Mumbai: The Indian male grooming industry is set to grow at a compound annual growth rate of about 45% and will touch Rs 35,000 crore from the current Rs 16,800 crore, research by ASSOCHAM says.
The numbers indicate just how big is the men’s grooming market in India and how rapidly it is expanding. Not long ago, most men around us were content using one basic cream for the face and body, if at all, and one brand of oil for hair. How the times have changed now! The revolution, which we witnessed in the women’s cosmetics category two or three decades ago, is now repeating itself in men’s grooming category.
In India, men’s grooming products as a category may not be as evolved as they are around the world, but surely and steadily the playing field is getting levelled. This explosion can be attributed to multiple factors, the Indian men now knows that the key to getting noticed; whether in a corporate or professional environment or in personal life; is dependent not just on his personality or the way he speaks, but also on his appearance.
Indian men are getting more conscious and indulgent in self-care today more than ever before. This self-consciousness around how one is dressed and groomed is not just limited to Bollywood actors, cricketers or other celebrities any more. The inclination to look and dress to impress has now penetrated into the mindset of men across cities, and all strata of society. We are observing that men are going to a salon and getting more than just a haircut or a shave, they are now demanding styling and grooming. The popular services in men’s salons these days range between pedicures on one end to getting hair streaked on the other.
The aspiring young and urbane adult men are closely observing their role models and how they are better styled and well-dressed than ever before. This is not unexpected; as far more celebrities and models are today promoting grooming and styling products for men. Their signature dressing style, unique beard or haircut becomes trending on Instagram and talk of the town on other social media.
It is basic human nature at work when we men not only want to be as accomplished as these celebrities, but also look like them. Cue the arrival of multiple international grooming brands in the country and the birth of several home-grown male grooming brands. Suddenly, this aspiration to look, dress and smell the part like your favourite role model is no longer out of reach for Indian men.
With the rising influx of grooming and styling products in the market and the ever mounting demand for these products, the monthly basket is now getting equally divided between both the genders. Neither the mirror nor the bathroom shelf is the property of one gender in the house anymore. And with new additions in the regime the bathroom shelf is only going to get gobbled by one gender and scale will soon get tipped.
The advent of unisex salons is just another indicator of this significant lifestyle shift. Salon chain owners often tell us how they are no longer surprised seeing men thronging their salons for a variety of services, otherwise historically regarded as women’s domain. Perhaps for the first time in history, men are as obsessed about their beauty and appearance as women. Should we call it the ultimate gender bender?
*Disclaimer: This article has been contributed by Hitesh Dhingra, Founder & M.D., The Man Company. The facts and figures appearing in this article do not reflect the views of Deccan Chroncile, and Deccan Chronicle does not assume any responsibility or liability for the same.
