Honasa opens influencer marketing mandate for south-specific agencies

Honasa Consumer, the digital-first beauty and personal care house of brands best known for Mamaearth, The Derma Co, Aqualogica, Dr Sheths, Ayuga and BBLUNT, has officially opened a new influencer marketing partnership mandate targeting agencies with deep regional reach across South India.

The company, which operates a broad portfolio spanning natural personal care, dermatology-led skincare and salon-oriented haircare, has invited agencies with strong networks in the Tamil, Telugu, Kannada and Malayalam markets to submit credentials and case studies for collaboration.

The open call emphasises the need for partners who combine regional audience understanding with performance-driven outcomes, including measurable return on advertising spend (ROAS) and genuine community engagement, a shift away from traditional vanity metrics, according to the company’s communication.

In a statement shared on professional networking platform LinkedIn, Rakhi Singh, Head of Influencer Marketing & Community at Honasa Consumer Ltd, said: “We’re looking for a South India-focused influencer marketing agency that truly understands the regional ecosystem — with a strong network of creators across Tamil, Telugu, Kannada and Malayalam markets, a proven ROAS-led track record, and a performance mindset with measurable impact. Experience in beauty and personal care is a plus. If you combine regional authenticity with marketing excellence, let’s connect.”

Industry observers say this move underscores Honasa’s intent to strengthen local market resonance for its brands, especially in diverse linguistic regions where cultural nuances play a key role in consumer influence and purchase behaviour.

Regional influencers help brands drive sales by bridging the gap between national messaging and local culture. They communicate in native languages, understand regional festivals, trends and consumer behaviour, and create content that feels authentic rather than promotional. This builds higher trust and relatability, which directly impacts purchase intent.

Unlike celebrity endorsements that focus on reach, regional creators often deliver stronger engagement and better conversion rates within specific markets. Their audiences see them as community voices, not advertisers. For D2C and beauty brands especially, this localised credibility can significantly improve ROAS, accelerate trial, and deepen brand penetration in high-growth regional markets.