Exclusive | Mamaearth parent aims full direct distribution transition by FY25 end: Varun Alagh

Honasa Consumer, the parent company of D2C brand Mamaearth, is expecting to complete its transition to direct distribution by the end of FY25, as it looks to ramp up its offline distribution to double down in its house of brands strategy.

In an exclusive chat with CNBC-TV18, Honasa founder Varun Alagh said, “Project Neev is in the third quarter of execution. A lot of heavy work is being done in this quarter which includes our inventory transition. Post this, there are 2-3 more quarters of stabilization and further improving our technology and data base into recommended and store management.”

“This transition for us is a Go-To-Market (GTM) driver and not being done keeping a short-term goal in mind. A lot of our brands will have to go through the offline transition and if we don’t keep a strong infrastructure, we won’t be able to grow them at this place. By end of this financial year, we should be able to complete project Neev,” Alagh further added.