Mamaearth is an online retailer specializing in baby and toddler products, based in Gurgaon, Haryana, India.

Economictimes recently announced that Mamaearth had closed a $50 million funding round led by Belgian investment fund Sofina, which pushed the company’s valuation to $730 million. The company has previously managed to raise $23 million in 5 rounds of funding, according to Crunchbase. 

This century belongs to why-based brands and not what-based brands, which is actually my segue into purpose-based brands. We believe that in the last century, a lot of brands that were created were largely category creations and when you try to create categories then ‘what’ that matters. But now people are not as bothered about of ‘what’, rather they more bothered about the ‘why’.

Varun Alagh, Co-founder & CEO Mamaearth, said in an interview for Excahnge4media

Mamaearth has chosen a ccTLDs domain name (Country Code Top-Level Domain) with an exact brand name and a local.IN extension. A country code for an extension is usually chosen by companies looking to work mainly within their region, as it helps target their audience by clearly communicating where the business is based.