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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