In 2025, Honasa deliberately razed what it had built over the years. The beauty and personal care (BPC) giant spent much of the year fixing gaps in its offline distribution network and addressing inefficiencies, but most importantly, this was the year when a strategy beyond Mamaearth began to take shape.

Until late 2024, Mamaearth’s offline push ran on a layered model dominated by super stockists and smaller distributors. Although this structure delivered top-line velocity, it also led to delayed replenishments, empty shelves at key retail touchpoints and almost zero real-time visibility into inventory movement. All of these headwinds created execution bottlenecks and blurred brand consistency across markets.

Ironically, Project Neev was Honasa’s answer to these issues. Launched late 2024, it scrapped the super stockist layer and swapped weaker distributors for a pool of high-quality partners capable of servicing retailers directly. The plan was strategically sound, but operationally brutal.

The transition meant inventory corrections, distributor churn, disrupted primary sales and a spell of tepid revenue growth before the new system settled in.

By mid-2025, the reset was complete. Profitability returned, execution stabilised and double-digit growth in ecommerce and modern trade during Q2 FY26 signalled that the foundation had been rebuilt. The stock also bounced back. Amid this, Honasa entered new areas and looked to grab a slice of the premium and prestige market and invested in oral care and men’s personal care, areas where it definitely did not have any meaningful plays in 2024.

With the operational backbone finally restored, Honasa spent the second half of the year reshaping its brand portfolio and category strategy, and laying down fresh long-term growth levers. So, how exactly did 2025 reshape Honasa’s playbook?

Younger Brands Begin To Shoulder Growth

Honasa made diversification a key focus of the year. The listed BPC........

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