Mamaearth Acquires Mom-Centered Content Platform Momspresso

SUMMARY

Mamaearth started selling baby care products but gradually pivoted to become a complete personal care brand

Momspresso is a content platform for mothers and expecting mothers with 95% of the content on the platform being user-generated by more than 60k mom bloggers in English, Hindi and eight other regional languages

Mamaearth had managed to increase its revenue over 6x to INR 112 Cr in FY2020 compared to the previous year

D2C brand Mamaearth has acquired women-focused content platform Momspresso and its influencer engagement platform Momspresso MyMoney. Earlier this year, Mamaearth had closed a $50 Mn funding round at a valuation of $730 Mn.

Founded in 2016 by Ghazal and Varun Alagh, Mamaearth started selling baby care products but gradually moved on to become a complete personal care brand. It is backed by investors including Sequoia India, Stellaris Ventures, Fireside Ventures, Marico’s Rishabh Mariwala, Snapdeal founders Kunal Bahl and Rohit Bansal, and Shilpa Shetty Kundra among others.

Founded in 2010 by Vishal Gupta, Momspresso is a content platform for mothers and expecting mothers. According to the platform, 95% of the content on the platform is user-generated content created by more than 60k mom bloggers in English, Hindi and eight other regional languages. Momspresso claims to have over 30 Mn users every month.

This development came amidst many such consolidations happening in the personal care segment with a ‘Thrasio-style’ rollups trend. Earlier this week, feminine hygiene startup Sirona raised INR 100 Cr (~$13.5 mn) in Series B funding from content-to-commerce startup Good Glamm Group.

The funding also gave Sirona the option to market its products through the Good Glamm Group’s extensive content-to-commerce network that includes 88 Mn annual POPxo users, 220,000 Plixxo influencers, 100 Mn ScoopWhoop users and Baby Chakra’s network of 20 Mn mothers and 10,000 doctors.

Earlier this month, Good Glamm Group had also acquired MissMalini Entertainment—an Indian celebrity media and influencer talent management network. This move was a strategic effort to access MissMalini’s network of influencers and celebrities and its community.

This acquisition helped Mamaearth revenue to increase by more than 6x to INR 112 Cr in FY2020 compared to the previous year. But despite its strong performance, Mamaearth’s expenses kept up with its revenue to end the year with losses of INR 5.9 Cr. Its expenses were INR 21.4 Cr in the previous year with INR 3.5 Cr in losses.