Indian Retailer – Whiskers India Sets Sights on U.S. and MENA Regions with Unisex Grooming Line

Co-founded in 2017 by Aakash Goswami and Anup Goswami with a mission to create an aspirational, unisex grooming brand, Whiskers India represents a unique blend of innovation and authenticity in personal care. “Our goal was to offer an international-level product that’s made in India,” shared Neeja Shah Goswami, CEO, Whiskers. With celebrity partner Rannvijay Singha, the brand has grown into a favorite among modern Indian consumers. 

The Inception and Initial Strategy

Whiskers India began with a focus on men’s grooming, launching products like beard oils and hair care essentials. Initially piloted in 100 local beauty parlors, the brand officially entered the market in 2021, scaling nationally with Reliance Smart stores. This partnership enabled the brand to launch in 300 stores, growing to over 700 to 1000 nationwide. 

“The first pilot was run within the 100 local beauty parlor segment because they wanted the first-hand opinions of people and the beauticians. We saw good responses in 2021, and then we launched the brand on a national level with Reliance Smart.” said Neeja.

Navigating the Skincare Landscape

In 2023, the Indian skincare market was valued at $2,933.7 million. The demand for skincare products in India is expected to grow at a 14.6 percent CAGR over the forecast period. From $3,310.5 million in 2024 to $12,934.2 million in 2034, the sector is expected to grow.

The demand for self-care products surged as consumers began prioritizing personal well-being. The grooming industry, historically dominated by international giants, saw a shift during the COVID-19 pandemic. The Indian male grooming market was valued at $1.6 billion in 2022. It is expected to grow to $3.5 billion by the end of the decade.  Whiskers India pursued an omnichannel approach, combining e-commerce with general and modern trade, aiming to become a household brand recognized by customers across India. 

From Men’s Grooming to a Unisex Brand

Neeja stated, “When we started the product line, it was more, beard care, and, hair care, which was specifically for men, which was our first few products that suddenly got so much appraisal. So we were told by them that you should be more towards the unisex while you are calling it men’s grooming.” 

Although Whiskers initially focused on men’s grooming, consumer feedback led to a transformation into a unisex brand. This feedback helped the brand realize the potential of gender-neutral products, which they promptly incorporated into its line. Today, it offers 26 products across skincare, haircare, and fragrances designed to cater to all genders.

Rannvijay’s Partnership Role

“The design of the product, the actual ingredients and knowing what goes into this product so that users and consumers were confident. That’s one of the reasons that I’ve partnered with Whiskers India,” said Rannvijay Singha. 

Rannvijay Singha’s partnership with Whiskers India goes beyond being a brand ambassador, as a 14 percent stakeholder. The company is actively involved in the brand’s strategy, development, and vision. Singha is passionate about promoting quality Indian-made products and regularly collaborates with the brand’s team on product development and brand positioning.

Rannvijay continued, “The simplicity of our products is what I think I can tell the people to get some awareness and it’s just simple to do a few of these things. So, I think that’s where my involvement is after strategizing and being a customer and giving feedback.”

D2C and International Ambitions

While Whiskers India initially focused on brick-and-mortar retail, it has recently ramped up efforts in D2C (Direct-to-Consumer) sales, particularly online. Neeja commented, “Whatever growth we had in D2C was very organic and we still have the same set of consumers with us that have been there with us for all these three-four years.”

Whiskers India’s D2C presence is not limited to India, it has launched on Amazon in Dubai and plans further expansions in the U.S. and the Middle East. This international growth strategy is a calculated move, with market testing in the US underway to adapt product offerings to regional preferences. 

Challenging Omnichannel Journey

Being an omnichannel brand has not come without its challenges for Whiskers India. It faced early setbacks in general trade, compounded by the disruptions of COVID-19. However, these challenges have led to valuable learning experiences and reconstructed the entire general trade from its distribution channels, and human resources to strengthening its partnerships.

Neeja explained, “We had to step back from general trade because we failed once or twice. Afterwards, when we entered the market and again started general trade at the same time, there were a lot of distribution channels that were disrupted and people were binding up businesses.” 

Product Innovation and Expansion

“We started with only five products to be specific. And then today, we have somewhere around 26 products,” claimed Neeja. 

Whiskers India’s product lineup has expanded considerably since its inception, now covering essentials such as skincare, haircare, and fragrances. It maintains a balance between affordability and luxury. Their fragrance line, which includes deodorants and perfumes, has also gained popularity, with prices ranging from Rs 299 for deodorants to Rs 1,199 for premium perfumes.

Whiskers India Taps New Markets

Originally focused on the western region, the brand has since spread to major cities, as well as tier-two and tier-three towns. With significant demand emerging organically in regions such as Kochi and Siliguri. The brand has responded by enhancing its retail presence in these areas. A recent partnership with Bismi and Reliance to focus on Kerala and other southern states reflects its adaptability to regional market demands. 

“We have a very loyal customer base in the south and north including Delhi and certain smaller places around Delhi. We are present in Chandigarh and Punjab and plan to go more deeper. Also towards the upper north where we are there, but we would like to explore more.” Neeja Elaborated. 

Future Outlook 

The brand aims to double its store presence to 6,000 locations and significantly grow its valuation through sustainable expansion. On the international front, Whiskers is focused on establishing itself in the MENA (Middle East and North Africa) region and the US, to create a truly global presence. 

Rannvijay concluded, “The plan with Whiskers India is not just to have like an over-the-top valuation and sell it off. We just want to be here, we want to be available in many places in India and then go international also.”