Different Strokes For Different Folks

Neeraj Senguttuvan tells us how Godrej Consumer Products aims to crack the Indian market through diverse offerings, multi-use products and a van distribution service.

The personal care market is transforming, driven by evolving consumer preferences and lifestyle shifts. For GCPL, strategies have to be consumer-first. With an understanding of aspirations, challenges and unique needs of consumers, they aim to create meaningful connections. Neeraj Senguttuvan, Vice President of Marketing for Personal Care at Godrej Consumer Products, tells us how the company is taking charge to shape the future of personal care in India.

Needs Of The New-Age Consumer

Personalisation has been at the forefront of consumer needs with individuals seeking products tailored to their unique skin, hair and lifestyle needs, Senguttuvan tells us. Convenience is another key, with formats like grooming kits and multi-functional products gaining popularity among time-strapped individuals. Next, affordability is crucial, with consumers demanding high-quality products at accessible price points.

The men's grooming landscape too in India has evolved significantly since the 2010s, driven by changing social norms, increased exposure to global trends and the impact of digital and social media. "Traditionally, grooming was functional and limited to regular haircuts and clean shaves, with little emphasis on self-expression or experimentation. This began to shift as perceptions of masculinity and self-care expanded."

Of Godrej's personal care lineup, certain brands cater exclusively to men while a majority of them are unisex. The categories extend across personal wash (Cinthol soap, Godrej No.1, Magic Handwash), hair colour and care (Godrej Expert Rich Creme, Godrej Selfie Shampoo Hair Colour), fragrances (Park Avenue, Kama Sutra Deo), sexual wellness (Kama Sutra Condoms) and professional salon products (Godrej Professional). "Each of our brands has a distinct positioning to resonate with its target audience."