afaqs! news bureau
Marketing

boAt forays into personal grooming with MISFIT

The brand will also launch a range of women's personal care products in the Indian market soon.

In a world turned upside down, who’d have guessed that DIY personal grooming products would become a necessity and an instrument for the well-being of so many. The pandemic and subsequent restrictions on movement have led to a change in consumer behaviour where people want to experiment with their looks and invest in self-grooming accessories such as razors, trimmers, grooming kits, and epilators.

Sensing the opportunity, boAt, a lifestyle consumer tech brand recognized for being the leader in the earwear & wearable segment has announced its entry into the personal grooming category with MISFIT. As part of its category expansion strategy, boAt will launch innovative grooming appliances such as beard trimmers, shavers, groomers, and many more under ‘MISFIT’. Geared towards millennials, MISFIT will offer exciting and aspirational lifestyle products that are perfect to give that salon-style finish at home. With MISFIT, boAt is looking at breaking the clutter by introducing an exciting range of grooming and personal care products, that are innovative and value-driven. The brand will also launch a range of women's personal care products in the Indian market soon.

According to Research and Markets, the Indian male grooming market stood at $643 million in 2018 and is projected to grow at a CAGR of over 11 percent to cross $1.2 billion by 2024. Buoyed by this growing interest in the personal care segment, boAt has already launched the T200 grooming kit and is expanding its portfolio with the all-new T50 standalone trimmer.

On foraying into the grooming category Aman Gupta, co-founder boAt said, “After having established our leadership in earwear and wearable category, we are all set to strengthen our lifestyle portfolio under the ‘MISFIT’ brand. With MISFIT, we want to bring in a fresh approach to the personal care category by designing products specifically for the Millennials.”