From Start-up to Unicorn: Ghazal Alagh’s Masterclass on Building a D2C Brand

What does it take to turn a personal struggle into a market-leading brand valued at over a billion dollars? Ghazal Alagh, co-founder of Mamaearth, shared her entrepreneurial journey with students at Masters’ Union in a captivating session filled with lessons on resilience, consumer-centric innovation, and purpose-driven growth.

Read this blog to explore Ghazal’s remarkable journey from a middle-class upbringing in Chandigarh to leading one of India’s most successful Direct-to-Consumer (D2C) brands.

Want to watch the video instead?

Ghazal Alagh’s full discussion at Masters’ Union is now available as part of our Series C session recordings. Watch the video to gain deeper insights into her entrepreneurial journey, brand-building strategies, and expert advice on navigating the D2C market.

Identifying market gaps through personal experience

Ghazal’s entrepreneurial journey began with a deeply personal experience. When her son faced skin allergies, she struggled to find safe and toxin-free baby care products in India. This challenge led her and her husband, Varun Alagh, to create Mamaearth—a brand that would go on to revolutionise the personal care industry. By identifying a widespread consumer pain point and addressing it with high-quality, natural products, they built a brand that resonated with millions.

The power of consumer-centric innovation

One of the key takeaways from Ghazal’s session was the importance of actively engaging with consumers. Mamaearth’s rapid growth can be attributed to its commitment to listening to customer feedback and iterating based on real-world needs. By fostering a community-driven approach, the brand established trust and loyalty, which played a pivotal role in its success.

Building a sustainable and purpose-driven brand

Ghazal emphasised that modern consumers are increasingly conscious about sustainability. Mamaearth’s initiatives—such as its commitment to recycling more plastic than it consumes and its tree-planting programme with every order—highlight how brands can integrate sustainability into their business models. This not only strengthens brand reputation but also aligns with global consumer trends favouring environmentally responsible companies.

Lessons in scaling a business

Transitioning from a startup to a unicorn within five years is no small feat. Ghazal shared key strategies that helped Mamaearth scale effectively:

• Digital-first approach: Leveraging e-commerce and social media marketing to reach consumers directly.

• Data-driven decision making: Using analytics to understand customer preferences and optimise product offerings.

• Strategic partnerships: Collaborating with influencers and investors to amplify brand awareness.

• Retail expansion: Moving from an online-only model to establishing an offline presence to enhance accessibility.

Empowering Women Entrepreneurs

As a female entrepreneur, Ghazal addressed the unique challenges faced by women in business. She highlighted the importance of seeking support, balancing family responsibilities, and embracing leadership opportunities. Her journey serves as an inspiration for aspiring women entrepreneurs, encouraging them to break barriers and build impactful businesses.

Key Takeaways for Aspiring Entrepreneurs

1. Identify a Real Consumer Problem – Successful businesses are built on genuine market needs.

2. Engage with your audience – Community feedback is a powerful tool for product development and brand loyalty.

3. Sustainability matters – Consumers appreciate brands that prioritise environmental responsibility.

4. Leverage digital platforms – A strong online presence can accelerate brand visibility and growth.

5. Embrace challenges – Entrepreneurship is a journey of resilience, learning, and continuous adaptation.

Ghazal Alagh’s insights at Masters’ Union offer invaluable lessons on building a brand with purpose, scaling a business effectively, and embracing consumer-centric innovation. Her journey with Mamaearth underscores the transformative power of entrepreneurship in today’s digital economy, providing a blueprint for aspiring founders looking to make a meaningful impact.