Mumbai: 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 in the earwear & wearable segment has announced its entry into the personal grooming category with its sub-brand- MISFIT. As part of its category expansion strategy, the homegrown Indian audio player brand will launch innovative grooming appliances such as beard trimmers, shavers, groomers, and many more under ‘MISFIT’. Geared towards millennials, MISFIT will offer aspirational lifestyle products to give that salon-style finish at home. With this, boAt is looking at breaking the clutter by introducing a range of grooming and personal care products that are innovative and value-driven.

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

boAt co-founder Aman Gupta said, “After having established our leadership in the 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.”  

With an influential motto of Never Fit In, Misfit believes in the importance of self-care and heralds a future free from gender stigma through a colourful brand vision and bold conversations.