Over the last 5 to 6 years, we’ve witnessed a significant surge in demand for men’s grooming in India with a current growth rate of 11- 13 per cent.
The shift is driven by increased awareness among men about their appearance and grooming standards, stated Prannay Dokkania, Managing Director & COO- Lloyds Luxuries in an Exclusive conversation with BW Retail World.
“The younger generations, like Gen Z, who are well-traveled and actively promote grooming discussions within their families are contributing to thi growing demand,” he said.
“Additionally, increased disposable income is fueling a rise in discretionary spending,” he added.
The Covid-19 pandemic played a unique role as well, as people on camera realised the importance of looking their best during virtual meetings, further boosting demand for grooming products and services, according to Dokkania.
“In the past, men often used female grooming products, but now that trend is changing as companies began promoting male-specific products, consumer behavior shifted,” the MD highlighted.
Dokkania believes the men’s grooming industry could potentially increase to 14 to 15 per cent in the near future. However, it’s unlikely to go beyond this range.
While talking about the brand’s marketing strategies for the Indian market Dokkania said that it places a strong emphasis on standardised training across all brand’s 31 locations in India. This ensures that the same high-quality service and processes are followed consistently at all outlets.
“Our products are designed for men, addressing specific hair and skin types. We cater to various grooming needs, from shampoos and conditioners to facial creams and serums, all tailored to meet the unique requirements of men,” he stressed.
The brand offers unique membership plans that allow customers to enjoy unlimited grooming services at any of our pan-India stores, “This membership approach sets us apart from other brands and caters to the growing trend of customers seeking comprehensive grooming solutions,” he added.
According to Dokkania, currently, Mumbai leads in terms of both product sales and services of Trufit & Hill. However, the brand is actively expanding in Delhi and he believes that in the near future, Delhi may surpass Mumbai in terms of response.
In the later conversation, Dokkania shares the consumer behaviour difference between India compared to other countries like the United Kingdom.
“One notable aspect of consumer behavior in India is the increasing openness to trying new grooming services and products. Over the past few years, consumers have become more willing to explore various grooming options and understand their importance,” he said.
He added, “This trend is not as prominent in developed countries like the UK, where such services have been available for centuries, making them more accustomed to these practices.”
The brand plans to expand its footprint by reaching 50 stores across India in the next 3 to 4 years. “We aim to establish a more robust digital presence to make our products more accessible to consumers across the country,” Dokkania said.
The brand actively partnering with retail outlets to offer its products in smaller towns and villages.