Maroma

What Maroma does

Maroma, founded in 1976 and operating as a unit of the Aravinda Trust, is an India-based manufacturer of natural personal care, wellness, and home fragrance products built around aromatherapy and botanical formulations. The company is headquartered in the Auroville international township (Villupuram District, Tamil Nadu) and produces a portfolio of more than 300 SKUs spanning Face Care (including Maroma SPA, Premium, and Luxury tiers), Body Care, Hair Care, Baby Care, Men's Grooming, Perfumes, and Home Essentials such as incense, diffusers, candles, and ceramics. Its signature Encens d'Auroville line is handcrafted without charcoal, phthalates, or harmful chemicals, and the Colibri sub-brand extends the platform into plant-based mosquito-repellent products (sprays, incense, diffuser mats, sachets) using citronella, eucalyptus, and lemongrass formulations.

The underlying technology is craft- and formulation-led rather than digitally native: 100% natural ingredients, essential oil steam-distillation, and clean-beauty chemistry (free from sulphates, parabens, and phthalates) are the differentiators, validated by Fair Trade Forum India (2010) and WFTO (2012) certifications. There is no AI/ML capability, proprietary software platform, or developer-facing API; the digital surface is a standard WooCommerce/Elementor-style e-commerce storefront.

Maroma makes money primarily through direct-to-consumer e-commerce on maroma.com with multi-currency checkout (INR, USD, EUR), supplemented by a dedicated B2B/wholesale portal at partner.maroma.com for custom gift sets and reseller programs, and a small network of named Indian retail partners (Casablanca, Cottage Essentials, Naturally Auroville, Kalki, The Shop - Delhi). Unit pricing ranges from low-ticket incense sticks (₹260/10) to premium essential oils (₹1,985 for Ylang Ylang) and luxury face care kits, with a flat 15% sitewide promotion and a free-gift threshold at ₹999. Customer segments are predominantly conscious consumers and home/lifestyle buyers in India and select international markets; the business is privately held with no institutional funding or M&A activity disclosed.

Name

Maroma

Legal name

Maroma (A Unit of Aravinda Trust)

Website

https://maroma.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

51–100 employees

Short description

Maroma is an Auroville-based natural personal care and home fragrance manufacturer (unit of Aravinda Trust) selling 300+ aromatherapy and botanical SKUs via DTC e-commerce, a B2B portal, and Indian retail partners to conscious consumers in India and internationally.

Ownership category

akta.pro rank

Product category

Natural Personal Care & Home Fragrances

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Air Care & Home Fragrance (Air Fresheners, Candles, Plug-ins, Diffusers) (CRADAKAI)

akta.pro secondary industries

Deodorants & Antiperspirants (CRADANAA), Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps) (CRADAKAJ)

Keywords

• Natural personal care
• Aromatherapy products
• Home fragrances
• Essential oils
• Natural skincare

Headquarters

HQ city

Villupuram

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Direct E-commerce Sales: Retail sales through maroma.com website offering personal care, wellness, and home fragrance products directly to consumers
2. B2B/Wholesale Partnerships: Business partnerships program through partner.maroma.com for wholesale and bulk orders
3. Gift Sets and Bundles: Pre-packaged gift sets and customized gift set offerings for gifting occasions

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Maroma manufactures and exports natural personal care, aromatherapy, and home fragrance products from Auroville, India, including face care, body care, hair care, baby care, men's grooming, perfumes, essential oils, and home fragrance products such as incense, diffusers, candles, and ceramics. The company sells primarily direct-to-consumer through its e-commerce website and to retailers/wholesalers through a dedicated B2B partnership portal, with 300+ SKUs free from sulphates, phthalates, and parabens.

Product overview

Maroma is a natural wellness and personal care brand born in Auroville, India, offering a diverse portfolio of products across face care, body care, hair care, baby care, men's grooming, perfumes, and home essentials. The product portfolio is organized into several categories: (1) Face Care including Maroma SPA, Premium, and Luxury tiers plus targeted solutions for specific skin concerns; (2) Body Care featuring shower gels, soaps, deodorants, body mists, creams, lotions, massage oils, and aromatherapy bath salts; (3) Hair Care with shampoos, conditioners, oils, scalp serums, and multipurpose products; (4) Baby Care with 100% natural baby massage oil, body lotion, shampoo, body powder, and bath soap; (5) Men's Collection with fragrances, beard oil, shaving products, and bath/body items; (6) Perfumes including solid perfumes and Eau de Toilette with various scent profiles; (7) Home Essentials encompassing incense (including signature Encens d'Auroville), diffusers, essential oils, room mists, sachets, candles, and ceramics; (8) The Colibri sub-brand dedicated to natural mosquito protection featuring body sprays, incense, diffuser mats, and sachets made with citronella, eucalyptus, and lemongrass; and (9) Gifting services with custom gift sets. The company emphasizes sustainability, fair trade practices, natural ingredients, and products free from harmful chemicals like sulphates, parabens, and phthalates.

Differentiator

Problem solved

Functional benefit

Brands

• Colibri: A sub-brand offering mosquito-repellent products including body sprays, incense, essential oils, diffuser mats, and sachets with natural botanical ingredients.
• Encens d'Auroville

Products and services

• Face Care Comprehensive natural face care line for individual consumers across SPA, Premium, and Luxury tiers, with solutions for multiple skin types and concerns.
• Body Care Natural body care range for individual consumers, including cleansing, moisturizing, and aromatherapy body products for multiple skin types.
• Hair Care Natural hair care line for individual consumers targeting dry hair, frizz, shine, dandruff, scalp health, and hair growth.
• Baby Care 100% natural baby care products including massage oil, body lotion, shampoo, body wash, talc-free body powder, and bath soap for parents seeking gentle infant formulations.
• Men's Collection Natural men's grooming and fragrance products for individual male consumers, including deodorants, beard oils, shaving products, fragrances, and bath items.
• Perfumes Natural fragrance products for individual consumers, including solid perfumes, perfume oils, Eau de Toilette, and aromatherapy variants with multiple scent profiles.
• Home Essentials Home fragrance and ambiance products for individual consumers, including incense, diffusers, essential oils, candles, ceramics, and potpourri.
• Colibri Natural Mosquito Repellent Range Plant-based natural mosquito repellent product line for individual consumers, using citronella, eucalyptus, and lemongrass in body sprays, incense, essential oils, sachets, and diffuser mats.
• Gifting Pre-packaged and custom gift sets of natural personal care and home fragrance products for individual gift purchasers and corporate gifting occasions.
• B2B Wholesale and Partnership Program Wholesale and custom gift set program serving retail partners and corporate buyers for bulk procurement of Maroma's natural personal care and home fragrance portfolio.

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Aravinda TrustcoreStrategic or Co-development Partner · 1 January 2010Maroma is A Unit of Aravinda Trust, the parent organization that founded and supports the Auroville-based wellness brand. The partnership provides organizational structure and alignment with Auroville's community values.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mountain Rose Herbs: US-based supplier of organic essential oils, botanical ingredients, and aromatherapy products. Comparable on natural aromatherapy essential oil range, clean formulation philosophy, and wholesale/B2B distribution model.
• Kama Ayurveda: Premium Ayurvedic personal care brand in India with face, body, hair, and wellness ranges built on natural formulations. Comparable to Maroma in targeting conscious consumers with natural, traditionally-inspired personal care products.
• Hem incense: Indian incense and home fragrance manufacturer with a globally distributed product range including incense sticks, cones, and essential oils. Comparable in the incense and home fragrance category where Maroma's Encens d'Auroville competes.
• Auroshikha: Auroville-based incense and natural fragrance producer operating in the same township and Auroville ecosystem as Maroma. Direct overlap on the Encens d'Auroville incense category and shared artisan/ethical sourcing heritage.
• Soulflower: India-based natural personal care and aromatherapy brand offering essential oils, soaps, hair oils, and home fragrance. Closely comparable product mix, including aromatherapy, natural ingredient positioning, and aromatherapy bath products.
• Forest Essentials: Indian luxury Ayurvedic personal care brand offering face, body, hair, and wellness products with natural ingredients. Direct competitor in the premium Indian natural beauty segment with overlapping face care, body care, and aromatherapy offerings.

Broad incumbents

• The Body Shop: Global natural and ethically sourced personal care retailer with face, body, and home fragrance lines. Overlaps with Maroma's clean beauty, fair trade, and natural ingredient positioning at a much larger scale and broader retail footprint.
• Lush: Global handmade cosmetics and fresh natural personal care brand with a broad face, body, hair, and bath range. Comparable in handmade, natural, and ethical positioning, but operates at a substantially larger global scale.
• Patanjali Ayurved: Large Indian natural and Ayurvedic personal care, wellness, and home products conglomerate. Competes with Maroma across face, body, hair, and home categories on the natural-ingredient positioning, but with vastly greater distribution and pricing power.

Regional players

• Jyothy Labs (including Pril and personal care portfolio): Indian FMCG company with personal care and home care brands, including mosquito repellent coils. Adjacent to Maroma in insect repellent (Colibri) and personal care categories at a much larger mass-market scale, primarily India-focused.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/maromaindia
• Facebookfacebook.com/MaromaAuroville
• LinkedInlinkedin.com/company/maroma-a-unit-of-aravinda-trust

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maroma