Former cricketer and Indian cricket team coach Ravi Shastri is turning entrepreneur with the launch of a male grooming and hygiene products line 23 Yards. Shastri has partnered with personal care manufacturer Ador Multiproducts Ltd, which will help create grooming products, including beard oils, face wash, body wash, aftershave, deodorant and hand sanitizer for a target group of 25 to 40 years.
Shastri will own 49% in the venture, while the Ador Group will hold the remainder.
With this, 23 Yards enters India’s competitive yet growing male grooming market projected to touch $5.5 billion by 2021.
The market is replete with brands from established FMCG firms as well as startups. 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 The Man Company (raised funds from Emami Ltd).
Cricket Business : Shastri’s company will enter the mid-segment market
23 Yards is set to enter the mid-segment market and claims to itself apart through ethically sourced chemical free/ toxin-free ingredients. Starting at Rs199, 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.
The new brand will be promoted through an extensive digital campaign featuring Shastri as well as influencers across social media platforms
Shastri is now set to fly to Dubai before the end of this month where along with others he will quarantine himself for the India’s tour of Australia. Under Shastri’s mentorship Indian cricket team is scheduled to play 4 Test matches, 3ODI’S and 3T20 games series.
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