Mamaearth Discontinues Skincare Care Brand Ayuga, Cites Failure To Establish PMF

Mamaearth Discontinues Skincare Care Brand Ayuga, Cites Failure To Establish PMF

SUMMARY

Honasa said that Ayuga saw no major uptick in search trends and faced difficulties in gaining traction, which lead to the discontinuation of the brand starting June 2024

Honasa CEO Varun Alagh said that discontinuing Ayuga will not have a “material impact” on the D2C unicorn’s profit and loss statement

This is the second major discontinuation of a portfolio brand by Honasa, after it secretly pulled the plug on its first and the most expensive acquisition, Momspresso, last year

Listed D2C unicorn Mamaearth’s parent Honasa Consumer on Friday (August 9) said it is discontinuing its ayurvedic beauty products brand Ayuga. 

“Rationalising our brand portfolio by discontinuing Ayuga to focus on building other opportunities,” said Honasa in its quarterly financial results for the first quarter (Q1) of the financial year 2024-25 (FY25). 

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