Mamaearth’s product range has grown to cater to a diverse audience, winning hearts with every bottle and tube.
As Mamaearth’s star rose, it shone a light on a new generation of Indian brands that share the same ethos – a commitment to value-driven, mission-centric consumerism. Brands like Neeman’s, WOW Skin Science, Beco, Country Delight, Phool, and The Whole Truth emerged, each with their unique take on conscious consumerism.
Neeman’s, for instance, founded in 2018 by Taran Chhabra and Amar Preet in Bengaluru, offers natural fiber footwear for both men and women. Their products, crafted from eco-friendly materials such as bamboo, are a testament to sustainability and style.
WOW Skin Science, born in 2014 and headquartered in Bengaluru, offers toxin-free skin and hair care products. PETA-certified and passionately driven by founder Manish Chowdhary, WOW Skincare is committed to making safe, ethical choices accessible to all.
Beco, which began its journey in 2018 in Mumbai, is a trailblazer in the eco-friendly home, kitchen, and personal care space. Aditya Ruia, Anuj Ruia, and Akshay Varma envisioned a world where products are free from harsh chemicals and toxins, and they have brought it to life with a range that includes everything from kitchen towels to charcoal toothbrushes.
Country Delight, a brand that sprang to life in 2015 in Gurugram, delivers farm-fresh milk and essential groceries to homes, following the principles of purity and freshness. Chakradhar Gade and Nitin Kaushal have created a model that resonates with urban India’s quest for quality, organic produce.
Phool, started by Ankit Agarwal in 2017, plays a pivotal role in the restoration of the sacred River Ganges by recycling discarded temple and mosque flowers, and transforming them into eco-friendly products, including charcoal-free incense and organic biodegradable packaging materials. Beyond its environmental contributions, Phool extends its social impact to employing and empowering over 300 marginalized women.
The Whole Truth, a brand established in 2018 by Shilpa Sharma and Harshavardhan Chauhan, has championed the cause of clean label food products, pushing the boundaries of taste and health.
And don’t forget the humble Khadi! In a testament to its enduring relevance, the Khadi & Village Industries Commission (KVIC) achieved a remarkable milestone in the year 2022-2023. Their sales surged to a staggering Rs. 1,34,630 crores, a figure that stands as a testament to the enduring legacy of Khadi and the enduring power of conscious consumerism in India.
These brands cater to a growing population of consumers who demand transparency, ethical sourcing, and eco-friendliness from the products they choose. It’s a heartwarming shift towards mindful living, where purchasing choices are not merely transactions but reflections of our values. In these brands, we find not just products but a philosophy – one that transforms every purchase into a statement of values and a vote for a better future. The rise of these brands is a reflection of Mahatma Gandhi’s vision for a nation empowered by the choices it makes.
