Grooming products for men: India

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Beard care

2017: Market grows to ₹100cr

Namrata Singh, Beard-care mkt grows to ₹100cr, January 9, 2018: The Times of India

See graphic:

The growth in the sales of male grooming products, 2009-16

The growth in the sales of male grooming products, 2009-16
From: Namrata Singh, Beard-care mkt grows to ₹100cr, January 9, 2018: The Times of India

Trim & Tidy: Men Styling & Grooming Products Get Boost

Men can revel in their bearded glory. Beard-care is close to a Rs 100-crore market today, reckon industry experts. With film stars and cricketers sporting beards, the trend has sustained its growth momentum over the last couple of years.

What initially appeared to be a temporary fad, has expanded to smaller towns and is seeing a good response from tier II and tier III cities. Bolstering growth of this segment are sustained marketing efforts by various players. From music videos like ‘Such a beardo’ becoming an anthem to companies hosting ‘beardo-thons’, and other consistent activities to engage bearded consumers through beard clubs — sporting a beard has now become a secular trend.

When asked if the beardcare market growth has peaked after its initial period of gains, Beardo founder Ashutosh Valani said, “It’s nowhere near its peak. The market is growing, and will grow further at least for the next five years. As of now, beards are not just a fashion statement but part of a lifestyle, just like shaving was in the ’90s. From literally a no-market to close to a Rs 100-crore in a matter of twothree years proves that it’s not only the beard, it’s the overall acceptance of men to groom themselves, that has grown.”

Before launching Beardo, two years earlier, Valani realised that India needed an allmale brand that consumers could relate to. Around this time, keeping a beard was slowly catching up as a trend internationally. Beardo saw a huge opportunity in the market as no other company was catering to this niche segment. The male grooming industry had already been established by then and is today said to be outpacing the growth in personal-care market in India. If rising disposable incomes of the middle class provided the headwinds, increased focus on looks and appearances by urban Indian consumers buoyed male grooming to become a Rs 5,000-crore market. Male grooming has increased by 42% in the last five years.

Looking at the growth opportunity, Marico acquired a 45% stake in Zed Lifestyle, which houses Beardo. Emami too invested in The Man Company to cater to the headto-toe premium men’s grooming products, which include beard management.

Emami director Harsha V Agarwal said, “Today’s men are highly conscious of how they present themselves and want to appear well groomed. The entire category, particularly face care, hair care and body odour segment, has a lot of scope for penetration with a gamut of products that may cater to all these needs. Men are no longer satisfied by using women’s or unisex products. They want products that cater to their specific needs meant only for men.”

Grooming products

2009-16: facial cleansers beat deo growth

John Sarkar, January 9, 2018: The Times of India


Indian men's obsession with their face is driving sales of male facial cleansing products faster than sales of masculine staples like deos, perfumes and hairstyling products.

The use of face cleansing products among men in India has jumped 60 times in the past seven years, market research firm Nielsen said.

Similarly, sales of men's face creams have more than doubled during the same period. "Our 'care' category for men, which includes products such as face creams, has grown by around 50 per cent annually," said Sachin Killawala, marketing director of Nivea India.

However, he added that Indian men lag behind their western counterparts, when it comes to grooming. "The need to look good and fit is well-pronounced in developed markets among all age groups," he said. "Here, we don't even have a men's anti-ageing product yet. After they get married, most Indian men lose the urge to look good."

The surge in sales of male grooming products is being fueled by a desire to gain a competitive edge over other males in career growth rather than to attract females, according to Nielsen. Mumbai-based cosmetologist Rashmi Shetty said she is regularly approached by 40-year-old corporate somethings, who seek solutions for their wrinkles and hair fall. "Five years ago, only 10 per cent of my clientele would be men. Currently, they account for 40 per cent," she said. "Most come with problems such as acne, pigmentation and hairfall."

Mainly an urban phenomenon due to high price points of products, the Rs 6,000-crore men's grooming market is set to grow further. The potential of the category has prompted most consumer goods companies to beef up their male grooming portfolio. While some such as Marico have acquired stakes in male grooming startups, others have asked their R&D departments to develop new products.

"Eyeing a major source of revenue in the men's range of beauty products, we at VLCC are also hopping on to the bandwagon. We are introducing men's Ayurvedic skincare range next month," said Vandana Luthra, founder of VLCC.

"From being mere buyers of razors and shaving creams about a decade back, men are currently spending a handsome part of their disposable income on grooming sessions and buying skincare products."

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