Former cricketer and Indian cricket team coach Ravi Shastri has turned an entrepreneur with the launch of a male grooming and hygiene product line '23 Yards'. He has partnered with personal care Ador Multi products Ltd, helps in creating the grooming products, beard oils, face wash, body wash, aftershave, deodorant, and hand sanitizer and the target group is between 25 and 40 years. 23 yards reach the growing male grooming market with expected revenue of $5.5 billion by 2021. The market is already floating with the products from Marico's Set Wet, P&G's Gillette and RB India Veet, and startups like Beardo, The Bombay Shaving Company, and The Man Company. 23 Yards enters the market with a core value of chemical-free/toxin-free ingredients. 23yards.in, sublimelife.in, Flipkart, Amazon, Nykaa will sell the products.
Shastri said, “With 23 Yards, I’m stepping into this ever-evolving world of entrepreneurship and startups. The reason for choosing a men’s grooming line comes from my personal interest in looking and feeling great that eventually enhances the quality of your output whatever you may be doing. As a cricketer, I groom the Indian Cricket team to challenge themselves. I'm not here to teach anyone anything new but rather instill the art of success and taking the extra yard." Promotion has been planned through a digital campaign featuring Shastri. Deep Lalvani, chairperson of Ador Multi products, said,” men’s grooming in India is projecting a massive compound annual growth rate of about 45%. He said there has been a drastic transformation, especially among the younger generation when it comes to grooming and self-care and we want to take that journey with Mr. Shastri to reach out to the young Indian male willing to build their skin routine. We have ensured that the products being launched are free from sulfate, parabens and mineral oils...at affordable price points," he said.
In the FY201819, 177 male grooming brands and variants joined in the FMCG market, market researcher Nielsen said in a report. "Marketers and manufacturers are continuing to capitalize on increasing consumer awareness and experimentation with products which are driven by the increased need for self-care," said Sunil Khilani, leading retail measurement service, Nielsen South Asia.
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