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Mamaearth and Femina, together, have launched ‘Beautiful Indians’, a property established to celebrate the goodness stories of the most beautiful Indians.

The first edition of 'Beautiful Indians', presented by Mamaearth and Femina, is a nationwide search to award goodness ambassadors. Since the launch of the initiative, people have been sharing goodness stories of people, celebrities, content creators and organisations who have been on a constant quest to do good for people around them.

Hence, Beautiful Indians 2022 will recognise 'Goodness' across four categories. These include 'People for Good' to honour unsung heroes who have been offering a helping hand in a small or big way; 'Corporate for Good' will recognise businesses serving society beyond corporate social responsibility; 'Celebrities for Good' which will identify the celebrities who use their star-power to benefit social causes, and 'Creators for Good' for content creators who use their reach to bring about change for the better.

The initiative requires people to share stories of the Goodness ambassadors around them on the website. An individual can initiate this by nominating themselves or someone else who has been conducting selfless acts of goodness. The stories can be shared on

The nationwide hunt for 'goodness’ stories will culminate in an event honouring these Beautiful Indians and inspiring stories that promise to make the world a better place with their goodness-filled action. 

Ghazal Alagh, Co-founder and Chief Innovation Officer, Mamaearth, said, "When we started working on the concept of Beautiful Indians, we came across so many stories about small acts of goodness that were making a big difference to the lives of people around us and this got us thinking about how many such individuals and stories just go unnoticed because we don't have a platform to celebrate them. Hence, we created Beautiful Indians and segmented stories so that we have a platform for every kind of story. We have been receiving an overwhelming response since the launch. We hope people use this platform to share stories of the Beautiful Indians around us."