The male grooming market in India, valued at INR 140.50 Bn in 2018, is expected to grow to INR 319.82 Bn by 2024 with an annual growth rate of 15.14% during the forecast period 2018-2024.

Initially, men were hesitant to indulge in a category that could perceivably strip them of their “masculinity”… However, over time, due to key socio-cultural changes, notions around masculinity started evolving and as a result, men today are more open to engaging with grooming and beauty as they embody a more progressive notion of what it means to be a man in India.

Read more to understand the evolving notions of masculinity in India from “carefree” to “progressive” and what it means for men and their engagement with the beauty/personal care category.

APAC Beauty India



Written By:
Barkha Surana

Barkha recently completed her MSc. in Social and Cultural Anthropology, specializing in the anthropology of social media, fashion and personhood, and exploring risk, power, and uncertainty. As an anthropologist, she loves to immerse herself in new cultures and people's lives to experience it from their perspective. In the past, she has worked extensively across categories like tech, FMCG’s, and fashion.

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