For the longest time, in India, men's grooming was considered as a category that is slow-paced and holds no potential. Men who worried about their appearances and groomed regularly were a handful, while the ones who spoke about it were mutually exclusive. The emergence of digital media disrupted this perception and social media started flooding with images of men who enjoy styling, trends, and other fashion traits. Today, with cluttering products and services available for men’s grooming, this category has evolved to be a remunerative domian for brands.

We have witnessed for years that Indian companies have sold more gender-specific personal care products and Whiskers realized that men also rely on those for their grooming needs. To heed this virgin category of men’s grooming and their untended requirements in the segment of personal hygiene, we at Whiskers aim in catering to this ever evolving segment.

Starting with shaving creams and personal care prodcuts to a variety of body scrubs, hair conditioners, face cleansers, mud masks; grooming products for the metrosexual man in India is growing at a compounded annual rate (CAGR) of 15%, and will expectedly reach $3.3 billion by 2022.

Turning the tables, the reason that this category has bagged a double-digit growth is because of the immense potential the category holds. Growth in disposable income, increased consciousness to look good and a strong impact of influencer marketing have laid a firm foundation for the category to continue its growth. We identified men’s grooming as the most promising spaces and as a nascent domain.

Marketers and manufacturers are continuing to capitalise on increasing consumer awareness but with the increasing demand and a cluttered market, how do you bank your space and carve a niche?

‘Exclusivity’ is of prime importance. Men want brands to curate products that cater towards their lifestyles and requirements. With the price value and results, innovative and exclusive products make sure that we remain at the top of the mind recall for customers.

Tattoo care products was a void that Whiskers has now filled and has also been one of our most celebrated exclusive products.

 Another significant factor Whiskers focuses on, is the ‘packaging’. To get the attention of the male consumers, everything from the product to its communication and packaging needs, the idea is to engage them. Whiskers with captivating style, right from the packaging that ensures ‘zero wastage technology’ to everything that entails a luxury grooming experience, hold a space in the mind of consumers.

While exclusivity and packaging help us drive through the business clutter, an important brand promise enhances our journey. ‘Transparency’ is something we promise and deliver to our customers. The online shopping experience is assured with detailed information about the products on the product page. From the ingredients used to the best usage of the products, Whiskers works towards educating the audience about the art of grooming through its communication.

With the men’s grooming industry in India, still at a budding stage, whiskers relentlessly studies to understand the market. Comparatively, the penetration of grooming products is much low to our western counterparts which increases the room for us to grow and expand the market. The ultimate goal for Whiskers is to offer products that fill the gap in every way that the metrosexual man wants us to.