When puzzled about what was the foundation behind establishing India’s first subscription based totally ecommerce platform for men’s grooming essentials, founder Mohit Saxena placed it very candidly, “ I need to admit that it became no longer a eureka moment. Both I and Bhisham Bhateja (co-founder) had been dealing with selling grooming in both the retail and on line area and we realized that there's a huge area which has not been represented. We desired to symbolize this space-affordable fine grooming merchandise for men at a rate point. And given the character of products in this class, it evidently lends itself to a subscription model.”
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Thus, The Man Company was born, based by means of Mohit, Bhisham and Parvesh Bareja, a subscription ecommerce platform for men to shop for their grooming necessities without getting stricken to step out. The platform is a unmarried window for guys to buy grooming merchandise such as shave gels, hair gel, face wash, shampoo, and body wash; get them effortlessly delivered to their doorsteps at ordinary frequencies determined via them.
Based out of Gurgaon, the startup components its personal variety of grooming products, made at the side of the Indoherbal enterprise at Haridwar. Mohit, provides, “As guys, we can infrequently step out to buy that one bottle of shampoo. The concept become to have a platform which no longer simplest addresses guys’s convenience however also offers them a massive width of exceptional products at a positive charge factor.”
How it really works
A patron has the choice to reserve one product or a basket of merchandise from The Man Company. The company even offers a starter package in which you can actually try the goods earlier than shopping for them. This includes 25 ml packs of different grooming products. Customers have the choice to personalize their merchandise basket to match their needs, set the frequency in their order, and revise or cancel their subscription any time they want to.
Once you have got chosen your basket, you may mechanically vicinity a status order coaching for these merchandise to be brought on the frequency one comes to a decision. The standing order practise version allows that your account is robotically debited every time it’s time to your subscription to be added, thereby saving you the problem of logging into your account over and over. The money from a customer’s account is debited five days before the products are shipped and he is also notified of the equal. At any given factor of time, he has the power to tweak the subscription units or pause it. The following video illustrates the ease of subscribing to The Man Company’s products.
Target market
The Man Company is aiming to goal men in the age bracket of 25-37, who are in search of to better their grooming routine. The target organization known as as “Aspirers” could want to improve to the better best products provided via the firm. Mohit mentions that there may be a huge charge point hole that exists in this phase with basic providing beginning from $three( INR180) to the top rate ones beginning at $11( INR700). The Man Company desires to position its merchandise inside this breadth which might make it qualify above the mass level products and more as a top class product.
Monetization, Funding and Traction
The sales version as glaring might be subscription primarily based ecommerce. The startup has simply launched a week lower back, and for this reason it’s too early for it to decide on sales objectives and proportion traction numbers. It is but garnering orders on a every day foundation because it has been lively in social media for the closing 4 months. It will kick-begin its commercial campaign quickly. However, Mohit and Bhisham are clean that in the first 2-three months, they want to accumulate a subscriber base of approximately 5,000 customers. For achieving this, they plan to attain 15K-20K buyers. Consequently, in the first 18 months of operation, they want this base to rise to 100K unswerving customers.
Mohit points out that as consistent with a Euromonitor International record, the market for grooming merchandise aimed at men is a $750 Mn (INR 5,000 Cr) market in India that's poised to develop to $1.2 Bn (INR 8,000 Cr) in 2018. Hence, the startup has enough scope to perform.
Meanwhile, the company has recently closed an undisclosed amount in its angel spherical of investment from Karan Bajwa, MD Microsoft India, Amanpreet Bajaj, Country Manager – India, Airbnb and Manish Vij, Founder CEO – SVG Media. Other buyers within the startup encompass Parvesh Bareja, Director, Helios Packaging, Dinesh Singh, and Hitesh Dhingra, co-founder of TrulyMadly.
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Along with that specialize in subscriptions, the company may also attention on curating guys associated content on its platform to boom person engagement. The content will awareness not most effective on grooming, however to all areas of men’s hobbies. Also in the pipeline, are plans to enlarge the product basket from the modern-day 6 ones. Additionally, except essentials, the firm will even challenge into men’s add-ons along with ties, socks , and different essentials to make the class greater involving for men.
Competition
As some distance as the grooming marketplace is involved, The Man Company has a variety of competition from established brands within the enterprise together with Gillette, Garnier, Bodyshop, Emami, P&G, Dabur, Park Avenue and L’Oreal. This category is witnessing a slew of product launches in particular focused toward men, corroborating the sooner noted Euromonitor document that the market will expand significantly as guys flip increasingly closer to manufacturers centered at them. Thus the Man Company will see sufficient opposition breaking into the segment, ruled by using FMCG giants. However, as a long way as its revenue version is involved, it's miles one of the first entrants to offer these products on a subscription foundation-some thing which has not yet been tried with the aid of its competition.
Editor’s Note
The Man Company is hoping to construct a faithful clientele with its fresh technique of subscription based ecommerce. Convenience of having one’s grooming necessities added proper to at least one’s doorstep, the width and depth of its offerings, and the convenience of tweaking one’s subscription are factors as a way to paintings in its favours. Given the fact that guys as consumers are a long way extra lazy consumers when it comes to buying that one bottle of shampoo or gel, the startup will rating with its proposition of turning in all what a person needs for grooming proper at his doorstep. Its fulfillment will depend on how receptive are men to its products and how speedy can it construct a sizable subscriber base given the slew of such products inside the markets being provided via installed brands.
