Mamaearth marks ninth anniversary with clean-air initiative across Delhi NCR

Mamaearth marked its ninth anniversary with an on-ground initiative designed to extend its ‘Goodness Inside’ promise into public spaces across Delhi NCR. The activity focused on encouraging awareness and dialogue around air quality, a concern that has intensified as the region continues to report rising AQI levels during the winter months. The brand activated Anti-Smog Guns in high-footfall areas of Gurugram to provide temporary, localised relief from particulate matter and dust.

The initiative, which runs from 8–14 December, spans a mix of public-facing environments including schools, hospitals and colleges. It also covers six busy city corridors: NH8, Golf Course Road, MG Road, Sohna Road, Golf Course Extension Road and SPR. By placing clean-air interventions in the city’s most frequented areas, Mamaearth aims to make conversations about pollution more visible and relatable to daily life.

Varun Alagh, co-founder and CEO of Honasa Consumer Ltd., said the brand’s ninth anniversary reinforces the founding belief that small actions can contribute to meaningful environmental impact. He said the clean-air initiative reflects the brand’s purpose-led outlook and encourages people to consider their shared responsibility towards the environment. Alagh added that the ‘Goodness Inside’ philosophy continues to shape how Mamaearth innovates and engages with consumers.

The company’s broader purpose-driven efforts remain central to its identity. Under the ‘Plant Goodness’ programme, the brand has planted more than one million trees. The initiative supports farmers by providing stable income opportunities, linking environmental restoration with local livelihoods. Mamaearth’s ‘Plastic Positive’ programme has enabled the recycling of more than 13,300 tons of plastic. The brand continues to recycle more plastic than it uses, reinforcing its commitment to responsible consumption and waste reduction. Both programmes highlight Mamaearth’s long-term strategy of integrating environmental stewardship with brand growth.

The clean-air activation in Delhi NCR extends this approach by situating purpose-led initiatives directly within urban communities. Anti-Smog Guns, while not a long-term solution, are intended to reduce dust and particulate levels in highly congested areas, offering momentary relief while drawing attention to the broader issue. For Delhi NCR, where public concerns around pollution intensify each winter, such visible initiatives can help anchor discussions around collective action and behavioural responsibility.

Mamaearth’s ninth anniversary serves as a reminder of how purpose-led brands are shaping their engagement strategies in India’s beauty and personal care sector. As category competition increases, brands are building deeper connections through sustained environmental and community-focused programmes. Mamaearth’s continued investment in sustainability-led interventions — from afforestation to plastic recycling to air-quality awareness — positions it as a company seeking to blend commercial growth with social responsibility.

The Delhi NCR clean-air initiative aligns with this trajectory, using a milestone moment to highlight everyday environmental concerns while reinforcing brand values among consumers across the region.