Gillette India is witnessing strong growth in its women’s grooming business, with its brand Venus expanding by over 20% annually and contributing a double-digit share to the company’s grooming portfolio, a top company official said on Tuesday.
”Venus already contributes double-digit to our Grooming Business and is growing upwards of 20%,” said Gillette India CFO Srividya Srinivasan, while replying to a query on growth rate in the female category, in its analyst meeting.
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She said the biggest opportunity for the brand lies in attracting new users, as female hair removal remains a diverse category where razors compete not only with rival brands but also with alternatives such as hair-removal creams, waxing products and salon services.
Gillette India has expanded the Venus portfolio to cater to a wide range of consumer needs, from entry-level products such as Simply Venus to premium offerings.
”Our focus has been on the in-home hair removal segment. In the last few years, razors as a sub-segment have seen the fastest growth,” Srinivasan said.
According to the company, changing consumer preferences are creating opportunities for products that offer convenience, comfort and ease of use.
”We know that women today are seeking hair-removal options that are easy, painless and hassle-free. That’s exactly where Venus fits in,” she said.
The company is also stepping up investments in influencer-led campaigns and digital outreach to drive awareness and encourage adoption among women consumers.
”We are increasing our scale of influencer activations, expanding the reach of our media model and continuing to invest to build the category and business for Venus,” Srinivasan said.
She added that the company is focusing on engaging consumers at relevant occasions and addressing misconceptions around shaving through relatable and aspirational content.
Overall, the addressable size for Gillette, an overall market leader for years, is significant.
”Gillette continues to be the market leader in the Blades and Razors segment, and we have grown year on year. With this, the Company has consistently delivered balanced topline and bottom-line growth over the past five years. Our absolute sales have grown 1.5x over the past 5 years, while absolute profit has doubled,” she said.
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However, she also added that younger consumers are shifting between a clean-shaven look, a trimmed stubble, or a beard based on their mood and social calendar.
”Gillette has been able to stay relevant with this consumer by evolving its offerings,” she said.
(This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)
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