India, Dec. 23 -- In 2025, Honasa deliberately razed what it had built over the years. The beauty and personal care (BPC) giant spent much of the year fixing gaps in its offline distribution network and addressing inefficiencies, but most importantly, this was the year when a strategy beyond Mamaearth began to take shape.

Until late 2024, Mamaearth's offline push ran on a layered model dominated by super stockists and smaller distributors. Although this structure delivered top-line velocity, it also led to delayed replenishments, empty shelves at key retail touchpoints and almost zero real-time visibility into inventory movement. All of these headwinds created execution bottlenecks and blurred brand consistency across markets.

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