21 May 2024

Men’s grooming industry is at INR 12,500 crore and aims to reach INR 19,500 crores by 2026. Bohem, a new brand in the men’s grooming industry that promises to offer innovative products plans to capitalise on this growth. Its parent company, Piramal Pharma Limited’s Consumer Products Division has major plans for this new kid on the block.

Initially, it will launch hair removal spray, beard growth oil, an underarm roll-on with more products in the pipeline. According to Piramal Pharma Limited’s Consumer Products Division CEO Nitish Bajaj, Bohem is in line with the company’s endeavour to venture into the male grooming market and the launch of a few products is just the start. Soon Bohem will focus on making a change in men’s grooming culture with more inclusive self-care routines using scientifically-backed ingredients that provide tangible results.

Bohem will have a more focused product portfolio with high-quality products at lucrative pricing. All of the products will be in the price range of INR 199 to 799, catering to the younger generation. who want to explore innovative grooming products.

Nitish adds that the packaging and design of the products will be more unconventional and bohemian with unique colours, images, and fonts. The marketing strategy for the brand will be more focused on the digital medium like social media, performance marketing, influencer partnerships, and online retail. This will help Bohem optimize their brand visibility and reach their target audience in a more effective manner.