: Interview: We have two objectives from social media – equity building & product awareness: Siddha Jain #IndiaNEWS #Interviews Bombay Shaving Company Women aspires to build a more heterogeneous society

Interview: We have two objectives from social media – equity building & product awareness: Siddha Jain #IndiaNEWS #Interviews
Bombay Shaving Company Women aspires to build a more heterogeneous society aimed at creating one’s definition of body positivity just like they do for gender and sexuality. Siddha Jain sheds light on the strategy to achieve the objectives.

Womens Shaving, Grooming, and Personal Care market has witnessed unprecedented growth post the pandemic. The Indian women’s hair removal market stands at INR 15000 Cr+ (both products and services) and is projected to grow at 21% year-on-year in the next five years. While salons are up and running but the demand for beauty and DIY kits is here to stay.

Witnessing the shift, Bombay Shaving Company launched its women’s shaving and hair removal range during the first wave in 2020. A year into the category, it has become as big as 25% of the overall business. Whats the brands outlook on the manifestation of feminism, breaking archaic myths w. r. t. Body-hair removal & maintenance and the growth strategy? Siddha Jain, AVP, Bombay Shaving Company delves into the details.

Excerpts

Since its inception in 2020, what have been the key trends observed in the consumer consumption pattern for the womens range?

The (Beauty and) Personal Care consumer is educated and deeply involved in the purchase process, evolving constantly in their demands and behavior, with the following 3-4 trends in consumption:

She seeks products and experiences that are customized to her body’s needs, whether this comes in the form of curation or designing the products themselves. Also increasingly aware of self-care, holistic wellbeing, mental health, and happiness. Convenience seeking: Looking for multi-benefit, easy to use products that can achieve results with less time and skillHighly engaged online – spends a lot of time on Instagram. Increasingly connected customer raises the relevance of multi-channelEco-conscious & purpose-driven: Increasingly concerned about inputs resulting in demand for clean /natural products. Needs go beyond functionality –needs to feel good about brands she uses, brands with purpose

Body hair insecurities within females have been a matter of debate for a long time now? What was the insight that triggered Bombay Shaving Company to launch the women-specific product range in 2020?

It all started when a group of intent women at BSC couldn’t go to salons during COVID-19 and decided to take the matter at hand. “We are a grooming company, we need to make products for women??? – and that was that – they researched key gaps in the market, designed our first set of products, and went to market with it.