Why should women have all the fun regarding grooming and personal care? Brands seem to have spotted a lucrative gap, expanding male grooming products beyond the shaving kit. The shelves now boast an array of male-specific offerings, just like female grooming products. But the big question is—are men buying into this shift, or do they still lean on the trusty ‘one for all’ approach, even borrowing from the women’s aisle when it suits them? “Male grooming is the new big thing in India. The vanity of men, by and large, is going places. Today, men are becoming more peripatetic, constantly on the move, and are increasingly focused on creating an image for themselves. Grooming is an industry that’s growing rapidly. Currently, trends in this space are primarily cosmetic. However, I believe that functional products, particularly those focused on skin care like moisturizing, and addressing issues like skin tone, will see significant growth in the future,” Harish Bijoor, business and brand strategy specialist and founder, Harish Bijoor Consults Inc, told BrandWagon Online.
“At the time we started working on the brand, there were already a few prominent players in the industry, such as The Man Company and Beardo. However, we identified a gap in the market—there weren’t many premium, aspirational personal care brands. Consumers were often drawn to international brands because of their packaging and overall presentation. We wanted to fill that gap by creating a premium brand with high-quality packaging that reflected sophistication and appeal. This focus on premium design and packaging became one of our key differentiators,” Neeja Shah Goswami, CEO, Whiskers India, said.
The Indian male grooming products market size reached $ 2.1 billion in 2023, as per a market research group IMARC. Looking forward, IMARC Group expects the market to reach $4.1 billion by 2032, exhibiting a growth rate (CAGR) of 7.2% during 2024-2032. “Key trends shaping the male grooming space include the rise of multifunctional and gender-neutral products, along with increasing demand for clear, natural, and sustainable formulations. Additionally, social media and influencers play a significant role in promoting diverse grooming routines, making them more accessible and appealing. These factors are currently driving growth and innovation in the market,” Sashrika Babbar, marketing executive, Bubble Me, said.
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Whiskers India, a grooming product brand based in Ahmedabad, was established in 2017. Co-founded by Aakash Goswami, Anup Goswami, and public figure Rannvijay Singh Singha, the brand focuses on male grooming while also offering unisex products. Its range includes beard care, skin care, body care, tattoo care products, and fragrance options such as deodorants and perfumes. “So far, we have been profitable. However, as we expand, we expect a slight decrease in EBITDA, which we anticipate to go down to 11% by 2027. Currently, our EBITDA is higher due to the growth phase we’re in. Our goal is to grow our stores from 3,000 to 6,000, which is an ambitious expansion plan. This will require significant investment in listing fees, visibility costs, human resources, and other factors,” Goswami added.
So far, we have been completely self-funded. However, we are now open to the possibility of diluting shares and bringing in funding partners who align with the company’s growth plan. We’re looking for partners who can contribute not just financially, but also through their expertise and support in helping drive the company’s expansion.
The market clutter
With the expected growth of the male grooming category, challenges remain as established brands like Nivea, Garnier, and ITC compete alongside emerging D2C players such as Bombay Shaving Company, Beardo, and The Man Company. Whiskers India claimed that it recognised that today’s consumers value transparency in the products they use. Consumers want to know the ingredients and how the products are formulated. To address this, the company claims that it has ensured that all ingredients and key combinations in its products are listed. This approach has been appreciated by customers, as indicated by the positive feedback received, it stated. “Our goal was to create a brand that appeals to consumers seeking aspirational products at a price point comparable to international brands. The product range we’ve developed reflects this, starting with basic care products such as face washes, scrubs, and mud packs, with variations to cater to different needs. We also offer a variety of price points, ranging from Rs 599 to Rs 1299, strategically designed based on consumer behaviour and feedback,” Goswami highlighted.
Experts suggest that the market may be oversaturated, with the number of brands outpacing actual consumer demand. To succeed and sustain in this competitive landscape, brands need to carve out a unique identity. Strategies such as robust omnichannel marketing, innovative product offerings, or strong distribution networks are critical. “The male grooming products market has evolved significantly over the last four to five years. Men are now more conscious about the products they use and often aspire to choose those tailored to their unique needs. We started our business around 2018, and since then, the market has seen a growth of 20-25%. The e-commerce boom has also played a crucial role, providing brands with access to the masses and enabling more effective advertising. Over the next five to six years, this market is expected to grow at even higher rates,” Yatin Mehra, co-founder, Dapr, said.
India vs. International trends
It is believed that the emerging trends in the grooming industry in India are largely driven by rising disposable incomes and increased urbanisation. It seems that consumers seek a sense of premiumisation without the high costs, which explains why many male grooming brands position themselves as premium yet affordable or mass premium options. “The formulation of our products is designed to be both ‘glocal’—global in quality but highly relevant to local needs. For example, our charcoal product line is specifically created to address the issues caused by pollution, which is a common concern for people in their everyday lives. We pay particular attention to the sensory experience of our products, such as the scent and texture. These are elements that consumers typically admire in international brands. The texture feels different, and the fragrance stands out, which is something we’ve consciously aimed to replicate while staying true to local preferences,” Goswami said.
As Babbar highlighted, the main difference between today’s male grooming consumers and those a few years ago is their preference for more premium, multifunctional products that offer better value. Today’s consumers tend to shop more frequently online and are influenced by social media and influencers. In contrast, male consumers in the past primarily focused on cost, with simplicity being the key priority.
Whiskers India’s top-selling product line is its perfume range, which accounts for approximately 70% of total sales. The best-selling perfumes in this line include Blood Satin, as well as the newer additions, Happy to Midnight and Haunted Pandora. In the beard care category, Whiskers India’s beard oil is the most popular product. For personal care, the body lotion and charcoal face wash are the top sellers. Additionally, in the body wash category, both variants perform equally well, particularly in the general trade (GT) markets, as Goswami highlighted.
Visibility is what all brands need!
What is the secret to building brand value and image beyond offering quality products and services? Experts suggest it lies in effective marketing, maintaining a presence across multiple channels, and creating buzz through celebrity endorsements or influencer collaborations. Whiskers India features Internet celebrity Rannvijay Singha not only as the brand’s face but also as a co-founder and partner. According to the company, he plays an active role in its operations. “Ranvijay Singha is definitely more than just the face of the brand. He started his journey with the company alongside my husband, and he is also a partner and stakeholder. His active role goes beyond just representing the brand in advertisements. Beyond advertising, this alignment is what makes our partnership with him so meaningful. We don’t rely heavily on influencer marketing because, as brand owners, we believe in building something sustainable and long-lasting. We don’t want to engage in short-term partnerships or campaigns that might deceive the consumer. Our focus is on creating lasting value, and that’s something we prioritise in all our brand decisions,” Goswami said.
Moreover, the brand claims it was registered in 2017 but officially launched in the market in 2021. Between 2017 and 2020, it was a pilot phase in the local market, partnering with around 60 beauty parlours to sell its products and collect feedback. Based on this feedback, the brand refined its product line before its commercial launch in 2021. Initially, it partnered with the Reliance Smart chain, starting with 100 stores, which later expanded to 700 and subsequently to 1,000 stores, marking its entry into modern trade. “Currently, our products are available in 3,000 retail stores through modern trade chains. Additionally, we cater to general trade markets in regions like Mumbai, Karnataka, Chennai, and Hyderabad. These include local stores, like Kirana and brick-and-mortar stores, which are part of the general trade network we serve. Additionally, we are also available on almost all e-commerce platforms along with our own D2C website,” Goswami pointed out.
Engaging the right market
Experts suggested that newer brands must focus on understanding, selecting, and targeting the right audiences rather than spreading their efforts too broadly in an attempt to compete with established players. Identifying the right demographic, focusing on specific regions, and tailoring communication to meet audience needs are key factors in building a meaningful connection with consumers. “Our audience range is quite broad, from 18 to 55 years old, and even beyond that. What we’ve observed is that the brand appeals to a diverse audience, not just men. It’s not just a men’s grooming brand—it’s a brand that resonates with all genders. This inclusivity is something we’ve seen contributing to the brand’s growth and reach,” Goswami said.
Whiskers India reports that offline sales currently form the largest share of its business. The brand claims that its initial strategy centred on building a presence in physical stores rather than prioritising the D2C channel, which contrasts with the approach taken by many other brands. It states that a focus on D2C began only about a year to a year and a half ago. The company explains that its primary objective from the outset was to establish itself as a household name, ensuring its products were available on store shelves and included in consumers’ regular shopping lists. To achieve this, the brand concentrated heavily on modern trade chains. Now, Whiskers India is reportedly expanding its efforts in the D2C space to grow this channel further. “We have a presence in around eight metro cities, which contribute significantly to our sales. In addition to that, we are also present in tier-2 and tier-3 cities. The South, North, and West regions contribute the most to our sales, while our presence in the East is still growing. We are currently present in places like Siliguri and a few other specific areas in the region. Overall, the eight major metro cities are where we have the most impact,” Goswami added.
Whiskers India claims to remain self-funded, with its growth strategy focused on visibility and strategic marketing initiatives. The company emphasises building a brand presence in stores, supported by beauty advisors and in-store commercials to leverage the high foot traffic in modern trade outlets. “We are completely self-funded and didn’t follow conventional rules. Instead, we’ve been very strategic in how we market ourselves. The first and foremost focus was ensuring visibility where we sell, so we made sure there was enough brand presence in the stores or chains where we were featured,” Goswami stated. Initial efforts also included event partnerships, such as cricket advertising on Hotstar, to build visibility across channels. Currently, the brand is shifting focus to digital marketing and performance marketing.” So far, we have been completely self-funded. However, we are now open to the possibility of diluting shares and bringing in funding partners who align with the company’s growth plan. We’re looking for partners who can contribute not just financially, but also through their expertise and support in helping drive the company’s expansion,” she further added.
While modern trade drives the bulk of revenues, the company expects general trade to play a larger role as it scales operations across regions and demographics. As part of its growth plan, Whiskers India is open to partnering with investors who can bring not only capital but also strategic expertise. The company is also testing international markets in the MENA region (Middle East and North Africa), collaborating with distributors and pitching to retail chains in countries such as the UAE, Saudi Arabia, and Egypt, with products already listed on global platforms like Amazon. “We closed last year at 4.5 cr with a 15% profit margin. As we invest in expansion profit margins might vary or reduce while revenue will jump fourfold by end of the year. The jump is high in valuation because of the potential growth in different revenue segments and markets. Like modern trade, general trade, exports and online trade,” Goswami concluded.
