First of all, let’s know about Mamaearth.
Mamaearth is one of the leading names in the eCommerce industry. Its main focus lies in beauty and baby-care products. The brand was founded in 2016 and has experienced a remarkable journey since then.
Born from the vision of new parents, Mamaearth is built on values like honesty, safety, empowerment, and the use of the best ingredients.
The company primarily deals in baby products of all kinds. These include skincare, haircare, toys, and diapers. Their product range also extends to cosmetics, accessories, and food items.
What makes Mamaearth stand out is its focus on both mothers and children. The brand offers pregnancy care products designed for both prenatal and postnatal needs. To reach a wider audience, it also provides skincare and haircare products for men.
The beginning of 2018 brought a major breakthrough for the brand. Actress and entrepreneur Shilpa Shetty Kundra joined Mamaearth as both Brand Ambassador and investor. Her association fueled rapid growth and strengthened consumer trust in the brand’s quality.
Despite facing competition from Johnson & Johnson, Unilever, Kimberly Clark (Huggies), and Procter & Gamble (Pampers), Mamaearth carved a niche in the cosmetics industry. In a short time, it emerged as a strong challenger to established players.
Challenges faced by Mamaearth
It was back in the initial phase of the year 2019 that the Gurugram-based e-commerce company, Mamaearth was facing several technical glitches. One website operated on WooCommerce, and another was managed by a separate company for about six months with little to no progress. The team missed the deadline and made no further advancements.
Apart from this, their then ongoing website was becoming a matter of great concern as it used to go down in the peak hours of the much sought-after weekly sale called ‘Wow Wednesday.’
The worrying factor associated with this breakdown was that this was not only tainting the image of the company but was also leading to the loss of created impression among the users eventually. Additionally, there were other causes of worry such as financial loss and losing customers due to this malfunction.
FarziEngineer walks in
Facing a major setback, Mamaearth approached FarziEngineer to immediately take over and manage their ongoing website project. From that point onward, there was no looking back. The FarziEngineer team scaled the system to handle over 2,500 orders in less than a month.
Impressed by the results, Mamaearth assigned another website to the team, which FarziEngineer launched within the first two months of 2020.
As a result, the system handled 550% more daily orders on non-sale days, while during sales, it efficiently managed 50,000 to 60,000 orders per day.
Creation of the Mamaearth app
Building on the success of the Mamaearth website, the FarziEngineer team took the next leap by developing a dedicated mobile app for the D2C eCommerce platform. They launched the app in the first quarter of 2021 and received an overwhelming 120,000 downloads within just two months. A 4.5+ rating on the store reflected the app’s smooth user experience and lightweight design.
The results amazed everyone, the retention rate jumped from 30% to 50%. User response far exceeded expectations. Along with this success came lower server costs and a scaled customer support dashboard. The team then enabled coupon functionality and managed the app’s daily maintenance and development. During this process, they also revamped the app’s architecture for improved performance.
Through these consistent efforts, FarziEngineer reduced the page loading speed by nearly 62.5% and doubled the conversion rate. As a result, the app could now handle up to 150,000 orders per day, effectively eliminating the technical challenges faced in the earlier stages.
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