Honasa Elevates Executive Vipul Maheshwari To Lead Product, Data Analytics

Honasa Consumer, the company which owns D2C brands like Mamaearth and BBlunt, has elevated its executive Vipul Maheshwari to the role of senior vice president – product and data analytics.

In his new role, Maheshwari will lead the integration of advanced analytics for product development as a part of the company’s efforts to boost its brand portfolio, it said in a statement.

As per his LinkedIn profile, he joined Honasa in 2020 as VP of analytics. Over the past four years, he played a key role in managing the data lifecycle of the company.

Founded in 2016 by husband-wife duo Varun Alagh and Ghazal Alagh, Honasa Consumer provides personal and beauty care products and claims to be a safe and toxin-free D2C brand. It has a diverse brand portfolio which includes Mamaearth, The Derma Co., Aqualogica, BBlunt, Dr. Sheth’s, and Staze Beauty. 

“Data-driven decision making has always been at the core of our growth, shaping how we understand and serve our customers. Maheshwari has been working with a leadership mindset for years and this role is a natural next step for him,” said Varun Alagh.

“The beauty and personal care industry is at an exciting intersection of product advancement and technological innovation. I am honored to lead Honasa’s efforts in leveraging advanced analytics and product development to create more personalised, efficient and delightful experiences for our consumers,” said Maheshwari.

With 10 years of experience in the field of leveraging existing data infrastructure, he had also worked with companies like Delhivery and Global Analytics.

The company slipped into the red and posted a consolidated net loss of INR 18.6 Cr during the quarter compared to a profit of INR 29.4 Cr in Q2 FY24. Moreover, its revenue from operations also declined nearly 7% to INR 461.8 Cr from INR 496.1 Cr in the same quarter last year.

The company attributed the loss and revenue decline to its ongoing transition from a super-stockist-led distribution model to a direct distributor model as part of its “Project Neev”.

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