Honasa Consumer Limited: Mamaearth, Aqualogica, BBlunt, and Yotobox
Progressed from product operations into product ownership across Aqualogica growth, Mamaearth acquisition, brand launches, referral systems, and scalable ecommerce infrastructure.
Progress from product operations into end-to-end product ownership across Aqualogica growth, Mamaearth acquisition, new brand launches, and shared platform systems.
Rs 175 Cr
Aqualogica run rate while I owned growth, lifecycle, conversion, and referral initiatives
+15% / +17%
Improvement through funnel analysis and website iteration
1M/day
Transactions supported by API contracts and event architecture
The outcomes are resume-backed. Brand dashboards, referral cohorts, and launch documentation are confidential.
Joined Honasa as a Product Management Intern, moved to Associate Product Manager, and then Product Manager. The scope grew from fraud and post-purchase operations into acquisition systems, launches, Aqualogica growth, and shared ecommerce infrastructure.
The work covered Mamaearth, Aqualogica, BBlunt, and Yotobox. I led end-to-end website lifecycle work across strategy, roadmap, UX, data analysis, QA, copywriting, and operational setup, and partnered with engineering on API and event architecture.
I used homepage, search, and referral-funnel analysis to focus on targeted cohort visibility, referral-user quality, first-order discounting, and launch readiness rather than treating acquisition as a single top-of-funnel metric.
The strategy was to treat acquisition and conversion as a connected system: improve visibility for targeted cohorts, measure drip-funnel contribution, reduce inefficient discounting, and strengthen scalable instrumentation.
Execution included end-to-end website lifecycle ownership, referral systems across websites and apps, the Mamaearth web-and-app referral launch to reduce new-user CPC, Aqualogica and BBlunt launches, Shopify rollout, and API/event architecture with engineering.
Aqualogica product initiatives contributed to a Rs 175 Cr revenue run rate, while homepage and search conversion improved by 15% and 17%. Referral signups reached 8% of organic daily acquisition, referral users converted at 40% versus 20% for signup users, Yotobox-acquired users required 25% lower first-order discounts, and API/event architecture supported one million daily transactions.
The most durable lesson was to treat acquisition, conversion, launch quality, and platform reliability as connected customer journeys rather than separate website initiatives.