In an interview, Saurabh Gupta, MD and CEO of Hamilton Sciences or HSPL shares insights on the expansion into non-metros, the company’s strategies and the emerging trends in the men’s grooming industry
Led by increased self-care awareness, the rise of premium grooming solutions and changing consumer habits, the Indian men’s grooming market is witnessing a significant shift. Highlighting that with strong consumer connect and focus on innovation, Saurabh Gupta, the Managing Director and CEO of Hamilton Sciences or HSPL (the parent company of men’s grooming brand Denver), said that the company is looking at a healthy growth rate this financial year. He added that expansion into new geographies, continued diversification of product portfolio and scaling up ecommerce capabilities will drive growth.
In an interview with BW Businessworld, Gupta shared insights on the company’s strategies, expansion into non-metros as well as the trends being observed in the men’s grooming industry. Excerpts:
What has been Denver’s growth status in the Indian men’s grooming market?
We have experienced a significant amount of growth over the year in the Indian grooming market, expanding Denver’s product portfolio beyond fragrances to now include face care, body care, and hair care products. This expansion has enabled the company to broaden its reach and effectively engage a diverse target audience, all the while driving growth and increasing market share.
In fact, Denver has gained a market share of around 8 to 9 per cent in the perfume category, which is a clear testament towards the brand’s increasing popularity and consumer loyalty. Furthermore, the brand has established a strong presence in ecommerce platforms, with our online sales contributing to about 20 per cent of the revenue. This highlights the importance of investing into digital channels in the men’s grooming market. Another significant milestone for Denver has been its successful market expansion into North America, South America and Southeast Asia.
How is Denver leveraging ecommerce and digital platforms to expand its reach?
We invest in online marketing, social media engagement and strategic partnerships to build a strong online presence, meeting the rising demand for online shopping fuelled by evolving consumer behavior. Our online strategies involve targeted advertising, social media campaigns, and email marketing to engage with customers to boost brand visibility and website traffic, ultimately resulting in increased sales. This exciting new sector is rising and in half a decade it will be the equivalent of traditional trade.
What are your growth projections for FY25 and the upcoming fiscal?
We are looking at a healthy growth rate for this financial year. The drivers of this growth will be the continued diversification of our product portfolio, expansion into new geographies, and scaling up our ecommerce capabilities. We’re confident that with our current trajectory, strong consumer connect and commitment to innovation, Denver will continue to lead the transformation of the men’s grooming space in India and beyond.
What strategies is Denver using to tap into Tier-2 and 3 markets?
We partner with local distributors and retailers to offer affordable and accessible products utilising localised trade channels. Additionally, to increase market share, the brand is investing into targeted advertising and marketing to increase brand awareness and engagement. With new demand primarily coming from tier 2 and tier 3 markets, these affordable options cater to the needs of these consumers.
What major shifts have you observed in Indian men’s grooming habits in recent years?
A noticeable shift in consumer behaviour has led to a rise in demand for the Indian men’s grooming sector. Now, men are becoming more aware of their hygiene, resulting in regular grooming and a preference for premium products. Digital literacy and access to global trends have played a part in changing how brands like us communicate, distribute and engage. The demand is no longer just about functionality, it is also about experience, trust, and lifestyle alignment.
What upcoming innovations or new product categories can we expect from Denver?
There is quite a diversified line of new products in the pipeline for Denver, ranging from hair care products, body wash, shower gels, new range of perfumes and travel-sized packs as well. With these innovations in the product categories, we plan to stay ever-competitive and cater to the needs of our customers. Our premium and luxurious segment will be led by high-end offerings such as the Autograph perfume range.
How is Denver addressing the growing demand for workplace grooming solutions?
We are addressing the rising demand for workplace grooming solutions by offering a tailored range of products designed to meet the needs of modern professionals, and it is a key focus area for the brand. Our products were designed keeping in mind that they are easy-to-use and convenient for on-the-go purposes, making them ideal for working professionals who need to look sharp at once.
How would you describe today’s Indian consumer?
The Indian consumer is dynamic, informed and highly discerning. With an equal emphasis on self-care and style, the consumer is unyielding when it comes to quality and convenience—often shopping online or engaging with brands digitally. There is an openness amongst consumers to try out new experiences, which in turn presents an opportunity for brands like Denver to meet this need and co-create experiences. That’s why we are deeply invested in consumer insights and agility in product development.
