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

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).

In an investor presentation, Honasa cited the failure to establish a product-market fit (PMF) for "sunsetting" the brand. It said Ayuga saw no major uptick in search trends and faced difficulties in gaining traction, leading to the D2C major discontinuing the brand starting June 2024.

With this, Honasa will now effectively have six brands in its kitty