Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Mamaearth: from a mothers dilemma to a multi-crore brand Subject The topic of the resource Brand management; Digital marketing; E-commerce; Marketing Description An account of the resource Learning outcomes: The case study has several objectives: to gauge the evaluation of the direct-to-consumer industry in the economy of India, to analyse the competition of the brands, to ascertain the evolution of smaller direct-to-consumer (DTC) brands on the purchasing capacity of consumers, to analyse challenges in branding in Tier 2 and 3 cities and to evaluate the strategic branding decisions of Mamaearth. Case overview/synopsis: During her pregnancy, Ghazal Alagh and her husband Varun Alagh, the co-founders of Mamaearth, were looking for some good and natural products for their babys skincare. However, she could not find products that were 100% safe. Hence, as a concerned mother, she started using a few hands-on home remedies for her baby, which were 100% organic, and then the idea clicked to her to start a baby care brand named Mamaearth, which later also included personal care products. The company started as a DTC/internet-first brand in 2016, which only used to sell products online without any intermediaries when it was still trying to make its way in the market and was aware of the stiff competition by giants such as Hindustan Unilever and Proctor &amp; Gamble, who were ruling the market for decades. When the COVID-19 pandemic hit, the market saw a shift in consumer buying patterns. There was greater use of e-commerce touch points for shopping, as various digital platforms such as the official site of products, social media and mobile platforms were used by consumers during the pandemic, leading to digitalization in buying and digitalization of consumer shopping journey. These technology platforms were expected to play a substantial role in reaching and creating consumer awareness, transaction and retention post-COVID according to reports by Deloitte 2020. Moreover, such a shift in behaviour amidst the COVID-19 pandemic shot up sales of this DTC brand and made itself the big shot it is today, where they were looking to get into an initial public offering in just seven years of its launch. They re-evaluated their strategy, which helped them become the biggest brand in no time. Complexity academic level: This case study is suitable for Doctor of Philosophy students. Supplementary material: Teaching notes are available for educators only. Subject code: CSS 8: Marketing. 2023, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Modi S.; Balaji V. Source A related resource from which the described resource is derived Emerald Emerging Markets Case Studies, Vol-13, No. 4, pp. 1-28. Publisher An entity responsible for making the resource available Emerald Publishing Date A point or period of time associated with an event in the lifecycle of the resource 2023-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/EEMCS-03-2023-0089" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/EEMCS-03-2023-0089</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85179306108&amp;doi=10.1108%2FEEMCS-03-2023-0089&amp;partnerID=40&amp;md5=ac2ba59ffb9cbc3d8dd88d15ee737c5d" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85179306108&amp;doi=10.1108%2fEEMCS-03-2023-0089&amp;partnerID=40&amp;md5=ac2ba59ffb9cbc3d8dd88d15ee737c5d</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 20450621 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Modi S., School of Business and Management, CHRIST (Deemed to be) University, Bangalore, India; Balaji V., School of Business and Management, CHRIST (Deemed to be) University, Bangalore, India