India Male Grooming Market Outlook to 2028

India Male Grooming Market Overview

The India Male Grooming Market is valued at USD 2.5 billion, as per our historic five year analysis. This market has been driven by evolving consumer preferences for personal care and grooming products, coupled with a growing trend towards self-care among men. Increasing disposable incomes, the rise in awareness about hygiene, and the influence of global grooming trends have all contributed to the markets expansion. Additionally, the shift towards premium grooming products and the growing e-commerce sector have further bolstered market growth.

Key cities like Delhi, Mumbai, and Bangalore dominate the Indian male grooming market due to their urban and metropolitan nature, which encourages higher spending on personal care products. These cities have witnessed an increase in young, working professionals who prioritize grooming and personal care.

The Bureau of Indian Standards (BIS) sets quality standards for grooming products, ensuring consumer safety. In 2023, the BIS approved over 2,500 grooming products under various safety certifications, covering ingredients, labelling, and manufacturing processes. These regulations are vital to maintaining product integrity, especially with the growing demand for organic and natural grooming solutions.

India Male Grooming Market Segmentation

By Product: The India Male Grooming Market is segmented by product type into male toiletries, electric products, after shave lotions, and others. The male toiletries segment has a dominant market share, primarily driven by the increased demand for personal care and hygiene products. This segment includes products like deodorants, shampoos, soaps, and facial cleansers, which are essential for daily use and have an entrenched presence in the consumer lifestyle.

By Price Range: The India Male Grooming Market is segmented by price range into mass products and premium products. Mass products have a dominant share due to their affordability and wide availability across various retail platforms, catering to the budget-conscious segment. Premium products, however, are gaining momentum among urban and affluent consumers who are willing to pay more for high-quality, organic, and specialized grooming products.

India Male Grooming Market Competitive Landscape

The India Male Grooming Market is competitive, with both international brands and local players vying for consumer attention. Global giants like Procter & Gamble, Hindustan Unilever, and L'Oral dominate the market, thanks to their extensive distribution networks, established brand equity, and strong product portfolios. At the same time, local brands like Emami and Marico have gained traction by catering to specific regional preferences and offering products tailored to Indian skin and hair types.

India Male Grooming Industry Analysis

Growth Drivers

Increasing Consumer Awareness about Personal Grooming: Consumer interest in personal grooming has surged, driven by growing awareness around personal health and well-being. In 2024, over 50% of global consumers are actively adopting grooming products, particularly due to heightened concerns around hygiene. The shift is evident across multiple income groups, where access to grooming products has significantly expanded.

Influence of Social Media and Celebrity Endorsements: Social media has become a key driver in shaping consumer behaviour. Platforms like Instagram and YouTube, play a pivotal role in driving consumer preferences for grooming products. According to the International Telecommunication Union (ITU), global internet usage is at 68% in 2024, expanding access to grooming brands' online marketing campaigns.

Rising Disposable Income and Urbanization: Rising disposable income, particularly in developing countries, is fueling growth in the grooming sector. Global income levels have risen consistently, with the World Bank reporting that middle-class consumption is growing steadily in major economies. The increase in disposable income, alongside the growing adoption of modern lifestyles in urban settings, has made grooming products a staple, contributing to an expansion in market demand.

Challenges

Presence of Counterfeit Products: The rise in counterfeit products remains a significant challenge in the India male grooming market. By 2030, global trade in counterfeit goods is estimated to reach USD 1.79 trillion, representing a significant portion of the global economy. Counterfeit products undermine brand trust and consumer safety, particularly in regions where regulatory enforcement is weaker.

Skin Sensitivities and Allergic Reactions: The increasing prevalence of skin sensitivities and allergic reactions to grooming products is becoming a notable restraint. The growing awareness of skin conditions such as eczema and psoriasis has led consumers to be more cautious, limiting their choice of products. This growing concern has led to increasing demand for natural and hypoallergenic products, forcing brands to adapt their offerings.

Future Outlook

Over the next few years, the India Male Grooming Market is expected to show significant growth driven by a growing shift towards premium products, innovations in grooming technologies, and an expanding e-commerce sector. Increasing disposable income and urbanization will further fuel the demand for high-quality grooming products, while the rise in brand-consciousness among male consumers is also set to contribute to this growth.

Opportunities

Growth in Rural Markets: Rural markets represent a significant opportunity for growth in the personal grooming industry. In India, rural income has been rising steadily. 78.5% of rural households experienced an increase in their consumption expenditure, this growth is directly impacting grooming product consumption. The entry of e-commerce platforms into these markets is accelerating growth by providing easier access to personal care products.

Demand for Natural and Organic Products: Consumer demand for natural and organic personal grooming products is rapidly increasing. The global regulatory push toward eco-friendly products, including incentives for sustainable packaging and ingredient sourcing, is expected to fuel market expansion. This shift is backed by increased availability and affordability of organic ingredients, particularly in developed markets where regulatory frameworks are supportive.