Whiskers India to Launch 10 Exclusive Outlets, Eyes Expansion in MENA Region
Whiskers India to Launch 10 Exclusive Outlets, Eyes Expansion in MENA Region

The growth of Whiskers India since its launch in 2021 has been tremendous, driven by its male grooming and unisex skincare products tailored for the Indian market. Despite operating in a competitive market, Whiskers India experienced a 300 percent growth in the last fiscal year and aims to sustain this growth rate in the current fiscal.

Whiskers India drives 50 percent of its revenue from nine range of deodorants and perfumes. According to Blueweave Consulting, India’s male grooming products market was valued at USD 888.51 million in 2022. The market is projected to grow at a CAGR of 11.06 percent during the forecast period (2023-2029), reaching USD 1,844.65 million by 2029.

In an interview with IndianRetailer.com, Neeja Shah Goswami, CEO of Whiskers India, discussed the brand's marketing and expansion strategies. Goswami said, “We have focused our marketing strategies to attract the Gen Z audience. We have incorporated a Gen Z-first approach in the naming of our products. The idea behind the Whiskers India brand name was inspired keeping the target audience in mind.”

Goswami further said, “If you are an omnichannel brand then you might as well work on specific strategies for different marketplaces, offline and online. Today, we try our best to improve visibility at the store level and strategies are designed keeping in mind the store traffic. Offline, we take feedback from customer touch points through beauty advisors. The online market strategies are in keeping with category data and then specific Whiskers’ product data. We always maintain a ratio of 20-23% of our total revenue on marketing spends across online and offline.

Investing in High Value Properties

Today high value properties like Indian Premiere League and Pro Kabaddi League have become a go-to strategy for brands to enhance its reach, Goswami said, “We did invest in last year’s cricket World Cup for digital ads. Though there is a pump in traffic for the time your ads keep running, my take is you need very deep pockets to keep going with the IPs. For growing brands like ours, we need to be very strategic in dividing the marketing spending.”

Regarding strategic partnership, Goswami emphasized the advantage of collaborating with Indian actor and TV personality Rannvijay Singha. “Having Rannvijay Singha as part of our brand is a big advantage as he has a big fan following along with being an extremely nice and disciplined person and this gives a big boost to the brand. He is also a partner in the company and owns a stake in the brand but he is not an investor. Having him does add value because of the way he conducts himself as a person. As a celebrity, the kind of work that he does, and the kind of image that he has also speaks a lot about who we are as a brand. This is why we signed him up for a long-term association with the company.”  

Expanding the Horizons

Whiskers India's expansion plans include adding 6000 retail stores and 10 exclusive brand outlets in the current fiscal year. Goswami elaborates, “We plan to add 6000 retail stores and 10 exclusive brand outlets this fiscal year. Our products are available across retail partners such as Reliance, Spar, Wellness Forever, Frank Ross, Planet Health, Style Bazaar, M Bazaar, Modern Bazaar and many more. We have grown by 300% in the last fiscal and the current fiscal we will expand by at least 300%.”

She further said, “Recently, we exclusively launched on the e-commerce platform, Tira on 27th April 2024 where all our products except Tattoo balm went live on the platform. Similarly, we are looking to expand in the online marketplaces which have been very responsive. We increased our fragrance range by adding 6 perfumes across men, women, and unisex categories to further expand our product portfolio. We are also in the process of having our products on the Quick Commerce platforms.”

Looking for Growth Abroad

According to Markets and Data report, the Indian Skin Care Market was estimated to be worth USD 2.56 billion in FY2023. Facial care was the market's largest category both in terms of value and volume. The market is expected to reach USD 3.73 billion by FY2031 growing at a CAGR of 4.82% for the forecast period between FY2024 and FY2031.

Looking ahead, Whiskers India aims to expand internationally, “We will be expanding our brand abroad. Next year, we have plans to export. We are already building the platform for that. The areas we will be targeting are mainly the MENA region which is where our focus currently is. We are getting wonderful responses from the initial talk that we are having with various distributors and channels abroad and are looking forward to expanding the brand.”

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