Vision

Honasa lives to provide innovative, high-quality products purposefully crafted specifically for the needs of evolving Indians across BPC category. This is further detailed below:

• Innovative Products: We define this as products which can meet unmet demands, enhance convenience, reduce stress, increase effectiveness and improve efficiency
• High Quality Products: We define this as products which day in and out satisfy consumer needs, serve its purpose and exceed industry standards.
• Consumer Needs: We understand that a consumer cannot be boxed into a type. Her needs change based on occasions and need states. As a company, we exist to serve her needs in the best way possible and not judge them.
• Evolving Indians: The Indian consumer who with growing disposable income and an evolving conscious seeks brands that help her establish her upward movement in life. She is willing to pay a premium of 20-30% if that provides her both functional and emotional upgrade.
• BPC Category: We define beauty and personal care as products and services which help fulfill consumer needs of taking care of self and family, desire of looking good and feeling more confident.

Mission

We execute our vision through our aspirational and purposeful brands which make our consumers feel better about themselves and their choices so that they choose us across all their premiumization occasions. This can be further detailed below:

• Aspirational Brands: We believe that consumers choose brands to not only meet their functional needs but also express their emotional desires. One of them is to celebrate moving up on the societal ladder. To express and celebrate this we build aspirational brands which help our consumers fulfil her emotional desires.
• Purposeful Brands: Our brands will always serve a higher purpose in making the world a more beautiful place. We achieve this through community contributions, transparency and honest communications.
• Crafted for India: For the longest time, India has been treated as an adapt market for most products. We recognize that the evolving Indian middle class is looking for products which are crafted for them rather than adapted/imported for them. We deliver to this by understanding the Indian skin, hair, weather, environment and cultural nuances in deep detail and encapsulating them into our product concepts, formulas, communications & go to market strategies. We base this on our strong data orientation and understanding of consumer driven by different consumer facing technology products that we have built.
• Premiumisation: We define premiumization as the process of helping the consumer celebrate their own success & evolution by choosing a more aspirational product