Close Shave

Will startups be able to change the way Indian men groom themselves?

- Mukul Kashyap

E commerce startups changed the way Indians shop — causing losses to traditional convenience stores and changing their customer services too — it seems it’s time for grooming startups to change the way Indian men shave.

If a recent Assocham report is anything to go by, there are enough reasons for men’s grooming market to be optimistic. Currently worth ₹16,800 crore in India, it is expected to reach ₹35,000 crore in the next three years, a projected annual growth rate of 45 per cent.

It is the 18 to 35 year olds, who are expected to shepherd the industry to its peak. These are the people who understand the importance of grooming and are aware of the latest trends. They find their role models in actors or celebrities who market shaving as a lifestyle experience, which is beyond a necessity.

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Not too long ago, shaving was seen by Indian men as a necessary evil. It was taken care of by mass market razors or the local barber. With the advent of aggressive advertising campaigns by companies and social media influencers, the approach has changed. Today, men believe their appearance is important. They make an effort to look good and an entire industry, which arguably created this new need, has been revolutionised to cater to it.

Take Bombay Shaving Company for example. A three-year-old startup that sells shaving kits online, received over 14 crore in funding in 2017. “Urbanisation, social media and the rise of disposable income are some of the key factors behind men’s increased focus on grooming,” Raunak Munot, co-founder of Bombay Shaving Company says. The socioeconomic situation in India has changed as more people from tier I and II cities have moved to metros. They take an active interest in grooming.