Disrupting the men's grooming industry
Story of Bombay Shaving Company 🪒
Hey folks,
We are back with another case study this wednesday!
We hope you have a good read!
Background
Founded in 2015 by Shantanu Deshpande (an ex-McKinsey consultant), Bombay Shaving Company set out to change how Indian men approached grooming. Shantanu noticed that the Indian personal care market was dominated by big brands offering basic, mass-market solutions. Grooming, especially shaving, felt like a chore — not an experience.
The goal?
Turn daily shaving and grooming into a personalized, premium ritual.
Starting with a focus on men’s shaving kits, Bombay Shaving Company gradually expanded into a full grooming brand for both men and women.
Business Model
Bombay Shaving Company operates a Direct-to-Consumer (D2C) and omnichannel model:
D2C First: Initially sold through their own website, allowing full control over customer experience and data.
Omnichannel Expansion: Later entered Amazon, Flipkart, Nykaa, and eventually offline retail (e.g., Reliance stores, Shoppers Stop) to reach a larger audience.
High-Margin Products: Focused on premium razors, skincare, beard care, and hair removal solutions.
Their philosophy: “Serving Customers, Not Just Selling Products.”
They offer personalized regimens depending on skin type, beard type, and grooming habits — adding a layer of customization missing in legacy brands.
Strategy
Product Innovation:
Started with 6-part shaving systems (pre-shave scrub, shaving cream, razor, post-shave balm, etc.).
Launched beard care kits when beards became trendy.
Expanded into women’s hair removal and skin care under the same brand umbrella.
Storytelling & Branding:
Built emotional connections through ads and storytelling.
Branding feels personal, urban, and aspirational — "Look your best, feel your best."
Digital-First Approach:
Heavy use of social media, influencer marketing, and YouTube tutorials.
Smart CRM tactics like birthday offers, subscription models, and loyalty programs.
Fundraising and Growth:
Raised multiple rounds of funding from investors like Reckitt Benckiser, Colgate-Palmolive, and Sixth Sense Ventures.
Post-2021, scaled into offline retail aggressively.
Challenges
High Competition: Battling giants like Gillette (P&G) and nimble startups like The Man Company, Beardo.
Price Sensitivity: Indian consumers often find premium grooming products expensive.
Brand Loyalty: Building loyalty in a market where switching costs are low.
Current Status (as of 2025)
Bombay Shaving Company has diversified into over 100+ products.
Serves both men and women with grooming, skincare, and hair removal solutions.
Strong presence online and in over 20,000 offline retail outlets across India.
Plans international expansion into South-East Asia and the Middle East are underway.
Key Takeaway
Bombay Shaving Company proved that premium, experience-driven grooming could thrive in India. By mixing smart branding, D2C tactics, and product innovation, they created not just a company — but a community.
As their founder says:
"In a world full of transactions, we chose to build relationships."
