Can male beauty DTC brands succeed?
There are 177 male grooming brands in India
There are 177 male grooming brands in India
Most direct to consumer (DTC) brands are loss making. Retail means low margins, high capital costs, and constant branding. Instead, DTC brands invest heavily on digital and social. Hitesh Dhingra, founder of The Man Co., a DTC brand pitches that this is the right time to start in India.
There are 177 male grooming brands. Ustraa, Organic Harvest, Bombay Shaving Co. and Beardo are DTC brands with funding from investors.
The successful DTC brands of USA have succeeded by first focussing on one product. Casper sold one mattress. Bonobos sold one pair of pants. Harry’s sold just one type of razor. Allbirds started with just one type of shoes. Barkbox sends just one box for the pets. Chubbies sells just one type of shorts. Bombas only sells socks.
Ganesh writes that Indian DTC brands can succeed because of new purchasing power, technology and unit economics. Investors such as Wipro have set aside INR 200cr to invest in retail startups.
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