Just Herbs hit ₹100 crore revenue run rate in June 2024, growing 5X in three years after Marico takeover
Resurfacing a June 2024 report, Ayurvedic beauty brand Just Herbs had grown fivefold to a ₹100 crore revenue run rate in the three years since its acquisition by FMCG major Marico, according to Inc42.
What happened
Ayurvedic beauty brand Just Herbs grew fivefold to an INR 100 crore revenue run rate in the three years following its takeover by FMCG company Marico.
Key facts
- 5X growth
- INR 100 crore revenue run rate
- 3 years
Why this matters
Marico’s Just Herbs outcome strengthens the case for acquiring high-affinity digital-native beauty brands and accelerating them through parent-company capabilities rather than building new labels internally.
What to watch
- Disclosure of annual revenue, profitability or EBITDA progress versus the ₹100 crore run rate.
- Offline versus online sales mix and expansion in retail doors or cities.
- Evidence of repeat purchase, average order value and customer-acquisition-cost trends.
- New product launches in high-margin skincare, haircare or premium treatment categories.
- Marico commentary on Just Herbs' contribution to digital, premium personal care or acquisition strategy.
- Competitive discounting from Mamaearth, Forest Essentials, Kama Ayurveda, WOW Skin Science and other Ayurveda-led brands.
- Expand hero skincare and haircare ranges into higher-frequency replenishment categories.
- Increase offline distribution through modern trade, pharmacies, beauty retailers and Marico's general-trade network.
- Use Marico-backed supply chain and sourcing scale to protect gross margins while funding promotions.
- Prioritize repeat-led retention, bundles and subscription-style replenishment over pure customer acquisition.
- Test adjacent premium categories such as body care, scalp care and problem-solution Ayurveda formulations.