Technological innovation will shape men’s grooming in the years to come

The men’s grooming industry in India has witnessed significant growth in recent years, driven by factors such as increasing awareness among men about personal grooming, rising disposable income, and changing cultural attitudes towards male grooming. In an interview with Bizz Buzz, Rajat Tuli, Co-founder, Ustraa, says, “technological innovation has had a profound impact on the men’s grooming industry in India, and we expect it to continue to shape the industry in the years to come. As a brand that is committed to innovation and staying at the forefront of industry trends, Ustraa’s New Product Development (NPD) team leverage technology and works tirelessly to develop and formulate product in-house”

Can you provide insights on the growth and market size of the men's grooming industry in India?

The men's grooming industry in India has witnessed significant growth in recent years, driven by factors such as increasing awareness among men about personal grooming, rising disposable income, and changing cultural attitudes towards male grooming. As per the report titled, India Men's Grooming Market Outlook, 2027-28, which was published by Bonafide Research and Marketing, the market is anticipated to exhibit a compound annual growth rate (CAGR) of over 11 per cent during the forecast period. Furthermore, the market size is expected to exceed Rs 31,000 crores.

The market is expected to be driven by segments such as men's skincare, hair care, roll-ons, beard care and colognes, which are projected to experience significant growth over the forecast period. The rise of e-commerce and social media has also played a significant role in increasing the reach of men's grooming products and educating consumers on the benefits of personal grooming. Furthermore, the Covid-19 pandemic has accelerated the trend towards self-care and personal grooming, increasing demand for grooming products among men.

Overall, the men's grooming industry in India is expected to continue to experience strong growth in the coming years, driven by changing cultural attitudes and increasing awareness among men about personal grooming.

In your opinion, what are the issues and challenges that D2C brands are addressing in the grooming and personal care industry for men?

One of the main challenges that D2C men's grooming brands are addressing is the lack of awareness among men about the importance of personal grooming. Historically, men have not been as engaged with personal grooming products as women. D2C men's grooming brands are working to educate men on the benefits of personal grooming and to make it more accessible and approachable for them.

Many traditional personal care brands have focused more on women's products, leaving men with a limited selection of grooming products that may not meet their needs. D2C men's grooming brands are creating products specifically tailored to men's needs and preferences, men's needs are different from women for instance they go bald and women don’t. They are out in the sun more than women so their skincare requirements vary. The challenge is to make the men aware about this and build the habit of using these products regularly.

In your view, is there potential for a new product’s category to emerge in the men’s grooming industry?

In recent years, we have seen significant growth in the men's grooming industry in India, with new product categories emerging to meet the needs of this rapidly expanding market. One area that could see significant growth is the chemical-free, sulphate and paraben-free men's grooming segment. There is a huge scope to upgrade men to fine fragrances. We have already launched a range of sulphate and paraben-free products, and we expect chemical-free products to continue to grow in the coming years.

Additionally, there could be potential for innovation in men's skincare, hair care, beard care, colognes and personal hygiene products, as consumers seek products that are tailored to their individual needs and preferences. Overall, there is significant potential for new product categories to emerge in the men's grooming industry in India, as the market continues to grow and evolve. Ustraa is well-positioned to lead innovation in this space, with a deep understanding of men's grooming needs and preferences, and a commitment to developing high-quality, affordable products that meet those needs.

How has technology innovation impacted the men’s grooming industry over time, and what role do you think it will continue to play in the future?

Technology innovation has played a significant role in shaping the men’s grooming industry in India. In recent years, we have seen the emergence of new products and tools that leverage technology to enhance the grooming experience for men. For example, electric shavers, trimmers, and other grooming tools have become increasingly popular among Indian men, as they offer convenience, efficiency, and precision.

Overall, technological innovation has had a profound impact on the men's grooming industry in India, and we expect it to continue to shape the industry in the years to come. As a brand that is committed to innovation and staying at the forefront of industry trends, Ustraa’s New Product Development (NPD) team leverage technology and works tirelessly to develop and formulate product in-house. Our products are rigorously tested and do not contain any SLS, parabens, or other harmful chemicals.

Lastly, it is predicted that men will increasingly allocate more resources towards personal grooming and will consequently dismantle the stigmas that were previously linked to male grooming practices. With a preference for quick results and minimal effort, there will likely be a rise in demand for quick-action grooming products in the future; which in turn will lead to more technological advancements.

What are some innovative marketing and advertising strategies that D2C brands are currently utilising?

One of the most innovative marketing strategies that D2C brands are currently utilizing is the omnichannel approach. This approach involves using multiple channels to reach customers, including online and offline channels, to create a seamless shopping experience. For instance, Ustraa despite having a strong online presence through its website, social media platforms and e-commerce marketplaces also has a physical presence through the countrywise network of general and modern trade.

Other innovative marketing strategies that D2C brands are utilizing include influencer marketing wherein brands collaborate with influencers and micro-influencers on social media platforms to promote products and build brand awareness.

Additionally, user-generated content encourages customers to create and share content featuring the brand's products on social media platforms, which can help to build brand loyalty and increase reach.

Can you elaborate on Ustraa’s funding and growth plans?

Ustraa is on a fast expanding path, In FY23 we crossed the Rs100 crore turnover mark and aim to grow at 100 per cent y-o-y. We are always seeking opportunities to grow and are always talking to investors and partners.