With demand for affordable personal care expanding rapidly, the company is developing a presence in India’s tier-two and tier-three cities, states Harshit Kochar
With consumers becoming more brand aware, experimental and better informed, the Indian personal care market has moved from simple grooming products to a vibrant, trend-based market for self-expression and individuality, says Harshit Kochar, Managing Director (MD), Vi-John Group.
Kochar told BW Businessworld that the demand for quality but affordable personal care is expanding very fast in the country’s tier-two and tier-three cities. He explained that as rural and emerging international markets present increased opportunities, the company is eyeing a 15 to 18 per cent growth in the current fiscal year (FY26), led by a mix of new product introduction in high-growth categories, digital and modern trade channel acceleration and exports to new geographies.
In an interview, Kochar shared insights on the company’s performance, key growth drivers and expansion into international markets. The MD also put the spotlight on the evolving nature of the country’s personal care market. Excerpts:
How has the company performed in FY25? What are you expecting in terms of revenue growth?
Our organisation has registered a tremendous performance in FY25. We have seen significant growth in our core verticals due to operational excellence, customer confidence and innovation. Our strategic emphasis on quality and value creation has further consolidated our market leadership.
Based on the current momentum and business strategy, we have already seen double-digit revenue growth in FY25, and going forward, we are planning to expand in various segments, which will surely allow for sustainable growth in the next fiscal year.
How has the personal care segment evolved over the years? How would you describe the Indian consumer of today?
The Indian personal care market has moved from simple grooming products to a vibrant, trend-based market for self-expression and individuality, as consumers today are better informed, more experimental and more brand-aware. They go out of their way to find products that deliver efficacy, clean formulas and reflect their values.
The modern Indian consumer values innovation but also looks for heritage, affordability and trust. This shift has driven brands like Vi-John to not only broaden their product categories but also invest in research, design and performance to meet the aspirations of this fast-changing, discerning audience.
How has the demand been so far in the shaving products, skin and hair care segment? What can we expect from Vi-John in terms of new product introductions?
Shaving, skincare and hair care remain robust areas of demand with increasing interest in high-performance, multi-tasking products. People are seeking above-the-baseline solutions with performance, ingredients and self-expression at the top of their priorities. At Vi-John, we are expanding our portfolio to meet this demand. Upcoming launches include a men’s advanced grooming line featuring beard care, hair gels and performance deodorants.
We are also introducing dermatologist-backed skincare with niacinamide and salicylic acid, and natural, Ayurveda-inspired ranges for conscious consumers. Our focus remains on offering modern, effective and accessible personal care solutions.
In terms of expansion, what are the plans to expand into tier-two and three cities as well as to enhance the footprint in South Asia, the Middle East and Africa?
Global expansion for Vi-John goes beyond revenue, as it reflects our vision to take Indian grooming excellence to the world. We are determined to develop our presence in India’s tier-two and tier-three cities, where demand for quality but affordable personal care is expanding very fast, as well as in other emerging international markets.
Our forays into South Asia, the Middle East and Africa have been encouraging, as these geographies fit well with our product line due to comparable climatic conditions, value-centric affinities and cultural connections. Although our international business now represents a smaller percentage of overall revenue, it is expanding at an aggressive double-digit pace.
In the next three to five years, we will expand our international presence significantly, making Vi-John a reputable grooming brand worldwide while further building on our US presence in underpenetrated markets.
What are the growth prospects you are looking at in FY26?
Given our brand’s strong foundation, value-driven positioning and the massive opportunity in both rural and emerging international markets, the financial year 2025–26 is a breakthrough year for us. We are aiming for a robust 15 to 18 per cent growth driven by a mix of new product introductions in high-growth categories, digital and modern trade channel acceleration and exports to new geographies (South Asia, MEA)
How has the grooming and skincare solutions industry fared in recent months? What are the projections going ahead?
The skincare and grooming sector has shown focused growth over the past several months because of enhanced awareness toward self-care, shifting beauty trends and increasing spending on personal well-being.
The Indian skin care market is of USD 8.93 billion and is likely to grow up to USD 16.85 billion by 2031 with a compounded annual growth rate (CAGR) of 9.5 per cent. The men’s grooming category is also growing exceedingly, with an estimated CAGR of 12.1 per cent in 2030. With continuous product innovation and growing demand originating from tier-three and tier-two cities, the company is anticipated to drive long-term double-digit growth over the next several years.
The company recently organised a grooming initiative, ‘Grooming Ka Mahakumbh.’ Please share the notion behind this and the key takeaways.
‘Grooming Ka Mahakumbh’ was envisioned as a celebration of our fundamental mission, grooming India, and it went beyond providing individual grooming products. We believed that grooming is not only about how we look but also about creating confidence, self-respect and dignity. The large-scale campaign was undertaken to reach various sections of society and demonstrate how good grooming could reach everyone.
The most important takeaway was the active engagement across all demographics, reiterating that personal care is becoming a means of self-expression and empowerment. It also confirmed our dedication to inclusivity, innovation and affordability.
