In a country where the beauty and personal care industry has long been dominated by women-centric products, one brand dared to ask the question: “Why can’t men have premium grooming products too?” That bold question gave birth to The Man Company , a startup that has not only transformed men’s grooming habits in India but has also built a thriving ₹300 crore+ business in less than a decade.
This is the story of how Hitesh Dhingra and his team turned a simple observation into a grooming revolution, overcoming struggles, breaking stereotypes, and creating one of India’s most loved D2C brands.
Founded in 2015 , The Man Company was built on a clear pain point — men in India had extremely limited grooming choices. The options available were either basic shaving kits, deodorants, or “for men” variants of women’s products, often with little differentiation.
For the modern Indian man, who was becoming more conscious about his looks and personality, this wasn’t enough.
The Man Company’s mission was clear: to create an entire ecosystem of grooming, skincare, and lifestyle products exclusively designed for men.
Hitesh Dhingra, who had prior entrepreneurial experience with startups like Letsbuy (later acquired by Flipkart), knew that men’s grooming was a niche waiting to explode . But the journey wasn’t easy.
In the early days, the team started with just a few lakhs in seed capital , investing personal savings and small-scale funds. The struggles were plenty:
Despite these challenges, Hitesh and his co-founders kept their faith. They knew habits don’t change overnight , but once men experienced the value of high-quality, natural, and premium grooming products, there would be no looking back.
The Man Company started small — with a limited line of face washes, beard oils, and soaps . But their USP was clear :
Gradually, they built an entire portfolio of over 100+ products , including skincare, haircare, beard grooming, fragrances, and body essentials.
A big breakthrough came with the beard grooming range at a time when beards became a cultural trend among Indian millennials. The Man Company was perfectly positioned to capitalize on this wave.
The real validation came in 2019 , when Emami Ltd., one of India’s biggest FMCG players, acquired a 45% stake in The Man Company .
This partnership gave the startup not just financial muscle but also access to Emami’s distribution, marketing, and retail network . It allowed The Man Company to move beyond being an online-first D2C brand and establish a strong offline retail presence .
Today, The Man Company is available on all major e-commerce platforms, its own website, and over 30,000+ retail outlets across India .
From its humble beginnings, The Man Company has grown into one of India’s fastest-growing grooming brands.
One of the biggest challenges The Man Company tackled was changing the perception of men’s grooming . The brand’s campaigns consistently emphasized that taking care of oneself doesn’t make a man any less masculine.
Through smart storytelling and relatable branding, they redefined grooming as part of a man’s personality and confidence.
The Man Company’s journey is far from over. The brand’s vision is ambitious — to become the go-to lifestyle and grooming brand for men, not just in India, but globally.
With the rise of D2C commerce, increasing disposable incomes, and changing consumer habits, the men’s grooming industry in India is expected to grow exponentially in the coming years.
The Man Company is strategically positioned to capture this growth, backed by its strong product line, powerful partnerships, and loyal customer base.
The success of The Man Company holds valuable lessons for every entrepreneur:
From a bootstrapped startup in 2015 to a ₹300 crore+ brand redefining men’s grooming in India, The Man Company has proven that daring to be different pays off.
It didn’t just sell products. It sold confidence, self-expression, and a new definition of modern masculinity .
And as more Indian men embrace grooming as a part of their lifestyle, The Man Company is poised to lead this revolution, both at home and on the global stage.
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