How Honasa is powering its purpose-driven narratives

In a candid chat with Adgully, Zairus Master, Chief Business Officer, Honasa Consumer, delves into the company’s journey and its alignment with consumer trends. Master reflects on the year’s performance, highlighting the resonance of Honasa’s brands with consumer demands and the evolving marketing landscape.

Master begins by expressing satisfaction with Honasa’s performance, noting that their brands have met objectives consistently. He emphasises on the importance of aligning marketing strategies with consumer trends, citing the success of MamaEarth, which taps into the trend of modern tradition by blending scientific knowledge with cultural practices.

Elaborating further, he cites the examples of Ubtan and onion-based products, which leverage historical cultural trends, backed by scientific research. Similarly, brands like The Derma Co. focus on new-age actives in skincare, catering to the growing demand for clean labelling.

A notable aspect of Honasa’s marketing strategy is influencer marketing, which Master views as a response to consumers’ increasing need for interactive and informative content. He highlights the role of influencers in providing authentic product recommendations, thus shaping consumer perceptions.

Adaptability emerges as a key theme in Honasa’s strategy, with Master stressing the importance of blending traditional and digital marketing approaches to maintain a competitive edge. He underscores the need to recognise shifts in consumer behaviour and adapt strategies accordingly.

When queried about budget allocation and ad spends, Master explains Honasa’s approach of evaluating investment opportunities based on potential returns and consumer needs. He emphasises on the flexibility in media partnerships, prioritising platforms where their target audience is most active.

Looking ahead, Master predicts a continued emphasis on consumer-centricity, segmentation, and personalisation in the industry. He emphasises on the growing significance of purpose-led brands, citing Honasa’s commitment to environmental sustainability and social responsibility.

In conclusion, Master reflects on Honasa’s ethos of “beauty is what beauty does”, highlighting the brand’s alignment with purpose-driven narratives. As Honasa continues to evolve, Master affirms their dedication to meeting consumer needs, while staying true to their core values.