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Male Grooming Market In India

Male Grooming Market In India

Consumer Goods and Retail | Jul, 2019

The Indian men grooming market was valued at over $ 2 billion in 2018 and has presence of some of the biggest players in the country such as Procter & Gamble (P&G), Hindustan Unilever Limited (HUL), among others. Online start-ups, such as Bombay Shaving Company, Beardo, Ustraa are aiming to make it big in the market and are launching new products. The men’s grooming market in India is thriving at a rapid pace with over 76 brands wooing men today, which is up from 18 in 2009.

The Transition

It was in 2005, when Emami was the first company to launch a fairness cream, Fair and Handsome, created exclusively for men in India. Since then, men grooming market has gained a lot of attention and is flourishing at an unprecedent rate. Also, there is a transition in the business and marketing approach of the products sold by male grooming majors. As the traditional definition of masculinity is changing, so is the approach towards branding and marketing of grooming products. From being a non-entity to multi-billion-dollar market opportunity, male grooming market is on an upswing with rising share of male population in India engaging in one or another form of grooming regimes. Increasing popularity and adoption of different products for body care, skin care, grooming and hair care is leading to surging sales of male grooming products in India.