Honasa Consumer has opened a new influencer marketing partnership mandate aimed at agencies with regional reach across South India.
The digital-first beauty and personal care company, known for brands including Mamaearth, The Derma Co, Aqualogica, Dr Sheths, Ayuga and BBLUNT, has invited agencies with networks in the Tamil, Telugu, Kannada and Malayalam markets to submit credentials and case studies.
The company said it is seeking partners that combine regional audience understanding with performance-led outcomes, including measurable return on advertising spend (ROAS) and community engagement rather than traditional vanity metrics.
In a statement shared on LinkedIn, Rakhi Singh, Head of Influencer Marketing & Community at Honasa Consumer Ltd, said: “We’re looking for a South India-focused influencer marketing agency that truly understands the regional ecosystem — with a strong network of creators across Tamil, Telugu, Kannada and Malayalam markets, a proven ROAS-led track record, and a performance mindset with measurable impact. Experience in beauty and personal care is a plus. If you combine regional authenticity with marketing excellence, let’s connect.”
Industry observers said the move indicates Honasa’s focus on strengthening market resonance for its brands in linguistically diverse regions, where cultural factors influence consumer behaviour.
Regional influencers can help brands drive sales by communicating in local languages and reflecting regional festivals, trends and consumer preferences. Their content is often perceived as more relatable, which can affect purchase decisions.
Unlike celebrity endorsements that prioritise reach, regional creators may generate higher engagement and conversion rates within specific markets. For direct-to-consumer and beauty brands, this localised approach can contribute to improved ROAS, product trials and deeper market penetration in regional markets.
