The products to be introduced out include beard oils, face wash, body wash, aftershave, deodorant and hand sanitizer for a target group of 25 to 40 years

Former cricketer and Indian cricket team coach Ravi Shastri is turning entrepreneur with the launch of a male grooming and hygiene merchandise line 23 Yards. Shastri has partnered with personal care producer Ador Multiproducts Ltd, which will assist create grooming merchandise, together with beard oils, face wash, body wash, aftershave, deodorant and hand sanitizer for a target group of 25 to 40 years.

With this, 23 Yards enters India’s competitive but rising male grooming market projected to touch $5.5 billion by 2021. The market is replete with manufacturers from established FMCG companies as well as startups. Marico’s Set Wet, P&G’s Gillette and RB India Veet compete with startups such as Beardo, The Bombay Shaving Company (Colgate-Palmolive owns 14% stake) and The Man Company (raised funds from Emami Ltd).

23 Yards is about to enter the mid-segment market and claims to itself apart through ethically sourced chemical free/ toxin-free elements. Beginning at Rs199, the merchandise will likely be retailed via brand’s own e-commerce platform 23Yards.in and SublimeLife.in in addition to marketplaces similar to Flipkart, Amazon and Nykaa.

Shastri stated, “With 23 Yards, I’m moving into this ever-evolving world of entrepreneurship and startups. The explanation for selecting a males’s grooming line comes from my private curiosity in feeling and looking nice that ultimately enhances the standard of your output whatever you may be doing. As a cricketer, I groom the Indian Cricket team to challenge themselves. I am not here to show anybody something new but rather instil the artwork of success and taking the extra yard.”

The brand new model will likely be promoted through an in depth digital marketing campaign that includes Shastri in addition to influencers throughout social media platforms.

Deep Lalvani, chairperson of Ador Multiproducts, stated that males’s grooming in India is projecting a large compound annual growth rate of about 45%. According to him, there was a drastic transformation, particularly among the many younger generation in relation to grooming and self-care.

“…and we wish to take that journey with Mr. Shastri to reach out to the younger Indian male keen to build their skin routine. We have now ensured that the merchandise being launched are free from sulphate, parabens and mineral oils…at affordable price factors,” he stated.

Between April 2018 and March 2019, FMCG firms put out an estimated 177 new male grooming manufacturers and variants, market researcher Nielsen stated in a report. “Entrepreneurs and producers are continuing to capitalize on growing shopper consciousness and experimentation with merchandise which are driven by increased need for self-care,” stated Sunil Khilani, lead retail measurement services , Nielsen south Asia.

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