Personal Care Appliances in India

PROSPECTS

Rapidly changing fashions and DIY culture support growth

Personal care appliances grew strongly at the end of the review period. While consumers are becoming increasingly interested in personal grooming, growing numbers are looking to engage in styling regimens at home for convenience and affordability.

Body shavers sees strong growth

Body shavers was the fastest growing category in personal care appliances in 2019. The category is popular with both men and women, though men’s products account for the largest share of sales.

Competition from unbranded products exerts downward pressure on prices

Despite the strong growth of body shavers, hair care appliances continues to dominate overall personal care appliances sales, with products such as hair dryers, straighteners and curlers remaining in demand. Unorganised players offering unbranded products have a strong presence in hair care appliances, however, providing considerable competition for branded players.

COMPETITIVE LANDSCAPE

Philips India looks to strengthen leading position through innovation

Philips India Ltd maintained a strong lead in personal care appliances at the end of the review period. The company has a strong presence in both hair care appliances and body shavers, offering a wide range of products for both men and women, including shavers, groomers, epilators, hair dryers, hair straighteners and curlers.

Strong pricing competition

A number of companies are looking to gain volume share in personal care appliances through competitive pricing strategies. This competition is being intensified by the entry of a growing number of players in the category.

Interest from private label

The growing demand for low-priced personal care appliances is increasingly attracting the attention of private label players. Flipkart SmartBuy, a private label from the e-commerce platform, Flipkart, and Infiniti Retail Ltd’s Croma brand are both active in personal care appliances, selling products at competitive prices.

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