Indian national cricket team coach Ravi Shastri has joined hands with Ador Multiproducts Limited to launch a range of grooming products for men.
The entrepreneur Shastri will own 49% stake in the new enterprise that will create a product range like beard oils, face wash, body wash, aftershave, deodorant, and hand sanitizer for a target group of 25 to 40 years.
The Brand 23 Yards will complete with leading FMCG companies like Marico’s Set Wet, P&G’s Gillette and RB India Veet compete with startups such as Beardo, The Bombay Shaving Company (Colgate-Palmolive owns 14% stake) and Emami’s The Man Company for the male grooming market expected to reach $5.5 billion in India by next year.
“With 23 Yards, I’m stepping into this ever-evolving world of entrepreneurship and startups. The reason for choosing a men’s grooming line comes from my personal interest in looking and feeling great that eventually enhances the quality of your output whatever you may be doing. As a cricketer, I groom the Indian Cricket team to challenge themselves. I’m not here to teach anyone anything new but rather instil the art of success and taking the extra yard,” said Shastri.
Deep Lalvani, chairperson of Ador Multiproducts, added, “men’s grooming business in India is projecting a massive compound annual growth rate of about 45%. According to him, there has been a drastic transformation, especially among the younger generation when it comes to grooming and self-care.
“…and we want to take that journey with Mr. Shastri to reach out to the young Indian male willing to build their skin routine. We have ensured that the products being launched are free from sulphate, parabens and mineral oils…at affordable price points.”
23 Yards is targeting the mid-segment market and claims to itself apart through ethically sourced chemical free/toxin-free ingredients. Starting at ₹ 199, the products will be retailed through brand’s own e-commerce platform 23Yards.in and SublimeLife.in as well as marketplaces such as Flipkart, Amazon and Nykaa.
Shastri is scheduled to join Team India in the UAE later this month from where they will be flying to Australia for a three-month tour, involving four Tests, three One Day Internationals and as many T20 Internationals.