Mamaearth's makeover is proving costly. Can it overcome its challenges?

Mamaearth, one of India's pioneering digital-first beauty and personal care brands, quickly became a household name with its toxin-free, eco-friendly products. Propelled by a strong online presence, aggressive marketing and a focus on conscious consumerism, the brand enjoyed rapid success. However, a 45 per cent decline in its stock price over the past two months has placed its business practices and strategy under the microscope.