Disrupting Men’s Personal Hygiene Market

SVISH claims to have identified a largely underserved niche – namely, the men’s grooming market – which is growing at a CAGR of 11.2%

Craft beer brewer Ishan Grover and advertising professional Jaideep Mahajan decided to change their career paths when the Covid-19 pandemic struck the world in 2020. The duo entered the high-potential but highly competitive sanitisation/disinfection space and launched the D2C brand SVISH-On-The-Go to offer a range of non-oily and eco-friendly sanitiser sprays.

Although sanitisers continue to grab sales in a post-Covid world, the D2C brand has diversified its product portfolio, aiming to emerge as a go-to brand for all hygiene and personal care needs. Currently, it offers 15 SKUs under three categories — sanitisation, hair hygiene and intimate hygiene (for men and women). SVISH says it has serviced more than 1.3 Lakh consumers and sold 1.8 Lakh+ products. It also raised two funding rounds from marquee investors such as Wami Capital, LC Nueva AIF and AUM Ventures. Between August and September 2022, its monthly gross merchandise volume (GMV) crossed INR 2.3 Cr.

A forward-thinking market focus (while the original product range worked well) is a smart business move. More importantly, it claims to have identified a largely underserved niche – namely, the men’s grooming market – which is growing at a CAGR of 11.2%. The D2C brand claimed to have developed India’s first hair removal spray for men, and its sales grew by 900% between October and December 2022.

Despite stiff competition from legacy players like Hindustan Unilever and Procter & Gamble, the founders are confident about the future of SVISH. The D2C brand will launch more products, tap into new categories such as body and oral hygiene, and double down on its marketing efforts to educate people why personal and intimate hygiene should be part of one’s wellness routine.