Reckitt Benckiser has made a strategic investment of Rs 45 crore in Bombay Shaving Company to enhance its market presence and growth in the grooming products sector in India.

Target Company Overview

Bombay Shaving Company, a burgeoning brand in the grooming products sector, was established as an online venture four years ago and has strived to revolutionize personal grooming in India. With a significant portion of its sales—approximately 75%—originating from online channels, the company has successfully positioned itself to cater to the modern consumer's preferences. Their innovative approach not only acknowledges the shifting market dynamics but also aims to create a distinctive brand identity distinct from traditional products.

Currently headquartered in Bengaluru/Mumbai, the company is focused on expanding its product offerings and reaching a broader demographic. Plans to launch three new brands in the personal care space underline its strategy to diversify beyond a male-oriented brand, potentially tapping into women's beauty and men's make-up segments. This strategic pivot is expected to support their goal of enhancing sales from under Rs 100 crore to Rs 150 crore by December 2021.

Industry Overview in India

The grooming products industry in India is experiencing notable transformation, driven by youthful consumer demographics and digital accessibility. With urbanization and changing lifestyles, a surge in demand for personal care products has created