Volume : VI, Issue : I, January - 2017

Relevance of Grooming Products to young Indian Men

D. Gokulnath, Dr. Deepa Nair

Abstract :

 The male grooming habit is rooted in changing norms of masculinity. This research explores why the male grooming segment still has plenty of room to grow in India with the emerging global markets. India has witnessed a growing desire amongst urban men to look good and fresh lately. Using this willingness to their advantage, companies have launched a plethora of products targeted at men. The male grooming category is witnessing an attitudinal change not just among the urban populace but also among affluent sections in smaller towns and rural India where consumers are adding products in this category to their shopping baskets. Inspired by their urban counterparts, these consumers are fostering a modern outlook to male grooming.

Keywords :

grooming   masculinity   glob al   urban   affluent   shopping   consumers   mode rn   male  

Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

D. GOKULNATH, DR.DEEPA NAIR, Relevance of Grooming Products to young Indian Men, International Journal of Scientific Research, Volume : 6 | Issue : 1 | JANUARY 2017


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