In this upside-down world, DIY personal grooming products will become a necessity for the people and an instrument for the well-being of so many. The pandemic and its subsequent restrictions on the movement of people have led to a change in the behavior of consumers where people want to experiment with new looks and they are ready to invest in personal self-grooming products such as razors, trimmers, grooming kits, and epilators, etc.
Looking forward to this opportunity, boAt, an Indian-based consumer electronics brand established in 2015 that markets earphones, headphones, stereos, travel chargers, and premium rugged cables. And mainly known for being the leader in the ear wear & wearable segment and has announced its fresh entry into the personal grooming category with MISFIT. As part of its category expansion strategy of boAt, it will launch new innovative grooming appliances such as beard trimmers, shavers, groomers, and others more under ‘MISFIT’. MISFIT will offer exciting and aspirational lifestyle products that are perfect for the customers and it will give the customers the salon-style finish at their own home at their fingertips. With MISFIT, boAt is looking forward to breaking the clutter by introducing an exciting range of grooming and personal care products that are innovative and valuable for the customers. The brand will also launch a wide range of women’s care products, in the Indian market.
According to the study of Research and Markets, we can see that the Indian male grooming market stood at a rate of $643 million in 2018 and is projected to grow at a CAGR of over 11 percent to cross the rate of $1.2 billion by 2024. By this growing interest of people in the personal care segment, boAt has already introduced the T200 grooming kit and is going to expand its portfolio with the all-new T50 standalone trimmer.
By entering into the grooming category Aman Gupta the co-founder of boAt said that “After having established our leadership in-ear wear and wearable category sector, we are all ready to strengthen our lifestyle portfolio under the ‘MISFIT’ brand. With MISFIT, we want to bring a fresh approach to the personal care items category by designing products specifically for the Millennials.”
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