Resurfacing a June 2024 milestone: Just Herbs hit INR 100 crore revenue run rate, 5X growth since Marico takeover
Marico-owned beauty brand Just Herbs grew revenue fivefold to an INR 100 crore run rate in the three years since its acquisition, a milestone reported back in June 2024 that underscores momentum in Marico's consumer-brand portfolio.
What happened
Marico-owned beauty brand Just Herbs grew revenue fivefold to an INR 100 crore run rate in the three years following its takeover, highlighting growth in
Key facts
- 5X revenue growth
- INR 100 Cr revenue run rate
- 3 years
Why this matters
The acquisition validates buying differentiated, early-stage beauty brands with strong consumer resonance and then using a strategic parent’s capital, distribution, and operating capabilities to accelerate scale.
What to watch
- Annual revenue growth versus the INR 100 crore run rate and whether the brand reaches INR 150-200 crore within 18-24 months.
- EBITDA or contribution-margin disclosures indicating whether scale is translating into profitability.
- Offline distribution expansion, especially modern trade and beauty-specialty doors.
- Repeat purchase, marketplace ratings and share-of-search trends relative to Forest Essentials, Kama Ayurveda, Mamaearth, Biotique and newer D2C brands.
- New funding, acquisition or portfolio-investment commentary from Marico regarding digital-first or premium beauty brands.
- Evidence of export launches or international distributor partnerships.
- Expand hero Ayurvedic skincare and haircare ranges into higher-frequency and premium-priced formats.
- Increase omnichannel availability through modern trade, beauty specialists, marketplaces and Marico's selective offline distributor network.
- Use Marico-backed supply chain and media scale to improve gross margins and reduce dependence on performance-marketing-led acquisition.
- Test exports and diaspora-focused distribution in GCC, North America and other Ayurveda-receptive markets.
- Cross-leverage consumer insights and marketing capabilities with Marico's broader digital-first brand portfolio.