Gender-Centric Brands Moving Beyond Beauty Products - Next Big Brand
Case Study

Gender-Centric Brands Moving Beyond Beauty Products

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Pritish raj
Written by Pritish raj
[email protected] | Noida | Published on: August-18-2019 08:25 PM

With evolving time brands are focusing on the personal needs of each gender also. This has led to the creation of gender-centric products catering to different needs of a specific gender.

Here we will be looking at some homegrown Indian gender-centric products which have catered to such needs,

  • Ustraa– This was started as a lifestyle catering brand for single men who find it really difficult to set up their home. The brand went on to cater to the lifestyle-related needs of young, unmarried men. Founded by Rajat Tuli and Rahul Anand, they started with ‘Happily Unmarried’ and are currently one of the leaders in the men’s personal grooming space with a lot of amazing products and innovative campaigns.
Ustraa- next Big Brand

One of the campaigns by Ustraa.
Source- Ustraa.com

  • Beardo– Every culture has a different meaning and value of beard and beard styles. After finding out that, beard grooming industry targeted over 25 million users and had a market size of Rs 2,000 crore. Ashutosh and Priyank decided to target the industry and launched their range for men grooming products.
  • PeeBuddy- Launched in mid-2014, PeeBuddy is a Delhi-based startup which deals in women’s hygiene and intimate care products to enhance the quality of life for women across the country. It is easy to carry, disposable tunnel-shaped paper urination device that ergonomically fits between the legs to enable women to stand and urinate. The working of the device and its design has been adapted from that of a funnel.
  • PeeSafe- Started by Vikas Bagaria and Dheeraj Jain in 2013, PeeSafe is a sanitization spray that can be used in washrooms and helps clean and sanitizes the area. The company claims that it has sold over 5 lakh units offline and online. The idea of the product came when the wife of Vikas faced trouble finding a clean and hygienic toilet during a road trip. PeeSafe currently has a 40-member team and is present in 10 cities in India. The team claims 12 percent of its revenues come from Tier II and Tier III cities.
Gender Centric Pee Safe-Next big Brand

Source- amazon

  • Sanfe- Alumnus of the prestigious IIT Delhi, Harry Sehrawat and Archit Agarwal have developed Sanfe, a pee device that allows women to stand and pee. This device eliminates the need for any physical contact with the unhygienic toilet seat and risk of infections. This is considered to be the world’s cheapest environment-friendly pee device at just Rs. 10.

Rise of these products which are catering to a specific gender is a huge market. Men’s grooming and personal care market is eight percent of the $10 billion Indian personal care market. This includes oral care, soaps, and shampoos. Personal hygiene issues have created a global market for UTI treatment drugs. Research pegs this market to touch $9.89 billion by 2023.

With the market growing at such a fast rate, it won’t be a surprise with more such brands coming in order to cater the gender-centric needs.

About the author

Pritish raj

Pritish raj

Born and brought up in Bihar.
An engineer by education, the content creator, photographer and writer by profession and traveler and poet by passion.

Give me chaos, I'll create masterpiece :)

9113327413 | A-73, Hackerspace, Noida sector- 2 Noida UP 201301

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