Our team (Team Matrix) took on the challenge of developing a comprehensive market entry strategy for Ranbully Shaving Co. (RBC), a new player aiming to disrupt the Indian safety razor market. With the male grooming industry experiencing significant growth in India, we identified an opportunity to introduce eco-friendly, high-quality safety razors that would appeal to increasingly conscious consumers.
The Indian male grooming market is valued at USD 2.1 billion with an impressive annual growth rate of 12.1%. Within this, we targeted the safety razor segment, which represents 6.5% of the total shaving market (valued at ₹195 crores). This segment is projected to grow at a CAGR of 6-8% over the next decade, doubling in size by 2034.
Our role encompassed:
We faced a complex market dominated by established players like Gillette and Super-Max, alongside growing challengers such as Bombay Shaving Company, Pink Woolf, and Hajamat. Our challenge was to carve out a distinctive position while addressing the growing consumer shift from disposable razors to safety razors driven by environmental consciousness and long-term cost benefits.