In the year 2014, Ghazal and Varun Alagh were blessed with a baby boy. As a parent, they were concerned about using baby care products as most of them contain chemicals that can be harmful to a child. After thorough research, they found that almost no baby care product brand in India provides 100% toxin-free baby care products, and hence they have to order products from the US and UK in order to get what they want. During their research, they also started surveying new parents and found that most parents are concerned about the presence of chemicals in baby care products that they use. Varun, having a 10-year of experience in the FMCG sector, saw a potential market and a demand and supply gap that the husband-wife duo can fill. Varun left his corporate job, and along with his wife Ghazal, founded Honasa Consumer Pvt Ltd in 2016 to provide toxin-free baby care products. By the yearend, the company launched its brand as Mamaearth, which claims to provide toxin-free international standard products. The company quickly realized the market potential of toxin-free products and started expanding its product range from baby care to include personal care products for adults. Today 80% of Mamaearth's revenue is from skincare and haircare products. The direct-to-customer company has completely evolved today from a baby care product brand to a personal care product brand.

Question. Identify and apply various determinants of product differentiation that would enable "Mamaearth" to maintain its distinct position in India in competition with the Market Leader Johnson & Johnson Baby Care Products.