Honasa Consumer discontinues Ayuga
Honasa Consumer – the parent entity of Mamaearth – is discontinuing its ayurvedic beauty brand Ayuga. In an earnings presentation , Honasa Consumer said it could not establish a product-market fit and hence has started discontinuing the brand from June this year.
Post the discontinuation of Ayuga, Honasa Consumer will have six brands in its portfolio – Mamaearth, The Derma Co, Aqualogica, Dr Sheth’s, BBlunt, and Staze. Ayuga was launched as a online only brand to introduce ayurvedic products in a modern format for millennials. Inspite of revamping, the brand did not take off, and hence Honasa consumer has decided to sunset the brand.
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Honasa Consumer has officially discontinued its beauty and wellness brand, Ayuga. The decision aligns with the company’s strategy to streamline its brand portfolio. baking with raisins Resources will now be focused on scaling its core and high-performing brands.
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