Indian Men Are Spending More On Grooming: Insights From Denver's Saurabh Gupta

At the turn of the century, a fascinating shift took place—male grooming became just as important as female grooming. Metrosexual, well-groomed men who consciously cared for their skin, hair and bodies became aspirational figures in pop culture. 

Recognising the trend, Denver, a leading men’s deodorant brand, took note. They introduced innovative products and formulations, leveraged star power with brand ambassadors like Shah Rukh Khan and Varun Dhawan, and became a market favourite across product categories including perfume, body wash, face wash, beard oil and shampoo. 

From one of India’s top personal and home care brand hubs, Saurabh Gupta, MD & Chairman of Hamilton Sciences, shares insights into the evolving world of male grooming and Denver’s influence.

Edited excerpts… 

What has been the biggest consumer shift in the men’s grooming industry?

There has been a shift in the men's grooming industry towards specialised and holistic personal care routines. Men are seeking products tailored to their specific needs, moving beyond basic grooming to embrace comprehensive self-care practices. This trend reflects a desire for products that not only enhance appearance but also promote well-being.

At Denver, we’ve embraced this evolution by expanding our product range to include advanced grooming solutions. Recognising the modern man's inclination towards products backed by both science and nature, we have introduced offerings such as body wash, beard oil and beard combs. These “Power Grooming” products are crafted with natural ingredients and essential oils, catering to the discerning preferences of our consumers.

How do you ensure that Denver products resonate with and are accessible to Indian consumers?

We adhere to stringent quality control measures throughout our manufacturing processes to ensure that every product meets the highest standards. By sourcing premium natural ingredients and employing advanced formulations, we deliver products that resonate with our consumers' expectations.

To maintain affordability, we optimise our supply chain and leverage local manufacturing, which allows us to offer premium products at competitive prices. This strategy ensures that our high-quality grooming solutions are within reach for a broad spectrum of Indian consumers.

Is there a demand for sustainable or natural products in the market?

Yes, for which we have integrated eco-friendly practices in our product development by utilising natural ingredients and minimising the use of harmful chemicals. Our beard oils, for example, are enriched with natural essential oils and vitamins, providing effective grooming solutions while ensuring skin health.

Additionally, we are exploring sustainable packaging options and ethical sourcing to align with our commitment to environmental responsibility, ensuring that our consumers can trust the integrity of our products.

How does the brand balance its presence across offline retail and e-commerce platforms?

A robust omnichannel presence is essential to cater to diverse consumer shopping preferences. Our products are available in specialty stores, supermarkets, hypermarkets, and general stores, ensuring widespread accessibility. Concurrently, we have strengthened our digital footprint by partnering with leading e-commerce platforms like Flipkart. For instance, we launched the Denver Exclusive Collection during Flipkart's Big Billion Day Sale, offering curated grooming sets that include products such as body wash, face wash, and shampoo.

This dual approach allows us to reach consumers who prefer in-store shopping experiences as well as those who favour the convenience of online shopping, ensuring that Denver's products are accessible to all.

Tell us about Denver’s latest campaign and the shift seen in marketing products to men.

Denver's latest campaign focuses on empowering men to embrace “Power Grooming” - emphasising the integration of grooming into their daily lives as a form of self-expression and confidence-building. We have collaborated with prominent personalities, including our brand ambassador Shah Rukh Khan, to resonate with our target audience.

The shift in marketing men's grooming products has moved towards authenticity and relatability. There's a growing emphasis on addressing specific grooming needs and preferences, promoting products that align with individual lifestyles and encouraging men to take pride in their grooming routines.

Are there any new products or categories Denver is planning to explore?

We’re exploring the introduction of new products that combine the efficacy of natural ingredients with advanced grooming technology. Our focus remains on expanding our "Power Grooming" range to include more specialised products that cater to the evolving needs of our consumers.

With male grooming evolving rapidly, how do you see the future of this category in India?

With an increasing awareness about personal care, a surge in disposable incomes and the influence of global grooming trends, Indian men are investing more in grooming products. The market is expected to expand further, with a significant shift towards products that offer both aesthetic and wellness benefits. We will continue to adapt to consumer preferences and set new benchmarks in men's grooming.