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Ghazal Alagh, co-founder of Mamaearth, supports the ‘85% rule’ over relentless work, advocating for consistent, strategic effort for sustainable success. Mamaearth became a unicorn by 2021.
Mamaearth co-founder Ghazal Alagh at a global summit in New Delhi, 2024. (PTI Photo)
Success in business is often equated with relentless hard work, but Ghazal Alagh, co-founder of Mamaearth, challenges this conventional wisdom. Alagh argues that giving 100% effort every day may actually lead to diminishing returns rather than long-term success. Instead, she recommends a more balanced approach – what she calls the “85% rule”.
In a recent post on LinkedIn and X (formerly Twitter), Alagh advised entrepreneurs to avoid overexertion and focus on strategic, consistent effort. “Over the years, working around the clock, I have realised that constantly pushing for a perfect 100% can actually backfire. Instead, one should learn focused effort and strategic prioritizing. I call it the 85% Rule,” she wrote.
Ghazal Alagh co-founded Mamaearth with her husband Varun Alagh in 2016 under Honasa Consumer Private Limited. The brand quickly gained recognition for its natural, toxin-free skincare and baby care products. Within just four years, the company achieved a turnover of Rs 100 crore. By 2021, Mamaearth’s valuation crossed $1 billion, officially making it a unicorn.
Mamaearth’s growth reflects not only strong product-market fit but also strategic leadership. Alagh’s latest insights into work-life balance highlight the importance of sustainable business practices.
The Case for the 85% Rule
Explaining her rationale, Alagh pointed to elite athletes as an example. “Think about your favourite athletes. They train hard, no doubt, but they also know when to rest and recover. That downtime is just as important for them to be able to give their absolute best when it really counts,” she wrote in her post.
Alagh emphasised that running a business is a marathon, not a sprint. “Building a startup is a long journey, it’s not a quick sprint,” she noted, adding, “Trying to go all-out every single day isn’t sustainable. By aiming for a solid 80-85% effort daily, we can really focus on the important stuff, pay attention to the little things that matter, and ultimately get more done without burning out.”
Alagh’s “85% rule” resonated with several business leaders. Anushka Soham Bathwal, co-founder and CEO of Dhanvesttor, called it a “refreshing take” on workplace productivity. “”Giving 100% every single day isn’t just exhausting, it’s counterproductive. This 85% rule makes so much sense. Work smart, stay consistent, and save that extra push for when it really matters. Definitely trying this,” Bathwal commented.
Pulkit Jain, co-founder of media and growth solutions company 6 Months, linked Alagh’s strategy to the well-known “80-20 principle” (Pareto principle). “The 80-20 rule is golden at my company. And ensuring that your colleagues & employees abide by the same rule is crucial too for their creativity to be at optimum,” he said.
Shifting Focus from Hustle Culture
Alagh’s advice challenges the prevailing ‘hustle culture’ that glorifies long hours and constant effort. By encouraging a more measured approach, she highlights the importance of balance, strategic focus, and well-timed rest.
