Honasa Consumer Limited: Mamaearth, Aqualogica, BBlunt, and Yotobox
Progressed from product management into sole ownership of Aqualogica's D2C website, alongside Mamaearth acquisition, brand launches, referral systems, and scalable ecommerce infrastructure.
Progress from product management into end-to-end product ownership across Aqualogica growth, Mamaearth acquisition, new brand launches, and shared platform systems.
INR 175 Cr
Roughly $21M a year on the D2C website I owned end to end
+15% / +17%
Rebuilt off funnel and conversion analysis
1M/day
Transactions supported by API contracts and event architecture
Every number here is one I owned and measured. Brand dashboards, referral cohorts, and launch documentation are confidential.
I 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, sole ownership of Aqualogica's website, 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 funnel contribution, reduce inefficient discounting, and strengthen scalable instrumentation.
End-to-end ownership of aqualogica.in, referral systems across web, Android, iOS, and Yotobox with a MamaCash wallet-credit incentive, the Mamaearth referral launch, the Aqualogica and BBlunt launches, the Shopify rollout, and API and event architecture built with engineering.
Aqualogica reached an INR 175 Cr (~$21M) annual run rate and was Honasa's fastest brand to 100 Cr. Homepage and search conversion improved 15% and 17%. Referral signups reached 8% of organic daily acquisition and converted at 40% against 20% for organic, acquisition cost per new order fell from Rs. 620 to Rs. 580, Yotobox-acquired users needed 25% lower first-order discounts, and the 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.