India Male Grooming Products Market Outlook to 2028

India Male Grooming Products Market Overview

The India Male Grooming Products Market is valued at USD 2.1 billion, driven primarily by increasing consumer awareness regarding personal grooming and hygiene, combined with rising disposable income among urban men. Growing cultural influence through media, fashion trends, and digital platforms has further spurred demand for grooming products like razors, skincare, and hair styling items. As more men prioritize grooming, the market is witnessing robust sales growth, particularly in premium and natural grooming products.

In terms of dominance, metro cities such as Delhi, Mumbai, and Bengaluru lead the market due to higher disposable incomes, exposure to global grooming trends, and the availability of diverse product offerings. These urban hubs benefit from a strong presence of premium retail outlets and a growing inclination among consumers to invest in personal grooming solutions. Tier-II cities are also showing rapid growth, primarily driven by increasing digital penetration and the convenience of online shopping platforms.

The Bureau of Indian Standards (BIS) sets quality standards for grooming products, ensuring consumer safety. In 2023, the BIS approved over 2,500 grooming products under various safety certifications, covering ingredients, labelling, and manufacturing processes. These regulations are vital to maintaining product integrity, especially with the growing demand for organic and natural grooming solutions.

India Male Grooming Products Market Segmentation

By Product Type: The market is segmented by product type into shaving products, skincare products, haircare products, fragrances, and bath & body products. Recently, shaving products have maintained a dominant market share due to their necessity in the daily grooming routines of Indian men. The segment includes razors, aftershaves, and shaving gels, with brands such as Gillette holding a notable share due to their established reputation for quality and performance. Furthermore, the availability of varied price points caters to both premium and economy consumers, ensuring broad market coverage.

By Distribution Channel: The market is segmented by distribution channel into online channels, offline channels (supermarkets, specialty stores, salons), and direct-to-consumer platforms. Online channels have surged ahead in recent years, driven by the convenience of home delivery, wide product ranges, and the availability of exclusive online discounts. Major e-commerce platforms such as Amazon and Flipkart, along with the rise of direct-to-consumer brands like The Man Company and Beardo, have contributed to this shift, with the younger generation favoring the ease of digital purchasing.

India Male Grooming Products Market Competitive Landscape

The India Male Grooming Products Market is characterized by the presence of both domestic and international players who dominate through brand loyalty, innovation, and distribution reach. The top competitors offer a diverse product range across multiple segments, including premium grooming products, which appeal to urban men with higher disposable incomes. The market is dominated by key players like Emami Ltd., Gillette India Ltd., and Beardo. This consolidation highlights the influence of both legacy and digitally-native brands. These companies use extensive marketing campaigns, celebrity endorsements, and continuous innovation to maintain their competitive edge.

Company

Established

Headquarters

Product Portfolio

Distribution Channels

Brand Recognition

R&D Investment

Celebrity Endorsements

Market Penetration

Consumer Loyalty Programs

Emami Ltd.

1974

Kolkata, India

Gillette India Ltd.

1901

Mumbai, India

The Man Company

2015

Gurugram, India

Beardo

2016

Ahmedabad, India

Bombay Shaving Company

2016

New Delhi, India

India Male Grooming Products Market Analysis

India Male Grooming Products Market Growth Drivers

Influence of Western Culture and Media: The influence of Western culture and media has played a major role in shaping male grooming habits in India. Indian men are increasingly adopting grooming routines similar to those of their Western counterparts, including beard care, skincare, and hair grooming. The growth of international platforms like Netflix and social media has exposed the Indian audience to global grooming trends. According to the Ministry of Information and Broadcasting, the OTT market in India grew to 400 million viewers in 2023, expanding the reach of Western media.

Increase in Disposable Income and Spending Power: The average per capita income in India rose to INR 170,000 in 2024, according to the Ministry of Statistics and Programme Implementation. With rising disposable income, male consumers are more willing to spend on premium grooming products and solutions. India's middle-class expansion, coupled with growing urbanization, has increased consumer spending on personal care and grooming products, particularly in Tier-I and Tier-II cities.

E-Commerce Expansion and Online Retail: The rapid expansion of e-commerce platforms like Amazon, Flipkart, and Nykaa has made male grooming products more accessible across India. In 2024, India's e-commerce market reached approximately USD 55 billion in sales, driven by the growing penetration of smartphones and improved internet connectivity. According to the Telecom Regulatory Authority of India (TRAI), India had over 750 million internet users by 2023, enabling greater reach of grooming brands in urban and rural areas alike.

India Male Grooming Products Market Challenges

High Competition from Unorganized Sector: Indias male grooming market faces stiff competition from the unorganized sector, which accounts for a portion of sales, especially in rural areas. Unbranded, low-cost products are readily available and appeal to price-sensitive consumers. According to the Ministry of Micro, Small and Medium Enterprises, unorganized players accounted for over 40% of grooming product sales in India in 2023, presenting a challenge for branded and premium grooming solutions.

Consumer Sensitivity to Price: Despite the growing demand for premium grooming products, a large section of Indian consumers remains price-sensitive. The average spending per capita on personal care products was INR 1,500 annually in 2023, according to the National Sample Survey Office (NSSO). This makes it challenging for brands to introduce high-end products, as consumers are more inclined towards affordable options. Price remains a critical factor in product adoption, especially in Tier-II and Tier-III cities.

India Male Grooming Products Market Future Outlook

Over the next five years, the India Male Grooming Products Market is expected to witness growth driven by an increase in disposable incomes, changing consumer preferences, and the rise of premium grooming products. The market will also benefit from the expansion of e-commerce, with more men in Tier-II and Tier-III cities gaining access to a wider range of grooming products. Additionally, sustainability trends and the demand for eco-friendly packaging are expected to shape future market offerings.

India Male Grooming Products Market Opportunities

Demand for Specialized Grooming Solutions: As grooming habits evolve, demand for specialized products like beard oils, serums, and hair styling gels has surged. According to the Indian Society of Cosmetic Chemists, sales of beard care products grew by 20% between 2022-2024, as men increasingly seek grooming solutions tailored to their specific needs. Brands that cater to niche demands, such as beard grooming, are well-positioned to tap into this growing segment.

Untapped Rural and Tier-II Markets: Indias rural and Tier-II markets represent a massive opportunity for the male grooming sector. According to the National Statistical Office (NSO), 65% of Indias population resides in rural areas, where grooming habits are changing with increasing access to media and e-commerce. As brands expand their distribution networks and offer affordable grooming solutions, they stand to gain from these markets, where consumer aspirations are growing rapidly.
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