The personal care market is transforming, driven by evolving consumer preferences and lifestyle shifts. For GCPL, strategies have to be consumer-first. With an understanding of aspirations, challenges and unique needs of consumers, they aim to create meaningful connections. Neeraj Senguttuvan, Vice President of Marketing for Personal Care at Godrej Consumer Products, tells us how the company is taking charge to shape the future of personal care in India.
Needs Of The New-Age Consumer
Personalisation has been at the forefront of consumer needs with individuals seeking products tailored to their unique skin, hair and lifestyle needs, Senguttuvan tells us. Convenience is another key, with formats like grooming kits and multi-functional products gaining popularity among time-strapped individuals. Next, affordability is crucial, with consumers demanding high-quality products at accessible price points.
The men’s grooming landscape too in India has evolved significantly since the 2010s, driven by changing social norms, increased exposure to global trends and the impact of digital and social media. “Traditionally, grooming was functional and limited to regular haircuts and clean shaves, with little emphasis on self-expression or experimentation. This began to shift as perceptions of masculinity and self-care expanded.”
Of Godrej’s personal care lineup, certain brands cater exclusively to men while a majority of them are unisex. The categories extend across personal wash (Cinthol soap, Godrej No.1, Magic Handwash), hair colour and care (Godrej Expert Rich Crème, Godrej Selfie Shampoo Hair Colour), fragrances (Park Avenue, KamaSutra Deo), sexual wellness (KamaSutra Condoms) and professional salon products (Godrej Professional). “Each of our brands has a distinct positioning to resonate with its target audience.”
Grooming became a key part of personal confidence and lifestyle, influenced by Bollywood, global fashion trends and digital-first campaigns. Men increasingly seek specialised products, from face scrubs for healthier skin to styling gels and premium perfumes, reflecting a desire for self-presentation that transcends the basics. However, simplicity and effectiveness that initially defined the category still remained central.
Gender-neutral and multi-functional offerings are increasingly resonating with modern, inclusive lifestyles. Simultaneously, there is a growing demand for clean, natural and sustainable products. “Consumers prioritise health and eco-consciousness, driving brands to adopt ethical sourcing, transparent practices and sustainable packaging solutions.” This shift underscores a broader desire for responsible self-care.
Campaigning Effectively
An insight revealed that farmers were adopting grooming, with hair colour emerging as a popular choice. GCPL developed a localised campaign using outdoor advertising, regional content creators and targeted media to launch #KisanFashion for Godrej Expert Rich Creme. The campaign addressed the growing trend of grooming among rural men. “There is pride in looking good at social gatherings like festivals, weddings, or even a simple visit to the market.”
For the mass market, accessibility remains key. “We’ve launched access packs of Godrej Expert Rich Crème and Godrej Selfie Shampoo Hair Colour to meet the affordability needs of general trade shoppers.” Similarly, Godrej Professional engages directly with salon professionals through curated hair shows, training programs and industry events, reinforcing its professional-grade offerings.
“Marketing products to men requires a focus on simplicity, functionality and authenticity.” Men tend to prefer grooming products that serve a clear purpose. The branding is subtle and confident with practical designs. Shooting off insights from the category, when developing products for men, GCPL’s focus is straightforward, effective solutions. For Park Avenue Fragrances, campaigns use performance-driven storytelling to showcase brand offerings. “The messaging aligned with the evolving definition of modern masculinity, portraying men as confident and aspirational in both professional and social settings.”
To provide for the ever-growing consumer demographics of the country, GCPL is increasing its presence across traditional and modern retail channels. “As we delve deeper into emerging markets, ensuring that consumers have access to our products regularly is vital to our goal of achieving increased penetration.”
They work on expanding their distribution channels to increase consumer reach, with a greater focus on unserved or poorly served rural and remote markets through a van distribution program ‘Vistaar’. The program will reach three times the amount of villages currently serviced and exponentially expand direct distribution in rural markets.
The company is also building up new chemist and cosmetic sales channels to accelerate growth for the personal care range of products. They leverage digital marketplaces, e-commerce and Q-commerce to ensure product availability across regions. “By catering to varied shopping behaviours and preferences, we ensure the products are accessible to all consumers.”
Decoding Market Potential
Looking to the future, the company sees immense growth potential in EDP perfumes and deodorants, particularly Park Avenue and KamaSutra Deos. “As consumers increasingly gravitate toward premium, long-lasting fragrances, these categories present a significant opportunity for growth.” Both brands hold strong equity, and aim to capitalise on the rising demand for personal grooming and fragrance solutions.
Another majorly untapped but booming category is the shampoo-based hair colour business driven by Godrej Selfie. The product is an easy-to-apply hair colour that covers grey hair by depositing colour pigments onto the hair shaft when applied directly to dry hair. “Our shampoo-based hair colour business, driven by Godrej Selfie, is growing well across urban and rural markets. Consumers appreciate their convenience and effectiveness, making them an essential part of modern grooming routines.”
