In Conversation with Hitesh Dhingra
In his attempt to create a premium and wide range of men’s grooming products, Hitesh Dhingra, Founder and MD, The Man Company, taps into a partially unexplored venture. In our conversation with him, he explains how The Man’s Company managed to go beyond the ordinary. He also elucidates on how the brand is heavily investing in creating a distinguished positioning, a thriving community and great content.
Q. What prompted you to venture into men’s grooming, which is often a neglected category? Do you believe you tapped an unexplored area?
A. Until a few years ago, men had few options for grooming products, let alone in the premium category. Off the shelves, most of the products catering to men came from generic healthcare brands and lacked desired segmentation as per hair and skin type. We sensed the gap in the market in its early stages and were quick to realize the opportunity. Thus, began our quest for premium men’s grooming products, giving rise to The Man Company. Conceptualised in 2012-13, I along with Parvesh Bareja and Bhisham Bhateja formally launched The Man Company, a company devoted to men’s grooming essentials in the year 2015.
We were one of the first digital-native brands focused only on men’s grooming in India. We realized the importance of offering chemical-free products in a very premium packaging at an affordable price quite early. As a result, all our products are a result of extensive study, elaborate research and usage of effective essential oils. We are the pioneers in beard grooming category with 30% market share and are well on our way of creating many categories first. We were the first brand to launch six products with activated charcoal as the main ingredient.
The studies have shown us overtime that Indian men are getting increasingly self-aware and are investing in grooming products to improve physical appearance in order to gain confidence and have a competitive edge over peers, in terms of both career and personal growth. There are various economic and cultural factors catapulting this category faster than any other as well.
We have definitely ventured into uncharted territories and the journey is both exciting and challenging.
Q. In terms of men’s grooming, the common notion is that it is restricted to body washes, moisturizers, etc. But you’ve gone a step ahead and created products in intimate care range. How was the idea to go beyond the ordinary materialized?
A. Yes, definitely the surface understanding tells you that men are only interested in basic hygiene products like soap, shampoo or bodywash.
But as a company, product innovations have always been in our DNA. We pride ourselves in understanding the pain points of today’s men and coming up with products that are enriched with natural ingredients, essential oils and are chemical free. Historically, our various ranges like Charcoal range or Beard care range has been a game-changers in male grooming category.
Even our own study has shown the very acceptance and appreciation of products which has been designed keeping men in the central focus. Keeping this understanding in mind, we launched an all-new range of products titled ’Defence Theory’ earlier this year.
It is a range of hardworking products tailor-made for the hardworking gentleman of today. The range features top of the line personal care products that have been skilfully crafted in Canada keeping in mind an array of concerns which men face on a day to day basis. Acne, Hair Growth, Hair Fall, Dandruff, Ageing, Sweating, Chafing and so on to name a few. The products come with a natural score, which indicates the exact percentage of natural ingredients used. The objective has always been clear to be the one stop shop of everything in male grooming and personal hygiene is an integral part of it.
Q. Which businesses/products (like shaving kit or other beauty products, etc.) mainly contribute to the segment? If you could provide product-wise break up of market size on the industry levels.
A. The Man Company offers a head to toe range of grooming essentials, specially formulated for Indian men to make sure every man is at its best. From shampoos, face washes, beard oils, beard washes, soap bars, body washes, shave gels to fragrances, The Man Company is the one stop shop for all grooming needs for men. The entire range is free of harmful chemicals and infused with premium essential oils. In Beard category, we own 30% of market share. Riding on increasing monthly spends, male grooming products are likely to see sustained growth. Forecast CAGR % growth (2017-21) states that Men’s Shaving Category- 8.5, Men’s Toiletries (toiletries include bath, shower, skin and haircare products)- 15.7, Men’s Fragrances- 15.5. (Figures in Rs. billion)
Q. How is your brand positioning different from your competitors like Beardo, Ustraa etc.? Also, how do you tackle the competition from women grooming brands?
A. It’s a small but exponentially growing category and the competition and us are only trying to expand the category as of now. We all have a long way to go and catch up with the men’s category like the way it is in the west. I think we all are playing our own fair game and all my best wishes to each one of them.
We have and will always have an inherent edge over the women grooming brands, they were conceptualized keeping women at the center so whatever they are doing now is an extension of sorts. While we were a premium grooming brand with a clear focus of becoming the ultimate grooming and lifestyle destination for men from the day of inception.
Q. The response to your latest digital campaign #GentlemanInYou has been phenomenal. Please share some results of the campaign.
A. The modern-age man, as we perceive, is vulnerable and open to imperfections. We strongly believe money and power can’t buy you class and respect. In this modern day being called a gentleman has to be earned and can’t be inherited. One has to strive and evolve continuously to be referred to as a gentleman. It’s a constant self-introspective journey than a destination.
To become a gentleman how one looks or the choice of profession or the lifestyle is irrelevant. What matters are the inherent qualities one possesses and the mindset of constant evolution.
The Man Company aims to redefine stereotypes and templates. We have undertaken the task to establish that a gentleman can have flaws, he can be vulnerable and wear his heart on his sleeve. We are lifestyle grooming brand for the modern-day gentleman
This reflects our brand ideology and principles which encourage men to be the best version of themselves. Any campaign or thought that are on these lines work for us.
Our loyal customer base has been very supportive of our brand ideologies and helped made the campaign a success
Q. Could you please throw light on The Man Company’s annual marketing plan and spend?
A. These are extremely exciting times for men’s grooming range in India. We want to establish ourselves as the destination for everything in grooming for men. Since we are a classy, premium brand, the marketing strategies and media choices made by us is dictated by that distinction. We are heavily invested in creating a distinguished positioning, a thriving community and great content.
We have been heavily investing in creating new distribution channels and brand building the company
