Brands
Mamaearth set to disrupt personal wash with innovative moisturising lotion soaps
Mumbai: Mamaearth, India’s leading brand for toxin-free and natural personal care products, is thrilled to announce its entry into the personal wash category. The brand’s expansion into this segment marks a significant milestone in its mission to provide safe, effective, and toxin-free goodness for consumers across the country.
The personal care industry has seen rampant advancements with extensive research and development over the years. However, one of the biggest categories of personal care being personal wash has seen relatively stagnant innovation in recent years. The market continues to be dominated by products containing chemicals and synthetic ingredients falling majorly under grade 2 & 3 segments, with very limited Grade 1 options.
With a growing demand for natural and sustainable personal care products, Mamaearth’s decided to venture into the personal wash category. Innovation has been at the forefront for Mamaearth and the brand took the challenge to disrupt the market with an innovation within the personal wash category. Mamaearth moisturising lotion soaps are Grade 1 soaps with Made-Safe certification in a non-drying formula.
Mamaearth’s signature blend of natural ingredients, free from harmful chemicals and toxins, the new range of moisturizing lotion soaps are a perfect amalgamation of deep cleansing along with the power of a moisturising lotion. Available in four variants – Ubtan, Vitamin C, Multani Mitti and Neem, the personal wash category includes a variety of soaps tailored to different skin types and preferences, ensuring that there is something for everyone. From deeply cleansing foams to nourishing body lotion, each soap is thoughtfully crafted to deliver a refreshing and rejuvenating experience while prioritizing the well-being of both consumers and the planet.
Commenting on this innovation, Honasa Consumer Ltd co-founder and chief innovation officer Ghazal Alagh said: “The lack of innovation in the personal wash category has been a challenge for the category particularly given the constant demand for natural, eco-friendly, and safer alternatives, without compromising on the efficacy. This presented an interesting challenge for us, and we began our quest to solve this problem. With the launch of our lotion soaps, we are solving the need for a soap that deeply cleanses and does not dry the skin, instead provides moisturization as well. At Mamaearth, we are committed to offering safe and toxin-free alternatives, and with the entry into the personal wash category, we will continue working on innovative formats to disrupt this category and provide consumers with a wider selection of toxin-free and safe options for their daily hygiene routine.”
In addition to its commitment to product quality and safety, Mamaearth continues to uphold its values of sustainability and social responsibility. The brand’s personal wash products are packaged in recyclable materials, further reducing its environmental footprint, and contributing to a cleaner, greener future.
The new range of Mamaearth personal wash products is now available for purchase online and at select retail outlets across India.
Brands
Taboola signs three-year exclusive deal with Cricbuzz to boost engagement
Partnership aims to drive personalised content and unlock new revenue streams
MUMBAI: Taboola has entered into a three-year exclusive partnership with Cricbuzz, aiming to deepen user engagement and unlock new monetisation opportunities on one of the world’s most widely used cricket platforms.
Under the agreement, Taboola will serve as Cricbuzz’s exclusive content recommendation partner, bringing its data-driven technology to power personalised content discovery across the platform. The move comes as sports consumption increasingly shifts beyond live scores to a broader mix of stories, analysis and interactive content journeys.
With over 567 million monthly page views globally, Cricbuzz commands a strong presence across India and key international markets including Bangladesh, the United States, Pakistan and the UAE. The integration of Taboola’s recommendation engine is expected to enhance user engagement metrics such as session depth and content interaction, while opening up incremental revenue streams.
Taboola founder and chief executive officer Adam Singolda said the partnership taps into one of the most passionate sports audiences globally. “Partnering with Cricbuzz allows us to bring personalised experiences to millions of users while enabling sustainable monetisation at scale,” he noted.
Cricbuzz chief executive officer Pankaj Chhaparwal said the collaboration aligns with the platform’s focus on delivering a seamless and engaging experience. “Our partnership with Taboola strengthens user engagement through smarter content discovery while unlocking scalable, performance-driven monetisation,” he said.
As digital sports platforms evolve into full-fledged content ecosystems, the partnership highlights a growing emphasis on personalised discovery as a driver of both engagement and revenue.
For Taboola, the deal strengthens its foothold in high-growth markets such as India. For Cricbuzz, it is a step towards turning casual match tracking into a deeper, stickier content experience for cricket fans worldwide.
