Reckitt Benckiser (RB) has entered the Indian beauty industry with male grooming products. It has launched hair removal creams for men, under its popular Veet brand. It has got the current Bollywood heartthrob, Kartik Aryan to endorse this depilatory product. The brand has made a soft launch in India and will be available online and in retail outlets soon.

RB wants to cash in on the small but fast increasing male grooming sector in India. Pankaj Duhan, Chief Marketing Officer, RB Health South Asia said, “Male grooming is a big trend among Indian consumers who are getting more aware about how they want to look, and that helps them draw confidence.”