Mamaearth ropes in Shilpa Shetty Kundra to launch toxin-free baby products

Mamaearth, a startup, uses science and Ayurveda to provide natural solutions to all personal care needs of moms and babies alike

e4m by exchange4media Staff
Updated: Aug 11, 2018 8:53 AM

Mamaearth, a startup that reduces parenting stress by providing safe, natural and toxin-free products for babies and parents has roped in actor Shilpa Shetty Kundra as their brand ambassador and equity investor.

The Bollywood actress, who is an entrepreneur, wellness ambassador, and an experienced mother, has used Mamaearth products for her son Viaan and strongly recommends the brand to other parents. Talking about her association with Mamaearth, she says, "I am happy to be representing a brand that understands the worries and struggles of parents and is heavily invested in creating natural and non-toxic, chemical-free products to solve their problems. I feel a deep sense of responsibility towards the environment, and Mamaearth as a brand resonates that."

Founded by husband and wife duo Varun and Ghazal Alagh, the idea of Mamaearth came to the duo when they became first-time parents and had a difficult time finding chemical-free products for their baby. The sheer dearth of baby-safe products in India led them to conceptualize Mamaearth - a homegrown startup, started by parents for parents.

Right from the inception, the startup has worked with mothers and has relied on their insights to develop a product line that addresses problems faced by new moms on a daily basis. Commenting on the ideas behind their unique products, Varun Alagh says, "There are certain parenting problems that only mothers will understand. Not because they are primary caregivers, but because they experience it first-hand. By bringing Shilpa on board, we're looking to communicate directly - mum to mum - with our consumers. We also hope to reach out and influence people from her huge fan following."

All of Mamaearth’s baby products are 100 per cent toxin-free and certified by Madesafe.Org. a Not-For-Profit based out of the USA with very strict testing criteria. Mamaearth is Asia’s first Madesafe certified toxin-free brand with dermatologically tested products.

A brand driven by innovation, Mamaearth uses science and Ayurveda to provide natural solutions to all personal care needs of moms and babies alike. Some of the most innovative products developed by the brand include India’s first Bamboo Based Baby Wipes, Easy Tummy Roll On with Hing & Fennel for Colic and Digestion Relief and a 100 per cent natural plant-based toothpaste for children between 0-10 years. The digital-first brand is available across eCommerce platforms such as Amazon, Firstcry, Nykaa, Flipkart, Paytm and its own website -

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