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.
Conversations around masculinity are evolving rapidly, making thoughtful brand communications increasingly important. Brands that approach these topics with empathy and cultural awareness can build stronger consumer trust.
Understanding changing attitudes around identity and gender requires deep consumer exploration. These insights help brands better respond to evolving social expectations and cultural narratives.
Questions around identity, pressure, and self-expression are closely connected to the broader conversation about digital happiness. As digital life shapes personal experiences, brands must better understand its emotional impact.
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.
